Shaping the future of marketing: CMA Councils

The CMA kicked off its 2019-20 Council term last week with a lively orientation session at Tim Horton’s bright and new downtown office. The coffee flowed as returning and new Council members gathered for the first time and began shaping initiatives that they will pursue to inform and strengthen Canada’s marketing community.

The day began with remarks by John Wiltshire, CMA’s President & CEO. He spoke about the pivotal role that Councils play in the CMA’s strategic vision to elevate the profession through promotion, learning, advocacy, networking and standards.

An energetic panel discussion explored The Future Role of the CMO. The panel featured thought-leaders from several CMA Councils:

  • John Bardawill, Managing Partner, TMG International Inc. (panel moderator and Chair, CX Council)
  • Andrew Au, Co-Founder & President, Intercept Group (Chair, B2B Council)
  • Luxy Thuraisingam, VP, Marketing, Cisco (Vice-Chair, Martech Council)
  • Sarah Thompson, CSO, Mindshare (Co-Chair, Media Council)
  • Stephan Sigaud, EVP, Marketing and Development, Phase 5 (Vice-Chair, CX Council)
  • Brian Carey, Director, Customer Marketing, Rogers (Member, Brand Council)

The panelists debated how CMOs should interact with other teams in their organizations as technology advances and business paradigms shift. They debated topics such as:

  • Is transformation based on culture or technology?
  • How does the pressure to deliver quarterly results impact the development of a brand over time?
  • To what degree does the modern CMO need to understand martech?

The panel discussion was taped, and footage will be posted online in the weeks ahead.

During the orientation session, the CMA unveiled new opportunities for Councils to engage with each other on thought-leadership initiatives and new ways to share their insights with the broader marketing community.

Beginning in 2020, our Morning Event Series will incorporate Council panels to enhance the outstanding thought-leadership insights that these events are noted for. Stay tuned for 2020 programming!

Before breaking into their Council groups for their first meeting of the term, attendees heard a presentation about CMA NXT. This new program will offer online and in-person skills development and networking activities to help youth aged 15-30 overcome barriers to employment and find meaningful pathways to a marketing career.

Last year, our Councils produced more than 40 blogs, white papers and webinars to share their insights with the marketing community on a wide range of topics. Visit our site to explore these resources, and keep informed by subscribing to our Top 5 Picks e-newsletter through MyCMA.


Author: Sara Clodman, Vice-President, Public Affairs and Thought Leadership, Canadian Marketing Association

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