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What’s wrong with the AMI?

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Geoffrey McDonald Bowll (pictured with junior art director) is MD of The Starship, a Melbourne-based ad agency. Besides running mainstream campaigns since 1991, he has conducted hundreds of marketing and advertising research projects for major corporates.

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This post is the first in a series looking at the AMI. Click below to read the others:

  1. What's wrong with the AMI
  2. The Great AMI Debate: Round 2
  3. The Stark Reality of the AMI
  4. The AMI Bites Back
  5. Marketing the Marketers: the UK perspective
  6. Bowll bites back: Geoffrey responds to the AMI

You can read the full version of this in June Marketing, but here's something to whet your appetite:

Why is it that so few marketers are happy to call themselves that? Why isn't it felt to be sexy to be a marketer? I blame the peak body of marketing: the AMI. The Australian Marketing Institute. They have let us down as a career group and they need to do something about it. Or take marketing out of the title of the organisation and call us all something else.

Every time I go to an AMI function this is a topic I hear debated. The lack of leadership, the poor performance. You can see the die-hards who still go along when the topic is right, but their shoulders are hunched over. They shuffle out of the functions, uninspired, down at heel, thinking that was just one more example of why they should have studied accounting or law, where at least you get a career that's going somewhere and they care about the members of it.

  • What kind of professional support is there in Marketing land?

  • Who’s helping Marketers? Where’s the counselling, the discounts on Mortgages, the discount fuel card? There’s a nice thought.
  • How come our profession gets no lobbying?
  • When was the last time you saw something positive about professional marketers on the news?

  • Sick of being part of a profession that gets no appreciation?

  • How come there’s no marketers on boards?

  • What do you get from the AMI?

  • What could they be doing for us? Is it them who should be?

  • Is there another body, or should we set one up?

I have been a member of the Australian Marketing Institute for some three or four years and got bugger all for it. I'm also a member of half a dozen other organisations, from chambers of commerce to clubs to similar professional groups and I get more from every single one of them than I get from what is supposed to be the peak body of our profession. What's wrong with the AMI? What can we do to make it work for us?

I expect comments.

54 Comments

shjal1
  • Wrote on 22 May, at 07:10PM
Thats a good shout out. I think there will be a lot more impact with this article if a viral campaign was made. creating such awareness will grab attention within the marketing world. I think a little more publicity would help. Go for it!!
carlwilliams
  • Wrote on 22 May, at 07:31PM
Totally agree shjal1. And good to see someone putting it out there, Geoffrey McDonald Bowll. Really putting it out there. If I can't steal my usual copy of the mag from the boss I might even stretch to getting my own copy to see what other gems are in your piece. Over to you AMI...
BrianT
  • Wrote on 23 May, at 11:40AM
DAMN STRAIGHT BOWLL. Im surprised no ones brought this up sooner! You ask anyone who attends those AMI functions - they all complain about the same thing!
Suzieq
  • Wrote on 23 May, at 11:45AM
I joined the AMI last year and some of the events were informative but on the whole I have not had that much value for money. I used to live in the UK and the DMA http://www.dmamembership.org.uk/ was fantastic. The importance of a good association is to be the umbrella of knowledge of the industry and keep you up to date with developments quickly and easily, allow you to network and develop as a marketer.

I feel that the AMI have not been on the ball enough and followed trends, especially the digital revolution. I guess it just feels a little slow and old school...

Great article, looking forward to reading the whole thing.
sizzle
  • Wrote on 23 May, at 11:47AM
Nice work. Also nice to see in the article that you offer some solutions as well as pointing the finger. Most people in this industry are only prepared to have a bitch about something but not offer any alternate suggestions.
Really?
  • Wrote on 23 May, at 12:03PM
Have been in Marketing for a longggg time and know a lot of people in the industry and to tell you the truth have never heard the AMI discussed. I am not a member but reckon most associations do bugger all.
Caroline
  • Wrote on 23 May, at 12:28PM
I am in my last year at uni studying Marketing. Does anyone know what the benefits of joining the AIM would be for someone like me?
jomac
  • Wrote on 23 May, at 01:01PM
I agree - i joined 12 months ago and really no value..... no one in the business world knows about it and CPM is even less recognised. What is the point then??

