March 25, 2019

Get Connected

Brand Innovators Network coming soon!

Contact

Speaker Inquiries

Brandon Gutman

917-843-7606

Sponsorship Opportunities

Marc Sternberg

310-403-3330

Agenda

8:00am

Breakfast and Registration

8:45am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Melissa McKinley, Vice President Community Operations, Brand Innovators

Host: Andrea Shaikin, Loyalty and Marketing Consultant

Event Chair: Sean Stanleigh, Head of Globe Content Studio, The Globe and Mail

9:00am

Content Marketing 2.0: From Boardroom to Newsroom

There’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy.

Moderated by: Adam Rivietz, Co-Founder & CSO, #Paid

Jennifer Callegaro, Head of Global Integrations and Sponsorships, Expedia
Trisha Rodricks, Associate eCommerce & Digital Marketing Manager, General Mills Canada

9:30am

Keynote – 5 Trends on the Horizon in Content Marketing that Every Brand Should Know

Sean Stanleigh, Head of Globe Content Studio, The Globe and Mail

9:50am

Fireside Chat

Karen Ahn, Marketing Data Analyst, Globe Content Studio, The Globe and Mail
Monica Bialobrzeski, Creative Strategist, Globe Content Studio, The Globe and Mail
Stephanie Chan, Content Strategist, Globe Content Studio, The Globe and Mail
Sean Stanleigh, Head of Globe Content Studio, The Globe and Mail

Moderated by: Andrea Shaikin, Loyalty and Marketing Consultant

10:10am

Attention: The New Media Currency

In a recent survey conducted by Brand Innovators, over 90% of the 200+ advertisers surveyed admitted to struggling with capturing and retaining user attention to online video ads. Year-over-year tracking studies show that noise, abandonment and blocking is killing advertising effectiveness and wasting media dollars.

Discover strategies and tactics advertisers are employing to fix what appears to be the single biggest issue in digital advertising today.

Seraj Bharwani, Chief Strategy Officer, AcuityAds

10:25am

Neworking Break

10:40am

People, Partnerships, and Production: Three Routes To Creating Compelling Content

Creating content and creating good content that people want to share and evokes an emotional impact are two very different matters. Three major approaches have emerged through which brand marketers can develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by meeting the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is ‘advertainment,’ informative, or otherwise relevant to people’s lives and interests.

Moderated by: Chris Stefanyk, Head of Brand Partnerships, Wattpad

Liza Chalaidopoulos, Senior Manager, Content and Social, Home Trust Company
Linda Ferrandini, Senior Marketing Manager, Kraft Heinz Canada
Sheema Khan, Sales Team Lead, E-Commerce Growth, Philips
Brock McLaughlin, Digital & Social Media Community Manager, Spin Master

11:15am

Keynote

Adam Rivietz, Co-Founder & CSO, #Paid

11:35am

Fireside Chat – Put Out the Fires Before it Becomes a Fyre

Nicolas Petraglia, Sr. Manager, Digital Customer Care | Contact Centre Strategy & Design, Scotiabank

Moderated by: Dorothy Engelman, Senior Partner & Owner, Q Media Solutions

11:40am

Amplification: Pouring the Gas on Content with Distribution Tactics and Paid Media

Marketers today know that content is king when it comes to engaging consumers and helping them get to know your brand. But content creation is only the first step. If consumers don’t see the content you create, it can be an investment lost. You want your content marketing efforts to lead to new customers or conversions. The queen to your content king is distribution. Distribution efforts not only amplify your content so consumers will see it but provide a means to measuring ROI. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? What are the best avenues of distribution and paid media to enhance your content marketing efforts? Leading brand marketers share their insights.

Moderated by: Joe Peters, VP, Strategy, MiQ

Sarah Green, Associate Vice President, Integrated Marketing, TD Bank Group
Elliot Ng, Senior Manager, CBC
Tina Portillo, Senior Manager, Marketing Planning, Scotiabank
Zehra Raza, Marketing Manager, The Hershey Company

12:30pm

Lunch

1:30pm

The State of Influencer Marketing

Americans spend 1.7 hours per day on social networks, which is more time than email and search engines combined. As a result, we’ve become a society whose purchase behavior is heavily influenced by the those we choose to connect with online. We’re also a society suffering from ad fatigue, fraud, and blockers. When people get overwhelmed, they tend to revert back to the things they trust, like human relationships. In the context of marketing, this gives influencer marketing a major advantage over other digital advertising methods. From the best practices of leading brands to FTC guidelines, learn the current state of influencer marketing, the seven steps required for success, and the power of content people trust.

Moderated by: Claire Preble, Marketing Director, gen.video

Mathieu Gamache, Senior Marketing Manager, The Hershey Company
Melanie Reiffenstein, Senior Manager, Influencer Relations, Rogers Communications
Katherine Scarrow, Deputy Head of Globe Content Studio, The Globe and Mail

2:05pm

Fireside Chat

Mathieu Gamache, Senior Marketing Manager, The Hershey Company

Moderated by: Dave Pauk, Director of Sales, Tremor Video DSP

2:30pm

Fireside Chat

Heather Ruiz, Brand Manager, Sprint/Boost Mobile

Moderated by: Seraj Bharwani, Chief Strategy Officer, AcuityAds

2:50pm

Networking Break

3:10pm

Fireside Chat

Marianne Arnaudon, Director, Global Brand & Advertising Strategy, Sun Life Financial

Moderated by: Sean Stanleigh, Head of Globe Content Studio, The Globe and Mail

3:35pm

Discussion – How millennials’ quest for ‘authenticity’ is disrupting big brands

Millennials’ influence in the marketplace continues to grow both in buying power and impact on consumer trends. In 2020, millennials will make up nearly a third of consumer packaged goods spending. Many industries are at a turning point. Classic brands still rule, but as the ‘small is the new big’ trend continues to build momentum, how do these brands continue to appeal to the next generation of consumers?

Moderated by: Katherine Scarrow, Deputy Head of Globe Content Studio, The Globe and Mail

Mathieu Gamache, Senior Marketing Manager, The Hershey Company
Trisha Rodricks, Associate eCommerce & Digital Marketing Manager, General Mills Canada
Heather Ruiz, Brand Manager, Sprint/Boost Mobile

4:15pm

It’s a wrap!