Chair Report: October 2018

Awards a window on professional marketing

I had the pleasure of attending the AMI Awards for Marketing Excellence on 10th of October in Sydney.

Being surrounded by so many talented individuals and teams reminded me that the awards not only recognise and inspire excellence but also illustrate the depth of industry capability. They represent   a powerful narrative for marketing as a profession.

Let us reflect for a moment on the term ‘profession’.  It can mean different things to different people: but at its core is an indicator of trust and expertise.

A ‘profession’ can be described as a ‘disciplined group of individuals who adhere to ethical standards and which have specialist knowledge and skills derived from research, education and training at a high level’.

Whilst a ‘professional’ is governed by codes of ethics, and profess commitment to competence, integrity and morality, altruism, and the promotion of the public good within their expert domain.

So why am I sharing these definitions?

Well not all marketers are created equal.

I am a strong advocate for marketing as a profession and for partitioners to operate in accord with what a profession stands for.

Virtually anyone can call themselves a marketer, regardless of skills and expertise.

That’s why it is important for professional marketers to belong to a professional organisation, such as the AMI. The AMI is focussed on driving professionalism in marketing: members are expected to comply with a code of professional conduct.

What distinguishes those who say they are a marketer from those who are actually experienced practising professionals is becoming a Certified Practising Marketer (CPM)A CPM for marketers is, for example, what a CPA is to accountants or a license is to a tradesperson. Just like you wouldn’t call some random person from the street to do your accounting or to do your plumbing, you shouldn’t trust just anyone to do your marketing. The CPM certification in the workplace is a differentiator for marketing professionals.

The CPM is also an indication to employers and customers alike that, as a marketing professional, you are staying up to date with the latest trends and developments in marketing.

The AMI Awards celebrate marketing excellence executed by marketing professionals. They remind us of how important it is to stay up to date; the winners all showed best in breed performance which separates professionals from the rest.

So if you are proud to call yourself a marketing professional, shouldn’t you be a CPM?  If you are already, you can aspire to be like Nicola Hepenstall – the proud winner of the 2018 CPM of the Year.

Andrew Thornton

Chair, Board of Directors


I was proud to be awarded – along with Iggy Pintado – Life Membership of the AMI at the 2018 Awards for Marketing Excellence.

This is the most prestigious honour that the AMI awards to members for outstanding service and leadership in the profession of marketing.


Life Members – (left to right): Andrew Thornton and Iggy Pintado with their Life Member Awards


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