CMAideas 2018


February 27, 2018
8:00 a.m. – 10:30 a.m. ET

CMA Members: Complimentary
Airship 37
37 Parliament St
Toronto, ON M5A 2Y2
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The ABER Group     Ariad Communications     Ayima    CNW


The number of foreign-born consumers in Canada is now 1 in 5 – which is the equivalent to the size of the population in the province of Quebec. You have a Quebec strategy and marketing plan – what is your multicultural strategy? Those numbers belie the true size of the opportunity as they don’t include second and third generation ethnic consumers who are culturally tied to their heritage. Nor do they include the 300,000+ new immigrants who are coming to Canada every single year. Add to that 400,000+ international students and you have 700,000 potential new customers entering the country every year that don’t know your brand.

In an age where you can no longer cost-cut your way to prosperity, you need to seek out new avenues for growth. Some will do it with innovation and some will do it with solid multicultural marketing strategies. The smart ones will do both.

Join Howard Lichtman and Bobby Sahni as they challenge you with insights into the multicultural consumer, followed by practical and tactical tips on developing an overarching multicultural strategy.


Bobby Sahni
Partner & Co-Founder



  • Over 15 years of corporate multicultural marketing experience
  • Cross-cultural experience: Rogers, OLG, ICICI Bank, Walmart, BBC, and TD
  • Guest lecturer at universities and industry events
  • Course instructor – Multicultural Marketing and Advertising (ACA)
  • Advisory Boards – Imagine Canada, Road Hockey to Conquer Cancer, Seva Food Bank, Indo-Canada Chamber of Commerce, Real Asian Film Festival and Punjabi International Film Festival

Howard Lichtman



  • Cineplex – Executive VP of Marketing & Communications
  • Lightning Group – CEO (Strategic Marketing Services)
  • Ethnic Channels Group – Chief Marketing Officer
  • Created American Express “Front of the Line” Program
  • Re-Invented the Taste of the Danforth – Canada’s largest street festival
  • Guest lecturer at universities and industry events
  • Ryerson course instructor – How to Launch an e-Business
  • ACA course instructor – Multicultural Marketing and Advertising
  • Advisory Boards – including Vice-Chair of the Ontario Science Centre, Schulich School of Business




8:00 AM
Registration & Breakfast
8:30 AM
Opening Remarks
8:35 AM
Changing Face of Canada – The Why and the ROI

Bobby Sahni
Partner & Co-Founder

Howard Lichtman

Join Howard Lichtman and Bobby Sahni as they challenge you with insights into the multicultural consumer, followed by practical and tactical tips on developing an overarching multicultural strategy.

