The 13 Marketing, Advertising, Communication & PR Clubs and Associations in Canada You Need to Know
Edit: The list has now expanded to 32, check out our newest article to see all of them.
Qualities such as collaboration, teamwork and collective improvement are ingrained in the fabric of the marketing industry.
There are several marketing, advertising, communication and PR clubs, groups and associations throughout Canada that focus on ongoing professional development, networking, industry advocacy and the promotion of businesses.
Here are some of the most notable ones:
1. The Canadian Marketing Association (CMA)
Referring to itself as the “voice of the marketing profession in Canada,” the CMA provides its members a forum to engage in thought-leadership discussions through its seven councils, with varying mandates such as the B2B council, brand council and customer experience council. These councils offer strategic insights, tools and original content to its members on how to grow their respective businesses. The CMA also has professional development offerings like seminars, virtual events and certification courses. What’s more, the association offers a two-year online Chartered Marketing program whereby those enrolled in the program can achieve the CM designation after completing a series of core applied marketing courses, specialization electives, as well as a summit course and ethics for marketers’ course. The designation program enables marketers to further learn concepts such as opportunity sizing, value proposition development, market planning, financial management, marketing technologies, emerging trends and more. The CMA has more than 400 members from the corporate, not-for-profit, public, post-secondary and health sectors.
President and CEO: John Wiltshire
CMA Contact: info@the-cma.org
Membership Fees: CMA is a company-based member association where every employee of member organizations has membership privileges. Membership fees are based on the organization’s annual gross Canadian revenue.
CMA Membership fees are based on an organization’s annual gross revenues. Annual dues range from $1,632 to $33,000 for corporations and from $965 to $3,077 for not-for-profit organizations.
CMA does not extend individual memberships.
Post Secondary Student Membership
Full-time students, faculty and staff: $1,905/year
Individual fee (if your institution is not featured on CMA website): $50/year
(No sub-clubs/regional clubs)
2. The Association of Canadian Advertisers (ACA)
In contrast to other associations and organizations that include creative and media agency members, the ACA has positioned itself over the years as Canada’s “go-to organization for client marketers,” with a focus on helping its members maximize their marketing communication and brand ROI. This is primarily achieved by the association providing its members with helpful literature and studies, confidential consultations aimed at answering questions or responding to challenges its members are facing, as well as facilitating webinars, events and training sessions. Some of the literature resources online that ACA members have access to include a weekly roundup of must-read articles for brand marketers, establishing principles for a new approach to cross-media measurement, the marketer’s guide to dashboards and more. Webinars and events span from discussing creative production and consumer trends, to building brand trust. The ACA also advocates on behalf of its members and appears before government and industry stakeholders to discuss matters such as brand safety, responsible advertising to children and cross media measurement.
President and CEO: Ron Lund
Contact: rlund@acaweb.ca
(No sub-clubs/regional clubs)
Membership Fees: According to the ACA, annual membership fees are calculated based on a company’s total annual marketing spend (i.e. media and production expenditures; fees and commissions paid to marcom agencies; the member’s share of all expenditures throughout Canada for cooperative advertising programs).
3. The Institute of Communication Agencies (ICA)
The ICA is a not-for-profit association representing Canadian creative, media and PR agencies. The association’s stated mandate is to “amplify, protect and transform” the agency sector through advocacy, consultancy, insight, research, training, awards, community and networking initiatives. The “amplify” part of the ICA’s mandate comes in various forms, like its Creative Power Group and the Creative Power List. The group consists of agency creative leads from across Canada discussing industry issues of the day and how to drive creative excellence. The Power List is a ranking of the country’s agency sector based on success at leading international and national award shows. It also helps agencies decide which awards to pursue and what implications that can have on their national standing. The ICA “protects” its members through features like its legal advisory service, which allows its members free access to corporate lawyers at CEO Law. ICA member agencies receive a free, monthly, 30-minute phone consult with a lawyer from the firm. The association looks to “transform” the agency sector through its six collaborative peer groups, of which the Creative Power Group is among them. The ICA also looks to transform the agency sector by offering diversity and inclusion training resources to agencies on its website.
President and CEO: Scott Knox
Contact: sknox@icacanada.ca
(No sub-clubs/regional clubs)
(Membership fees not listed)
4. The Branded Content Marketing Association (BCMA)
A non-profit global organization representing the branded content and influencer marketing sectors of the industry, the BCMA establishes industry standards for best practice, promotes success and measures the efficacy of branded content and influencer marketing.
Insights around best practice for those in the branded content and influencer marketing spaces come through via the BCMA’s content, like its two global podcast series, “Influence Global Podcast” and “The Future of Branded Content and PR.” Both series share insights and strategies aimed at helping those in the influencer marketing and branded content spaces thrive.
The BCMA also promotes success in these spaces via initiatives like its “Global Lockdown Content Showcase,” acknowledging some of the best branded content created during the lockdown period.
