Parting Words, Part 1

Apr 18, 2022

Elevating Marketing’s Influence

As most of you know, I will be retiring from my role at the CMA in early May. The past five years have been rewarding and I leave satisfied in knowing that the CMA is well-positioned to continue emboldening the marketing community to make an impact on business. For my last three CEO notes, I will share my thoughts on each of our strategic pillars.

First up is influence.

When I came into the role, many people said that the CMA needed a stronger voice to exert more influence and elevate the reputation of marketers.  

Who are we influencing? Government, for sure, through impacting policy, legislation and regulation. Topping the list is the significant work we’ve done to encourage governments across Canada to adopt privacy legislation that protects consumers while ensuring data-driven business can flourish. The puck is not in the net yet, but our influence is strong, and our work is making a difference.

But that’s not all. We are also influencing marketers to understand the rules and adopt best practices that strengthen the profession in Canada. From developing standards in emerging areas like adtech, DEI and internet gaming, to providing guidance on agency search, accessibility, privacy, consumer protection, CASL and more, the CMA is preserving and expanding its long-established leadership role in industry self-regulation. And we aren't done yet. The CMA is adding ESG and sustainability initiatives to our portfolio.

All of this work emanates from our public affairs and thought leadership team, which we strengthened significantly during my tenure. They are fantastic. Led by the mighty Sara Clodman, Florentina Stancu-Soare, Fiona Wilson and Emily Abrahams and supported by Jennifer Bull, they have grown the CMA voice into one that is effective, respected and influential, with the involvement and exceptional support of some of the best marketers in the business.  

The profession is in good hands.

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John Wiltshire

President & CEO Canadian Marketing Association




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