9:50 AM
Closing Remarks
9:55 AM

Last Year's Attendees

The following is a selected list of attendees

Title Company
President Aber Group Inc.
Head of CS Marketing Amazon Canada
AMK Marketing
VP, Sales & Marketing Andrin Limited
Head of Digital Design Ariad Communications
Executive Creative Director BANG! creative
CEO Barrett and Welsh Inc.
Founder Blue Elephant Productions
Director, Marketing BMO Nesbitt Burns BMO Nesbitt Burns
President Boost Agents Inc
Senior Creative Director, Communications, Marketing & Brand Canadian Broadcasting Corporation
Advisor, Marketing Communications Cancer Care Ontario
VP Client Service Chad Management Group
Chief Creative Lead Chad Management Group
Partner Chad Management Group
Senior Director, Sales Comscore
President/Chief DiGger Data Insight Group Inc.
Executive Director, Corporate Services Drake Hotel Properties
CEO ebrand Inc.
vice President Environics Analytics
Environics Communications
Managing Director Ethos Communications Ltd
CMO Flixel Photos Inc.
President Focus Communications Inc.
Head of Marketing foodora
Vice President, Corporate Marketing and Shared Services Foresters Financial
FosterEssence Inc.
VP, Management Director Fuel Advertising Inc.
CEO Generation C
Head of Industry, Financial Services Google Inc.
Director, Strategy Grip Limited
Group Planning Director Grip Limited
VP Marketing Hakim Optical
Vice President, Marketing & Communications Hamilton Health Sciences Foundation
Director, Overseas Business Development Harlequin
Senior Vice President High Road
Account Director High Road
Marketing Director IDS Canada
Marketing Inbox Marketer
infocraft marketing group
director, social media strategy iNvolved Media
VP Loyalty Ipsos Canada
Partner IQ PARTNERS Inc.
Managing Partner IQ PARTNERS Inc.
VP, Marketing Kanetix Ltd
Kantar Millward Brown
Head of Marketing Kantar TNS
SVP, Head of Planning Leo Burnett Company Ltd.
CEO & North American Chief Creative Officer Leo Burnett Company Ltd.
AVP, Brand Strategy, AIR MILES Reward Program LoyaltyOne | AIR MILES® Reward Program
President Lucidia Ltd.
Principal Consultant Marcom Blueprints Inc
Director, Strategy Maxus Canada
Managing Director Maxus Canada Ltd.
Vice President, Marketing Metroland
Chief Digital Officer Mindshare
Account Director Monsoon Communications
Executive Director Moody's Global
Associate Creative Director NATIONAL
VP, Executive Creative Director NATIONAL
Content Strategist, Marketing Technology NATIONAL
president novex comunications
Vice-President, Marketing & Business Development PATTISON OUTDOOR ADVERTISING
Senior Director, Global Snacks Group pepsico
director of marketing pepsico
Art Director Postmedia
Partnerships Director Pressboard Media
Senior Director, Residential Marketing and Sales Primus
Website and Digital Manager Prophix
VP, Executive Creative Director Publicis Hawkeye
President Quarry
Managing Director, Client Results Quarry
Vice President radar Headhunters
Vice President radar Headhunters
EVP Research & Incite Consultants
Managing Director Research +Knowledge =Insights
Founder and CEO Ripple Creative Strategy
Brand Manager, EBU Rogers Communications
Vice President, Direct Marketing and Digital Channel Management Scotiabank
Marketing Events Manager Sitecore
Regional Sales Manager Sitecore
Estimator Sitecore
Regional Director Sitecore Canada Ltd.
Account Manager Sitecore Canada Ltd.
CEO Smorgads market tech Inc.
VP Marketing Smorgads Market Tech Ince
Marketing, Vice President Sonnet Insurance
St. Joseph Media
VP - Marketing, eCommerce & Communications Staples Business Advantage
Head of Marketing Communications Staples Business Advantage
ceo Stephen Thomas Ltd
President Stephen Thomas Ltd
Executive Vice President Stephen Thomas Ltd
Director, Marketing & Communications Sun Life Financial
Director, Marketing & Communications Sun Life Financial
AVP, Marketing Sun Life Global Investments
Director, Community Engagement Sunnybrook Foundation
VP Global Brand and Advertising TD Bank Group
Vice President TD Bank Group
Senior Manager TD Bank Group
Vice-President TD Bank Group
Associate Vice President TD Bank Group
AVP Social Media TD Bank Group
VP, Search & Ad Tech The Aber Group
The Canadian Marketing Association
VP The Cellution
The Clean Slate Shop
Director of Strategic Brand Partnerships The Exchange Lab
Managing Director, Marketing & Creative Agency The Globe and Mail
President The Marketing Strategy Group
Director, Marketing & Communication The Metrick System
President The Tite Group
VP Marketing thinktv
President / CEO thinktv
Senior Manager, Marketing and Communications TIFF
Senior Manager, Communications TIFF
Managing Partner TMG International Inc.
VP, Brand Partnership TubeMogul
Vice President, Marketing United Way Toronto & York Region
Country Manager, Canada Varick Media
President Vizeum
Director Category Marketing Walmart
Vice President, Customer Marketing Walmart Canada
Director, Merchandising Customer Insights Walmart Canada Corp.
VP, Strategic Planning Weber Shandwick
WindWater Marketing
VP Product and Marketing yconic