Tuesday, March 7
Registration (8:30am - 9:30am)
Breaking up with your website. Improve your omnichannel customer experience by leveraging technology, modeling and governance (9:45am - 10:20am)
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:
Chief Problem Solver and Lead Analyst
The Content Advisory
Changing the face of an industry won't happen overnight (10:20am - 10:50am)
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.
Les Producteurs de lait du Quebec
Networking break (10:50am - 11:05am)
Workshop: Connecting the narrative to success (11:05am - 11:35am)
Globe & Mail upfront: The cult of (brand) personality (11:05am - 11:35am)
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.
Head of Globe Content Studio
The Globe and Mail
BRP's marcom (r)evolution (11:45am - 12:15pm)
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.
Chief Marketing Officer
Future of youth culture (1:15pm - 2:00pm)
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
Head of Client Engagement
Levelling up the content strategy playbook (2:00pm - 2:40pm)
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.
Canada Hellmann's Market Lead & NA Innovations
Director of Digital Strategy
Go RVing Canada
Senior Manager, Editorial Content
Walmart Canada Corp.
Brunico Communications Ltd.
Networking break (2:40pm - 3:00pm)
Workshop: Authenticity Scarcity - Why it’s so hard for brands to forge a deep connection (3:00pm - 3:30pm)
TikTok upfront: Make your media investment work harder (partner content) (3:00pm - 3:30pm)
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.
Head of Canadian Agency Partnerships
Head of Brand Partnerships & Sales
What is AI's killer marketing app? (3:40pm - 4:10pm)
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.
Global Chief Marketing Officer
Chief Creative Officer
The next frontier of content marketing (4:10pm - 4:55pm)
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
Archetypes & Effects
Pre-show Cocktail (5:00pm - 6:00pm)
AToMiC Awards (6:00pm - 7:30pm)