Inside the Canadian Marketing Awards: What Real Engagement Looks Like

This year, I had the opportunity to judge the First Round of the 2025 Canadian Marketing Awards—an experience that gave me a national lens into the work shaping our industry right now.

As part of a cross-country panel of marketing professionals, I reviewed submissions in the Engagement category and evaluated each one based on three pillars: Strategy, Creativity, and Results. Each was weighted equally, which meant we weren’t just looking at aesthetics or outcomes—we were digging into the thinking behind it all.

The judging process was done fully online, with support from a panel of Senior Judges and the CMA’s Strategic Committee. It was thoughtful, organized, and rooted in respect for the work and the people behind it.

What Engagement Really Means

“Engagement” is one of those words we hear constantly in marketing, but the Canadian Marketing Association gives it real shape. This award category is about dialogue—ongoing conversations between a brand and its audience, whether that audience is made up of customers, employees, partners, or communities.

It’s not about one-off moments or viral stunts. It’s about building trust, momentum, and mutual value over time. The work I reviewed reflected a range of approaches, including:

• CRM campaigns and lifecycle journeys
• Community-driven programs
• Influencer marketing tied to values or current events
• Content series designed for long-term visibility
• Social campaigns that prioritize interaction over reach

Engagement in this context is about depth. It’s not just about the click. It’s about what happens after. Did it make someone feel something? Did they stick around? Did it spark a real connection?

It’s not just: Did people click?

Standout Work and Thoughtful Strategy

Some of the most effective submissions were surprisingly simple. They didn’t try to do everything—they did one thing very well. They understood their audience, picked the right medium, and stayed consistent across the touch points that matter most. A few leaned heavily into personalization, while others focused on experiential marketing or culture-driven storytelling.

Each one was a reminder that true engagement is earned. It’s built on clarity, purpose, and a willingness to listen.

(I’m not allowed to share about the campaigns submitted, or trust me, I’d be doing a deep dive on some of these case studies!)

Why this matters to me (and needs to matter for you too!)

Being part of the first round of judging at the 2025 Canadian Marketing Association’s Awards reminded me what great marketing is really about. The work that stood out wasn’t trying to be the loudest in the room—it was thoughtful, intentional, and built on real connection. It is about respecting the audience and focused on building something lasting, not just getting attention for a moment.

This experience reinforced the kind of work we aim to create at Unicorn Marketing Co: marketing that feels human, rooted in purpose, and built to make people feel something.

Thank you, CMA!

A huge thank you to the Canadian Marketing Association for this opportunity. It was an honour to sit alongside so many thoughtful voices from across the country and celebrate the work that’s moving the needle in all the right ways.

Overall, this experience reinforced how proud I am to be part of a community shaping the future of marketing in Canada.