Exclusive Interview: Dr. Ralf Strauss on EMC's vision and activities for 2025

Ralf, you’ve been involved with the EMC for many years. What originally motivated you to join the organization?

The European Marketing Confederation (EMC) is a not-for-profit organization based in Brussels, working with member associations across Europe, including countries like the UK, Ireland, Lithuania, Germany, Switzerland, Austria, Hungary, Ukraine, Sweden, Spain, Portugal, and the Netherlands. EMC’s mission is to share best practices in marketing, sales, and communication, and it represents one of Europe’s largest marketing membership organizations. Collectively, EMC reaches about 100,000 marketing professionals across Europe through its national bodies.

My personal journey with EMC began after over a decade of serving as President of the German Marketing Association (DMV/BVMC). For the past four years, I’ve had the honor of serving as Chairman of the EMC Board. This role is entirely voluntary, and I dedicate several hours a week to drive initiatives and projects across Europe, collaborating with marketing professionals from diverse countries.

What drew me to EMC originally—and continues to motivate me—is its core objective: to provide a platform for sharing experiences and supporting national marketing associations. EMC offers opportunities to connect, learn, and elevate the standards of the marketing profession across Europe. It’s immensely rewarding to contribute to such a vibrant and impactful community. With the rise of MarTech technologies and AI, more needed than ever before.

What are the main annual activities organized by EMC?

EMC organizes several flagship initiatives that provide immense value to its members, including yearly The European Marketing Agenda, a strategic survey and study outlining key trends and challenges in marketing for the year to come. The European Marketer of the Year Award recognizes outstanding marketing professionals throughout Europe. The Annual Forum is a gathering for exchanging ideas and best practices among EMC marketing leaders and board members. The International Day of Marketing celebrates marketing excellence across borders.

In addition, we continuously collaborate with members to organize and promote activities around our two main frameworks: The Joint Marketing Competencies Framework, a standardized approach to assessing and developing marketing skills, and The European Marketing Confederation Qualification and Certification Framework (EMCQ), which enables marketers to achieve qualifications recognized across Europe.

We’ve heard about the Senior Marketing Professional (SMP) program. Could you elaborate on it?

The Senior Marketing Professional (SMP) program is a key initiative within the European Marketing Confederation Qualification and Certification Framework (EMCQ). Joining the SMP program means committing to a continuous development pathway designed to validate and enhance the expertise of marketing professionals.

The SMP certification ensures that marketers stay up-to-date in a fast-evolving profession. Earning this prestigious title involves ongoing learning, tracked through a European point system. Participants must accumulate 30 points annually and 90 points over three years, with one point representing one hour of study. The SMP title remains valid only if professionals actively maintain their development, underscoring the dynamic and ever-changing nature of the marketing field.

What sets the SMP program apart is its harmonized European framework. Points earned in one country—for example, at an event in Lithuania—are automatically recognized across all participating nations, such as Ireland, the Netherlands, or Germany. This integrated system promotes collaboration and mobility for marketing professionals throughout Europe.

In marketing, learning never stops. The profession faces unprecedented changes and challenges, particularly with the rise of AI, making it essential for marketers to stay ahead of these developments.

Which countries currently participate in the SMP program?

We are delighted to have countries like Ireland, Lithuania, Germany, Switzerland, Austria, Hungary, and the Netherlands offering the SMP program. Recently, the Swedish Marketing Federation joined as a member. Other countries, including Greece, Denmark, Belgium, and Slovenia, are exploring or re-establishing participation. This growing network reflects the program’s success and its alignment with the needs of marketing professionals across Europe.

The EMC recently signed a partnership with the African Marketing Confederation (AMC), as well as with the Asian Marketing Federation (AMF). What can we expect from these collaborations?

These partnerships signify an exciting new chapter for EMC, enabling knowledge exchange and collaboration on a global scale. By aligning with the African Marketing Confederation (AMC), as well as with the Asian Marketing Federation (AMF), we aim to share best practices, develop joint educational programs, and foster cross-continental networking opportunities. It’s a win-win for marketers in both Europe, Africa, and Asia as we collectively elevate professional standards and tackle shared challenges.

Looking ahead, what trends and priorities should marketers focus on as we approach 2025?

Insights from the European Marketing Agenda 2025 highlight several key themes. In strategic management, the emphasis has shifted toward the integration of AI in marketing, alongside a renewed focus on both the upper and lower funnels. On the operational side, customer experience management takes center stage (again), with CRM and CX emerging as pivotal areas of attention.

EMC published the full report a few days ago, and I strongly encourage you to look at it. For marketers and associations alike, EMC continues to serve as a vital platform for growth, learning, and gathering actionable insights shaping the profession's future.