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Vancity “Walks the Talk” earning top honours for the BCAMA 2013 Marketer of the Year

August 27, 2013 - Vancouver, British Columbia
The BC chapter of the American Marketing Association (BCAMA) has named Vancity the 2013 winner of the coveted Marketer of the Year award. Vancity is being recognized for successfully developing and executing an integrated campaign surrounding a values based banking model, which ensures that they “walk the talk” when it comes to their impact on the community. Marketer of the Year is the BCAMA’s annual award program, now in its 43rd consecutive year, which recognizes the most outstanding integrated marketing strategy in British Columbia.

Vancity will be awarded the 43rd Marketer of the Year for implementing their “Make Good Money” branding strategy, a values based campaign developed in partnership with their agency of record, Wasserman + Partners. When launching this new campaign – which focuses on using an authentic human voice to speak with members and prospects, rather than to them – Vancity was determined to align itself with what its members believe in economically, socially, and environmentally. “We wanted to change the way people looked at banking by offering a credible alternative that focuses on people and their communities at the same time because we believe, that one cannot prosper without the other,” said Linda Morris, SVP Business Development, Member & Community Engagement at Vancity. “It really is the best way a credit union can serve its members.”

“We are proud to have Vancity as the winner of the 2013 Marketer of the Year award,” commented Darrell Hadden, Head of the Marketer of the Year Judging Committee, and President, Graphically Speaking. “Not only have they demonstrated marketing excellence in BC, but they are also a leader in demonstrating social responsibility by giving back to the communities throughout the province. They embody what is truly important for all of us!”

Vancity’s goal was to change the game of banking to encompass a new meaning of wealth, which concentrated on finding an authentic connection with their members in order to create positive outcomes and maintain healthy, vibrant communities throughout BC – the Vancity Effect. Their remarkable campaign focused on using members and employees to create TV spots, online promotions, print ads, out-of-home ads, and community-based involvement activities.

“It’s an honour to be chosen for this year’s Marketer of the Year award. We worked hard to reinvent our brand so we could reconnect with our members in a completely new way by showcasing how our members wealth can contribute to their communities’ wealth, and that there are no ‘trade- offs’,” commented Richard Seres, VP Marketing, Vancity. “Our marketing campaign has been authentic in everything we do, from using environmentally friendly buses to carry our advertisements to engaging our members and employees in our ads, as well as profiling our members’ local businesses throughout our campaign.”

The BCAMA will present the award to Vancity at the 43rd Annual Marketer of the Year Gala at the Fairmont Vancouver Hotel on Wednesday, November 6, 2013. For event details and ticket information, please visit


The BC chapter of the American Marketing Association ( has been the province’s leading marketing source since 1955. With close to 400 members, the BCAMA is a non-profit association made possible by a dedicated team of volunteers including Board Members, Committee Members and Sponsors. As one of the most highly regarded chapters in North America, the BCAMA was awarded with the prestigious international “Chapter of the Year” in 1995, 1996, “Chapter of Excellence” in 1997, and special merits in both 2004 and 2006.

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About Vancity

Vancity is a values-based financial co-operative serving the needs of its more than 492,000 member-owners and their communities through 57 branches in Metro Vancouver, the Fraser Valley, Victoria and Squamish. As Canada’s largest community credit union, Vancity uses its $17.1 billion in assets to help improve the financial wellbeing of its members while at the same time helping to develop healthy, sustainable communities. Member deposits enable the credit union to loan to other members, businesses and organizations that are creating positive economic, social and environmental impact in their communities. Vancity is a Living Wage employer and a member of the Global Alliance for Banking on Values, a network of the world’s leading sustainable banks sharing a commitment to achieving triple-bottom-line impact through responsible banking practices.

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Contact Information

Sabrina Santoro
Director of Communications
P: 778-908-3960

Lorraine Wilson
Media Relations Consultant
P: 778.837.0394


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Watch the Make Good Money™ TV commercial