Agenda

Tuesday, March 3

8:15 AM

Registration & Breakfast

9:15 AM

Opening Remarks

Court

9:25 AM

Keynote:Reinventing content marketing: the 2020 business strategy

Court

It’s 2020. There is no doubt that we have moved into a new era of marketing. Automation, algorithms, data, privacy, and always-on are the priorities for today’s marketer. Yes, the entire practice of marketing has changed – again.  And content is at the center of all this change. So, if it’s such an important part of the equation, why is the struggle to measure the effectiveness of content such a struggle for the business? It’s because we’re measuring precisely the wrong thing: the content. Let’s reboot the whole notion of content marketing, and understand what it is we’re actually solving for. In this session, we’ll discuss the business model of content, and walk step-by-step on how to develop the optimal business purpose and focus for a truly measurable content marketing strategy.

After this session, you will be able to:

  • Use a key framework to assess the purpose of your current and future approach to content marketing

  • Implement a usable approach to measuring audiences as the means of proving the worth of content as a strategic approach

  • Replicate examples of companies actually achieving strategic, and measurable business value through the use of content-driven customer experience

Featuring:

Cathy McKnight
VP Strategy & Consulting
The Content Advisory

10:05 AM

Curating content relevance: Quebec Tourism

Court

Sébastien Viau, VP Marketing & Sales for Alliance de l’industrie touristique du Québec (QuebecOriginal) is leveraging storytelling through influencers while also using AI and existing data to serve targeted content to its audience. Learn how Quebec Tourism's new strategy has built brand momentum and generated great results over the last three years.

Featuring:

Sebastien Viau
VP Marketing and Commercialization
Alliance de l'industrie touristique du Québec

10:30 AM

NETWORKING BREAK

10:45 AM

CBC Upfront: What marketers need to know about podcasts

In Partnership With

Loft 1/2

Podcasts have seen a surge in popularity with audiences and marketers over the past couple of years. Audio storytelling is the new content frontier for brands. Join Canada’s #1 podcast publisher, CBC/Radio-Canada and learn how to make the most of your podcast marketing investment.  

Moderating:


Robin Neufeld
Director Content Marketing
CBC/Radio-Canada

Featuring:

Heather Gordon
Director, Digital Sales
CBC/Radio-Canada

Leslie Merklinger
Senior Director, Audio Innovation
CBC/ Radio- Canada

Rob Norman
Co-Creator/Host
CBC/Radio- Canada

Andre Turcotte
Senior Director of Audience Research
CBC/ Radio- Canada

Cracking the diversity code: Egg Farmers of Canada

Loft 5

It’s time to go beyond translating mainstream campaigns, and start baking diversity into your content marketing strategy. When Egg Farmers of Canada explored the through-line of experiences that people share through the lens of boosting sales – it was evident that ethnicity matters. The barriers to egg consumption for South Asians and Chinese consumers were different. In this session, learn how Egg Farmers created a unique content strategy to resonate with these communities - resulting in an increase in sales and a major behavioural shift towards egg consumption.

Featuring:

Sarah Caron
Director, Marketing and Nutrition
Egg Farmers of Canada

Rosie Gentile
Managing Director, Experience Consulting
Cossette Communication Inc

11:20 AM

CSO P.O.V.- Why we must never forget the brand in branded content

Court

Branded content seems to be everywhere. And yet in our understandable desire to develop content, we run the risk of forgetting that it is - or should be - in the service of the brand. And that means understanding how our content fits into the wider brand and marketing framework, a framework that is as important now as it has ever been.

Featuring:

Mark Tomblin
Founder
Thinking Unstuck

11:50 AM

Swoop: How to run a content-led and data-informed strategy on a tight budget

Court

Being an ultra-low-cost carrier, Swoop's Senior Leader of Marketing, Digital and Communications, Kelly Steward claims the sweet spot is finding the intersection between creative intuition and data insights (as well as learning from mistakes and optimising relentlessly). Steward explains how content marketing can be scalable for any budget, diving into Swoop's data-informed efforts to fast-track humanising the brand within an ROI framework.

Featuring:

Kelly Steward
Marketing Lead
Swoop Airlines

Toyota: The new lane for branded content

Loft 5

As we drive towards a 5G world with ever more distractions, how do you get people to notice your brand, let alone build it? Rachel Rayne, Senior Marketing Manager of the Car & Truck portfolio explains how Toyota Canada leverages branded content within their consumer-first marketing plans and how they tap tensions and unmet needs to connect with an audience and overcome perception gaps. From using data efficiently, to realizing the sweet-spot between selling and helping, hear how their approach led to brand lift.

Featuring:

Rachel Rayne
Sr Marketing Manager, Car & Truck Portfolio
Toyota Canada Inc

12:15 PM

LUNCH

Lunch and Learn

Mezzanine

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 reinvent your content strategy

Speaker: Cathy McKnight, The Content Advisory

 

How to leverage storytelling

Speaker: Sebastien Viau, Alliance de l’industrie touristique du Québec

 

How to do content on a budget

Speaker: Kelly Steward, Swoop 

 

How to maximise influencers

Speaker: Jani Yates, Ad standards Canada 


How to be consistent with your brand

Speaker: Mark Tomblin, Thinking Unstuck


Diving into key consumer trends

Speaker: Andrea Bell, WGSN 

 

How to overcome perception gaps

Speaker: Rachel Rayne, Toyota Canada 

Featuring:

Andrea Bell
Head of Mindset, Strategic Insights and Executive Editor, Americas
WGSN

Cathy McKnight
VP Strategy & Consulting
The Content Advisory

Rachel Rayne
Sr Marketing Manager, Car & Truck Portfolio
Toyota Canada Inc

Kelly Steward
Marketing Lead
Swoop Airlines

Mark Tomblin
Founder
Thinking Unstuck

Sebastien Viau
VP Marketing and Commercialization
Alliance de l'industrie touristique du Québec

Jani Yates
President and CEO
Ad Standards

1:15 PM

Globe Media Group Upfront: How brands can make podcasts people will listen to

Loft 1/2

Podcasting has seen a surge of popularity in recent years, and brands increasingly want to get involved and into the ears of Canadians. But how do you know if a podcast is right your company? What is the process for making one? And how do you ensure you're reaching your brand objectives, without alienating listeners?

From The Globe’s Content Studio, join Executive Producer Kiran Rana and Creative Lead Monica Bialobrzeski as they walk you through the steps of how a podcast is made, from pitch to product to promotion. Through several case studies, they will guide you through the process, share best practices, industry tips and tricks to ensure if you’re going to make a podcast, you do it right.

 

Featuring:

Monica Bialobrzeski
Creative Lead
The Globe and Mail

Kiran Rana
Content Strategist /Executive Producer, podcasts
The Globe and Mail

Influencer content 2.0

Loft 5

Are influencers over-hyped? The continued increase of brands incorporating influencers in content programs indicates the value equation is still valid, but their role is evolving. As rules change and expectations alter, Ad Standards CEO Jani Yates moderates a discussion on best practices and the real business pressures brands and influencers now face.

Moderating:


Jani Yates
President and CEO
Ad Standards

Featuring:

Jodi Blackburn Lopez
Digital Creator
Jodi Blk

Lauren Dineen-Duarte
Director, Public Affairs and Communications
American Express

Sydney Hoffman
Influencer

Laura Hughes
Senior Communications Manager
Shaw Festival Theatre

1:50 PM

Tokyo Smoke: Managing a content program in a highly regulated space

Court

Please remember to bring your ID's as Tokyo Smoke's session is age-gated (19+)

Berkeley Poole, VP of Creative at Tokyo Smoke shares insights from ideation to execution on how a winning content marketing strategy can reach and engage the right consumers despite category restrictions. Poole will illustrate how content plays a critical role in driving consumer preference by leveraging creativity to change perceptions and educate - all without showing consumption. 

Featuring:

Berkeley Poole
VP of Creative
Tokyo Smoke

2:15 PM

Hershey’s: Achieving cultural authenticity

Court

Creating relevant content for a group of highly engaged consumers has become much more powerful than aiming to please everyone. Joining conversations and contributing to emerging cultural trends requires creative risks, but Hershey's senior marketing manager Mathieu Gamache says that approach to content is what's needed to connect with consumers now. Learn how Hershey's new approach led to the launch of the Oh Henry! 425 bar amid Marijuana legalization in Canada, the debut of a full-length Reese ASMR movie, and delivered stellar results.

Featuring:

Pete Breton
Partner & Executive Creative Director
Anomaly Inc

Mathieu Gamache
Sr. Marketing Manager
Hershey Canada Inc

2:40 PM

NETWORKING BREAK

3:00 PM

How to grow your audience investment: a KOHO guide

Loft 5

Instead of throwing content into the void to see what sticks, KOHO's Julia Cooper is always looking for new crevices and niches. KOHO has a very simple strategy for growing their audience and accruing new customers: what are the gaps in the average Canadian's knowledge when it comes to finance? Learn how they find new audiences and nurture them via curated content to gain trust.

Featuring:

Julia Cooper
Manager, Growth & Marketing
KOHO

Bell Media Upfront-Brand storytelling in 2020 and beyond

Loft 1/2

In today’s media landscape how do you make your brand story get heard?  Join the Brand Partnerships team of Canada’s leading content creation company to learn how to elevate your campaigns with more audience, platforms and points of distribution.

Featuring:

Brooke Nolan
Group Manager, Brand Partnerships
Bell Media

Jamie Saull
Head of Brand Partnerships
TSN

3:35 PM

Bud Light: Building an LDA+ audience via entertainment

Court

Learn how Bud Light is gaining audience traction through a nimble, always-on approach. Director of marketing Natalie Lucas explains how Bud Light is creating consumer relevance through targeted content franchises. From a late-night inspired series for eSports, to full length feature docs, and a music platform that brings fans up-close and personal, Bud Light is strategically engaging consumer groups, and ultimately – building share in the beer category.

Featuring:

Natalie Lucas
Director of Marketing-Light Beer Portfolio
Labatt Breweries of Canada

4:00 PM

Keynote: Content Cues for a new decade: WGSN breaks down key consumer trends

Court

To inform your content marketing strategy going forward, learn what's going to resonate with your consumer next. How will people's behaviors evolve and what will they expect from brands and retailers in the near future? Director of WGSN Insight, Andrea Bell presents the key consumer sentiments and profiles that will disrupt industries and drive growth in 2022. 

Featuring:

Andrea Bell
Head of Mindset, Strategic Insights and Executive Editor, Americas
WGSN

4:55 PM

Closing Remarks

Court

5:00 PM

Pre-show Cocktail

Studio

6:00 PM

AToMiC Awards

Court

Event Menu

Brand Menu