CMAmedia Morning Event

This session will feature a presentation by Steve Levy, Chief Operating Officer of Ipsos Canada. Levy will unveil the newest digital marketing insights and trends based on the 2019 Digital Marketing Pulse Survey.

This thirteenth edition of the Digital Marketing Pulse Survey will delve into a detailed assessment of the digital marketing landscape and a benchmark analysis based on opinions from Canadian marketing leaders. Topline results will provide insights on familiarity and usage, shifts in marketing spend, sources of education in this complex space, and views of evolving trends.

The insights presentation will be followed by a discussion covering actionable strategies with Adrian Capobianco, President, Vizeum Canada. The presentation will also highlight Canadians’ usage and attitudes on various aspects of Digital Marketing.

Meet Adrian Capobianco
Adrian is President of Vizeum Canada, part of the Dentsu Aegis Network. In this role, he uses his business and deep digital experience to help a diverse portfolio of clients leverage the changes in the digital economy. Under his leadership the agency has transformed into one of the fastest growing in the country.

He has been instrumental in building and growing many businesses. His career has focused on the interchange of business, technology and advertising and he has led creative, digital, CRM and media agencies. In 2008, he founded and launched the digital innovation agency Quizative, which would be acquired and he went on to lead the combined globally acclaimed digital team.

Adrian is actively engaged in the marketing community and is sought after to contribute and speak at various Canadian and global events. He also serves as Board Vice-Chair of the Heart and Stroke’s Canadian Partnership for Stroke Recovery.

Meet Steve Levy
While starting his career in sales (at Xerox) and then brand management (at Mars foods), Steve Levy has been involved in the marketing research and information business in the UK, South East Asia and, since the late 80’s, in Canada.  In his current role he plays a leadership role in the Ipsos business in Canada which involves several responsibilities;

• Managing a staff of almost 200 Marketers and Researchers
• Local product development, innovation and R&D
• Overseeing the publication/release of material in the marketing and loyalty space
• Over site role regarding a number of significant research programs
• Public speaking at many conferences and client events.

In addition to his management role, Steve continues to act as team leader for a few accounts mostly in the technology and media sector.

Only 52% of global advertisers are confident their organization has the right balance between long-term brand building and short-term performance marketing. This session will feature a presentation by Hilary Borndahl, Vice President, Analytics & ROI of Kantar Canada. Borndahl will share developments in ROI measurement and how marketers can leverage AI powered solutions to optimize the marketing mix. This session will include a case study of a Canadian brand leveraging Balanced Attribution, the application of AI powered granular person level attribution to both brand and sales lift goals. Kantar will explore how this Canadian brand looked across channels and targets to understand campaign performance and actioned in real-time on recommendations to achieve goals all throughout the sales funnel.

Meet Hilary Borndahl
Hilary Borndahl is Vice President of Analytics & ROI at Kantar Canada. In this role, she leverages her tenured experience as one of Canada’s top Marketing ROI consultants to help clients optimize their marketing mix to meet brand and sales objectives. Borndahl has been in the marketing research business since the early 2000’s in progressive leadership roles from primary research to custom modeling and advanced analytics.

PR departments have long been the square peg in the round hole when it comes to how Marketing departments report on their performance. With a reliance on vanity metrics and a difficulty proving attribution, PR is often speaking an entirely different language than their Marketing colleagues. This session will feature a presentation by Sharlene Dozois, SVP, Sales & Client Experience of Cision Canada. Dozois will discuss how recent technological developments can be used to not only bridge the language and reporting gap between the two disciplines but also provide new opportunities for Marketing departments to leverage the heretofore inaccessible (and incorrectly attributed) leads generated by PR activities. This session will also touch on how Marketing can help focus PR activities on shared business objectives and how an even more integrated PESO model can benefit the overall success of campaigns.

Meet Sharlene Dozois
Sharlene Dozois is the Senior Vice President of Sales and Client Experience at Cision. With more than 20 years of experience, Dozois has held senior-level positions with Airbnb, UPS, Kitco Metals, Rogers Communications and Stack8 Technologies. Dozois has a proven track record of leading marketing and sales innovation at the enterprise level, profit optimization, customer experience and branding. Dozois holds a degree in business from Concordia University and is based in Montreal.

As advancements in technology continue to accelerate and consumers engagement across content, devices, platforms and services evolves, the complexity of integrating and deriving insights from all data sources has grown. According to a Global Dentsu survey of CMO’s, ‘the largest gap and area of concern is around data management and analytics, which 84% of CMO’s view as important for future success, but only 49% feel confident in their capabilities’ due to constraints outside the scope of control.’ How can marketers regain control of data to better inform media decisions while removing complexity? Peter Farfaras, Senior Director Business Development, at NLogic, will take a look of some of the gaps in media around managing data and also share new capabilities to help drive the industry forward.

Meet Peter Farfaras
Peter joined NLogic in the Spring of 2016 as Senior Director of Enterprise Commercial Development with focus on the advancing adoption of NLogic’s data stack through its API and SaaS offering. He brings a wealth of experience and expertise in strategy, media, technology and commercial development. Before NLogic, Peter was Director of Global Strategy for Windows In-App Ads at Microsoft Corporation, working across multiple countries to develop innovative sales and go to market strategies. Peter was also Head of Emerging Platforms at Microsoft Canada functioning across industry constituents to drive thought leadership and awareness on the launch of growth products and monetization including Programmatic, Skype, Mobile and Video. Prior to Microsoft, Peter spent 10 years in London UK, working in commercial management roles across media, sports business and sponsorship marketing.