Agenda

Tuesday, March 5

8:15 AM

Registration and Breakfast

9:20 AM

Co-chairs welcome

Court

Featuring:

Andrea Danovitch
AVP Marketing and Brand
Interac

Susan Irving
Senior Director of Marketing
PepsiCo Foods Canada

9:30 AM

Uncle Drew: Inside the PepsiCo Content Studio

Court

When your Pepsi Max character jumps to the big screen, as per Uncle Drew, you “Grab Your Squad and Go”. Louis Arbetter, the head of the PepsiCo Content Studio, takes us on the brand journey that led to the holy grail of content – a feature film that actually made box office – sharing how it became a hit and future content plans.

Featuring:

Louis Arbetter
GM, PepsiCo Content Studio
PepsiCo

10:15 AM

Putting players forward: Community content play by Ubisoft Canada

Court

Ubisoft Canada recently launched a new content program named Ubisoft FAM. Through a series of marketing tactics, Ubisoft Canada has created special content, experiences and rewards exclusively for Canadian fans. Ubisoft program lead by Simon Joly shares the insights and goals that shaped a content platform for a very passionate community.

Featuring:

Simon Joly
Senior Marketing Manager
Ubisoft

10:45 AM

Networking Break

11:00 AM

The Globe and Mail Upfront - Bring it to life: Anatomy of a content-marketing campaign

Court

No two content programs are the same. When you’re building ideas from scratch, there are highs and lows, challenges and opportunities that lead creative teams in different directions. What matters most is arriving at a great final product that delivers results.

Sean Stanleigh, Head of Globe Content Studio at The Globe and Mail, shares the work that went into constructing a recent campaign, from the ask, to the idea, to the execution, to the distribution, to the measurement.

Featuring:

Sean Stanleigh
Managing Editor, Globe Content Studio
The Globe and Mail

Workshop: How RBC tapped music to connect with youth

Loft 1/2

RBC wanted to connect with the next generation of customers, and needed to show they were more than their "parents’ bank". RBCxMusic was the solution; an evolving music platform that engages a younger demo. Andrew Kooren, Senior Manager of Brand Marketing at RBC, shares how they managed to hit the sweet spot with a music-driven content strategy.


Featuring:

Andrew Kooren
Sr. Manager, Enterprise Brand Marketing
RBC

11:30 AM

Travel Time

11:40 AM

Raise your game: Canadian Tire shows how more focus on content impacts KPIs

Court

Canadian Tire is in the content marketing game for the long haul and over the years has proven the value of evolving and investing in programs to achieve optimal engagement. Greg Shelly believes the importance of quality personalised content fueled by the right strategy is often overlooked in driving performance in marketing, and the resulting impact on demand generation, sales and brand engagement can not be overestimated. Shelly shares CanTire's long-term big picture content marketing approach.

Featuring:

Greg Shelly
VP, Enterprise Digital Marketing
Canadian Tire Corporation

12:15 PM

Lunch

Court

Luncheon Roundtables

Loft 4/5

Meet the experts. AToMiCon content marketing gurus will be available for discussions over the lunch break. Please see our staff at the registration desk to sign up for a luncheon roundtable. Lunch will be served in the session room.

*Advance sign-up is required 

How to create compelling content

Speaker: Louis Arbetter, PepsiCo

 

How to use AI for better content

Speaker: Robert Beredo, L'Oreal Canada

 

How to personalise your content

Speaker: Cookie Boyle, Destination Canada

 

How to create a content hub

Speaker: Simon Joly, Ubisoft

 

How to build a content calendar

Speaker: Cathy McKnight, The Content Advisory / Content Marketing Institute

 

How to create a dialogue with Gen Z

Speaker: Stephen Scarrow, KFC

Featuring:

Louis Arbetter
GM, PepsiCo Content Studio
PepsiCo

Robert Beredo
Chief Digital Officer
L'Oreal Canada

Cookie Boyle
Executive Director, Global Content
Destination Canada

Simon Joly
Senior Marketing Manager
Ubisoft

Cathy McKnight
VP Strategist & Solver of Problems
The Content Advisory / Content Marketing Institute

Stephen Scarrow
Senior Marketing Manager, KFC
KFC Canada

Luncheon Workshop: How to ensure your content strategy is right for your brand

Loft 1/2

If your brand content program isn't working, reconsider your strategy.

