AMC and its partners announce formation of new World Marketing Council

Other founding members are the European Marketing Confederation and Asia Marketing Federation. Together, the three bodies represent marketing organisations in 40-plus countries across the world. 

The President of the new World Marketing Council is Professor Syed Ferhat Anwar, the celebrated marketing author and academic from Bangladesh. He is the Immediate Past President of the Asia Marketing Federation. 

Helen McIntee, President of the AMC, becomes one of two Vice Presidents of the World Marketing Council. The other is Ralf Strauss, Chairman of the European Marketing Confederation. 

Building international collaboration 

Speaking during the launch event in Accra, AMC Director Nigel Tattersall said building collaboration across Africa was the AMC’s primary task. But, alongside that, it needed to build collaboration internationally. 

The AMC is already collaborating extensively with the Chartered Institute of Marketing (CIM) in the UK and has Memorandums of Understanding in place with the Asia Marketing Federation and European Marketing Confederation. 

“There is a lot that has been going on behind the scenes, and our trips to Asia and Europe have borne fruit,” Tattersall told delegates. “It’s about alignment … to ensure that whatever we do, or whatever we pass on to our member bodies, is aligned with global best practice. 

“I think this is a very significant event and a milestone that we have reached. Our individual members in countries such as Ghana will now have sight of what’s happening globally, because we will be communicating this through our website and other platforms.” 

Best practices to be exchanged 

Professor Anwar was unable to attend the launch event due to illness. Strauss joined the gathering via a live video link. 

In his remarks, the European Marketing Confederation’s President said there are many learnings and best practices to be exchanged.  

“We are all sharing the same perspectives and challenges. Priority number one is sharing content. Everyone is looking for good content … on how to do certain things. If we as a marketing association have one task, it is providing top-notch content to our members,” Strauss noted. 

“So now we have the World Marketing Council, which is cool. But how do we operationalise something like this? We defined four task forces.” 

World Marketing Council task forces 

Strauss continued: “One task force will look at a worldwide marketing channel. At the end of last year, for example, we rolled out a questionnaire to senior marketing professionals [looking at] perspectives for the year ahead – what are your challenges, what are your [critical] topics, how do you cope with AI? Every year we are trying to get a fresh perspective on the status quo, and your strategies and viewpoints.” 

The second task force is working to combine various local and regional Marketer of the Year awards, with an eye to naming a Worldwide Marketer of the Year on an annual basis. 

Task force number three is to focus on certification, as well as training and education for marketers. The fourth task force will occupy itself with standards – including how World Marketing Council members can comply with ISO standards and other key benchmarks. 

Strauss paid tribute to the AMC’s Tattersall and McIntee for being the driving force behind the formation of the new global marketing body. 

‘Start small’ and build on that 

In her remarks before the assembled delegates, McIntee said the strategy was to “start small” with the four task forces and then build them up over time. More projects will be added as and when necessary. 

“There has been a suggestion that we make May 27 next year World Marketing Day. It is Philip Kotler’s birthday, so we will gear up and make announcements on that,” the AMC President stated.  

“We have also been discussing the first Africa-Asia-Europe World Marketing Conference. When it was suggested, everyone wanted to come to Africa. So, I look forward to the AMC hosting the first World Marketing Council in Africa next year. We have so much to offer – everyone wants to come to Africa.” 

The formation of the new council will be formally ratified at the next World Marketing Forum in Sri Lanka in September, when the charter will be signed.