April 11, 2017
8:00 a.m. – 11:00 a.m.

CMA Members: $89
Non-Members: $129

438 University Avenue
12th Floor
View Map

Bell Media Inc.           LoyaltyOne

The ABER Group  Ariad Communications  CNW


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

8:00 AM
Registration & Networking Breakfast
8:30 AM
Video advertising effectiveness and the subconscious mind

Todd Paterson
Sr. Manager, Strategic Insights

Dan Iwasa-Madge
Co-founder, Head of Product and Analysis

Laura Baehr
Vice-President of Marketing

Marketers and researchers have used many metrics to quantify the effectiveness of advertising campaigns, but the metrics 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'll 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;

  1. How to optimize your advertising message for various screens
  2. You will understand the impact of mental posturing and how consumers behave when consuming video content in different environments
  3. You will see the impact of creating synergy between your commercial message and the content in which it appears. 

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.

Meet Laura Baehr

Laura Baehr is a senior marketing and broadcast executive with a passion for brands, television and advertising. Before joining thinktv, she held a number of senior positions at Corus Entertainment including Vice-President Client Marketing, where she was responsible for leading integrated marketing solutions across all Corus networks, and Vice-President Head of Networks, where she led the marketing and overall strategy of the Corus Kid and Family properties, including YTV, Treehouse, CMT and ABC Spark.

9:25 AM
Networking Break
9:35 AM
Breaking Through! How startups leverage customer experience to drive new customer interactions and results

John Bardawill
Managing Director

Jordan Ekers
Co-Founder & Chief Customer Officer

Devon Wright 

Krista McLay
Manager, Brand and Communications Strategy

Jugveer Randhawa
Vice-President, Technology Delivery

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:

  • How do you center your business and employees around great customer experience?
  • How can you leverage your customers to enhance the customer experience and spur growth?
  • How do you keep up with the changes to constantly reinvent and improve the customer experience?

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

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.

Meet Jugveer Randhawa

Jugveer Randhawa is responsible for both the operational and client engagement strategies of Compass Digital Labs. He is a strategic digital leader that understands how to create teams to deliver complex technology solutions into the business.

Under Jugveer’s leadership, Compass Digital Labs has delivered solutions to Rogers Communications, TJX, American Express, Samsung and many other organizations. Jugveer has an innate ability to build strong relationships with both internal and external partners. Client partner, business enabler and motivated leader are words used often to describe Jugveer.

10:15 AM
Networking Break
10:25 AM
The Connected Car

Andy Turton
Head of Automotive, North America

The autonomous car is a hot topic right now, taking the global automotive industry by storm. 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 OnStar service was the first example of this technology in action.

Connected Car functionality has moved past an early focus on vehicle and occupant safety and now includes a host of diagnostic, navigation and infotainment features. Soon you’ll be able to pay from your car;  DocuSign and Visa recently demonstrated a concept that will enable drivers to buy gas and other services without ever leaving their cars.

Marketers are starting to see the Connected Car as a viable communications and sales channel.  Using new Kantar research, we’ll illustrate how well consumers understand and use their Connected Cars and how receptive they are to brands communicating with them through their cars.

In some of the world’s major markets Connected Car functionality is a major factor in choosing a car and we’ll demonstrate that most people that use the functionality grow to love it.

We’ll also illustrate opportunities to grow trust and loyalty through Connected Cars and also outline the barriers that exist to further developing the channel. 

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.

11:05 AM
Closing Remarks & Networking

Last Year’s Attendees

See last year’s full-day event details and learn more about CMA’s new Morning Event Series.

The following is a selected list of attendees:

Title Company
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
Account Director BBDO
Director – Advertising + Web Bell Canada
Director – Direct Marketing + Co-op Advertising Bell Canada
Co-Founder BIG Digital
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 Canadian Tire Financial Services
Vice President, Marketing & Client Communications CIBC - Canadian Imperial Bank of Commerce
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
Account Dirctor FCB
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
Professor Georgian College
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
Team Member LoyaltyOne
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
Editor-in-Chief Marketing Magazine
Account Exexcutive Match Marketing Group
Vice President, Marketing Metroland Media Group
Director of Sales Metroland Media Group
President Mirum
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
Managing Director SCENE
Team Member SCENE
Marketing Coordinator SCENE
Marketing Coordinator - Acquisition & Awareness SCENE
Manager, Direct Marketing Scotiabank
Vice-President Second City Works
Producer Second City Works
Professor Media & Marketing Seneca College
Team Member Sheridan
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
Co-Founder Turnstyle Solutions
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
Vice President Xerox Canada Ltd.
General Manager, Marketing Communications Xerox Canada Ltd.