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Marketing Evolution Summit 2022 Agenda - Print Version

Thursday, September 29

8:30 AM	Registration and breakfast Grand Symes 8:30 AM-9:30 AM
9:30 AM	Opening Remarks Grand Symes 9:30 AM-9:45 AM Speaking Tanbir Grover Chief Marketing and Digital Officer Pet Valu Canada Hope Bagozzi Chief Marketing Officer Tim Hortons
9:45 AM	Disrupting Disruption Grand Symes 9:45 AM-10:30 AM 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. Speaking Mitch Joel Founder, Six Pixels Group Co-founder, ThinkersOne
10:30 AM	Corona: The struggle to get sustainability right Grand Symes 10:30 AM-10:55 AM 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. Speaking Mike Bascom Sr. Director Marketing, Above Core Labatt
10:55 AM	Networking break 10:55 AM-11:15 AM
11:15 AM	The upsides to a downturn? What the economic forecast means for marketers Grand Symes 11:15 AM-12:15 PM 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. Speaking David Kincaid Managing Partner and Founder Level 5 strategy Vanessa Toperczer SVP IMI International Johanna Faigelman Founding Partner and CEO HumanBranding Ken Wong Distinguished Professor of Marketing Queen’s University, Smith School of Business
12:15 PM	Heinz Ketchup: Building buzz for an iconic brand Grand Symes 12:15 PM-12:45 PM 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. Speaking Stephanie Goyette Head of Marketing and Strategy, Taste Elevation Kraft Heinz Company
12:45 PM	Lunch + Marketing through the lens of journalism, hosted by the Globe Content Studio Grand Symes 12:45 PM-2:00 PM 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. Speaking Sean Stanleigh Head of Globe Content Studio The Globe and Mail Rita Trichur Senior Business Writer and Columnist The Globe and Mail
2:00 PM	From advocacy to action Grand Symes 2:00 PM-2:45 PM 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. Speaking Jay Chaney Chief Strategy Officer Broken Heart Love Affair Andrea Hunt CMO Arterra Wines Canada Anthony Chelvanathan Global Creative Partner, CCO Edelman Canada Chris Dacyshyn ECD Bleublancrouge
2:45 PM	The CMO Interview: Seeding and growing audiences for your brand Grand Symes 2:45 PM-3:25 PM 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. Speaking Bob Park Chief Brand Officer GE Appliances Susan Irving CMO Kruger Products
3:25 PM	Networking Break 3:25 PM-3:45 PM
3:45 PM	Anticipating tomorrow: The roles that will redefine marketing Grand Symes 3:45 PM-4:10 PM 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. Speaking Matt Devlin Managing Director - Marketing Science, PHD PHD Media
4:10 PM	The CMO Interview: Marketing with meaning Grand Symes 4:10 PM-5:00 PM 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. Speaking Alyssa Buetikofer Chief Marketing and Dgital Customer Experience Officer McDonald's Canada Bobby Sahni Partner & Co-Founder Ethnicity Matters Johanna Andren CMO IKEA Canada
5:00 PM	Closing Remarks Grand Symes 5:00 PM-5:05 PM Speaking Tanbir Grover Chief Marketing and Digital Officer Pet Valu Canada Hope Bagozzi Chief Marketing Officer Tim Hortons
5:05 PM	Pre-Show Cocktails The Scarlett Room 5:05 PM-6:15 PM
6:00 PM	Strategy Awards Grand Symes 6:00 PM-7:00 PM Cocktails to follow