In this special episode, CMA CEO Alison Simpson sits down with RBC CMO and CMA Board Chair Alan Depencier, to interview each other as both transition from CMA leadership roles in 2026. They celebrate achievements including 150+ new member organizations, the DMSC and AI playbook success, while unveiling 2026 plans for Marketing Week's national expansion, new councils and much more.

00:00:01:18 - 00:00:23:19 Presenter Welcome to CMA Connect, Canada's marketing podcast, where industry experts discuss how marketers must manage the tectonic shifts that will change how brands and businesses are built for tomorrow, while also delivering on today's business needs. With your host, CMA CEO Alison Simpson.

00:00:23:21 - 00:00:41:08 Alison I am absolutely thrilled to welcome back Alan Depencier, the chair of CMA's Board of Directors, to our podcast today, where we will be discussing all that we have planned for the CMA in 2026. This year marks a milestone for both Alan and I, as he is wrapping up his term as our CMA Board Chair, and I will be retiring in May.

00:00:41:14 - 00:00:58:00 Alison So we're also going to take a little bit of time to reflect on our time together, what we've accomplished, and why the CMA has such an important role in future-proofing marketers and our profession. We're going to take a bit of a different approach to the episode, too, with Alan turning the tables on me by asking me a few questions.

00:00:58:02 - 00:01:26:02 Alison Alan was elected to the CMA board in 2019 and has contributed significantly. He's been a member of CMA's Member Engagement and Human Resource Committees, Chaired the Finance and Audit Committee, and served as Board Vice Chair before his appointment as Chair in May 2024. Alan also played a pivotal role in the creation of our CMA NXT program, which helps university and college students bridge the gap between post-secondary education and starting their professional life in marketing.

00:01:26:04 - 00:01:47:01 Alison In addition to all of his outstanding contributions to the CMA, Alan has a really inspiring career in marketing. He has held senior marketing roles at RBC for 21 years, including most recently as Chief Marketing Officer for Commercial Banking and Insurance. Prior to his tenure at RBC, Alan managed consumer packaged goods brands and spearheaded the growth of a startup venture.

00:01:47:03 - 00:01:51:08 Alison So welcome back Alan. I am absolutely looking forward to a great conversation today.

00:01:51:10 - 00:01:59:14 Alan Thanks, Alison. I'm excited to join you once again. And I'm excited that we get to, you know, reverse roles for a bit. I get to ask you some questions.

00:01:59:16 - 00:02:20:09 Alison Definitely going to be a fun one. So, Alan, between your very demanding role as CMO at RBC and your many CMA Board commitments, plus your involvement with the overall CMA, everything from helping create CMA NXT to chairing multiple committees and now being our Board Chair, you've clearly invested tremendous time and a great deal of energy in our profession.

00:02:20:11 - 00:02:25:04 Alison So what drives that passion and what has kept you so engaged with CMA's mission?

00:02:25:06 - 00:02:45:17 Alan Great question Alison. You know, at the core, I believe marketing really matters. When it's done well, it drives business growth, it strengthens brands, and it can genuinely improve people's lives. I see that every day at RBC. What the CMA gives me is a chance to zoom out and help shape that profession as a whole, but not just for one organization.

00:02:45:19 - 00:03:08:22 Alan And what initially pulled me in was the people. You know, when you're surrounded by some of the smartest marketers in the country, you know, tackling some of the biggest issues like AI, privacy, trust, it's incredibly energizing. But it became personal when I saw the impact of what we could actually make on the industry. You know, I'm a much better marketer today by being a part of the CMA, and I would encourage most folks to take advantage of the opportunity that sits in front of them.

00:03:09:00 - 00:03:31:11 Alan CMA NXT is a great example. We didn't just talk about the gap between school and the workplace. We built something that helped students launch their real careers. Seeing the kind of tangible impact, it's super powerful. And honestly, what kept me engaged is that the CMA is where the future of marketing is in Canada is really being shaped. Being part of that, especially alongside leaders like you, has been one of the most rewarding chapters of my career.

00:03:31:13 - 00:03:41:19 Alison Thanks Alan, that means a lot. Now we're going to turn the tables. Although you're not officially off the hook, you get to ask me a few questions, but I'm definitely going to get you back for some other questions later in the podcast.

00:03:41:21 - 00:03:42:13 Alan This is great.

00:03:42:13 - 00:03:43:06 Alison So over to you.

