Agenda

Tuesday, March 7

8:30am

Registration (8:30am - 9:30am)

9:30am

Co-chairs opening remarks (9:30am - 9:35am)

Court

Featuring:

Johanna Faigelman

Founding Partner and CEO

Human Branding

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Alexandra Panousis

Entrepreneur in Residence

Antler

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9:45am

Breaking up with your website. Improve your omnichannel customer experience by leveraging technology, modeling and governance (9:45am - 10:20am)

Court

Breaking up is hard to do, and no matter how you position it, someone’s feelings always get hurt. The same can be said when it comes to changing how you create, manage and deliver content – there are many teams involved, and there can be growing pains when a relationship status is changed within your organization's content strategy.

In this session, we'll look at how a proactive approach to content management, modeling and governance ensures your audiences and engagement numbers aren’t the ones who suffer in the break-up with your old content habits. We'll discuss:

  • Making the most out of the technology you have

  • What content modeling is, and how to use it to deliver the best experience across all channels

  • Why setting up and empowering the right governance structure and teams makes the difference between creating content and creating experiences

  • Where to start

  • Strategies for success

Featuring:

Cathy McKnight

Chief Problem Solver and Lead Analyst

The Content Advisory

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10:20am

Changing the face of an industry won't happen overnight (10:20am - 10:50am)

Court

Being disruptive takes time, transparency and partnership. In this session, learn how the Dairy Farmers of Quebec's content strategy played a role in every major marketing shift of the organization by marrying data, meaning and human empathy. 

Featuring:

Julie Gelinas

Marketing Director

Les Producteurs de lait du Quebec

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Philippe Goudreault

Strategic Planner

lg2

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10:50am

Networking break (10:50am - 11:05am)

11:05am

Workshop: Connecting the narrative to success (11:05am - 11:35am)

Studio

Why the creation of a platform may be the single most important contributor of short-term and long-term success of your content strategy. This session will explore how to develop an over-arching theme that when reinforced over time contributes to the success of your brand and content efforts.

Featuring:

Jay Chaney

Partner, Chief Strategy Officer

Broken Heart Love Affair

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Globe & Mail upfront: The cult of (brand) personality (11:05am - 11:35am)

Loft 1/2

MrBeast, the most-subscribed individual creator on YouTube, is under the glare of the media spotlight for a video titled “1,000 Blind People See for the First Time.” Before his controversial post (100-million views and counting) hit the platform, he had turned the notion of ‘brand’ on its head. Last August, at a mall in New Jersey, an estimated 10,000 people showed up for the opening of the first physical MrBeast Burger location. The burgers were not the top draw. It was MrBeast. What does this have to do with content marketing? Pairing companies that sell products directly to consumers with influential creators who cultivate communities around the merchandise are the future. In this wide-ranging presentation, Sean Stanleigh, Head of Globe Content Studio, examines why, in the new world order, brands need to have personality. 

Featuring:

Sean Stanleigh

Head of Globe Content Studio

The Globe and Mail

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11:45am

BRP's marcom (r)evolution (11:45am - 12:15pm)

Court

When a company decides to evolve from selling products to selling experiences, a lot is on the line. Hear from Anne-Marie LaBerge, Chief Marketing Officer at BRP, as she shares insights on their marketing transformation and the reality of building equity for eight brands in over 100 countries by spearheading a content and community-driven approach. Learn how BRP is delivering authentic content at scale through Doo Studio, identifying new opportunities through their Innovation Lab work, and gathering intel to guide further evolution.

Featuring:

Anne-Marie LaBerge

Chief Marketing Officer

BRP

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12:15pm

Lunch and learn (12:15pm - 1:15pm)

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 Lunch and Learn roundtable. Lunch will be served in Loft 4/5.

*Advance sign-up is required.


A proactive approach to content (&) marketing

Table Host/Speaker: Cathy McKnight, The Content Advisory

 

Future consumer outlook

Table Host/Speaker: Quentin Humphrey, WGSN

 

The role of synthetic data in content marketing

Table Host/Speaker: Chris Williams, Arima


How to evaluate / integrate tech and AI into media and brand planning   

Table Host/Speaker: Alex Panousis, Antler


The role of creative in content marketing

Table Host/Speaker: Sabaa Quao, Cossette


Disrupting the playing field using data and content marketing

Table Hosts/Speakers: Julie Gelinas + Philippe Goudreault 


Featuring:

Table host

Julie Gelinas

Marketing Director

Les Producteurs de lait du Quebec

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Table host

Philippe Goudreault

Strategic Planner

lg2

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Table host

Quentin Humphrey

Head of Client Engagement

WGSN

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Table host

Cathy McKnight

Chief Problem Solver and Lead Analyst

The Content Advisory

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Table host

Alexandra Panousis

Entrepreneur in Residence

Antler

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Table host

Sabaa Quao

Chief Creative Officer

Cossette

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Table host

Chris Williams

CMO

Arima

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Lunch (12:15pm - 1:15pm)

