CMA Adds Agency Search Principles to its Code of Ethics, Launches Toolkit

CMA Adds Agency Search Principles to its Code of Ethics, Launches Toolkit

Toronto, ON – June 26, 2019 – The Canadian Marketing Association (CMA) today released revisions to its Code of Ethics & Standards of Practice to help Canadian marketers maintain high standards of professional conduct and strengthen their knowledge of compliance requirements.

“Marketing has the power to transform business,” said John Wiltshire, president and CEO of the CMA. “The CMA Code of Ethics and Standards of Practice helps marketers realize the economic benefits of their work and provides the knowledge to maintain high standards of conduct and ensure greater consumer confidence.”

One key aspect of the Code revisions is a new section on best practices in agency search, developed by agencies and brands through a collaborative process. These best practices address the need for companies to clearly articulate budget and scope at the outset of an RFP process, including appropriate financial disclosure, limits on speculative work, non-disclosure rules and debriefing practices.

“Ensuring a fair and respectful process is important for everyone,” said Sara Clodman, the CMA’s vice-president, public affairs and thought leadership. “Searches are all about matching an organization’s marketing needs to its best agency partner and the process should be designed to accomplish this.”

The CMA has created an Agency Search Toolkit for agencies and clients to help navigate the RFP process. The Agency Search Toolkit includes the following items, which will be released throughout the summer:

Other changes to the Code reference evolving best practices in cannabis marketing, environmental citizenship and promotional contests. The CMA has compliance and best practices guides on several topics to bolster topics that are referenced in the Code.

The CMA’s Ethics and Standards Committee is continuing to review the Code of Ethics & Standards of Practice. A second set of updates is expected to be released later this year.

About the CMA
The Canadian Marketing Association is the voice of the marketing profession in Canada. With more than 400 members, we represent leaders across the corporate, not-for-profit, public, post-secondary and health sectors. We provide a forum for members to engage in thought-leadership discussions, participate in professional development offerings and contribute to an environment where consumers are protected and businesses can thrive. We act as the primary advocate for marketing with governments, regulators and other stakeholders. Our Chartered Marketer (CM) designation ensures that marketing professionals are highly qualified and up-to-date with best practices. We champion self-regulatory standards, including a mandatory Code of Ethics and Standards of Practice and a series of guides to help marketers keep current and maintain high standards of professional conduct. Our members make a significant contribution to the economy through the sale of goods and services, investments in media and new marketing technologies, and by providing significant employment opportunities for Canadians. 

For information:
Diana Conconi,, T: 647.725.2520 X 205 | C: 416.562.6717