00:03:43:12 - 00:04:07:20 Alan Okay. First question. Alison, you've led the CMA through what I've characterized as a complete transformation. When you look at where we are today versus where we were in the past, with our significantly expanded benefits for members, our AI master series featuring 32 practical playbooks, the DMSC program up-skilling of 1900 marketers and supporting 700 small and medium sized enterprises, and a record member satisfaction scores.

00:04:07:22 - 00:04:11:15 Alan What do you see as a turning point that made this level of change possible?

00:04:11:17 - 00:04:37:19 Alison Oh, you're clearly starting with an easy question I see. So, you know Alan, I really think the turning point was when we truly embraced the CMAs important role and helping future-proof the marketing profession and took a really collaborative approach. So the transformation happened because our Board, our senior leadership team, our overall CMA team and our incredible engaged members all really aligned around the shared vision of what the CMA could become.

00:04:37:21 - 00:04:57:16 Alison And I think back to my first 100 days, at the end of which I had led the creation of CMA's Refined Value Equation, and everyone played a really important role in this, which helped set up the direction for the coming months and the years, and ultimately for the transformation that we've driven together. The board strategic guidance has been absolutely invaluable.

00:04:57:18 - 00:05:19:15 Alison You and the Board didn't just support bold initiatives, you really helped shape them. And since I joined, the Board has been so actively involved alongside our team and our membership. So together, we've really challenge ourselves to think bigger, to create something that could truly serve the profession. And that's led to many great initiatives and our ability to really step up and help future-proof marketers in our profession.

00:05:19:15 - 00:05:41:08 Alison And you highlighted some of the big wins that we've had together. And I think we should be incredibly proud that our member scores 87% for how the CMA is future-proofing marketing. When I step back and think about what I'm most proud of, it really comes down to the fact that we've got all of these incredibly involved members like you, and they really are the real heroes in the transformation.

00:05:41:09 - 00:06:04:05 Alison We have hundreds of senior marketers who are contributing through our Councils and Committees. They're coming together to debate and to learn. They're creating thought leadership that's shaping marketing, supporting our government advocacy and developing the content that really educates our profession and our community. And then we also have an amazing group of rising star marketers from across our membership with our new CMA Aim Advisory board.

00:06:04:07 - 00:06:25:01 Alison And they're really ensuring that we're building strong relevance and engagement for junior members and the future CMOs of the CMA. Plus, we've significantly grown our Chartered Marketer community, I'm super proud of that. And they're all really actively engaged. And those are just a few examples of how it's our overall community really coming together and collaborating that has made us so successful.

00:06:25:06 - 00:06:40:15 Alison And the journey certainly has taught us that CMA's greatest asset isn't our programs or advocacy. It really is the passionate community of marketers who actively engage, volunteer their time and share their expertise to really help advance our profession.

00:06:40:17 - 00:07:02:22 Alan That's great. And I know in previous podcasts you love to ask some of your guests questions about their leadership philosophy. You know, your approach to future-proofing the profession has been remarkable the last few years, and I could go on and on with many different things you've led, whether it's mentoring programs, AI resources, getting more value as part of your membership fees, council structure, the awards programs.

00:07:03:00 - 00:07:08:05 Alan I could go on and on, but my key question is, what's your philosophy on building that kind of sustainable transformation?

00:07:08:09 - 00:07:31:12 Alison Oh, you're making me blush. The real insight is it's not me. It's all of us together. And my philosophy really centres on leveraging collective brilliance. The most sustainable transformation can only happen when you're really inclusive in your approach, and you really look for ways to unlock the expertise that already exists within our community. And Alan, you and the Board are absolutely invaluable partners in this approach.

00:07:31:14 - 00:07:51:16 Alison You didn't just provide governance, you provided really great strategic insight that helped elevate our approach and certainly elevated our initiatives. And when we designed the Digital Marketing Skills Canada program, when we brought to life for the first time ever, CMA Marketing Week, Board members shared their expertise and really helped us understand what would resonate with the overall profession.

00:07:51:18 - 00:08:14:15 Alison And then certainly our members are mission critical to what we've accomplished, and our CMA Committees and Councils. So they really act a lot like think tanks that are led by practitioners who are living these challenges daily. The CMA weekly AI playbooks that we launched in 2025 provide really actionable learning and insights in this key area. So they're such a terrific example, because the AI committee is coming together,

00:08:14:15 - 00:08:44:00 Alison they're helping create the playbooks and they're drawing on very real experience with implementing AI in major organizations, and also from leading innovators in Canadian AI companies. We've got a 95% average satisfaction score across all events in 2025, which also really reflects this philosophy. We don't create in isolation. We have engaged members that help design agendas, they're contributing their insights, and they're really sharing their expertise.

