Thursday, September 29
Registration and breakfast (8:30am - 9:30am)
Opening Remarks (9:30am - 9:45am)
Disrupting Disruption (9:45am - 10:30am)
With massive shifts in consumer behaviour, the landscape for marketers is rich with opportunities. How can brands seize this moment, now that all demographics are digitally connected (thanks to the pandemic), 'service' is the new 'experience' and the metaverse remains fresh ground? Mitch Joel, founder of Six Pixels Group and co-founder of ThinkersOne, shares how brands can innovate and refresh their marketing models in a culture of constant change.
Founder, Six Pixels Group
Corona: The struggle to get sustainability right (10:30am - 10:55am)
Corona Canada is committed to reducing ocean plastics, but with consumers casting a watchful eye, its planet-positive efforts had to show real impact - and reflect continual progress.
Sr. Director Marketing, Above Core
Networking break (10:55am - 11:15am)
The upsides to a downturn? What the economic forecast means for marketers (11:15am - 12:15pm)
Experts explore how consumer behaviour is expected to shift, where the opportunities lie and what learnings from past recessions might apply to this unprecedented time.
Managing Partner and Founder
Level 5 strategy
Distinguished Professor of Marketing
Queen’s University, Smith School of Business
Founding Partner and CEO
Heinz Ketchup: Building buzz for an iconic brand (12:15pm - 12:45pm)
Heinz Ketchup captured consumer attention by injecting good-old fashioned silliness into a series of campaigns - even poking fun at its trademark slow pour. Hear about the strategy behind restoring a legacy brand to top-of-mind status.
Head of Marketing and Strategy, Taste Elevation
Kraft Heinz Company
Lunch + Marketing through the lens of journalism, hosted by the Globe Content Studio (12:45pm - 2:00pm)
During the lunch break, our partners at the Globe Content Studio present Marketing Through the Lens of Journalism.
1:00pm - 1:30pm
Marketing is a fast-paced industry, moving at the speed of trends and technology. What challenges are companies dealing with at the highest levels? How do those issues impact the way marketers should approach their craft? What lessons can be learned from journalism, which on a daily basis needs to determine the ideal mix of news, knowledge and data to make decisions for its audience? Sean Stanleigh, head of Globe Content Studio, conducts a wide-ranging discussion with Rita Trichur, a senior business writer and columnist at The Globe and Mail.
Head of Globe Content Studio
The Globe and Mail
Senior Business Writer and Columnist
The Globe and Mail
From advocacy to action (2:00pm - 2:45pm)
When a brand takes a stand, a lot is on the line. If the messaging doesn't feel authentic, the brand risks being called out. But passing on the opportunity to speak out on social issues can also take a toll.
On the back of the success of Dove’s #KeepTheGrey campaign, which continued the brand’s multi-decade run of advocacy on issues that resonate deeply with consumers, this conversation explores the dos and don’ts of tackling social issues. PR, creative and strategic branding experts who have seen the good and the bad weigh in on how to enter the conversation and how to avoid backlash.
Arterra Wines Canada
Partner, Chief Strategy Officer
Broken Heart Love Affair
The CMO Interview: Seeding and growing audiences for your brand (2:45pm - 3:25pm)
Marketing leaders share their insights on connecting with new and expanding demographics for their brands – whether the target is Gen Z or the growing multicultural market – along with the challenges they face with the instability of supply chain, inflation and labour issues.
Chief Brand Officer
Networking Break (3:25pm - 3:45pm)
Anticipating tomorrow: The roles that will redefine marketing (3:45pm - 4:10pm)
What happens when you mash up the forecasts of futurists and marketers from around the world? You get a unique view on the roles and capabilities that are starting to reshape marketing. A future-focused view of how to evolve your skills and the skills of your teams.
Managing Director, Marketing Science and Strategy
The CMO Interview: Marketing with meaning (4:10pm - 5:00pm)
With impact and purpose as their guiding forces, IKEA's Johanna Andren and McDonalds Alyssa Buetikofer discuss with Ethnicity Matters’ Bobby Sahni how they’re grappling with issues new and old in a fluctuating economic environment.
Chief Marketing Officer
Partner & Co-Founder
Closing Remarks (5:00pm - 5:05pm)
Pre-Show Cocktails (5:05pm - 6:15pm)
The Scarlett Room
Strategy Awards (6:00pm - 7:00pm)
Cocktails to follow