Why isn't our own professional association marketing us like CPA - and where is the industry voice? Not being heard I would suggest?
aierardo
  • Wrote on 23 May, at 01:21PM
You have got to be kidding, what do you expect? Marketers are akin to used car sales men, forget the fact that accountants count the money we generrate, operations build the products we sell, and CEOs get fat on the profits we accumulate. Why, you ask, is there no recognition like CPAs, because we have been quiet for too long. Demand the best and guess what, you will get it...lets get LOUD!
sarah_freddo
  • Wrote on 23 May, at 01:53PM
I recently attended the young marketers group associated with the AMI - bright sparks - they were recruiting for new members and for people to get involved. While I feel this is a great cause, and a worthwhile opportunity to contribute and learn, in order to VOLUNTEER my time to assist in organising events and the like, I was required to pay close to $300 to be an AMI member. Does anyone not think that YOUNG marketers are just getting into the industry and arnt on the big bucks yet? Not to mention as someone volunteering, they should give you the membership as an incentive! If it was a worthwhile membership maybe I could be swayed but not this time, Ill keep my $300 thanks!
Bridget
  • Wrote on 23 May, at 02:06PM
Whats wrong with AMI? Read their mission statement.
1) Jargon-laden.
2) If you trawl through the jargon to the meaning, it is basically marketing should take over the entire business - maybe with a little help from finance. hmmm... Not a message or attitude thats going to inspire non-marketers to want to trust and work with AMI / Marketing.
Maybe AMI could try an alternative mission such as
- increase understanding of what marketing is and how it adds (measurable) value to the company and to society
- encourage the (measurable) development of better marketing skills in the industry.
whatsinaname
  • Wrote on 23 May, at 03:44PM
Interesting topic. In my experience there are faults with all industry associations when they try to cater to everyone. Lets face it 'marketing' can refer to advertising agencies through to segmentation analysts -- two very different jobs and nuances, yet under the same classification. Ive been to some great AMI presentations that have inspired and helped me in my career, but there have also been newsletter articles, events and member benefits that have no relevance nor interest for me. so I choose not to go.

You raise a number of questions but no answers, I would suggest because there are too difficult to answer simply, hence the disatisfaction with the state of the marketing industry rather than just the industry body.

Id love to see an article on what should be done. In the meantime I will continue to pick the events that are relevant to me from a number of sources -- the AMI, Marketing Magazine, ADMA, Brandchannel etc.
Editor | Scotland
  • Wrote on 23 May, at 04:54PM
Hey whatsinaname. Valiant point there. Just to clarify that the full article in the June issue of Marketing does include a range of potential solutions from Geoffrey.
oscar
  • Wrote on 23 May, at 05:11PM
Takes a lot of courage for a magazine within the industry to publish something like this...hats off to you! Stimulation of debate within our industry is exactly what we need, it's the only way we're going to move forward!
corinnerico
  • Wrote on 23 May, at 05:28PM
I was previously member of the CIM in UK www.cim.co.uk and I was getting a lot from my membership. Could be a good benchmark for AMI?
Duncs
  • Wrote on 23 May, at 05:47PM
A better spread of functions across the day and evening would help. A point I have been agitating for. Geoff we both agree that Breakfasts are SO NOT US I plan to get to the event at Docklands on the near future because it is at night.
The Marketer
  • Wrote on 25 May, at 12:00PM
shjal1, you are spot on. They have let us down! But I dont agree with take the marketing out of the title. As marketers, its our professional body. We should take the organisation back and regain control.

Ive just written my views on the AMI on my blog themarketer.typepad.com . If anyone wants to join or start a marketing revolution - Im in!

