CMAfuture Morning Event


October 30, 2019
8:00 a.m. – 11:45 a.m.

Members: $139
Non-Members: $239

Early Bird Pricing ended Oct 9th

The Globe and Mail Centre
351 King Street East,
17th floor
Toronto, Ontario
M5A 0N1
View Map


CM logo Earn 1.5 CM
CPD credits

accenture      Mastercard    Radio connects    Telus

Captivate cover-all

4DThe ABER Group   CNW     Cleansheets Communications

D2L MDInbox Marketer a Trendline Company     kaiser lachance    Nabs reality engine Triangles



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. Get hands-on with the most innovative tools of today and the technology of tomorrow.


Agenda & Speakers

8:00 AM
Breakfast and Networking
8:20 AM
Opening Remarks
8:25 AM
AM/FM Radio: Trends and Innovations
Pierre Bouvard
Chief Insights Officer

AM/FM continues to surprise brands and their agencies with its resilience and continued consumer relevance. The following trends and innovations will be explored:

  • AM/FM radio vital signs - strong and stable
  • Perception vs. reality: advertiser perceptions of consumer media use versus actual consumer behaviour
  • Smart speakers bring AM/FM back into the home
  • New Geocasting technology permits over-the-air “zone casting”
  • Attribution and measurement is exploding
  • New media planning platforms reveal how radio enhances the media plan and makes your TV better
  • The in-car entertainment display can now sync brand visuals with radio ads
  • Podcasts audiences surge and monetization to follow

Pierre BouvardMeet Pierre Bouvard
Mr. Bouvard is Chief Insights Officer for Cumulus Media and Westwood One. Pierre works with brands and agencies to craft targeting and measurement solutions.

Previously, Pierre was SVP of Sales for TiVo Research & Analytics where he led cross-media targeting and measurement engagements for Procter & Gamble, Comcast, Turner Broadcasting, and NBCU. As President of Sales and Marketing for Arbitron Inc., Bouvard launched Arbitron's Portable People Meter (PPM) and created the out-of-home and custom research divisions.

Bouvard was also EVP at Coleman Insights, a leading radio industry market research and consulting firm. At Coleman, he helped launch the nation's first Hip Hop radio stations in Los Angeles and New York City and shaped the programming and marketing strategies of successful major market radio stations.

Westwood One is an AM/FM radio industry leader in attribution measurement. The company conducted the first-ever personal care sales lift study for a radio campaign with Nielsen Catalina Solutions. Westwood launched a data management platform with the Nielsen Marketing Cloud and introduced the first ROI Guarantee for the audio industry. Westwood One has tested over 600 radio commercials.

9:05 AM
The Future of Conversational Commerce
Kobi Gulersen
VP, B2B, Partner and Product Marketing

The Future of Conversational Commerce thought leadership study will focus on the evolving role of voice assistants in consumers’ lives. Capturing perspectives among current users, intenders and rejecters, this study explores the benefits and utility of voice assistants as their role becomes increasingly conversational and consultative in the household; unpacks trade-offs consumers are and are not willing to make around privacy for the sake of voice-driven convenience; and how these devices are redefining interactions with brands, retailers and payment providers.

Kobi GulersenMeet Kobi Gulersen
Kobi Gulersen is responsible for driving Mastercard Canada’s B2B, B2B2C and key marketing relationships for Merchants (All Verticals), Issuers (Banks, Monoline, Merchants & Non-Traditional), Government and Products in Canada.

Before this role, Kobi held multiple roles including overseeing all sponsorship partnerships, Mastercard's B2C and B2B digital strategy, 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.

Kobi has developed marketing programs in Canada, USA, Latin America and the Caribbean.

9:45 AM
Is the Future of Marketing Communications Art or Science?
Catherine Frank
Co-founder, President, and COO

Catherine FrankMeet Catherine Frank
Having worked at some of Canada’s best agencies for 30+ years, and having been part of the teams that won Agency of the Year honours 6 times, Catherine Co-Founded cleansheet communications 14 years ago with her business partner, Neil McOstrich. Since then cleansheet has been named Profit Magazine’s Hot 50 New Growth Companies (2010), Canada’s 10 Most Admired Corporate Cultures nominee (2012), short-listed for Strategy’s Agency of the Year (2014), won 5 Clios in the last 2 years (across 2 clients, 2017/18), and won 7 CMA Awards in 8 years for campaigns judged to be the most effective in the country. Previously, Catherine and Neil helped lead the management team at DDB Canada which was Canada’s top creatively awarded agency at the time and where she was the Client Service Director and EVP Director of Global business. Catherine passionately believes that creativity and business success can live together, as evidenced by multiple campaigns judged Best of Show at CMA Effectiveness Awards, Media Innovation Awards, and Marketing Awards. Her experience spans from industrial to consumer marketing, products to services, packaged goods to highly technical and B2B. Previously she held leadership roles at McLaren McCann (Coca-Cola, Unilever, RBC) and Leo Burnett (Procter and Gamble, Neilson Cadbury). She particularly loves challenging situations when it matters most – which is probably why, on 4 separate occasions, her clients have been named Marketing’s Top 10 Marketers that Mattered.