00:08:44:06 - 00:09:07:13 Alison And that's why our CMA events can deliver value that you simply can't get anywhere else. So I'm certainly super lucky to be working with the talented and dedicated team at the CMA. They really love the marketing profession. They're deeply committed to helping future-proof it, and they work hard, care deeply, and we also have a lot of fun along the way, which you can never underestimate the importance of fun along the way as well.

00:09:07:15 - 00:09:28:07 Alison So the key insight for me is that transformation really requires participation, not just consumption. Our active members don't just attend our events, they help shape them. They don't just read our thought leadership, they help create it. And that's really how you can build an ecosystem that continuously evolves and improves and will live long beyond my time with the CMA.

00:09:28:09 - 00:09:51:05 Alan Yeah, I think like all great leaders, it's the people that actually make the difference. And I think not only you being a great leader, but the folks you surround yourself with and the community in general has obviously been a big part of your success. And kudos for you to recognize that as you look forward. My next question is, you know, your decision to retire in May comes at a time when many call, you know, one of the peak moments of CMA impact and momentum.

00:09:51:07 - 00:09:56:04 Alan How do you view the timing and what excites you most about the foundation you're leaving for your successor?

00:09:56:06 - 00:10:17:08 Alison So the timing really reflects the strength of the collaborative leadership model that we have. And the transformation, as we both talked about, is never dependent on any one person. It's been built through the partnership between our senior leadership team, our full CMA staff, the Board and our incredible member community. So Alan, you and the Board have been absolutely instrumental throughout this journey.

00:10:17:09 - 00:10:41:23 Alison Your strategic guidance, your willingness to really support bold initiatives, your commitment to excellence, that foundation continues long after I'm gone. And with the Board's oversight, strategic partnership and the strong CMA team will absolutely ensure really strong continuity, which is why I'm very confident in wrapping things up at the CMA later this year. But what excites me the most is the depth of the member engagement that we've built.

00:10:42:01 - 00:11:11:11 Alison We have over 300 members actively involved across our CMA Councils and Committees. Plus we have 200 members who are now involved and benefiting from our new CMA Mentorship Program, which is exclusive to and free for CMA members. And our Mentorship Program really shows how our members are also investing in each other's success. So my successor inherits something extraordinary, a terrific team and a community that is so actively engaged in shaping where Canada's marketing profession is going in the future.

00:11:11:17 - 00:11:40:00 Alison They get to walk into an organization where our Board members and the CMA team have a thriving strategic partnership. Staff are executing with excellence, and we have engaged members who are contributing expertise that enhances everything that we do. So this is never just been about organizational succession. It really is about transferring leadership of a movement. And that movement has such great momentum because it's powered by people who are passionate about marketing's future in Canada, and it's not dependent on any individual leader.

00:11:40:02 - 00:11:47:23 Alan I guess I have to give you the reins back now. And now you have to ask me questions. So I actually like asking questions better than answering questions. It's more fun.

00:11:48:01 - 00:12:07:07 Alison I can totally relate to that. But a test of growth and leadership is being stretched beyond your comfort zone. So you've stretched me. Now I'll return the favour and stretch you by asking you some questions. So Alan, you've had a front row seat to this transformation as Board Chair. So what the accomplishments of the CMA and the Board partnership are you most proud of?

00:12:07:09 - 00:12:11:12 Alison And how do you see the Board's role in sustaining the momentum moving forward?

00:12:11:14 - 00:12:35:13 Alan You know, when I step back and look at the last few years, what I'm most proud of is that we didn't just grow the CMA. We actually made it more relevant. Yes, numbers matter. You know, we've grown by more than 450 member organizations. We've added over 125 new members since 2023. We've had record client satisfaction scores. But behind those numbers are marketers who genuinely see value in the CMA and what it's doing.

00:12:35:13 - 00:13:01:13 Alan And I think when I talk to folks now versus when I talked to them when I first joined, I can feel that enthusiasm, I can feel that passion. They're seeing more value coming from being part of the CMA. And I think that's the qualitative side of kind of looking at the numbers. From a Board perspective, our biggest contribution was helping set the strategic direction and priorities in collaboration with yourself and your leadership team, but more importantly is really that bold execution.

