CMAfuture Morning Event


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

Early Bird Pricing
Ends Oct 9th 11:59pm ET

Members: $99 (Reg. $139)
Non-Members: $199 (Reg. $239)

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

The ABER Group    Ayima   CNW     Cleansheets Communications

MDInbox Marketer a Trendline Company     kaiser lachance    NabsTriangles



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
8:30 AM
AM/FM Radio Innovation and Technology Power Consumer and Advertiser Engagement
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.

9:10 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.

9:50 AM
Cleansheet Presentation
10:10 AM
Networking Break
10:25 AM
The Power of Social Capitalism
Craig Thornton
Vice President, Business Solutions Marketing

In a world focused on benefits, short term revenues and EBITDA, how do 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, Tony will talk about how good business and doing good can be mutually inclusive.

Meet Craig Thornton
In addition to driving the integrated marketing strategy, pricing and programs and go-to-market campaigns across fixed and mobile portfolios, he is also responsible for competitive and business intelligence, strategic planning, financial analysis and transformational process improvements for TELUS Business Solutions.

Known for his entrepreneurial spirit, passion for growth and ability to drive large cross-functional change management programs, Craig has mentored numerous TELUS team members throughout their progression into leadership positions within the organization.

Prior to joining TELUS, Craig held various leadership roles in the high-tech sector and owned a small business which he sold in 2006. Craig holds a Bachelor of Electrical Engineering and Master of Engineering from McMaster University. Craig lives in Toronto with his family.

11:05 AM
11:30 AM
Closing Remarks & Networking

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