Catherine and Neil founded cleansheet with a simple vision – do good work with good people.

10:05 AM
Networking Break
10:20 AM
The Human Lens
Jennifer Steckel Elliott (Moderator)
Voice of Customer CX Lead - FS Canada

Jennifer Boville
Digital Marketing Lead

Radek Dudzinski
Head of Advanced Intelligent Customer Engagement - Canada

Businesses are built on people, process and technology yet it seems that the people element is last to the table, be they employees or customers.

World-class customer experience is an articulation of your brand. Organizations need to take charge of innovation and disruptive growth, while infusing a people-centered culture to shape their marketing strategy.

Join Accenture as we discuss the future role of marketing as it relates to challenging the status quo in pursuit of hyper-personalization and business growth.

Meet Jennifer Steckel Elliott
Jennifer a passionate executive partner and leader, focused on driving growth through the successful balance of creative business strategy, data insights that deliver results, and execution. As a Principal Director at Accenture, she is focused on delivering Data Enabled Customer Experience Transformation strategy and implementation to Financial Services clients across all customer touchpoints - digital, traditional, branch, and Lead our CMO Agenda for Accenture Canada.

Jennifer BovilleMeet Jennifer Boville
Jen is the Canadian Marketing lead for the Communication, Media and Technology Consulting practice at Accenture. She brings 19 years of experience leading marketing teams within the Telecommunications industry, focusing on innovating the customer experience and creating high performance cultures to drive growth. Her work has led her to develop competencies including but not limited to deep vertical and IoT expertise, acquisition, base, product and event marketing all anchored in a digital first approach. The intersection of people and technology has always been at the core of her work, making Jen passionate about helping organizations pivot by using her deep digital marketing expertise to connect the brand and the consumer.

Meet Radek Dudzinski
Radek is the Head of Advanced Intelligent Customer Engagement for Accenture in Canada. He brings 14 years of diverse skills across multiple contact centre & digital disciplines. Over the past 8 years, Radek has worked with executive leaders across Canada, U.S., LATAM and the EU by enabling conversational A.I. (artificial intelligence) across various facets of their business. He also brings 6 years of first-hand operational contact centre experience across sales & customer care functions.

11:00 AM
The Power of Social Capitalism
Jill Schnarr
VP, Corp. Citizenship and Communications

In a world focused on benefits, short term revenues and EBITDA, how do we restore trust in the marketing industry? Done properly and responsibly, social purpose can bring a whole new meaning to your brand.

But beyond the nice words and beautiful pictures, companies have to make sure their campaigns are backed up by concrete actions that bring real change to the world. To help you prepare, Jill will talk about how good business and doing good can be mutually inclusive.

Jill SchnarrMeet Jill Schnarr
As Vice-president, TELUS Corporate Citizenship & Communications, Jill leads corporate communications, social and media relations, sponsorships, community investment, social purpose, brand marketing, TELUS Studios, TELUS Wise and corporate events, as well as the newly established TELUS Friendly Future Foundation.

With over 27 years of telecommunicationsindustry experience, Jill is a dynamic and engaging leader with a natural ability to build strategy and enable collaboration. She has significantly influenced TELUS’ reputation as a global leader in corporate citizenship, helping to position TELUS as the most trusted telco brand in Canada.

Driven by a passion for finding ways to connect the most vulnerable in our society, her team has launched major marketing campaigns such as Give Where We Live, Rise Above, Share Love, All Connected, 2017’s TELUS Million Hour of Giving, and our latest campaign to #EndBullying, engaging customers, team members and the general public to stand with us to #EndBullying. These ‘little engine that could’ campaigns showcase how social purpose can drive business benefit, and by focusing TELUS’ social purpose marketing on just that, she has enabled every dollar invested in the community to return over four times back to TELUS in business impact and 150 per cent to the community in societal impact.

11:40 AM
Closing Remarks & Networking

Tell Us What You Think
  1. If you haven't left a comment here before, you may need to be approved by CMA before your comment will appear. Until then, it won't appear on the entry.
    Thanks for waiting. View CMA's Blogging Policy.