Exploring the role of marketing in an age of disruption.
Strategy magazine presents the Marketing Evolution: C-Suite Summit, Canada’s premier forum for exploring the role of marketing in an age of disruption. The mandate of the CMO — and of marketing itself — is more critical than ever to corporate success. Join us to learn from those who are building brands for the future.
Fairmont Banff Springs Hotel | Banff, Alberta | June 11 - 14, 2017
  • Keynote: Stepping into Canada's living room: Tales from Tim Hortons Global CMO

    Tim Hortons is a brand like no other. It straddles an identity as a “welcome home” sign to Canadians, while it also tackles international expansion in regions where not everyone knows its name.

    Global CMO Axel Schwan, who joined the iconic brand last fall after an award-winning run as CMO at Burger King, will share what he’s learned in his first year at the company, lessons in leading a market leader versus a challenger brand and the core marketing mindset that will help lead the brand forward.

  • Your long-term disrupted consumer forecast

    From the rise of voice + visual search, to the new voices of power disrupting retail, the Future Consumer 2020 forecast digs into the underlying shifts within the consumer landscape that will be crucial to all aspects of business. Futurist Andrea Bell, head of mindset, strategic insights at WGSN, will explore how people will shop differently and what they'll expect from brands in 2020.

    This presentation highlights:

    • Global drivers set to impact all industries: new consumer voices, m-commerce domination and crowd-based capitalism.
    • Global priorities shifting consumer mindset and driving new demographic and psychographic segmentation: analogue activism, anti-anxiety and responsible tech.
    • Key consumer profiles - The Localvists, The Imperfectionists and The Augmentalists - and the rules of engagement to authentically drive conversation and conversion.

  • The Reinvention of Maple Leaf

    Transparency and real ingredients are buzzwords, sure, but how often does a legacy brand overhaul its 100-plus years of history to meet new consumer realities? Maple Leaf Foods has. The leading Canadian food company has completely renovated its brands to become a leader in the “real food” movement, and is showcasing its new easy-to-pronounce (and even some plant-based) offerings in a fresh marketing platform.

    Learn from Adam Grogan, SVP, Marketing, Innovation and R&D at Maple Leaf Foods, about the process that led to the company’s reinvention, why it was necessary and where it’s going next.

  • Building a human-focused brand

    Try to think of a bank that has built a brand you care about. Tough, right? Most financial service companies command trust because they are big, not because they have created a brand that people can relate to on a human level. So what does it take to build a memorable brand in financial services? And how do you go about marketing it?

    Meet Nick White, Wealthsimple's Marketing Director. Nick was one of the first employees to join the team tasked with investing in building a human-focused brand. In this talk Nick will take you behind the scenes of Wealthsimple's in-house agency to look at how to build a marketing approach focused on telling real and honest stories about money, and the payoff of investing in a lifestyle magazine that makes people feel a little less alone in a crazy financial world.