Viva la marketing!!!!
The Marketer
  • Wrote on 25 May, at 01:16PM
Geoffrey, if you want more information on how I was not allowed to take my position on the NSW State Council and the very strange phone calls and emails I got to stop me. Just look at my registration details and email me.
noisy johnny
  • Wrote on 25 May, at 01:26PM
Geoffrey or should I call you Captain? Many marketers don't care what they are called. Professions, including marketing, engineering, accounting are changing and so is the role of their professional bodies. These days we are likely to have several different careers throughout our working lives (some that don't exist yet). Professional bodies need to provide leadership in education, training and professional development. In my opinion the AMI does that well. Most of the AMI events I attend (about 6-10 each year) are sell outs and in general my guests and I find something of value to justify the time and expense. Marketing is about creating and communicating value. I get value from my membership which is why I renew and keep going to events and make use of the other benefits that help me do my job - no matter what I call myself. I an no die-hard with hunched shoulders. I'm proud and I'm sexy - I am a marketer.
geoffreybowll
  • Wrote on 26 May, at 12:11PM
Some of above comments say there’s not enough positive suggestions and I totally agree – if you’ve got any ideas about what we could do to fix the AMI, or thoughts about what a qualified marketer could be called, besides “CPM” please advise – the profession needs in-put.

So agree with the younger would-be member that people entering the profession should have special rates, and that volunteering for roles should get them a freebie. We need people to get involved at any level and a big change in management – as one guy said – a new constitution aimed at promoting the profession, would sure help.
rhubarb rhubarb
  • Wrote on 26 May, at 01:22PM
Wow, I am surprised by many of the comments posted regarding the AMI. I personally feel that I get great value for money with my membership, employers have always valued the AMI and CPM status on my CV, similarly recruitment companies always take note of these memberships in a positive light. Additionally, the AMI national conference is a highlight on my calendar each year with world class speakers and solid networking opportunities. Overall, I think the AMI membership is what you make of it, get involved, talk it up, make it work for you!
Back96lived
  • Wrote on 26 May, at 02:43PM
Geoffrey, I have no hesitations in letting people know I am a Marketer, and most times they react by thinking it would be an exciting profession to be in. I am a member of AMI (as well as others like PRIA) and have been very happy with the value that I receive, but that is because I have chosen to be involved and go to events, speak with the AMI staff, read their newsletters etc.

Ive made some great friends through AMI events, and some fantastic contacts that I hadn’t been exposed too (and that is saying something as I am from Perth). The AMI in Perth also seem to be catering to the new marketers too, as their young marketing group Emerging Marketers have some great well attended events, and from my understanding the AMI does have discounted student and recent graduate rates.

