8:00 a.m. – 11:00 a.m.
CMA Members: $89
438 University Avenue
Discover how forward-thinking approaches like EEG technology are informing marketing insights, how start-ups are navigating through the customer journey and how the Connected Car will change the way we think about interacting with tech, each other and with our customers.
Plan on registering early since 95% of recent attendees have indicated that their experience has met or exceeded their expectations!
Includes 3 hours of experiences, networking and continental breakfast!
Agenda & Speaker Information
Registration & Networking Breakfast
Video advertising effectiveness and the subconscious mind
Marketers and researchers have long used a number of metrics to quantify the effectiveness of advertising campaigns. These metrics tell us whether a campaign worked or didn’t work, but they often fall short of telling us why. Understanding the “why” is crucial for marketers and is the difference between diagnosing breakdowns in communication plans and being able to treat and prevent them.
Bell Media and Brainsights have partnered to examine how consumers respond, on a subconscious level, to video advertising across multiples screens, in different environments and with a variety of content across genres. Are the stimuli capturing my attention? Is there a deeper relationship with the stimuli? Are the stimuli being committed to memory? These are key questions for all brands looking to boost awareness, engage and connect with consumers and prompt a call to action. Using portable EEG technology to measure the subconscious and unconscious brain, we can develop a greater understanding the consumer mind and decision making.
We will demonstrate the technology and take you through the methodology before sharing some insights that will empower you to maximize the effectiveness of your campaign. All of this will equip you with the predictive skills and the knowledge to plan and execute effective campaigns across various video platforms.
You will learn;
Meet Todd Paterson
Todd joined Bell Media in October 2016 to bolster its position as Canada’s leading content creation company with premier assets in television. As Senior Manager of Strategic Insights, he builds on his passion for harnessing the power of engaged and inspired audiences.
Prior to this, he was an accomplished strategic media executive involved in campaign development and execution through digital, broadcast, and out-of-home media. He secured long-term integrated marketing programs for TD Bank Group, Tim Hortons, and Samsung, and increased marketing communication effectiveness for leading brands in the automotive, retail, and rail transport categories.
His strong media agency background provides him with an understanding of both scale and best practices in an increasingly fragmented landscape. Todd is passionate about creating new pathways that support the role and importance of sight, sound, and motion.
He contributes to the industry as a member of the Board of the Broadcast Research Council and of the Interactive Advertising Bureau of Canada’s Programmatic Trading Committee, by networking, and by using data mining to develop solutions for optimizing media marketing effectiveness and business development.
Meet Dan Iwasa-Madge
Dan leads product and analysis at Brainsights, managing the team that creates powerful visuals and actionable insights for Brainsights’ clients. He shepherds the processes and tools that allow Brainsights’ techniques to be relevant and relatable to the communications industry.
Dan has experience in both the academic and advertising agency worlds. He has led Advanced Analytics at one of the largest media agencies in Canada, collaborated with global centers of excellence on international analytics initiatives for the likes of Procter and Gamble, Revlon and CIBC, and provided data strategy consultancy services to a variety of brands and agencies. He also has experience performing research across social-, socio-cognitive-, cultural- and industrial-psychology disciplines, research which he used to launch the first Behavioural Economics unit at a large agency in Canada.
Breaking Through! How startups leverage customer experience to drive new customer interactions and results
The startup scene in Canada has seen immense growth in the last couple of years. Young innovative companies that are spreading their wings and embracing the challenges of growing and scaling are revealed on a daily basis.
But who are these innovative startups? What is their unique value proposition? And most importantly, what differentiates them from traditional organizations?
A detailed examination reveals that while many successful startups leverage technology, their reason for success is centered around a clear focus on customer experience.
Join us for an interesting panel discussion including two innovative solutions providers and their customers to learn about how they built a mutually beneficial relationship to design better solutions while delivering results and superior customer experience.
Questions to be answered:
Participating startups include:
Nudge Rewards: Nudge Rewards delivers a mobile solution designed to engage, educate and reward frontline managers and employees to improve team performance and increase profitability. Headquartered in Toronto, Canada, our customers are global retail and hospitality companies including Mercedes-Benz, Samsung, Rogers Communications, Compass Group, The Restaurant Group and Choice Hotels. Visit us at nudgerewards.com.