00:13:01:14 - 00:13:21:04 Alan If you look at the Digital Marketing Skills Canada, it's a perfect example. That was one that wasn't traditionally on our radar, and you brought that to us. And after reviewing it as a Board and looking at the opportunity, it's done wonders for the organization. One we've up-skilled more than 2000 marketers helped the majority of them advance their careers and get into the profession.

00:13:21:06 - 00:13:49:16 Alan And more importantly, we increased our representation with some groups that we typically were unrepresentative from a marketing perspective. So I feel really proud about that. We've also modernized the Chartered Marketer designation and more than doubled participation, reinforcing it as the gold standard for marketing leadership in Canada. And I'm super proud of CMAs growing national voice. You and the team have just done a wonderful job, whether it's privacy, competition, digital policy, the governments at all levels, whether it's federal or provincial, are listening to the CMA.

00:13:49:16 - 00:14:21:16 Alan They're actually calling us now for our perspectives. This is super fulfilling, and I think it really shows the advocacy role that you've played and the team's played in helping to grow the profession. As I look forward, I feel we have so much momentum on some of the bigger strategies and it really is around, really over the next 3 to 5 years, is taking some of those strategies to the next level and building on that continuity of our focus over the last few years. You know, we've built a sustainable model grounded in insight and collaboration with the members, and that foundation will serve the next CEO extremely well and the profession.

00:14:21:18 - 00:14:37:16 Alan And I really feel like we're just getting started. I'm super excited for you, Alison, to be retiring this year. However, I'm a little bit disappointed because, you know, we are building such a wonderful thing together. But I guess bringing someone a new with a new lens and a new passion will just help us take it to the whole new level.

00:14:37:16 - 00:14:55:07 Alan And I'd be remiss if I didn't thank my fellow Board members. I am so privileged to work with some of the best Board members that you could wish to have around the table as part of the CMA Board, and I'm super excited that we'll be leaving it in really good hands as we both transition in 2026.

00:14:55:09 - 00:15:15:21 Alison Alan, you're so right. We've got a phenomenal Board. You have led by example in your Chair role and the willingness to take on those big opportunities that can be a little scary at the time, I mean, as we were launching the first year of the Digital Marketing Skills Canada program, the CMA team was referring to it as we were literally building the plane as we were flying it, and we did it phenomenally well.

00:15:15:21 - 00:15:40:03 Alison But it was really bringing a startup mentality into an established, not for profit association. And so that taught us a lot of skills around agility and everything else as well, and there is so much to be proud of. And the way you ended with the Board, we you're so right, we've got an incredibly talented Board with really big, busy, demanding jobs who are so dedicated to our profession, are such amazing partners to me,

00:15:40:03 - 00:16:02:10 Alison and as the CEO, to the senior leadership team and are really making such a powerful, positive impact on our profession. So huge kudos to you as Chair and to our overall Board as well. So Alan, now let's talk about what excites you the most for 2026. Once again, we're expanding CMA Marketing Week, we're launching new councils and innovation and social content in commerce.

00:16:02:10 - 00:16:18:11 Alison We're continuing to expand our robust AI resources and professional development programs. And then we're also introducing a new CMO forum and the AIM Development program, to name a few. So which of these initiatives do you think will have the biggest impact on advancing our profession this year?

00:16:18:14 - 00:16:38:02 Alan It's really hard to just pick one, because everything we're doing really builds upon the same strength, which is engaged members. That said, I would say the CMA Marketing Week really stands out, maybe it's the top of mind for me. We saw attendance jump 40% last year, and in 2026, we're really thinking about how do we expand that nationally with events in Toronto, Vancouver and Montreal?

00:16:38:04 - 00:17:00:15 Alan It truly is becoming a moment for the profession, a place where Canada's top marketers come together to learn, debate and connect. And of course, no marketer can just have one. If I think of a second one, I'd have to say AI is the other one. This isn't optional anymore. Whether you're early in your career or you're a more seasoned senior leader at an organization, AI is changing how marketing works.

00:17:00:17 - 00:17:19:20 Alan The CMA playbooks, the training, the upcoming AI readiness study are all going to help marketers move from experimentation to real execution. And I think that sense of community talking about this as a community amongst the CMA is going to help us learn from each other and pivot, because it's nobody has the answer, but we all know it's going to be an exciting future.

00:17:19:20 - 00:17:39:18 Alan So I think it's going to be a year of a lot of experimentation and applying to really get the benefits of AI. But probably what I'm most excited about is how we're expanding ways for our members to continue to engage in the association. We've got new councils, you've got the AIM, you've got the CMO forums, mentorship opportunities.