There is no doubt room for improvement, but that comes from people getting involved and showing their support (through membership). I am sure the AMI would love to run a national advertising campaign to build the awareness and profile of the profession, and could if it was a regulatory requirement that you had to be a member of your professional body (i.e. accountants). Come on guys, it is you that need to step up.
Really?
  • Wrote on 26 May, at 03:18PM
When you look at success at any level of business the one common denominator is outstanding leadership. The companies we admire and respect are driven by driven people. They get results, they earn respect. Why should an association be any differenrt? It is up to the AMI to inspire us to step up. That is their job, that is what they are being paid to do and that is what they are currently failing to do.
Digit
  • Wrote on 26 May, at 03:40PM
As a long standing member of the AMI [I joined back in the early 1990's,] I have seen the organization go through several business phases often the lot of NFP structures. They are only as good as the members who belong to them and the AMI has certainly had it's ups and downs over the years. However, while Geoff's article has sparked strong comment, it's dissaponting to read so many broad generalizations when discussing the topic. Jomac: 'no one in the business world knows about either the AMi or it's CPM programme' Jomac you need to get out more. Geoff: You speak of seeing only participants with hunched shoulders, shuffling out of AMI functions down at heel and uninspired. You really should try getting out of bed earlier and get along to some of the AMI breakfast sessions. I've been to all of them this year and they were all sell-outs, and attended by bright enthusiastic participants and presenters both national and internationally recognized.
Bridget; you suggest that AMI should encourage the [measurable] development of better marketing skills in the industry. As we all know, measuring the effectiveness of marketing efforts is an on-going issue for all of us, however, AMI has for some years now been carrying out ground breaking work on the establishment of a meaningful set of marketing metrics in order to achieve exactly what you are asking for. I understand we will all hear good news from AMI on this within the next few months.
Sarah-freddo; sorry you didn't get involved with the AMI Bright Sparks programme, even if you would have had to pay a membership fee. I've worked as a mentor with Bright Sparks for the past two years, and must say I sometimes think I get as much or more out of my involvement as do the mentees [hate that term!] with whom I work. It's a great programme, but you must remember, it runs on a fine line budget as with all AMI programmes.
I look forward to reading Geoff's article in June, particularly with regard to the suggested actions or ways forward it is promising to reveal.
Fn. To Geoff; for heaven sake drop the use of your middle name; it demonstrates nothing but affectation as well as being very un-Australian!
The Marketer
  • Wrote on 26 May, at 05:28PM
Digit, you old timer. It seems that you have insider knowledge of the workings of the AMI - if you do, please ask them to show us there plan so we can help. If they have no plan, own up! They might be all great people and love marketing, but thats not enough any more. The AMI represents its members and should be open to comments, suggestions and complaints. When was the last time anyone from the AMI called or asked for your views. Someone said get involved - get real Ive tried, its what the unions call a closed shop. In regards to events, Id go, if they held events in my city and if I could learn something. And to say un-Australian - how old are you?
Digit
  • Wrote on 26 May, at 07:00PM
To the Marketer; Youre right, I guess I do come under the classification of "old timer" and as far as any insider information is concerned, no, nothing like that, I just have a keen interest in networking and so use every opportunity at AMI functions to do just that.[ The AMI Chairman spoke of news regarding the Marketing Metrics programme at the breakfast last Tuesday] By doing so I attempt to keep myself informed of what is going on within the industry. [Well, bits of it anyway] My comment to Geoff was an irrelevance that I probably should not have indulged in, I was feeling irritated by his generalizations regarding all those who attend AMI functions I guess!? By the way, you asked me when someone from AMI asked me for my opinion? I know its only on a website and old timers like me arent supposed to know how to use them, but the AMI runs a "Feedback Forum" where they specifically ask for feedback of all descriptions on all manner of topics. Its up to US to utilize this stuff and lets stop expecting to be spoon fed. Its not really a closed shop you know, it may seem that way, but trust me, get networking, find the right people to talk with and you will make progress, thats how the real world works! [Words from an old timer]
The Marketer
  • Wrote on 26 May, at 08:20PM
Dear old timer, I would like to introduce myself, my name is Gordon Whitehead. Whats yours?
Even though youve done well keeping up with technology. I see you havent tried to use the AMIs new "Feedback Forum," please go to the Forum and see how many entries there are - zero, nothing. Now ask yourself why? Well, Ive tried three times to post a comment, but the brown shirts wouldnt post my simple questions, subversive questions like "why hasnt the NSW State Council posted any news this month?" Its called CENSORSHIP! Yes it is up to US to utilize this stuff, but after three attempts - why continue. I do like how you blame the members! over to you.
Digit
  • Wrote on 27 May, at 10:33AM
Morning Gordon; On the matter of blame, it is too often that I hear people blaming governments, committees, peak bodies, anyone other than themselves for circumstances they should be taking responsibility for. Your right, its over to me and all members of AMI, to show real and constructive interest in our organization. Better try out that Feedback Forum and see what response I get.
The Marketer
  • Wrote on 27 May, at 01:12PM
Afternoon old timer, you said that you hear people blaming governments, committees, peak bodies, anyone other than themselves for circumstances they should be taking responsibility - You and George Bush may not like it, but its called a democracy or debating. If you would like to throw away the AMI Constitution just say so! Now here is one of my experiences of the AMI. In 2003, I started the Hunter Group the first AMI group outside a Capital city. For that I was asked to join the NSW State Council. For a whole year I happily communted to Sydney at least twice a month for meetings and events. A 5 hour round trip. I also Chaired the Hunter Group and went to every event. In 2005, the AMI CEO informed me that I had successful been elected to the State Council again. However, I was prevented from taking my seat because the State Council & FULL AMI BOARD decided that the strategic focus had gone off the Hunter Valley, so the AMI did not need me on the State Council (the email is posted on my blog). A few days after that I got a threatening phone call from one of the NSW State Councillor to withdraw. Neither State Councillor or National Board had the balls to come to Newcastle and speak to me face-to-face and don't mention the CEO. The AMi should take responsibility and build a professional body that is inclusive and not exculsive of members. You are still blaming members that want an open debate. Id love to know your name - are you a State Councillor or National Board member?
Kate
  • Wrote on 27 May, at 03:19PM
sarah_freddo (& Digit): I also attended the Bright Sparks info. night which I agree is a great initiative. I believe it was orientated to students with little or no work experience. Therefore for full time marketers with a few years work experience it probably isn't the best forum.
If you were hesitant about becoming an AMI member due to cost I don't know why you would want to affiliate yourself with a volunteer committee within the AMI. Perhaps you could try joining another young marketing initiative or even start your own? I'm sure there are many like-minded individuals in a similar situation that are keen. I am also a member of the PRIA young practitioner's VIC committee and again it is a requirement that we are members of the organisation that we are operating within.

