CMAfuture Morning Event


October 28, 2020
10:00 a.m. – 12:00 p.m. ET

Members: Free
Non-Members: $49


Bell  Kantar    Master card

accenture     appnovation


Get future-ready. For the fourth-year running, CMAfuture will inspire and inform you with concepts and ideas to stay ahead and empower you for what is to come.


Agenda & Speakers

10:00 AM
Opening Remarks
10:10 AM
Gen Z and the Future of Diversity and Inclusion

Diversity has long been part of the Canadian way of life, codified in policy and enshrined in the cultural mosaic. But the continued growth of immigration and the rise of Gen Z will bring a new era of diversity and inclusion, defined by increasingly blurred cultural boundaries and increasingly complex constructions of identity. In short, the Canadian marketplace of the future will look, act, and shop differently than it does today, meaning companies need to start evolving now if they want to meet the growing expectations Canadians will have of brands, businesses, and employers. 

Casey  FerrellCasey Ferrell
Vice President, Head

Casey directs content development, thought leadership and product innovation for U.S. MONITOR and Canada MONITOR.

“My job is to tell compelling, credible stories in a variety of creatively intelligent formats—from presentations and webinars to microsites and infographics—that help our clients better understand and anticipate changes in the U.S. and Canadian consumer marketplaces,” he says of his role.

In addition to his product management role, Casey supports business development, client retention, and CX. His areas of expertise include generations, culture & diversity, and consumer insights, lifestyles and trends.

He holds an MA in Journalism and Mass Communication from the University of North Carolina at Chapel Hill and lives in North Carolina. 

Margaret  McKellarMargaret McKellar

Vice President, Brand Strategy & Innovation

Margaret McKellar is Vice President of Brand Strategy & Innovation at Kantar Canada. In this role, she leverages her extensive experience as marketing and innovation leader to help clients identify where to play and how to win through building irresistible brands. Margaret brings over 20 years experience in consumer packaged goods and beverage alcohol, and is a member of the CMA Public Affairs Committee.

10:30 AM
The Importance and Advancements of Attribution in the Media Landscape

Data continues to be a driving force in marketing campaigns and is shaping the future of linear TV advertising.  Understanding how to leverage this data to your advantage by using actual outcomes derived from attribution to make effective decisions will enhance marketing plans and unlock new ways of thinking for marketers. We will touch upon the importance of attribution, the advancements of attribution in the media landscape plus what can be expected in the near future, and the implications for marketers. 

Philippe RenePhilippe Rene

Senior Research Director

A multi-disciplinary media executive with 20 years of experience in consumer research, media analytics and strategic planning. Phil’s recent work includes leveraging Bell’s first party data in order to help marketers seize opportunities and develop successful strategies.

In addition to his research responsibilities, Phil is also a part-time lecturer at University of Sherbrooke (Management of advertising media). He holds an M.B.A. in Digital Business from Laval University and an M. Sc. from University of Montreal.

10:50 AM
The Future of Retail

As COVID-19 continues to radically re-orient consumers’ lives, we seek to understand how these large societal shifts are impacting consumers’ personal approach to shopping and spending. 

  1. How has COVID-19 changed digital commerce adoption?
  2. What will the post-pandemic future hold for digital commerce?
  3. What shifts have occurred in consumer payments as a result?

Kobi GulersenKobi Gulersen
Vice President, Merchants and Partnerships

Kobi Gulersen is responsible for developing Mastercard's enterprise commercial partnerships with merchants and the public sector.

Before this role, Kobi has had multiple roles in marketing & communications at Mastercard including B2B, B2B2C & Product marketing, sponsorships, digital strategy and execution, consumer marketing, media and strategic planning.

Kobi also has international experience having worked in São Paulo, Brazil as Director of Digital Marketing, Media (on-line and offline) and CRM for Mastercard Brazil focusing on various initiatives including activation of Mastercard's sponsorship of the Brazilian National Football Team during a World Cup year.

Over his career, Kobi has developed initiatives in Canada, USA, Latin America and the Caribbean.

11:10 AM
Brand survival techniques: Using resilience and imagination to thrive

This panel will delve into key issues facing brands now and as they plan for the future – particularly in light of mass global changes. Panelists will address how organizations are reimagining their business and brands to remain relevant and viable. Panelists will discuss and consider where marketers should be investing their efforts in order to design and maintain their brands today and in the future.

Corinne Rusch-DrutzCorinne Rusch-Drutz (Moderator)
Chief Executive Officer

Corinne Rusch-Drutz is the Chief Executive Officer of the Kensington Health Foundation, leading organizational advancement strategy in support of critical community healthcare. She recently ran Kensington’s most successful campaign ever for urgent frontline needs, focused on Kensington’s core brand promise of giving new meaning to community care. Corinne has worked across the NFP sector from arts & culture and social services to healthcare and higher education. She is the former Chief Marketing Officer & Chief Development Officer at the Art Gallery of Ontario, where she grew attendance to 1M annually while leading all Gallery fundraising. Prior, Corinne was Director of Marketing & Communications at Baycrest Foundation, overseeing brand awareness and a $1M mass giving portfolio; and was previously Director of Membership & Communications at YWCA Canada, developing the YWCA Safety Siren, an award-winning app geo-locating users to support services across Canada.

Pina SciarraPina Sciarra
Managing Director, Marketing Advisory Lead – Canada

Pina Sciarra is Accenture’s Canada Marketing Advisory Lead. She has over 25 years of Global Marketing and Executive team leadership experience in the consumer packaged goods industry at companies like Johnson & Johnson, Coca-Cola and ConAgra Foods. 

As a Sr. North American Commercial leader for Johnson & Johnson’s Beauty business, Pina led a global team in supporting an aggressive innovation agenda.  She was also the head of Sales across the entire consumer products portfolio in Canada, taking J&J’s ranking with retailers to #1 spot.

Pina was also head of Marketing, Customer and New Ventures at ConAgra Foods and was responsible for strengthening the company’s strategies to drive more profitable growth and build stronger brand loyalty with consumers and retail partners. In her 12 years at The Coca-Cola Company, Pina led businesses in Canada, U.S. and Latin America.  She began her career in brand marketing at Kraft in Canada.

Allison  HumphriesAllison Humphries
Vice President, Strategy

Allison is a seasoned strategist with over 20 years experience creating innovative, business-building, multi-national experiences for some of the world’s leading brands. Her excitement for the future coupled with an innate curiosity about human nature have been the driving force behind her career. At global agencies including McCann Worldgroup, Critical Mass, Publicis Sapient, BBDO, and FCB she’s led cross-region collaboration for a number of global initiatives. Allison is now Vice President of Strategy at Appnovation, a global full-service digital agency. She is responsible for leading a team of strategy and insights professionals who partner with our clients to deliver positive outcomes for their customers and their business.

Sarah  ChamberlinSarah Chamberlin

Vice President, Marketing and Donor Experience

Sarah Chamberlin brings a unique combination of private sector and not-for-profit leadership experience to the organization. Sarah and her team are the driving force in developing powerful marketing and communications strategies that inspire people to join the movement and support CAMH, Canada’s leader in mental health.

Sarah began her career in mental health advocacy and then spent several years in various communications, marketing and strategy positions within the tech sector, most notably at BlackBerry. She has led large teams and high-profile projects at BlackBerry, BSM Technologies and as the Global Head, Marketing and Communications at WE.

11:35 AM
Closing Remarks and Q&A


The ABER Group   braneros    CNW    kaiser lachance    SiteImprove


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