Turnstyle: Turnstyle is a Toronto based startup that pioneered the way brands connect with their in-store customers, leveraging powerful real-time proximity marketing to mobile devices. By using Turnstyle’s technology, companies are able to significantly increase customer loyalty and frequency in their bricks and mortar locations.
Meet John Bardawill
John Bardawill is the Managing Director of TMG International, where he helps clients translate marketing, customer experience and change initiatives into meaningful action across their organizations. He has also worked extensively with call centre operations around the world to provide highly focused solutions that drive revenue and profits.
John has over 25 years of international marketing, operations and management experience. Prior to founding TMG, he held senior executive roles at Thomas Cook, Thomson Publishing and Southam Newspapers and later became a trusted advisor to organizations like Ericsson, Cable & Wireless, Bell Canada, Rogers, and RBC Insurance.
John is the Chairperson of the Canadian Marketing Association’s Customer Experience Council and is on the Board of Directors of the Child Development Institute. He has spoken at numerous industry events and educational institutions, including Columbia University, and is the author of numerous articles for a variety of industry publications. John holds an MBA in Marketing and Finance from the University of Western Ontario.
Meet Jordan Ekers
A Canadian entrepreneur, Jordan is responsible for helping global brands drive business growth by improving team performance.
He has spent his entire career focused on helping retailers build meaningful connections with customers to drive profitability. Previous to Nudge, he helped launch and build AIR MILES for Social Change, and is also the Co-Founder of Carrot Rewards, the world’s first national wellness rewards platform.
Meet Devon Wright
Turnstyle Solutions, one of the worlds first WiFi marketing platforms, was founded by Devon Wight in 2012. Since then, he has grown the business from an idea to one of the largest mobile marketing platforms of its kind through a relentless focus on the employee experience, inspiring a culture of innovation and challenging the status quo of the mobile ecosystem.
Devon is a regular speaker on topics related to mobile marketing, innovation, privacy and entrepreneurship, and has been featured in major publications including the Wall Street Journal, Wharton Business Radio and BNN. He sits on several startup advisory boards and has had the privilege of serving in various advisory and committee positions with the Sigma Chi fraternity.
Prior to founding Turnstyle, Devon worked at TD Bank as a Senior Treasury Analyst for their US Mortgage portfolio.
Meet Krista McLay
During her marketing career, Krista has worked on some innovative brands in varying stages of development and evolution. Her experience ranges from working with global brands, building communication strategies, rebranding, project management from ideation to concept as well as tactical execution.
Krista believes there is a world of opportunities to get people engaged with brands and truly make an impact. She believes a small idea with a little effort and clever execution will reach the right audience and can create a meaningful relationship - if executed with the right philosophy.
The Connected Car
The autonomous car is at the heart of a revolution taking the global automotive industry by storm; “Connected Car” functionality is but while the industry’s revolution is recent and ongoing, connected car functionality has actually been part of the auto landscape for more than 20 years - GM’s on-star service was the first example of this technology in action. Connected Car functionality has moved on since its early focus on securing vehicle and occupant safety and now encompasses a host of diagnostic, navigation and infotainment functionality with the latter exploding in recent years. Soon additional functionality will support payments for goods and services; DocuSign and Visa recently demonstrated a concept that brings together secure contracts with a payment mechanism that will enable drivers to buy gas and other services without ever leaving their cars.
Given the rapid expansion of functionality and the advent of payment mechanisms, marketers are starting to see the Connected Car as a viable communications and sales channel. Using a variety of data proprietary to Kantar this paper will illustrate how well consumers understand and use Connected Car functionality and how receptive they are to brand’s communicating with them through this functionality. We will show that in some of the world’s major markets Connected Car functionality is a major determinant of vehicle choice and we’ll demonstrate that most people that use the functionality grow to love it. We’ll also illustrate the opportunity that exists to grow trust and hence loyalty through Connected features but we’ll also outline the barriers that currently exist to further commercialization of the channel. Recommendations will focus on growing awareness, ensuring simplicity in use and demonstrating consumer value clearly and unambiguously.
Meet Andy Turton
An automotive consumer insights expert for over twenty five years, Andy has worked with multiple major auto brands on many global projects ranging from model range planning through brand positioning, price optimization, customer experience management, the acceptance of new technologies and, increasingly, new mobility solutions.
