By John Gustavson, President and Chief Executive Officer
Congratulations to all those who came away winning a 2013 CMA Award on Friday night. To Canada's 2013 Marketer of the Year, Canada Goose President and CEO Dani Reiss, Tribal Worldwide and McDonald's Canada for the best overall campaign and to DDB/Tribal who took home the most hardware (17 statues in total), you are all most deserving of your awards.
At Canada Goose under Reiss's leadership we have a Canadian marketing success story that inspires others -- a home-grown product desired around the world. On the other hand, McDonald's and Tribal left no question off the table in capturing this year's Best of the Best, developing a transparent marketing PR campaign that changed peoples' perceptions of the brand and delivered impressive results.
Congratulations to all recipients.
The CMA Awards Gala proved once again why it's the party of the year that celebrates marketing excellence, and those moments when all the pieces of the marketing puzzle snap together to create great work that delivers measurable results.
A special thanks to the group of individuals who accepted the difficult task of evaluating the entries, the Co-Chairs of the CMA Awards Senior Judging Committee, Joseph Bonnici, Partner, Creative Director, Bensimon Byrne and Veni Iozzo, Senior Vice-President, Customer Marketing and Strategy, CIBC; the 14 senior judges who supported Joseph and Veni and the more than 100 marketing experts who acted as judges.
I'd also like to thank our esteemed MCs for the evening's celebration, Deb Hall, CEO, Performance Content Group and Stephen Brown, President, Fuse Marketing Group (who also serves as Chair of the CMA Awards Strategic Planning Committee), our Awards Gala sponsors and the team at Leo Burnett who developed this year's creative.
Once again my congratulations to all recipients of a 2013 CMA Award. You can find the full listing on the CMA website.
PS – Hear from the winners of the 2013 CMA Awards and their campaign case studies at a special CMA event on Tuesday, January 28. Visit the CMA website for full details.
Dani Reiss, President and CEO of Canada Goose, has been named Canada's 2013 Marketer of the Year by the Canadian Marketing Association.
The award was presented at the CMA Awards Gala on Friday night in Toronto and recognizes Reiss's leadership in building a Canadian outerwear brand that is today recognized globally for its authentic, high-quality extreme weather outerwear that frees people from the cold, and for being a champion of the 'Made in Canada" movement. Since taking the reins of the family business in 2001, Reiss has written a new chapter of the company's success, overseeing a market expansion to 50 countries, including those that don't see a lot of winter, such as India and the Middle East. The company has grown more than 4,000 per cent in the last decade and annual revenues now top out at $150 million, compared to less than $5 million in 2001.
The CMA Marketer of the Year Award is awarded to the Canadian individual who has continually displayed outstanding marketing acumen and leadership. This award may represent either a body of work or an extraordinary achievement within the past year that has forwarded the cause of marketing in Canada and perhaps beyond Canada's borders. The three most recent recipients of the CMA Marketer of the Year Award were Robert Deluce, President and CEO of Porter Airlines, Christine Day, CEO of lululemon and John Furlong, President and CEO of the Vancouver Olympic Committee. The selection is handled by a special committee of the CMA Board of Directors.
McDonald's "Our Food. Your Questions." campaign captured the top honour at the 43rd annual CMA Awards Gala. Recipient of the 2013 CMA Best of the Best Award, the campaign developed by Tribal Worldwide used a multi-channel approach to respond to consumer questions about McDonald's food and operations.
The campaign featured a combination of social media, outdoor, video and a specially designed website at yourquestions.mcdonalds.ca to create a dialogue with consumers on everything from the quality of McDonald's beef to the company's vegetarian strategy, myths about its milkshakes and even its stance on 2004's "Super Size Me" documentary. The campaign generated over 20,000 questions in its first year, generating seven million content interactions with an average consumer engagement time in excess of four minutes. "Our Food. Your Questions." was also talked about, blogged about and reported on through 500 national and international media outlets.
An all-new edition of CMA's Marketing Facts. Featuring new stats, analyses and trending information from over 40 respected sources, plus Canadian adspend to support marketing planning and decision making. Order Yours Today!
CMA Members should be on the lookout for the final Industry Canada regulations relating to Canada's Anti-Spam Law (CASL). These are expected to be published in early December and will provide the last pieces of the puzzle on how the new law will impact organizations and when the law will go into effect (likely six-12 months after the final rules are published).
CMA has tentatively planned a webinar for December 5 from 11:30 a.m. – 1:00 p.m. to give members an overview of the new changes. CMA will also be running in-depth seminars on CASL to provide a deep dive into the legislation. The first one is scheduled for February 4.
Editor's note: Some of CASL's requirements have already been set. Click here to hear the discussion from a special CMA Member-only webinar held on November 7.
An Ipsos tracking study of marketing and agency professionals' digital activity (current use and forward-looking) is reported alongside the results of a survey of consumers on their attitudes about and interaction with digital marketing. The report reveals both alignment and gaps between consumer attitudes and behaviours with digital media and those of Canadian marketers. Included in the report, the top digital trends to watch-out for and the top ten digital marketing best practices. For CMA Members only.
Keep pace with the latest marketing trends and acquire the skills and knowledge you need to advance your career! Registrations are now being accepted for the winter semester -- online and classroom format.
- CMA Member exclusive: Success Factors in Today's Marketing Environment -- Produced by the CMA Branding Council and Strategic Planning Council and designed for senior-level marketers, this guide discusses the key elements marketing departments must hone: leading with data-based insights; digital marketing and communication skills. Upon close examination of each, you'll better understand how particular skills, competencies and collaboration matter in delivering against the marketing plan. CMA Members download here.
- Data management and governance: Where to start
- The reality of interest-based advertising: Providing value, transparency and choice
- Why transparency is important on social media
- 3 tips to keep your app out of the dreaded app graveyard
- Beyond metrics: Why marketers need the 'so what' and 'now what'"
- Reframing direct marketing in a digital world
- Music to marketers' ears: How to pick the right sounds for your brand
- Rethinking your millennial perspective: Lessons from Free the Children
- E-Commerce Director, Demand Generation
- E-Commerce Manager, Triggered Communications
- Senior Copywriter
- Database Marketing Specialist
- Social Media Specialist
- January 29 – CMA Analytics Conference: Turn Consumer Data Into Dollars, Toronto Board of Trade
- February 12 – CMA Loyalty Marketing Conference, Arcadian Court, Toronto
- December 4 -- Responsive and Mobile Email Design - Online
- December 5 -- Project Management for Marketers
- December 5 – Webinar: Canada's Anti-Spam Law: The Full Picture (CMA Members only)
- December10 -- Webinar: Femme Flux – The Changing Image of Women in Media
- December13 -- Webinar: New Manitoba Private Sector Privacy Legislation (CMA Members only)
- January 28 -- 2014 CMA Awards Case Study Event
All CMA events are held in Toronto unless otherwise noted.