As an AMI student member, I paid $66 for a three year membership which I perceive as good value. I received an e-mail yesterday with the VIC event line up for the coming months and if I get the time to attend some of the events, would get pretty good value-for-money from my membership, including receiving Professional Marketing mag, the option of bunging it on the resume (having second thoughts about this now ;) ) and potential further training and development discounts.

I am now a member of MAANZ too and as a student find that there are a lot of useful resources on the website.
Digit
  • Wrote on 28 May, at 10:01AM
Gordon, my names not important, but to put your mind at rest, I am not a State councillor, nor a National board member, just a run-0f-the-mill member, semi retired and about to head north for some cycling through Spain France and Italy, so for now Im off into internet cyberspace. Cheers.
hasbeen
  • Wrote on 28 May, at 10:03AM
Absolute Minimum Influence is what the AMI stands for. Breaking into the marketing profession, its a good way to introduce yourself to a lot of other marketers in your first year but thats really where the benefits end. The AMI hasnt advanced a single iota in the last decade, its stagnant and its pretty clear from this forum its lacking a lot of respect. sounds from reading some of these posts that when someone with some energy and enthusiasm wants to implement some changes theyre cut down pretty quickly. maybe the board and management are happy with the way things are and will plod along in a comatose state indefinitely... not doing anything to advance the profession. more marketers in charge would be good - its tragic an organisation representing marketing should be so antiquated in its own processes and image-making.
The Marketer
  • Wrote on 28 May, at 01:24PM
Digit, I believe we all want the same thing a professional body that represents marketers and the marketing industry. You are happy, but a lot of members are not and would like an open debate. We have a marketing institute that cannot market itself. Ive always been a supporter of the AMI, but you have to be realistic - does the current AMI represent Marketers? Digit, its refreshing to have a debate with another marketer, I hope there are no hard feelings and I wish you well and a safe trip! If you are in Newcastle, please google Gordon Whitehead The Marketer and give me a call, so that I can buy you a drink.
alex@premonition.com
  • Wrote on 30 May, at 11:20AM
Well, I tend to agree with most comments here...

An opportunity to see what AMI is doing, next week:

AMI - Web 2.0 Seminar
SUMAC @ DOCKLANDS
Thursday 5 June
6.00 - 8.30pm

Create strategic online marketing campaigns using Web 2.0 and online social networking to build your brand.

Can someone make sure they record it and make it available. Im in Sydney that day : )
Marketing Guru
  • Wrote on 30 May, at 01:41PM
Interesting discussion!

I’m a member of the AMI and also a member of AICD and AIM. I must say I get more value from the AMI; however I still find the other organisations very useful. Not all events are relevant to me, however the ones I do attend are more often than not worthwhile. I’m particularly impressed by the advanced courses like “Marketing and Finance” and “Strategic Marketing Leadership” that help equip marketers for senior roles. More so I find the membership services of real benefit such as the information resources, which I use often in my business activities. While there is always room for improvement, I’m happy to support all my professionals bodies.
Lottie
  • Wrote on 1 Jun, at 06:08PM
Whats wrong with this piece?

I waited for the full article – where have you been for the last 20 years? Yuk, your approach is gross, women are offended by your portrayal of them as merely playthings. If my dad put my photo on a page with the outdated views of the writer I would be very embarrassed ... and so angry.

I’ve attended two very good AMI events as guest of a member and couldn’t help noticing the participation of young women taking notes, asking questions and networking really well. Ive also now checked out the AMI website, are you really a researcher? There are many benefits not listed in your article and I will probably become a member, because if you are typical they certainly could do with some new members.
The Marketer
  • Wrote on 2 Jun, at 11:52AM
Geoffrey, just read your article in this months edition - I totally agree. Whats next?