00:17:39:20 - 00:18:01:22 Alan There's just more and more opportunities for everyone to not only contribute to the community, but also to get value out of that community. And I think that's what people look for. It's hard to have one thing that is for everyone. And the great news is we're doing all that while keeping it very accessible. I think you came to the Board with a strong commitment that we did not want to increase membership fees, and we want to allow people to get more value.

00:18:02:00 - 00:18:23:03 Alan I think we're going to hopefully continue with that progress to make sure folks get more value. You're having more free events, and you're also giving significant discounts to folks who sign up. That's just signs of momentum that you have that we can afford to do that. So 2026 isn't just about launching more programs, it's about deepening collaborative relationships and really future-- proofing marketing in Canada.

00:18:23:03 - 00:18:45:08 Alison So you're so right. It's really tough to choose just one. But one I would add is I'm super excited to be leading the development of an updated CMA brand alongside our CMO Barry and our member agency, LG2. Since I joined, we've been so focused on evolving our offering, delivering really tangible, meaningful benefits to help future-proof marketers in the marketing profession.

00:18:45:10 - 00:19:05:12 Alison And now it really is time for our brand identity to reflect that transformation. So we shared the new brand with our CMA team in December, and they were absolutely thrilled. I'm excited to unveil it to the Board in the coming weeks, and I'm really looking forward to unveiling it to all of our members in the marketing profession in May at our CMA Marketing Week.

00:19:05:13 - 00:19:09:06 Alan That's fantastic. I look forward to actually seeing it. I haven't seen it yet.

00:19:09:07 - 00:19:22:00 Alison You will see it in the next week or so. So Alan, with your extensive experience at RBC and now as Board Chair, what do you see as the essential capabilities that marketing leaders need to develop in order to stay ahead of the curve?

00:19:22:02 - 00:19:41:19 Alan If I had to narrow it down, I'd say there's two capabilities that really matter now. The first is AI fluency. You don't really need to be a technologist, but you do need to understand how AI is reshaping insight, creativity, and execution. Many marketers are still experimenting when they should be starting to apply. And that's where I think the playbooks that you and the team have put together,

00:19:41:19 - 00:19:57:05 Alan I think you've put together like 32 different AI playbooks that are really designed to help people apply. So I think that's going to be a skill set. And I heard one analogy around, you know, marketers, we're not going to lose our jobs to AI, but you might lose your job to somebody that knows how to apply AI better than you do.

00:19:57:05 - 00:20:13:23 Alan So I feel like we all have to embrace that. We all have to lean into it and go on that journey together, and it's just going to make us much better marketers over the future, and we'll learn where it works well and where it doesn't work well. We also are releasing the second AI readiness study. So marketers will see how they stack up with their level of adoption and what they need to do next.

00:20:13:23 - 00:20:45:12 Alan I think that's a really important resource for folks to get a sense of where they sit on that curve. So of course, every answer has to start with AI. So I've got that one out of the way. Now let's go to the second piece. The second one is really around coalition building. I think one of the biggest wins I see working both at RBC and through the CMA is that when marketing brings together, you know, the various partners around a problem or a shared outcome, whether it's the technology group, the operation groups and other leadership across the organization, that's where the magic happens.

00:20:45:12 - 00:21:06:17 Alan So this concept of coalition building is really important. The most effective marketing leaders today aren't just building great campaigns. They're just great connectors. They align people, ideas and organizations. They're using impact and influence to really drive change and success within their organization. That's also why our councils and our membership program, and the forums you guys have created are so important.

00:21:06:17 - 00:21:22:22 Alan We're not just developing skills, we're strengthening the relations to really drive long term impact. At the end of the day, most of our jobs are around people and the better you can be around getting behind ideas and moving your organization in a direction and not being afraid to fail is just going to make you a better marketer.

00:21:23:04 - 00:21:47:01 Alison Thanks, Alan, and you're so right. Like, the AI playbooks, the fact that it's a weekly resource, it's a quick read. It's evolving as AI is evolving and we're now up to 37. So we're continuing those weekly AI playbooks through 2026. We've now got 37 that are also for someone that's new to it and listening, you can go back and review, pick and choose of the 37 that already exist and know that you've got a weekly resource that will continue to grow.

00:21:47:01 - 00:22:07:23 Alison And then with the AI readiness study, our member organization that's partnered with the CMA on this is Twenty44. And they've offered a wonderful opportunity for our members. They can actually do a personalized AI readiness report for members, and they'll do it for free. It's typically a value of $10,000. So that's another great new benefit that CMA members can take advantage of.

