by Neville Gilfoy

Of the hundred thousand incorporated companies in Atlantic Canada, too few use professional marketing advisors. These specialists are also known as advertising agencies, marketing and communications firms, creative or brand specialists, and public affairs or government relations consultants.

The professionals at these firms are creative, strategic, and committed to achieving a return on investment for their clients. Services range from strategy and planning to creative development, and the research and placement of all types of media.

Organizations that employ marketing counsel can expect many positive outcomes: increased revenues and profits; higher profile and enhanced brand awareness; ability to influence others; higher valuations; and better risk management.

That is why Progress has committed to its fifth Marketer of the Year program, which is both an annual feature in the magazine (this edition) and the newest of our live events. Five organizations are shortlisted, and one is named the Marketer of the Year. To be in the top five, the case studies must demonstrate measurable results from a recent marketing campaign. Independent judges select the finalists from a slew of nominations.

The formation, retention, and employment of capital is one of Progress’s keen interests. And capital is created by profitable growing companies. If companies that use marketing counsel see increased profits and higher valuations, then it is our responsibility to promote the wider use of the service.

Imagine Coca-Cola being where it is today without the best marketing minds in the world working to make soda pop (which no one actually needs) the most recognized brand in the world?

As I write, the U.S. presidential election is days away. To get the candidates elected, nearly $1.5 billion has been raised. Most is spent on research, strategy, and advertising. Whoever has the best message, combined with the best marketing (now including social media) campaigns, usually wins.

Most of us wouldn’t think of running our businesses without accountants, lawyers, and bankers. Those who also have the marketing and sales pros nearby are the long-term winners.