And do your readers agree with your comments?
michellezamora
  • Wrote on 4 Jun, at 10:24AM
I was a member of the AMi a number of years ago, but have since allowed my membership to lapse. There were a number of reasons for this but primarily it was for two reasons 1. I did not feel that I was learning from the Association and 2. The opportunity to form and build communities and drive the marketing profession seemed limited.

The opportunity to build knowledge and networks has been transformed with the availability of twitter, groups on facebook, Sphinn........ Perhaps this is my personal learning style, but the value I have derived from twitter for instance far outweighs the benefit I gained from AMI. I hope that this has/will changed.

This is what I would like to see from a marketing body
1. Clear and Leading representation of the Marketing Profession in Australia
2. A knowledge Hub
3. Open and lively debate and the opportunity to share information, opinions and build new concepts to transform the organisation
4. Smaller focused communities eg Web 2.0 marketing, Marketing Strategy, Locality...........
5. Access to Subject Matter Experts - for instance a weekly evening Live Chat with leading marketing experts
6. An opportunity to build the personal brands of leading marketing experts in the Australian market
7. Charity Opportunities for Marketing Professionals
8. Mentoring and buddy Program
9. And of course the occasional social events

Geoffrey, I agree with 'The Marketer ..........." What's next?"
Editor | Scotland
  • Wrote on 4 Jun, at 11:23AM
Hey michellezamora, great comment. Really nice to see some clear expression of what you're looking for from your professional body.

I was especially interested to read your comments about Twitter. It seems that more and more professional discourse is taking place in 'other places' these days and many traditional organisations are at a loss. They're still delivering the same services, but people are finding them elsewhere it seems.

As far as what's next, watch this space. The AMI are taking the opportunity to offer their response to Geoffrey's article. This one looks like it's got legs ...
Editor | Scotland
  • Wrote on 16 Jun, at 01:32PM
Just to give you guys a heads up, well be printing the AMIs response to Geoffreys original article in full here on the site, as well as in the magazine. If youre a magazine subscriber you'll have your copy of the print article before most, but as of the 25th June you'll be able to pick up the mag at all good newsagents.

Til then though, I read Jonathan Salem Baskins recent article in AdAge with interest - Theres no good answer for what to call marketers - seems that others out there are struggling with what to call marketers too.

Jonathan doesn't really have an answer, but what is everyone calling themselves?

Marketer? CMO? Chief Drone In Charge of Getting Things Done?

Be interested to hear your suggestions for what marketers should be calling themselves.
peterrosborne
  • Wrote on 18 Jun, at 03:55PM
I have to agree with Geoffrey.

As a former CPM I simply found that the credential, let alone the AMI body itself, held little sway in amoung marketers. How then can it possibly generate esteem outside the profession?

So, is this the basis of a movement then?
Terence
  • Wrote on 18 Jun, at 04:44PM
I joined The AMi when it wasnt the AMI but the Sales and Marketing institute somewhere in the sixties and been to numerous events mostly in SA and in recent years inQld am a CPM and a fellow and my attitude to the professional body has been between somewhat over the years as disappointing as most of the comments seem to be. But on balance ,over all that time on infrequent occasions I have been to good events stimulating and entertaining when i can get to them ...you see i live and Work in North Queensland and always ...yes for thirty years or more ...the Qld AMI never really managed to get many functions going up here. Those events that have been held have been good but as the qld board changes so does the enthusiasm for spreading beyond Brisbane....My view is that the senior management of the AMI needs a rethink of its polcies to ensure the marketing profession is lifted in its status as a profession of note ..this is the one facet of being a marketer none of the various leaders of the AMI have been able (and willing) to tackle as a serious problem that could be tackled head on....I hope someone does...comments please and My name Is Terry Hurlock and check out what I do in Marketing it is Intellectual Property (i do not think there is any other AMI member doing what I do) look me up on www.Inventionpathways.com.au ....Love the arguments its good stuff hope HO persons are listening at AMI. TH
carolyn
  • Wrote on 18 Jun, at 04:57PM
I think our industry needs a strong advocate to build our professional credentials. Where's our voice?