Jason Chaney, a seasoned brand marketer and Canada's top-ranked strategist and now Chief Strategy Officer at Ad.Vice has laid the foundation for many of Canada's award-winning content programs. Chaney believes that the key to ongoing success is nailing a content strategy that's built on insights that are authentic to your brand, meaningful to your audience and relevant to growing your business. Chaney walks through the development groundwork for a sustainable content marketing program, and shares a strategic blueprint for approaching content marketing.


Featuring:

Jason Chaney
CCO
Ad. Vice.

1:15 PM

The new metrics – the evolution of attribution in the content stream

Court

No matter how creative, memorable or popular your content is (or may become), every asset you create and share is ultimately judged by the impact it makes on your business’ bottom line. And that is not just measured once the content is published; to understand impact and deliver the best possible ROI – marketers need to analyze and optimize content’s performance on a continual basis. Cathy McKnight, The Content Advisory/Content Marketing Institute's VP Strategist & Solver of Problems, takes us behind the metrics of effective programs and shares how results can be improved through amping up the tracking rigor and effectiveness lens of your content strategy.  

Featuring:

Cathy McKnight
VP Strategist & Solver of Problems
The Content Advisory / Content Marketing Institute

1:50 PM

Attention is the new ingredient: KFC’s secret recipe

Court

Managing an always-on content strategy is no small feat. Now imagine your category is chicken, not a trending topic like fashion or entertainment.  And you’re a legacy brand that needs to get back into cultural conversation.  So you dust off your iconic brand assets, and let the zaniness begin.

Welcome to the wacky world of KFC, a content marketing alternate reality where nothing is too far out of the box when it comes to getting attention. Stephen Scarrow walks us through how you get there, and how you keep it going.

Featuring:

Stephen Scarrow
Senior Marketing Manager, KFC
KFC Canada

2:20 PM

Travel Time

2:30 PM

Workshop: What Interac learned from a foray into podcasting

Loft 1/2

Interac is well versed in the brand content space, having mastered the art of integrating content programs with marketing platforms, as well as partnering with other brands on entertainment IP. So when the brand decided to tackle B2B with a podcasting strategy, they met with success. Hear Interac's AVP of Marketing and Brand, Andrea Danovitch and agency partner, Zulu Alpha Kilo's Group Strategy Director, Sean Bell talk about the evolution of their brand content platform and what they learned from their adventures in podcasting.

Featuring:

Sean Bell
Group Strategy Director
Zulu Alpha Kilo

Andrea Danovitch
AVP Marketing and Brand
Interac

Verizon Media Upfront: How content and technology are driving human connections

Court

Join Verizon Media’s branded content arm, RYOT Studio, for a discussion on branded content and innovation within the ever changing digital landscape.  

Featuring:

Chloe Efthyvoulos
Senior Content Partnerships Manager, RYOT Studio
Verizon Media

3:00 PM

Networking Break

3:20 PM

Destination Canada tells global stories with a local focus

Court

The story of Canada resonates best when seen through the eyes of travellers. Executive Director of Global Content, Cookie Boyle, explains the content solution which used psychographics and heavy data that changed attitudes by zeroing in on the country-specific game plan to reach their international audience.

Featuring:

Cookie Boyle
Executive Director, Global Content
Destination Canada

3:50 PM

How L’Oreal applies AI for custom experiences

Court

When L'Oreal tapped AI to better connect with their target market, the results were highly customized content experiences, and higher ROI. Modiface and L'Oreal take us behind the scenes of their next gen content marketing collaboration.

Featuring:

Robert Beredo
Chief Digital Officer
L'Oreal Canada

Berkly Foster
Creative Director
Modiface

4:20 PM

Dove: Creating global content amidst a movement

Court

Sharon MacLeod talks about how Dove Men+Care is Championing Paternity Leave with content celebrating modern men around the world, including a documentary called DADS.


Featuring:

Sharon MacLeod
Former Global VP, Dove Men+Care
Unilever

4:55 PM

Co-chairs Closing Remarks

Court

Featuring:

Andrea Danovitch
AVP Marketing and Brand
Interac

Susan Irving
Senior Director of Marketing
PepsiCo Foods Canada

5:00 PM

Pre-show cocktails

Studio

Event Menu

Brand Menu