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


  • Setting the pace for new mobility solutions at General Motors

    How General Motors is embracing change in the age of mobility, and working across the globe with Dentsu Aegis Network to innovate across marketing and customer experience.

  • How Molson’s marketing team is using anthropology to gain a deeper understanding of their consumers

    An in-depth discussion on how Molson Coors Canada is using anthropology to maximize its marketing effectiveness. Be one of the first to hear about the work the brand has been doing from Marc Bertrand, Senior Manager, Consumer Insights, Molson Coors Canada and noted anthropologist Johanna Faigelman, founding partner and CEO of Human Branding.

  • How Endy and Greenhouse are thriving in times of change

    It’s one thing to launch a business in an already crowded category. It’s another thing to go against the traditional goliaths as a disruptor. But that’s just what Endy did when it launched its mattress-in-a-box and what Greenhouse has done in the cold-pressed juice market.

    Join Rajen Ruparell, Co-Founder and Chairman, Endy (previously Co-Founder of Groupon International) and Emma Knight, Co-Founder and Director of Brand and Marketing at Greenhouse, for their secrets to building new business models that continue to innovate in their own disruptive way.

  • The power of possibilities – How IKEA Canada evolved its marketing strategy to be purpose-led

    Housing prices in Canada are at an astronomical high, which means less discretionary dollars for chesterfields and lamps. Home furnishings is one of the smallest retail categories, with only 6% of the retail pie. How, then, has IKEA Canada managed to consistently outpace the category's painfully slow growth?

    The company has a genuine purpose baked right into its DNA, and now the retailer is communicating those beliefs in its marketing. Globally, IKEA is also regenerating interest and finding new fans through creative collaborations (with the likes of Lego and Adidas) that trigger big PR for the brand.

    IKEA Canada's CMO, Lauren MacDonald, will walk the MES crowd through the retailer's decision to stop being so humble, and move from talking about the home to how it's advocating for people and the planet under the "Beautiful Possibilities" platform.

  • The evolving role of the CMO

    Nancy Marcus, CMO, Kruger Products, and Dave Bigioni, CMO, Canopy Growth Corporation, will pair up for a live discussion of how their roles, and the place of marketing in their organizations, have transformed in recent years.

    From defending the #1 position in Canada and building a branded tissue business in the U.S. to navigating the new cannabis landscape, these two career marketers have seen it all and will expand on their experience and learnings with the MES audience.

  • Keynote: Tim Hortons – Stepping into Canada's living room

    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.