00:22:08:01 - 00:22:27:05 Alison Now, Alan, as you might remember from your first appearance on CMA Connect, I am so lucky to have very senior leaders as my guests each episode, and I always end by asking for one piece of career advice that you would share with our listeners who really are looking to future-proof their own careers and follow in your footsteps.

00:22:27:10 - 00:22:46:10 Alan That's always a super tough question, because there's not just one thing that makes a great marketer. And my advice, probably at the simplest form, is you need to invest in things that compound over time. One of them is relationships, is probably the biggest one. Every mentor you learn from, every colleague you support. Those connections pay dividends in ways that you can't always predict.

00:22:46:12 - 00:23:05:18 Alan My own journey with the CMA started as a way to kind of give back, and over time, it became a more meaningful part of my time and and a huge accelerator for my career. It opened me up to this incredible network of folks. No matter what challenge I'm taking on or what problem I might have, is reaching out to that network to get different perspectives, just going to help you make better decisions.

00:23:05:18 - 00:23:30:12 Alan So I think you don't have to be the smartest person in the room, because you have access to so many great people that can help you tackle problems or give you different lenses. You know, the CMA is actually one of those rare volunteer opportunities where you can really get the best of both worlds. You can you can feel good because you're contributing to the profession and you're giving back, and at the same time, you're sharpening your thinking, you're expanding your network, and you're building leadership skills that directly enhance your day job.

00:23:30:14 - 00:23:47:19 Alan And how many volunteer opportunities do you get where you not only give back and feel good about that, but you also enhance your core profession? I've found that the more time and energy you invest and the more you give back, actually, the more return you get on that investment of time. You're exposed to many new perspectives.

00:23:47:19 - 00:24:04:09 Alan You hear about emerging challenges that maybe haven't hit you yet in your own job. And that's because you're working with some of the best marketers, not only in the country, but around the world. And that kind of learning is hard to replicate anywhere else. So I think that, to me is an incredible opportunity. And being a part of a member organization is free to you.

00:24:04:14 - 00:24:21:18 Alan I think the same principle applies to skills. Marketers who are thriving today don't wait to be told to learn about AI or data or customer experience. They have a general curiosity and they really take ownership of that development early and lean into it. And the good news is you don't have to do it alone. That's exactly why the CMA exists.

00:24:21:18 - 00:24:42:06 Alan As I mentioned before, join a council, find a mentor, take advantage of an event or a training and, you know, go meet new people that are going to help you be more successful. And I think lastly, I'd say the future belongs to marketers who keep learning, keep building relationships, and keep experimenting. You know, I always see marketing as a lifelong apprenticeship.

00:24:42:06 - 00:25:02:08 Alan And actually the CMA gives you access to the perfect community and platform to really get more out of that apprenticeship. So what you do with it is really up to you. So my advice is keep being curious, keep building relationships, and really lean into that network because I think it's just an invaluable resource and you never know when you're going to need it, but when you need it, it's there to help you.

00:25:02:10 - 00:25:11:01 Alison That's such great advice, Alan, and I love the concept of a lifelong apprenticeship. I also love the CMO of RBC led with compounding interest. Very appropriate.

00:25:11:03 - 00:25:15:17 Alan Exactly. I guess I am a banker now.

00:25:15:19 - 00:25:17:14 Alison It took 21 years.

00:25:17:16 - 00:25:18:15 Alan Exactly.

00:25:18:17 - 00:25:43:07 Alison So, Alan, it has been an absolute privilege working with you as Board Chair during this transformational period. The leadership, your vision, the partnership that you've brought have been instrumental in everything that we've accomplished together. So a huge heartfelt thank you. For our listeners, 2026 is going to be an absolutely incredible year. Whether you've joined our CMA Mentorship Program, you're attending our collection of events and the expanded CMA Marketing Week in May,

00:25:43:07 - 00:26:08:03 Alison contributing to our different councils and committees or benefiting from our professional development offering, you're not just advancing your career, you're really helping shape marketing's future in Canada. And to build on the great advice that Alan shared, it is such a powerful way to expand your network, to constantly be learning and a really fun way to give back and help grow and future-proof marketing as well.

00:26:08:05 - 00:26:15:16 Alison So thank you to all of our listeners for being a wonderful part of our CMA community.

00:26:15:18 - 00:26:28:08 Presenter Thanks for joining us. Be sure to visit theCMA.ca and sign up for your free myCMA account. It's a great way to stay connected and benefit from the latest marketing thought leadership, news and industry trends.