Agenda
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Tuesday, March 3
| 8:15am |
Registration & Breakfast (8:15am - 9:15am) |
| 9:15am |
Opening Remarks (9:15am - 9:25am)Court |
| 9:25am |
Keynote:Reinventing content marketing: the 2020 business strategy (9:25am - 10:05am)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:
Featuring:
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| 10:05am |
Curating content relevance: Quebec Tourism (10:05am - 10:30am)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:
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| 10:30am |
NETWORKING BREAK (10:30am - 10:45am) |
| 10:45am |
CBC Upfront: What marketers need to know about podcasts (10:45am - 11:15am)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. Featuring:
Moderating:
Cracking the diversity code: Egg Farmers of Canada (10:45am - 11:15am)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:
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| 11:20am |
CSO P.O.V.- Why we must never forget the brand in branded content (11:20am - 11:50pm)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:
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| 11:50am |
Swoop: How to run a content-led and data-informed strategy on a tight budget (11:50am - 12:15pm)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:
Toyota: The new lane for branded content (11:50am - 12:15pm)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:
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| 12:15pm |
LUNCH (12:15pm - 1:15pm)Lunch and Learn (12:15pm - 1:15pm)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
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:
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| 1:15pm |
Globe Media Group Upfront: How brands can make podcasts people will listen to (1:15pm - 1:45pm)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.
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Influencer content 2.0 (1:15pm - 1:45pm)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. Featuring:
Moderating:
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| 1:50pm |
Tokyo Smoke: Managing a content program in a highly regulated space (1:50pm - 2:15pm)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:
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| 2:15pm |
Hershey’s: Achieving cultural authenticity (2:15pm - 2:40pm)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:
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| 2:40pm |
NETWORKING BREAK (2:40pm - 3:00pm) |
| 3:00pm |
Bell Media Upfront-Brand storytelling in 2020 and beyond (3:00pm - 3:30pm)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:
How to grow your audience investment: a KOHO guide (3:00pm - 3:30pm)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:
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| 3:35pm |
Bud Light: Building an LDA+ audience via entertainment (3:35pm - 4:00pm)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:
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| 4:00pm |
Keynote: Content Cues for a new decade: WGSN breaks down key consumer trends (4:00pm - 4:55pm)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:
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| 4:55pm |
Closing Remarks (4:55pm - 5:00pm)Court |
| 5:00pm |
Pre-show Cocktail (5:00pm - 6:00pm)Studio |
| 6:00pm |
AToMiC Awards (6:00pm - 7:00pm)Court |
