Australian Marketing Institute (AMI) celebrates 90th Anniversary with bold new brand and Australian-first marketers’ career competency framework

AMI has unveiled a dynamic new brand and comprehensive new set of marketing guidelines that reflect its commitment to innovation and excellence in an ever-evolving marketing landscape.

With the celebrations of its 90th anniversary this year, the peak industry body for marketing, Australian Marketing Institute (AMI) has today announced the launch of a new brand identity and Australia’s first ‘AMI Marketers’ Competency Framework’, designed to equip marketing professionals with the necessary skills and knowledge required to excel in today’s changing business landscape.
This new growth strategy cements AMI’s position as Australia’s authoritative voice of marketing now and into the future. The institute has teamed up with International award-winning, independent design and branding agency Hulsbosch, to develop and create a new brand platform and refreshed visual identity. AMI has also launched the first-ever ‘AMI Marketers’ Competency Framework’ for professional career marketers, which is a comprehensive guideline outlining 25 competencies across 5 levels of proficiencies. The framework will be available to members in November this year.
As the marketing industry embraces technological advancements such as generative AI tools, it is crucial for marketers to stay relevant and future-proof their careers. According to recent research conducted by AMI, 69% of marketers expressed their desire to acquire new skills, recognising the need to adapt to the evolving marketing landscape. Continually being at the forefront of changing industry needs, the career competency framework will provide a solid foundation for ensuring a long-term sustainable career in marketing.
Bronwyn Powell, Chief Executive Officer of the Australian Marketing Institute said, “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,” said Powell.
“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,” Powell added.
To celebrate nine decades of supporting the largest network of marketers in Australia, AMI’s bold new brand identity reflects a step-change in the Institute’s future focused approach in advancing the marketing profession.
The refreshed AMI visual identity by Hulsbosch includes a logo, colour palette, typography, imagery, and graphic style delivering a bold and engaging presence for AMI befitting their prestigious requisite as the body for ‘best in class’ professional marketers.
Marcel Wijnen, Creative Director at Hulsbosch said, “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.
Starting with concepts that integrate AMI’s brand vision and values, personality, and essence, we have used design elements which keeps them relevant with a look and feel that is truly the AMI’s.
Commenting on the new brand, Bronwyn Powell said: “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.
“The valuable work done by Hulsbosch ensures that our brand remains familiar, but also paves the way for a new chapter which will lead us into the future,” added Powell. With the largest network of marketers in Australia, the Australian Marketing Institute has been supporting progress in the careers of our members and advancing the marketing profession since 1933.