When it comes to helping those in branded content and influencer marketing measure the effectiveness of their content, the BCMA has its own proprietary measurement tool called the “BCMA/Ipsos MORI Proprietary Measurement Tool,” which helps with not only measuring the impact of a campaign, but also how certain elements make consumers feel and which messages are resonating.
BCMA Global CEO: Andrew Canter
BCMA Contact: Haem Roy hroy@thebcma.info
BCMA Chapter Pricing: BCMA Canada: 12 month membership - Influencer/Content Creator: $249.00 CAD. Individual: $950.00 CAD. Small (2-49): $1,995.00 CAD. Large (50 + employees): $2,995.00 CAD.
5. The American Marketing Association (AMA)
The AMA is a professional association for marketing professionals across the United States. The association’s stated mission is to be “the most relevant force and voice” shaping marketing globally, and to be “an essential community for marketers.” AMA members are professionals who work, teach and study marketing with a desire to further advance the industry. Members get access to exclusive AMA content – like AMA’s own academic journals – as well as discounts on products and events, like bulk promo product orders and local AMA events. AMA members also get 30% off the cost of the PCM content marketing, marketing management or sales management exams.
AMA CEO: Russ Klein
AMA Chapters: There are more than 65 professional AMA chapters across North America, the majority of which are in the U.S.
Vancouver professionals that want to learn more can check out BCAMA and those in Toronto can go to AMA Toronto. The AMA has a lot of great resources, networking opportunities, and other perks for those that choose to sign up and pay their annual membership.
For those in undergrad, there is a less expensive membership with specialized student benefits, but the only schools with chapters in Canada are Capilano University, BCIT and Okanagan College, more information can be found at AMA Collegiate.
Pricing
6. The Canadian Public Relations Society (CPRS)
The CPRS is a non-profit professional society dedicated exclusively to the public relations field. With 16 member societies across Canada, the CPRS upholds professional, educational and ethical standards in the PR industry. The organization runs a program of professional development events, seminars and networking opportunities. What’s more, CPRS Toronto has a mentorship program in which a PR professional and mentor takes on five “mentees” for three months, providing them with the skills and connections needed to navigate the industry. The organization also offers volunteering opportunities whereby an individual can write for the CPRS’ blog, help out with events, judge awards or sit on the board of the organization. CPRS helps members find meaningful employment, keep up with industry trends, make business connections and much more.
National Board President: Wayne Knorr
Executive Director: Lorianne Weston
Contact: executivedirector@cprs.ca
Local societies
The organization has 13 locally-run societies across Canada, which provide members with professional development and networking opportunities. Below are the list of locations where the local societies are located:
Vancouver
Vancouver Island
Northern Lights (Northern BC, Northwest Territories and the Yukon)
Calgary
Edmonton
Regina
Manitoba
Toronto
Hamitlon
Ottawa-Gatineau
Quebec
Nova Scotia
CPRS Atlantic Canada
Membership Fees
7. International Association of Business Communications (IABC)
A volunteer-led organization, the IABC Canada is dedicated to improving the efficacy of organizations via strategic, interactive and integrated business communication management. With more than 3,100 members served by 14 chapters in two regions, IABC Canada looks to: provide extensive learning opportunities that give its members the resources they require to do their jobs optimally; share best global communication practices and thorough industry research; and champion the communication profession to business leaders.
The IABC also offers professional certifications via the Global Communication Certification Council – certifications such as the Communication Management Professional (CMP), which has prestige and value on an international scale, and the Strategic Communication Management Professional (SCMP), for highly-skilled communicators experienced in providing strategic communication advice and counseling to an organization’s leadership.
IABC Canada Chapters
Canada East
Canada West
Membership Fees (*based on July 2020 figures)
Total membership fees for IABC chapters in B.C., Calgary, Edmonton, Golden Horseshoe, London, Manitoba, Maritime Canada, Montreal, Newfoundland and Labrador, Ottawa, Saskatoon and Waterloo were $314.00 each.
Total membership fees for IABC Regina were $309.00
IABC Toronto’s total membership fees were $339.00
8. Canadian Council of Public Relations Firms
Media: CCPRF BootCamp - YouTube
The CCPRF is a national organization that has members and leaders from some of the best public relations consulting firms in Canada. This agency-based organization, not to be confused with an individual-based organization like the CPRS, allows companies offering PR consulting in Canada to join as long as they meet two qualifications. One, they need to have at least 10 employees and two, they need annual public relations fee revenues of at least one million dollars. Companies that want to join need to contact the Chair of the CCPRF Judy Lewis, who has held this position since 2018. Lewis has been heavily involved with the CCPRF since it was founded in 2001 and is the co-founder of the award-winning PR agency Strategic Objectives. The CCPRF’s mission is to advance the business of public relations. Their members benefit by researching and working alongside their peers to strengthen the industry and their firms simultaneously. More information on the CCPRF can be found on their website.