Equally at home with qualitative and quantitative approaches and with the analysis of new data sources (e.g. social media analytics) Andy has developed and launched a number of new ways to unlock insight; his focus is always on providing clear guidance on business growth opportunities.
After beginning his career in the U.K., Andy gained practical experience of automotive research in all the key markets of Europe, Latin America, North America and Asia. He has lived in China and now lives in the United States.
Andy holds a BSc in Psychology and Philosophy and an MSc (R) in Psychology from the University of Lancaster in the UK. He is a regular speaker at industry conferences worldwide.
Closing Remarks & Networking
Last Year’s Attendees
The following is a selected list of attendees:
|Vice President||Aber Group Inc.|
|Account Director||Aber Group Inc.|
|General Manager, Partner Marketing||Aimia|
|Director of Digital Messaging||Ariad Communications|
|Group Account Director||Ariad Communications|
|Senior Account Manager||Ariad Communications|
|Vice-President & Managing Director||BBDO|
|Director – Advertising + Web||Bell Canada|
|Director – Direct Marketing + Co-op Advertising||Bell Canada|
|Director of Business Development||BIG Digital|
|Co-Founder - Vice President||BIG Digital|
|Marketing Strategist||Bond Brand Loyalty|
|Vice-President, Design & Strategy||Bond Brand Loyalty|
|Account Director||Bond Brand Loyalty|
|Group Acct Director||Bond Brand Loyalty|
|President||Brand Matters Inc.|
|Partner, Senior Fundraising Consultant||Branna Consulting|
|Project Coordinator||Brightworks Interactive Marketing|
|Vice-President, Project Management||Brightworks Interactive Marketing|
|Director, Marketing & Communications||Call2Recycle|
|Marketing Director||Canada Post|
|Marketing Manager||Canada Post|
|Account Executive||Canada Post|
|Director of Sales, Retail & Major Accounts||Canada Post|
|Director Agency & Tradeshow||Canada Post Corporation|
|President & Managing Director||Canadian Management Centre (CMC)|
|Sr. Associate Marketing Manager||Canadian Tire Financial Services|
|Maya.Baluschak@ctfs.com||Canadian Tire Financial Services|
|Vice President, Marketing & Client Communications||CIBC - Canadian Imperial Bank of Commerce|
|SCENE Loyalty & eCRM||CINEPLEX|
|SCENE Loyalty & eCRM||CINEPLEX|
|National Agency Consultant||CNW Group Ltd|
|Account Executive||CNW Group Ltd|
|Principal and Founder||Craft Public Retlations|
|Manager, Marketing Operations & Customer Experience Design||Enercare Inc.|
|Product Manager, Protection Plan||Enercare Inc.|
|Principal||ent! Marketing Inc|
|Senior Vice President and Practice Leader||Environics Analytics|
|Sr Product Manager||Equifax|
|Director, Marketing & Communications||Financial Planning Standards Council|
|Marketing & Business Development Manager||Fogler, Rubinoff LLP|
|Partner||Fogler, Rubinoff LLP|
|Vice President, Marketing Initiatives||Foresters Financial|
|Social Enterprise Manager||FURNITURE BANK|
|Community Engagement Manager,||FURNITURE BANK|
|Executive Director||FURNITURE BANK|
|Professor and Coordinator, School of Management||George Brown College - Centre for Business|
|Team Member||George Brown College - Centre for Business|
|Marketing Specialist||Google Inc.|
|Director, Media Platforms||Google Inc.|
|Vice President, Strategic Market Solutions||Green Shield Canada|
|Director, Individual Market Strategies||Green Shield Canada|
|VP GAD||Havas Media|
|Executive Director, Advancement and Community Relations||Havergal College|
|Senior Vice President, Marketing & Customer Experience||Holt, Renfrew & Co. Ltd.|
|AVP Marketing, RBWM North America||HSBC Canada|
|Vice-President, Global Marketing||IBM|
|Team Member||IBM Canada|
|Director, Marketing & Communications, Canada||IBM Canada|
|VP Loyalty and Customer Intelligence||Indigo|
|VP, Customer Strategy and Account Management||Influitive|
|Vice President & General Manager Card Partnerships||JP Morgan Chase|
