Everything you need to navigate this year's event
From accessing your sessions to catching up on content and connecting with fellow delegates - here is everything you need to know to navigate this year's virtual MES.
Championing a culture of inclusion
What does it take to weave D&I into every aspect of a business – from its internal culture to external communications? During this session, Aldo's Alyssa Whited shares her company's inclusion efforts at both a corporate and marketing level, while Shavonne Hasfal-McIntosh explores how brand leaders can attract, grow and retain talent by creating a sense of belonging.
Decoding the future using cultural anthropology
Predicting the lasting impact of the pandemic is one of the top questions on every leader's mind. The answer to which isn't easy to get, primarily because we can't just ask consumers about it or even examine historical market data to make predictions. This is where the role of cultural anthropology in decoding the future becomes particularly relevant. In this session, award-winning cultural anthropologist, Ujwal Arkalgud, will introduce you to his research framework and then use it to explore the top 5 areas of long-term change that's emerging from the pandemic.
Brand-building through crisis
A strong brand identity should serve as an organization's compass, consistently communicating its values and culture. As a grocery powerhouse, Sobeys Inc. operates multiple retail banners and more than 1,500 stores. A few years ago, without a clear company purpose and distinct brand identities for each of its banners, it struggled to evolve from a local grocer to a pillar of the community. Hear from SVP of Marketing Sandra Sanderson on the company’s Project Sunrise business transformation, which included the creation of unique brand strategies for each banner - and how those foundations helped Sobeys navigate the pandemic.
A guide to restoring consumer confidence
The pandemic has caused a complete and irreversible shift in how we shop, travel and work. Consumers now have a different set of motivations and will need new assurances before they can fully embrace the next “normal.” Join Gloria Loree, CMO of Destination Canada, as she discusses how the travel and tourism industry is adapting and what other industries can do to restore confidence in consumers.
Snap: Building and leading with an empathy imperative (Content Partner)
Choosing to lead with empathy clears the way for bold choices and better innovation. Plus, the next generation will insist on it. Jacob Andreou, VP of product at Snap Inc will share his philosophy on how to build technology - and our future - with an empathy imperative. You'll leave this session with a new way to approach innovation and make decisions for your brand.
The Advertising Paradox: Coronavirus marketing strategies
As businesses across the globe struggle with the economic impact of the coronavirus pandemic, the rules of creativity are being rewritten and marketers must adapt and innovate, or run the risk of falling behind. Join Andrea Bell, director of WGSN Insight, to learn about the key areas for marketing investment, the evolving new normal in advertising, and the art of the creative pivot – all of which are rewiring the industry.
Securing resources in a time of budget scarcity
Marketers and agencies need to make tangible, fact-based arguments to win campaign resources at a time of unpredictable corporate cash reserves. John Bradley and Carrie Bradley show how different mindsets – in particular, financial literacy and business strategy – along with a holistic view of communications effectiveness are now essential for marketing to retain its voice in C-Suite decision-making.
The role of marketing in Equality & Inclusion
People today expect brands to use their voice to motivate systemic change on important topics, from racial justice to gender parity. Achieving Equality & Inclusion takes a village, with the marketing department becoming a part of the engine in supporting this mission. As one of the world’s largest advertisers, president Geraldine Huse shares how P&G is building E&I into the core of its business and its brand.
CMO Interview: Making sense of marketing during Covid-19
Marketing teams face constant budget scrutiny – and in a crisis, advertising purse strings are typically the first to get tightened. Susan Irving, CMO of Kruger, and Clinton Braganza, SVP of customer loyalty and partnerships at Scotiabank, share how they justified brand investment to their CFOs and where marketing dollars were most impactful during Covid-19, plus lessons learned on steering the ship in a storm and scenario planning for the future.