9. Response Marketing Association
Media: Social Media Trends - YouTube
The RMA specializes in direct response marketing. This is a technique that evokes an immediate response that encourages the customer to opt into the advertiser's offer. This specialized association provides marketing professionals with a forum and active community, as well as free and discounted events, webinars and certifications. Due to the limiting effects of COVID-19 those who are interested can join for free before June 30th, 2021. Those who sign up here to be members will receive weekly emails with articles and information on upcoming events. Derek Lackey is the Chairman of the RMA and works as the Managing Director of Newport Thompson, a company that helps keep businesses compliant with privacy and data protection, as well as the Publisher for the online marketing publication Blazon.Online. More information about the Response Marketing Association can be found on their website.
10. Interactive Advertising Bureau of Canada
Media: IAB Canada Committee Meetings - YouTube
The IAB Global Network has 43 individually owned and operated national associations worldwide, with this one being in Canada since 1997. IAB Canada’s main mission is to develop and grow the digital marketing and advertising sector in Canada. They highlight this as their selling point for those looking to join a community centred around the digital space. This non-profit serves over 250 Canadian media companies, ad agencies, advertisers, service providers, schools and government groups. IAB Canada offers a lot of the same services as the other groups on this list such as certifications, research, networking events, advocacy, education, and information on best practices. President of IAB Canada Sonia Carreno has over 15 years of experience in digital marketing, is on the board of several other advertising organizations, and even works as a yoga instructor. Those interested in digital marketing and IAB Canada can check out their website and contact them here with any inquiries.
11. Advertising & Design Club of Canada
Media: 2021 ADCC Awards - Stay In The Box - YouTube
Founded in 1948, the ADCC is a not-for-profit, non-political organization that is committed to excellence in advertising and design. The goal of this non-profit is to inspire Canadian advertisers and designers to work together to develop the best possible marketing campaigns without getting caught up in the political and monetary side of the industry. The president of the ADCC Andrew Simon is an industry leader and the Chief Creative Officer at Edelman Canada. Some of his most recognized programs are the Subaru Forester “Sexy Sumo” campaign and the Knorr Sidekicks “Salty” salt shaker campaign he lead while working as the Executive Creative Director at DDB Canada. Simon is also known to have a huge collection of colourful shoes. The ADCC offers individual memberships for professionals and students as well as a dual membership with The One Club for Creativity for those that want to be a part of both. More information on joining the ADCC can be found on their website.
12. People Of Colour in Advertising & Marketing
Media: https://youtu.be/obCvt6FIqfc
POCAM was founded in 2020 to empower and uplift black, indigenous, and all people of colour in marketing and advertising. This not-for-profit was inspired and founded by the 2019 LinkedIn group POCA that was created by Stephanie Small. Small is the Creative Operations Manager and Executive Assistant of the North American brand experience agency TAXI and the founder of BLACK TAXI, an initiative to attract, hire and keep black talent throughout the TAXI network. POCAM has over 800 members and 78 clients and agencies have signed their open letter committing themselves to equity in the marketing and advertising industry. Those that are interested in social justice and joining the initiatives of POCAM can learn more by visiting their website or by contacting them at their email address.
13. Canadian Women in Public Relations and American Women in Public Relations (Women in PR North America)
Canadian Women in Public Relations and American Women in Public Relations (Women in PR North America) enables groups of public relations leaders across the Americas to come together to share ideas, contacts, experiences, and to advocate for major issues affecting women working in the PR industry today.
They create solutions to propel equality through research and initiatives that help women move into leadership positions. The organization builds the PR industries knowledge of diversity and encourages a shift towards a more inclusive management style. The organization is focused on creating solutions to tackle gender inequalities, provide a platform for women in PR to raise their visibility, help corporations close the gender pay gap, and recruit the best PR talent.
The organization has chapters across North America and offers members access to informative events, online courses, professional development, and networking opportunities. Members can volunteer their time to launch their career in public relations and access member-only job postings. From mentorship, thought leadership opportunities, to participating in research studies, there are many ways to join the movement to accelerate gender equality in public relations. Membership is open to individuals and firms who work in the field of public relations and is also extended to both women and men working in communications, media, marketing, and advertising.
CEO and Founder: Talia Beckett Davis
Contact: talia@womeninpr.ca
Membership Pricing: Insider Community Member (paid monthly): $20/month. Professional Memberships (paid annually): Individual: $380. Corporate: $1250. Partner: $2400.
For more information: https://womeninpr.com/join-us/
Daniel Calabrettta is a Toronto-based writer and journalist. He has experience covering the marketing sector as well as the media buying and planning side of the industry. Most recently, he was a staff reporter at Brunico Communications writing for Strategy Online and Media In Canada.