Shaping the future of marketing at McMaster

“DMA is much more than a club—it is a platform for growth.”

That’s how Andrew Rouse, president of the DeGroote Marketing Association (DMA), responded when asked what DMA meant to him.

Founded in 2008, DMA aims to connect passionate marketing students at McMaster with opportunities outside the classroom.

“We really want students to feel at home at our events, in a space that allows them to not only build new skills but also connect with others,” says Rouse.

DMA’s three foundational principles are “inspiration, education and impact,” and every event is designed to help students expand their knowledge and see things from a different perspective.

The club hasn’t always operated as it does today. Over the past few years, it has undergone a significant shift.

Then vs. Now

In September 2023, when Rouse joined the club as Chief Marketing Officer, DMA began transforming its brand and professional image within the McMaster community and beyond.

During COVID-19, DMA experienced a downturn in event engagement and awareness. Then-co-presidents Alp Muratonglu and Kabir Sachdeva wanted to rebrand the club to help it reach its full potential.

Rouse and the 2023/2024 DMA executive teams began their efforts to reshape the club’s identity from the ground up. For Rouse, the goal was to create a brand experience that matched the ambitions behind it.

“Branding isn’t just your logo or colors. It’s how people experience what you’re providing,” he says. “Our brand is the foundation for everything we do. It acts as a North Star for our vision and guides us in creating experiences. One of my main goals is to make us look bigger than we are. You have to have a brand that matches.”

The club’s rebranding efforts began with a change in its colors. Since its founding, its brand has included a turquoise blue and Christmas green. Its new colour palette consists of black, dark forest green and hints of a vibrant green. The club also has a new logo: DMA is now represented with a minimalist swoosh. Overall, the rebrand emphasizes consistency and sophistication.

Now about to enter its third year since the rebrand, DMA has grown significantly, with a bigger online identity and event turnout and more notable sponsorship partnerships. DMA’s focus now: setting the tone for the year ahead.

A Space to Grow

This year, DMA is introducing a membership program designed to give students enhanced access to resources and opportunities within the world of marketing. Members will enjoy exclusive access to perks including a special coffee chat series connecting them to industry professionals and alumni. DMA will also offer a certificate course with its newest learning partner StackAdapt, giving members the opportunity to stand out to employers.

As DMA steps into another exciting year, the team remains committed to creating a space where marketing students can grow their skills, explore their passions and shape their future.