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AMI unveils new brand identity and competency framework
Fri, 13th Oct 2023

In celebration of its 90th anniversary, the Australian Marketing Institute (AMI), the peak industry body for marketing in Australia, has made a significant announcement. The institute, which has long been the authoritative voice of marketing in the country, is undergoing a transformation with the launch of a new brand identity and the introduction of the 'AMI Marketers’ Competency Framework'. This initiative aims to empower marketing professionals with the skills and knowledge necessary to thrive in today's dynamic business landscape.

AMI's collaboration with the award-winning independent design and branding agency Hulsbosch has resulted in the development of a fresh brand platform and a revamped visual identity. Additionally, AMI is breaking new ground by introducing the 'AMI Marketers’ Competency Framework', a comprehensive guideline delineating 25 competencies across five levels of proficiency. Members can look forward to accessing this framework starting in November this year.

In an era where the marketing industry is rapidly embracing technological advancements, such as generative AI tools, staying relevant and future-proofing careers is paramount. Recent research conducted by AMI reveals that 69% of marketers are keen to acquire new skills, acknowledging the imperative of adapting to the evolving marketing landscape. The career competency framework aims to provide a solid foundation for building long-term, sustainable careers in marketing.

Bronwyn Powell, Chief Executive Officer of the Australian Marketing Institute, explains, “The career competency framework will provide marketers with a consistent structure to understand and assess the skills required for diverse marketing and communications roles. It covers various sectors, including Business-to-Consumer (B2C), Business-to-Business (B2B), Fast Moving Consumer Goods (FMCG), professional services, government, and Small and Medium Enterprises (SMEs), ensuring its relevance across the industry.”

She further adds, “Nowhere else in Australia can career marketers access such a comprehensive program. AMI has developed its framework based on successful models from the UK Chartered Institute of Marketing, incorporating insights from the UK Institute. Furthermore, AMI consulted with 50 Chief Marketing Officers to ensure the program's alignment with industry requirements. We are excited to share this with our members in November.”

As AMI marks its 90th anniversary, the institute's bold new brand identity underscores its commitment to advancing the marketing profession and embracing the future. The refreshed visual identity, designed by Hulsbosch, encompasses a new logo, a vibrant colour palette, distinctive typography, engaging imagery, and a contemporary graphic style, providing AMI with a bold and impactful presence befitting its status as the foremost body for professional marketers.

Marcel Wijnen, Creative Director at Hulsbosch, comments on the new brand identity, saying, “We’re bringing the AMI brand strategy and positioning to life. They needed inspiring, contemporary, and simple solutions to better demonstrate what the association stands for and showcase who they are, to meet AMI’s future ambitions."

Bronwyn Powell echoes this sentiment, stating, “The revitalised brand platform and identity shows how AMI has evolved over the past 90 years. We thought it was fitting to introduce this new brand identity now, on our 90th anniversary, to reflect how AMI continues to be at the forefront of the changing digital landscape in the industry."

As the Australian Marketing Institute marks nine decades of supporting the largest network of marketers in the country, it reaffirms its commitment to progress in the careers of its members and the advancement of the marketing profession. This transformation, with its new brand identity and the 'AMI Marketers’ Competency Framework', is a testament to AMI's dedication to staying at the forefront of the ever-evolving marketing landscape.