CMA has evolved this event to become a free-for-members virtual experience to support the marketing community during this unprecedented time.
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
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.
Dr. Saul Klein
Dr. Saul Klein (Moderator)
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 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 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.
Closing Remarks and Q&A