|Senior Vice-President and Partner||Kaiser Lachance Communications|
|Marketing Consultant||KAT Consulting|
|Manager, New Business||LoyaltyOne|
|Digital Marketing Specialist||LoyaltyOne|
|Specialist, Rewards Marketing||LoyaltyOne|
|Specialist, Brand Activation & Sponsor||LoyaltyOne|
|AVP, Brand Strategy, AIR MILES Reward Program||LoyaltyOne / AIR MILES|
|SVP, Strategy||LoyaltyOne / AIR MILES|
|Account Manager||Marketing Magazine|
|Account Manager||Marketing Magazine|
|Account Exexcutive||Match Marketing Group|
|Vice President, Marketing||Metroland Media Group|
|Director of Sales||Metroland Media Group|
|NA Media + Content Develop Mgr||Mondelez International|
|NA Media + Content Develop Director||Mondelez International|
|Coordinator, Marketing & Sponsorships||National Post, a division of Postmedia Network Inc|
|Director, Regional Marketing & National Post||National Post, a division of Postmedia Network Inc..|
|VP Brand & Customer Development||Nutram Pet Products|
|CRM Program and Promotions Manager||Ontario Lottery & Gaming Corporation|
|Senior Vice-President, Partner||Paradigm Public Relations|
|President||Paradigm Public Relations|
|Marketing Manager||Pattison Onestop|
|Founding President/CEO||Pink Digest|
|Sr. Product Manager||Pivotal Labs|
|Team Member||Postmedia Network Inc|
|Manager, National B2B Marketing||Postmedia Network Inc.|
|Manager, B2B Marketing & Go-To-Market||Postmedia Network Inc.|
|Director, Marketing||Postmedia Network Inc.|
|Vice-President, Integrated Strategy & Insights||Proximity Canada|
|VP, Executive Creative Director||Publicis Canada|
|VP, Head of Planning||Publicis Canada|
|VP, Brand Director||Publicis Canada|
|VP, CRM||Publicis Canada|
|Account Supervisor||Publicis Canada|
|Senior Copywrtier||Publicis Canada|
|Vice President||radar Headhunters|
|Art Director||Real Interactive|
|Principal||Rich Content Marketing Communications|
|Brand Director, Business Enterprises||Rogers Communications Inc.|
|Brand Manager, Rewards & Bank||Rogers Communications Inc.|
|Director, Creative-Rogers Brands||Rogers Communications Inc.|
|Accounts Coordinator||Rogers Media|
|Team Member||ROI Research on Investment|
|Assoc Professor + Chair - Marketing||Ryerson University|
|Manager, Marketing + Communication||Ryerson University|
|North American ETC Print & Creative Manager||Sappi|
|Commercial Market Manager||Sappi North America|
|Marketing Coordinator - Acquisition & Awareness||SCENE|
|Manager, Direct Marketing||Scotiabank|
|Vice-President||Second City Works|
|Producer||Second City Works|
|Professor Media & Marketing||Seneca College|
|Professor of Marketing||Sheridan College|
|Regional Sales Manager||Sitecore Canada Ltd.|
|Team Member||Sitecore Canada Ltd.|
|Director, Marketing||St. Joseph Communications|
|Executive Vice President, Sales & Marketing, St. Joseph Print||St. Joseph Print|
|Vice President, Sales||St. Joseph Print|
|Manager, Client Channels, Digital Channels||Sun Life Financial|
|Manager, Market Research||Tangerine|
|Director, Creative Services||Tangerine|
|President & Co-Founder||Tapped Mobile|
|VP, Marketing||The Globe and Mail|
|C.E.O. and President||The Hive Inc.|
|Co-Founder||The Mobile Experience Company|
|Brand Consultant||Think Like A Client Consulting|
|Managing Partner||TMG International Inc.|
|Senior Vice-President Marketing and Business Development||TNS Canada|
|Director of Communications, Programming and Customer Engagement||Toronto Public Library|
|President||True Connections Web Development|
|Director, Marketing & Client Service||Usability Matters|
|Team Member||Visa Canada|
|Sr. Business Leader, Marketing||Visa Canada|
|Supporter Insight Director||World Vision Canada|
|VP, Donor Development & Church Engagement||World Vision Canada|
|VP Cultivation and Impact||Worldvision Canada|
|Director, Supporter Experience||Worldvision.ca|
|Vice President||Xerox Canada Ltd.|
|General Manager, Marketing Communications||Xerox Canada Ltd.|