My other grievance is the cost. I think our membership fee is OK, however, as a CPM running my own business, it costs literally thousands to collect enough continuing education points. What about sponsorship of events? Surely we can offer better rates through sponsorship - look at the medical profession.

The breakfast seminars have been fantastic and a great networking opportunity.
insomniac
  • Wrote on 20 Jun, at 07:04PM
What a dreadfully, self indulgent opinion piece - and not backed up by any evidence

The AMI may have room for improvement - but then, so do most organisations. As an AMI member, I value my membership somewhat more than Geoffrey does.

Geoffrey writes "Every time I go to an AMI function this is a topic I hear debated. The lack of leadership, the poor performance." Sorry Geoffrey, that's not been my experience.

Then ... "You can see the die-hards who still go along when the topic is right, but their shoulders are hunched over. They shuffle out of the functions, uninspired, down at heel, thinking that was just one more example of why they should have studied accounting or law." ... sheesh them accountants sure do come out of those ICA conferences with a real spring in their step, high fives all round ... lets party on dudes!

"Why isn't it felt to be sexy to be a marketer?" ... ohhh puuuhlease!!!. Geoffrey, Marketing is a profession … not some narcissistic self indulgence. Boy, those accountants. lawyers, engineers and scientist do feel damn sexy when they clock on.

Geoffrey, maybe you should look at improving your own shortcomings, because just maybe to other professions, you might be giving an unfavourable impression of what marketers are on about.

Anyway I'll get on my bike and push off ... damn that thoughtless AMI for not handing out fuel discount vouchers!
MBAontheway
  • Wrote on 22 Jun, at 09:25PM
Seems to be a continuing case... went to an AMI event based in Hobart, and was extremely disappointed with a. the lack of turn out and b. the excitement and inspiration of the AMI about the future of their own industry... I mean, if I wanted some boring, dull and dated outlook on life, I should change careers to be an Accountant.
nuxa
  • Wrote on 23 Jun, at 11:16AM
Definately a common theme that needs to be addressed for our industry to be taken seriously and enable it to grow further.

The lawyers and accountants get more respect for their advise in our organisations but anyone and everyone has an opinion about the outputs from the marketing department.

Maybe the reason were not taken seriously is because anyone that has ever taken a marketing subject or even a subject that is remotely associated to marketing has infiltrated our industry.

Do a simple google search on marketing consultants in your city and youll see a range of different professions dabbling in marketing. These are typically IT companies, Accountants, Web designers, Journalists etc all claiming to offer cutting edge marketing solutions based on the insight gained from one or two lectures at university (if at all).

How about we recognise true marketers as marketers rather than a anything remotely associated with the topic?
Spud
  • Wrote on 1 Jul, at 12:43PM
Ive just read Roger James response to the article of Geoffrey Bowll.

Im very disappointed with the attitude of Mr James and the statements he made, specifically.

1) Mr James did not concede that there was any merit in any of the myriad of suggestions made.

2) Mr James concedes numerically that after a decade trying, the AMI has only achieved a 10% market penetration rate with memberships. He doesnt state this of course. If my Marketing Manager achieved the same results he / she would be working elsewhere.

3) An ISO standard for Brand Valuation ! - Give me a break.

4) "Unparalled tools being developed by the AMI to measure marketing performance". We dont need these tools Mr James. We already have them, theyre called customers and P & Ls.

5) Of the 3,400 members in 1999. How many of those people are still members?

Finally, its a simple rule Mr James. Ignore your customers / constiuents / members at the peril of the AMI, you can either embrace change and implement it, or the members of the AMI will find someone that will.
simonr
  • Wrote on 1 Jul, at 02:37PM
I could not agree more the article.

I was a member for 4 years and then my membership lasped (because it was paid for by my previous employer) the only thing I missed was my weekly BandT mag (a fun read for ad industry gossip!!).

They provide no value and for a marketing organisation I think they are actually incredibilly poor marketers. Knowone at the AMI thought to contact me and try and retain my memership (cusotmer retention 101) and I wonder what the brand recognition of the AMI would be outside of marketing circles. The fact is we are being outmarketed by the accontants (CPAs), I see there ads on TV I have a basic understanding of what CPA means and believe its of value although I dont get invovled with accounts, the only one I even know does my tax!!
roz
  • Wrote on 19 Aug, at 10:10PM
I have just finished my marketing degree, or *Bachelor of Business - Bull(BAD WORD FILTERED)* claims my Uncle.