Court

1:15pm

Future of youth culture (1:15pm - 2:00pm)

Court

WGSN's youth trend expert Quentin Humphrey will unpack some of the big ideas and cutting-edge developments that will shape youth culture in 2023 and beyond— from the rise of Connected Knowledge Curators, to the emergence of instructor brands for the streetwear set. We'll also unpack the emerging creative ecosystems driving Accelerated Cultural Polyphony, where the lines between consumption and creation are blurred


Featuring:

Quentin Humphrey

Head of Client Engagement

WGSN

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2:00pm

Levelling up the content strategy playbook (2:00pm - 2:40pm)

Court

Creating content that sticks is table stakes, it's the art of creating value and achieving brand goals that's the winning strategy. Strategy's digital editor Josh Kolm talks to Walmart Canada's David Raine, Canada Hellmann's Kristen Denega and Go RVing’s Cyrus Irani on how they are innovating within their content marketing programs and plans to engage new and existing audiences and drive business results.

From getting sustained organizational buy-in to Walmart Canada's award-winning program theHUB- and proving why investing in internal stakeholders makes sense - to Canada Hellmann's commitment to engaging audiences in new realms, leveraging gaming, AI and product innovation to bring to life and reinforce the brand's purpose platform - to how Go RVing is rallying a passionate audience promoting an RV lifestyle across their Wildhood platform.


Featuring:

Kristen Denega

Canada Hellmann's Market Lead & NA Innovations

Unilever Canada

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Cyrus Irani

Director of Digital Strategy

Go RVing Canada

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David Raine

Senior Manager, Editorial Content

Walmart Canada Corp.

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Moderating:


Josh Kolm

n/a

Brunico Communications Ltd.

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2:40pm

Networking break (2:40pm - 3:00pm)

3:00pm

Workshop: Authenticity Scarcity - Why it’s so hard for brands to forge a deep connection (3:00pm - 3:30pm)

Studio

In this experiential session we will break down content consumption, allowing participants to immerse themselves into what draws them to specific content - the how, where and why they would engage (or not). We will discuss what it means to be truly authentic in the delivery of brand content, in order to resonate and build trust with their audience.

Featuring:

Johanna Faigelman

Founding Partner and CEO

Human Branding

divider

TikTok upfront: Make your media investment work harder (partner content) (3:00pm - 3:30pm)

Loft 1/2

TikTok is where communities get together to drive culture and engage with their favourite brands. And all that interaction is not just about helping users discover new businesses and products—it’s also helping brands generate strong results. As you set your sights on the fiscal year ahead, hear from TikTok’s leadership team V Gaik and Neil Cameron, on how TikTok can help your bottom line. TikTok’s Marketing Science team compiled research from several third-party measurement studies to showcase how TikTok generates business outcomes, unmatched product discovery and effective brand building across multiple verticals. In this session, you will get an exclusive look at the TikTok Works research, as well as a deep dive into the top 2023 consumer trends.

Featuring:

Neil Cameron

Head of Canadian Agency Partnerships

TikTok Canada

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V Gaik

Head of Brand Partnerships & Sales

TikTok Canada

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3:40pm

What is AI's killer marketing app? (3:40pm - 4:10pm)

Court

Beyond the shiny-object hype, how can brands apply AI to achieve real goals? Hear from experts on how to assess AI’s best use for your brand through the lens of content marketing pros and cons. What problems is it solving? What can it uniquely accomplish? And what are the downsides, including potential ethics considerations. 

Featuring:

Betsy Chung

Global Chief Marketing Officer

TD Bank

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Sabaa Quao

Chief Creative Officer

Cossette

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Chris Williams

CMO

Arima

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Moderating:


Alexandra Panousis

Entrepreneur in Residence

Antler

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4:10pm

The next frontier of content marketing (4:10pm - 4:55pm)

Court

Unlock new ways to engage audiences with your brand by exploring the latest advancements in storytelling and technology, and uncovering what could be coming next. Delve into how new digital realities can create brand newdimensions for creative possibilities, consumer experiences and expression. Understand how traditional content formats and models may be disrupted. Learn how to avoid superficial trendy stunts and create real impact in the next frontier of content marketing

Featuring:

Laura Mingail

Founder

Archetypes & Effects

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4:55pm

Closing remarks (4:55pm - 5:00pm)

Featuring:

Johanna Faigelman

Founding Partner and CEO

Human Branding

divider

Alexandra Panousis

Entrepreneur in Residence

Antler

divider

5:00pm

Pre-show Cocktail (5:00pm - 6:00pm)

6:00pm

AToMiC Awards (6:00pm - 7:30pm)

Court

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