The Chartered Institute of Marketing (CIM) is the industry-leading body for the marketing sector. At The Mackman Group, we have a long-standing relationship with the institute, which strengthened further in 2023 due to becoming the first CIM corporate partner and our recent participation in the CMO75 report. 

With over 30,000 members globally, the international organisation allows marketers based at opposite ends of the planet to collectively improve the industry’s standards. Not only this, but the institute enables marketeers who are otherwise isolated to feel connected to likeminded industry professionals who can provide support and advice where needed. 

In 2023, 35% of marketing leaders held a CIM qualification, the second most requested qualification after a university degree. With over 100 Accredited Study Centres (ASCs) worldwide, CIM courses provide CVs with weight and value on a globally recognised scale. 

As an agency, we have historically maintained a very close working relationship with The Chartered Institute of Marketing. Co-founder and Managing Director, Paul Mackman, has been personally affiliated with the CIM for over three decades. After completing his CIM Postgraduate Diploma in 2005 and then achieving Chartered status, he became a Fellow in 2014. He is now a regional board member, currently sitting as Vice Chair. Additionally, several Mackman staff members are CIM qualified, personally involved with the institute, sitting on the regional board and offering support as volunteers. 

CIM Corporate Partnership

To further strengthen our relationship with the CIM, The Mackman Group recently became a Corporate Partner – notably, the first ever. With CIM best practice embedded throughout all work delivered to our clients, our intention with this partnership is to engage even further with the institute and mutually benefit both organisations through collaborative and open-minded exchanges. Our affiliation with the CIM sends a clear signal to both staff and clients that we are committed to the continued professional development of our people, using the training and memberships provided by the institute as a critical component in achieving that.

As a result of this partnership, we have unlocked additional support, resources, benefits and opportunities for our teams through webinars, mentoring schemes, content templates, continued CPD and more. By continuing to embed CIM best practice in our delivery, alongside upskilling and utilising CIM resources, we are ensuring we continue to develop insight and theory driven marketing strategies which are also delivered and reported on effectively. 

CIM CMO75 Report

In its first year, the CIM CMO report was compiled with input from 50 Chief Marketing Officers (CMOs). In 2022, the CIM expanded this report to include insight from 75 CMOs from across the globe, with The Mackman Group being one of the organisations invited to contribute to the report.

To participate in the report, the CIM explains, “You have to be a CMO or managing director or the head of a leading agency… Brands included Vodafone, Microsoft, Bosch, Boots, PepsiCo, The Times Group, KP Snacks, and many others.”  As the only marketing agency in Suffolk to be invited to participate, we were delighted to contribute to such an important report, alongside household names. 

The report provides a balanced overview of the sector, with CMOs, marketing agency leaders and leading charities all inputting from internationally based organisations. The information-gathering process involved qualitative and quantitative questions to aid the discussion and the ultimate aim of understanding sector-specific developments. 

Interestingly, the report is largely positive despite the current social, economic and environmental factors impacting multiple sectors as well as marketing. The report notes a desire for marketing to be a force for good and in a demonstrable manner. It further illustrates the market’s position on introducing stricter social media policies and calling for tighter sustainability regulations.

The report also highlights the role that marketing holds within the industry, helping to build confidence in agencies from existing and prospective clients and employees. Some of the brands we work for at The Mackman Group are international brands themselves and operate globally. From our base in Suffolk, we have a view across a much broader geographic and multiple sectors. We felt privileged to contribute to the report with such a global impact and reach.

Paul Mackman said, “I am proud to have contributed to this important global study at such a critical time. It’s gratifying that marketers are collectively championing positive change and increasingly acting as a collective force for good.”

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