CAA Exclusive Event

CMA has evolved this event to become a free-for-members virtual experience to support the marketing community during this unprecedented time.

June 17, 2020
1:00 p.m. – 2:30 p.m. ET

Free: Invitation only

Register Now available for Members only. If you are NOT a CMA member please request an invite 

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2020 marks the sixth year of the Gustavson Brand Trust Index study tracking Canadians’ trust in consumer brands. Like most things in 2020, the research team was thrown a curve ball in March when the impact of COVID-19 fully hit Canada. Initially, the team had gathered data from consumers during the weeks of January and February, tracking the trust in brands across a variety of dimensions including:

  • Functional trust (how well the brand performs its task or service)
  • Relationship trust (how well the brand handles consumer interactions) and;
  • Values-based trust (how well the brand embraces sustainable and socially responsible practices)

Just as the team began to analyze the data in early March, the country’s economy was put on pause and Canadians’ daily lives changed drastically in the wake of the global pandemic. In response, the brand trust research team quickly mobilized a follow-up study to gauge any changes in consumer trust with brands who found themselves in the crosshairs of the pandemic.


1:00 PM
Opening Remarks
1:10 PM

Saul KleinDr. Saul Klein
Professor, Dean
Gustavson School of Business

Born in Zimbabwe, Dean Klein has had a broad-ranging career spanning developing, developed and transition countries. He holds a BA in Economics from the Hebrew University of Jerusalem (Israel) and MBA and PhD degrees from the University of Toronto. From 1996 to 2001, he was the SA Breweries Professor of Marketing and International Business at the Wits Business School (South Africa). Previously, he was a Senior Fellow in Marketing at the National University of Singapore. He has also held full-time appointments at Wake Forest University and Northeastern University in the United States, and has been a visiting professor at Melbourne Business School (Australia).

Before taking on the role of Dean in 2012, he was Head of International Business, and Director of Executive Programs at the Gustavson School. He is also an Extraordinary Professor of Marketing and International Business at the Gordon Institute of Business Science at the University of Pretoria (South Africa).

Saul specializes in the areas of Marketing Strategy, Global Business and International Marketing. He has provided consulting assistance to over 50 different organizations, in these areas, in Canada, the USA, Singapore and South Africa. He has also led strategic planning workshops for a variety of organizations in different sectors.

He serves on the Boards of the National Consortium for Indigenous Economic Development (Canada) and Mediterranean Entrepreneurship Development and Innovation (Tunisia), and on the international advisory committees of UIBE and Beijing Jiaotong Universities (China).

1:40 PM
Panel Discussion

Saul KleinDr. Saul Klein (Moderator)
Professor, Dean


Jeff WalkerJeff Walker
CEO, CAA North & East Ontario

Jeff Walker joined CAA in 2009 as Vice President, Public Affairs and Chief Strategy Officer. At CAA, Mr. Walker is responsible for leading the national office’s Rewards program, Travel and Public Affairs efforts, as well as being actively involved in market research, communications, and branding.

Prior to joining CAA, Mr. Walker served as Senior Vice President of Harris/Decima, one of Canada’s largest research and communications agencies. During his tenure at Harris/Decima, Mr. Walker managed a multi-million dollar budget and personally led more than one-third of the firm’s consulting projects. Mr. Walker also served as the firm’s media spokesperson, carrying out more than 150 interviews with national and local media outlets across Canada each year.

Mr. Walker holds a Master’s degree in Political Economy from the Norman Patterson School of International Affairs at Carleton University. He also holds a degree in Political Science and Communications from York University.

Sandra SandersonSandra Sanderson
Senior Vice-President, Marketing

Sandra Sanderson is Senior Vice-President of Marketing for Sobeys Inc., a leading Canadian grocery retailer and food distributor. She oversees marketing across a broad portfolio of banners including: Sobeys, Safeway, FreshCo, Thrifty Foods, Foodland and Lawtons.

Sandra began her career at Proctor & Gamble and has held senior marketing roles at leading organizations, including: Kraft, Coca-Cola, Canada Post and Universal Studios. Sandra entered the retail industry as Chief Marketing Officer of Danier. She later became the Senior Vice-President of Marketing at Shoppers Drug Mart, and Chief Marketing and Quality Officer at Walmart Canada. Prior to joining Sobeys Inc., Sandra was Senior Vice-President of Marketing at White House Black Market based in Fort Myers, Florida

Sandra was on the Canadian Marketing Association's Board of Directors for 4 years, and was most recently Vice-Chair of the Board. She was Chair of Retail Council of Canada’s Senior Retail Marketing Committee and was on the Advisory Board of the Shopper Marketing Forum and Dx3. Sandra has also co-chaired and judged numerous marketing awards. Sandra was recognized as a Marketer of the Year by Strategy in 2012 and was winner of Canadian Grocer’s Star Women Award in 2015.

Tom NewittTom Newitt
Vice President, Marketing

Tom joined A&W in 2012 as it began a new strategy and Tom has led the Marketing and Communications team in repositioning the brand successfully as the leader in great tasting natural food for burger lovers in Canada.

Originally from the UK, Tom holds a BA Degree in Human Science from Oxford University and has held various marketing positions with Reckitt Benckiser and Kellogg's in the UK. Tom moved with his young family to Vancouver in 2007 and joined Nature's Path Organic Foods where he was Director of Brand Management and Research before joining A&W in 2012.

2:10 PM
Closing Remarks and Q&A
Tell Us What You Think
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