European Marketing Confederation (EMC) partners with Asia Marketing Federation (AMF)

This strategic partnership establishes a robust framework for collaboration aimed at advancing the marketing profession across Europe and Asia. This partnership focused on fostering mutual exchange, promoting best practices, and strengthening professional ties between the two regions.

The EMC, which brings together 100 000 marketing professionals across 13 European countries, will collaborate with AMF, a network of 18 national marketing assciations and regional marketing associations across Asia. Originally founded in 1991 as Asia Pacific Marketing Federation (APMF), it evolved into AMF in 2007. Their shared goal is to exchange knowledge and strengthen competencies and sharing best practices, with a particular focus on skills & competency profiles, training & education, certification, yearly studies, and the award for the marketer of the year.

Key Objectives	Areas of Cooperation
Exchange of best practices and insights to enrich marketing expertise. Professional Development for marketing practitioners across Europe and Asia. Organization of Joint Events to address emerging trends and challenges in the field. Research Collaboration to contribute to the evolution of marketing theory and practice. Promoting ethical and sustainable marketing standards.	Sharing information related to marketing education, training, and certification such as the SMP program. Co-sponsoring and participating in conferences, forums, and other professional events. Jointly researching marketing trends, consumer behavior, and market insights. Facilitating networking opportunities for marketing professionals across the regions. Engaging with trade associations and government bodies to support broader initiatives.

Key Objectives

Areas of Cooperation

Exchange of best practices and insights to enrich marketing expertise.
Professional Development for marketing practitioners across Europe and Asia.
Organization of Joint Events to address emerging trends and challenges in the field.
Research Collaboration to contribute to the evolution of marketing theory and practice.
Promoting ethical and sustainable marketing standards.

Sharing information related to marketing education, training, and certification such as the SMP program.
Co-sponsoring and participating in conferences, forums, and other professional events.
Jointly researching marketing trends, consumer behavior, and market insights.
Facilitating networking opportunities for marketing professionals across the regions.
Engaging with trade associations and government bodies to support broader initiatives.

Key Objectives
Exchange of best practices and insights to enrich marketing expertise. Professional Development for marketing practitioners across Europe and Asia. Organization of Joint Events to address emerging trends and challenges in the field. Research Collaboration to contribute to the evolution of marketing theory and practice. Promoting ethical and sustainable marketing standards.

Key Objectives

Exchange of best practices and insights to enrich marketing expertise.
Professional Development for marketing practitioners across Europe and Asia.
Organization of Joint Events to address emerging trends and challenges in the field.
Research Collaboration to contribute to the evolution of marketing theory and practice.
Promoting ethical and sustainable marketing standards.

Areas of Cooperation
Sharing information related to marketing education, training, and certification such as the SMP program. Co-sponsoring and participating in conferences, forums, and other professional events. Jointly researching marketing trends, consumer behavior, and market insights. Facilitating networking opportunities for marketing professionals across the regions. Engaging with trade associations and government bodies to support broader initiatives.

Areas of Cooperation

Sharing information related to marketing education, training, and certification such as the SMP program.
Co-sponsoring and participating in conferences, forums, and other professional events.
Jointly researching marketing trends, consumer behavior, and market insights.
Facilitating networking opportunities for marketing professionals across the regions.
Engaging with trade associations and government bodies to support broader initiatives.

Expanding the horizons of global marketing

One of the first collaborative projects will be the adaptation of the priorities for 2025, based upon the yearly aggregation of priorities across the member associations in Asia, as well as the European Marketing Agenda, a report highlighting challenges faced by the industry. This new initiative will be launched in the new year and serve as a key benchmark and orientation for marketing professionals across Asia and Europe, providing valuable insights into regional challenges, opportunities, and evolving digital marketing trends, such as Agentic AI.

“The importance of international cooperation and alignment with emerging global benchmarks in digital marketing cannot be overstated” says Jack Xin Yao, President, Asia Marketing Federation (AMF), “We envision this unprecedented collaboration playing a pivotal role in not only reinforcing but also expanding the horizons of global marketing standards and practices. Furthermore, a mechanism like the World Marketing Council will serve as a platform for knowledge sharing and collaborative problem-solving, empowering organizations to harness the full potential of global marketing, fostering innovation and driving sustainable growth."

EMC Chairman Ralf Strauss emphasises the importance of broadening the association’s perspective: “As EMC continues to grow and solidify its position as a key player in European marketing, it is essential for us to adopt a global outlook. Collaborating with Asia, where the marketing and digital landscape is rapidly evolving and set the pace for further digitalisation, is a natural and important step. This partnership marks just the beginning, and we are excited about the possibilities for future cooperation.”

The European Marketing Confederation welcomes this cooperative endeavor with enthusiasm, recognizing it as a pivotal step toward advancing marketing standards and collaboration between Europe and Asia. Both organisations aim to enhance the profession across the globe, equip marketing professionals with the tools, skills, and insights they need to thrive in an increasingly digital world.