A guy I know was recruited as Head Chef for a top cafe in Bells Beach - who claimed that he'd done all the advertising and marketing as well, "you know, all the rosters and stuff". I bit my tongue so hard it bled.

And if I have one more person *explain* an ad to me because they've watched the Gruen Transfer I might just cry and tear up my qualifications.

Is Gruen (with the gorgeous Wil Anderson) deliberately undermining the marketing and advertising community? Why are they giving away secrets? Why did I pay $1200 for my subject in Marketing Planning and Strategy at uni and they watch and learn on Free To Air TV?

I want to be seen as a serious and credible professional.

Could Seek please separate the job classification between Sales and Marketing? Even that would help clarify that there is a difference between the two professions, and make my Christmas lunches less irritating with my Uncle.
Editor | Scotland
  • Wrote on 20 Aug, at 07:58AM
I love this point Roz!

Is The Gruen Transfer stealing your job? Probably not. Do 'entrepreneurial' people always claim attributes on their CV they don't neccessarily possess? Definitely.

But this does hit at a more pertinent point. If the head chef at a top cafe in Bells Beach can claim he's produced marketing collateral when he's actually drawing up timetables, then my question is how come the empoyer believes him?

The answer could be that marketers have such a poorly defined role in society that nobody really knows what they do. So marketing master chefs like your friend from Bells Beach qualify as a marketer by virtue of the fact that nobody really understands what marketers do.

So if the Gruen Transfer is really giving away trade secrets, is it helping at all to define what marketers do among the general TV viewing public?
Luan
  • Wrote on 20 Aug, at 05:20PM
I have been in "sales" and marketing for over 5 years, but have not felt the slightest of urges to join the AMI. Ok I lie, maybe once, like a couple of years ago, but that was because my employer was going to pay for me.

I look at friends who either are CPA and CA's or in the process (it takes three dedicated years to actually become a real member) and think why are those memberships so much more distinguished? I mean a CPA on you resume will instantly add an extra 25% or more to a dorky accountants pay. They actually force the accountants to learn new things, new ways to counts. Hold huge conferences that bore the crap out of people, but are necessary for members to attend.

If i walk into a job interview and tell my potential employer that I am a member of the AMI, will they even batter an eye lid?
Breeza
  • Wrote on 20 Aug, at 05:23PM
Great point!

I definitely see what you are saying - but I think your mate is probably one of those people that claim to be an expert on everything (much like my engineers here - what's to know about marketing? It's just selling stuff isn't it??). But the one thing I think the Gruen Transfer will do is up the standard amongst marketers - kind of like a media watch for marketers, which I think is long overdue.
And discussing the strategies with the audience (e.g four man beer commercial, white sterile beauty ads) actually shows the general public that there is a method to the madness - we're not always unethical, money grubbing long lunching bludgers!

It's also great to help marketers in regional areas (like me) put the names that I see in B&T to faces!
kmcclean
  • Wrote on 20 Aug, at 07:59PM
yes roz - but so what if the Gruen Transfer are giving out "trade secrets"? It's like watching the docos on how the movies are made. Giving out the "trade secrets" doesnt mean that any one can go and make an advertisement as good as quality as those profiled on the Gruen Transfer.

I remember a wise women said to me once that you can tell people how to do it but it doesnt mean they will necessarily do it right. You can tell your Chef how to set up a decent advertisement but it doesnt necessarily mean they will lay it out right, use the right medium, use the right font and so on. (that's the difference between a real marketer and those that think they are!)
Tony@TacticalTV
  • Wrote on 21 Aug, at 09:23AM
To Roz's point about Gruen ... I reckon it's great. It paints advertising and marketing people' in a pretty good light (coming from a very low base).

The whole industry is misunderstood and I think Gruen goes a long way to presenting a professional image that advertising folk just don't have in the wider community.

If anyone wants to read more, I wrote about it at my blog, http://adnotes-tony.blogspot.com/

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