Let’s Get Creative

Jun 21, 2021

I’ve often said that our councils are the lifeblood of the CMA. They truly are. And now we are taking steps to fill a big gap in our council community – one that is at the centre of the future of our industry. 

Marketing is nothing without creativity. Creativity has a huge impact on effectiveness and business results, and we celebrate this at the CMA Awards each year. My personal experience as a CMO is that creativity flows best through synergistic, supportive relationships between brands and agencies. 

All our councils do creative work that is highly valued. But given creativity’s crucial role in marketing, we are launching a new council to provide thought leadership and best practices on the value of creativity. These include practices for agency and in-house creative professionals, the move to visual expression, creative technologies, how creativity is viewed from the C-suite, and more. 

This is a big, mission-critical mandate for our industry. I know our community is full of strong marketers who will rise to the challenge, and I’m excited to see how their work will inspire others.

Bryan Kane (FCB Canada) and Lisa Mack (Telus) will co-chair the Creativity Council.  If you are a CMA member and would like to sit on the council, and help to champion creativity in Canada, apply through your MyCMA account under “Leadership”.

P.S. For more on creativity, check out my recent Marketing Connected LIVE session with Jennifer Carli (Bank of Montreal) and Shelley Smit (UM Canada).

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John Wiltshire

President & CEO Canadian Marketing Association




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