Agenda

You are not currently viewing the most recent ATOMICON. Go to ATOMICON 2020.


Tuesday, March 3

8:15 AM

Registration & Breakfast

9:20 AM

Opening Remarks

Court

9:30 AM

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:

Robert Rose
Founder and Chief Strategy Officer
The Content Advisory

10:15 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
Vice-President, Sales and Marketing
Alliance de l'industrie touristique du Québec

10:45 AM

UPFRONT: TBA

Loft 1/2

11:15 AM

NETWORKING BREAK

11:30 AM

How to grow your audience investment: a KOHO guide

Court

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

12:00 PM

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

12:30 PM

LUNCH

1:30 PM

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

Court

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

2:00 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

2:30 PM

UPFRONT TBA

Loft 1/2

3:00 PM

NETWORKING BREAK

3:20 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:

Mathieu Gamache
Sr. Marketing Manager
Hershey Canada Inc

3:50 PM

Session tba

Court

4:20 PM

Session tba

Court

4:55 PM

Closing Remarks

Court

5:00 PM

Pre-show Cocktail

Studio

6:00 PM

AToMiC Awards

Court

Event Menu

Brand Menu