CMAConnections - Agenda

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8:00 am – 3:30 pm
Networking reception to follow
Arcadian, Toronto


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8 AM
Registration Opens & Breakfast
8:30 AM
Opening Keynote: The Blockchain Revolution: Competing in the Second Era of the Digital Age
Don Tapscott
Author, The Blockchain Revolution

Join us for the first Canadian speaking engagement for author Don Tapscott on his latest book, Blockchain Revolution (May 2016)

Co-authored with his son, Alex Tapscott, Blockchain Revolution the first book to explain why blockchain technology will fundamentally change the Internet, what it does, how we use it, and both the promise and peril for our civilization.

About Blockchain Revolution

The Internet as we know it is great for collaboration and communication, but deeply flawed when it comes to commerce and privacy. The new blockchain technology facilitates peer-to-peer transactions without any intermediary such as a bank or governing body. Keeping the user’s information anonymous, the blockchain validates and keeps a permanent public record of all transactions. This means that personal information is private and secure, while all activity is transparent and incorruptible – reconciled by mass collaboration and stored in code on a digital ledger. In other words we won’t need to trust each other in the traditional sense, because trust is built into the system itself.

Bitcoin is only one application for this great innovation in computer science. The blockchain can hold any legal document, from deeds and marriage licenses to educational degrees and birth certificates. Tapscott calls it “the World Wide Ledger.” It enables smart contracts, decentralized autonomous organizations, decentralized government services, and transactions among things.

The forthcoming book will show how the blockchain will shape the next era of prosperity in finance, business, healthcare, education, governance, and many other fields.

About Don Tapscott

Don TapscottDon Tapscott is one of the world's leading authorities on innovation, media, and the economic and social impact of technology and advises business and government leaders around the world. He has authored or co-­authored 15 widely read books including Macrowikinomics: New Solutions for a Connected Planete; the 1992 bestseller Paradigm Shift and Radical Openness: Four Unexpected Principles for Success. His book Wikinomics was the best selling management book in the United States in 2007. In 2014 the20th Anniversary Edition of Don's hit The Digital Economy was released with a new foreward by Eric Schmidt, Chair of Google, and 12 new essays addressing the original topics of the book.

Don's next book, co-authored by Alex Taspcott (May 2016), will be The Blockchain Revolution, the first book to explain why blockchain technology will fundamentally change the Internet, what it does, how we use it, and both the promise and peril for our civilization.

In 2013 and again in 2015, Thinkers50, the definitive list of the Top 50 business thinkers in the world, listed Don as the 4th most influential management speaker alive. They also awarded Don the Global Solutions Award for launching and leading the Global Solution Networks program at the Martin Prosperity Institute, University of Toronto. This program is investigating how the digital revolution enables new models of global problem solving, cooperation and governance.

In 2012, Don opened TEDGlobal in Edinburgh. His talk, Four Principles for the Open World, has been viewed by more than a million people online. Over 30 years Don has introduced many ground-­breaking concepts that are part of contemporary understanding.

Don is an Adjunct Professor of Management at the Rotman School of Management at the University of Toronto, a Senior Advisor at the World Economic Forum, and the inaugural Fellow at the Martin Prosperity Institute. In 2013, he was appointed Chancellor of Trent University. Don also plays a Hammond B3 organ in the band Men In Suits which has raised millions of dollars for worthy charities. In 2015 Don was made a Member of the Order of Canada.

How do you build deeper trust and insights?
9:40 AM
How a Spark Can Change a Culture: The Ongoing Re-invention of Marketing at IBM
Lisa Gilbert
Vice-President, Global Marketing
IBM
@gilboisnyc

IBM has a long history of re-invention: from cheese slicers and PCs to more recent breakthroughs in cognitive solutions such as Watson, and cloud computing. Just as technologies have evolved, so has buyer behaviour. To engage and attract clients today, we need a new marketing approach that revolves around the buyer. We must use data—at every stage of the process—to see, understand, and respond to the needs of our buyers. We must dramatically shift

  • From product-focused to buyer-centric
  • From push marketing to inbound, digital engagement
  • From imprecise segmentation to buyer cohorts

To this end, IBM has spearheaded the "New Work of Marketing" initiative. This session will focus on key learnings so far, including:

  • Unique 26-Step Operating Model: Defining data-driven cohorts, creating compelling value propositions and narratives, building a content strategy to connect with buyers, executing campaigns designed to deepen engagement at every stage of the journey, optimizing outcomes using data
  • Diamond Teams: Leveraging expertise across digital, content, data/analytics, events and inside sales to deliver on client needs with agility
  • Activation: Combining experiential learning and virtual education to help 6500+ marketing and communications professionals build modern marketing skills
  • Cultural Change: Instilling belief that this is our time do the best work of our careers, push boundaries and continuously challenge and innovate
If we do this right, will we will ultimately deliver the experience that clients desire and deserve, strengthen our brand and drive true loyalty and revenue growth. And that will evidence this generation’s reinvention of IBM. Learn how you can emulate the same for your own organization.

When you are back in the office the next day...

  • Become buyer-centric: define your target cohorts using data, map out their buying journey (challenges, information needed, communication preference) and how you will deepen your engagement with them at every stage
  • Become data-driven: Use tools and analytics models to improve in-market campaigns and optimize future campaigns
  • Become agile and outcome-focused: Create Diamond Teams (digital, content, data/analytics, events, inside sales, etc.) to maintain focus on outcomes and continuous improvement
About Lisa Gilbert

Lisa GilbertThroughout her career Lisa has built a track record of building, revitalizing and scaling marketing organizations and creating break-through operating models to drive innovation, ignite new markets and influence customer behaviours at a global scale.

As a member of the IBM executive team leading the cultural transformation in marketing and communications, today Lisa leads the global planning practice focusing specifically on client-centric Campaign Planning. Lisa is building and teaching IBM’s unique approach to plan and deliver holistic personalized experiences for clients and prospects as part of IBM’s Data-driven marketing system.

Before taking on this global role, she served as Vice President of Marketing responsible for IBM’s Growth Markets based in Shanghai, China. Lisa led a team that managed marketing from strategy through to execution for all of IBM’s Enterprise and SMB clients. She also led the marketing strategy for IBM’s Geo Expansion initiative where the company opened over 140 new sales offices across 40 countries in less than 12 months. Lisa’s scope covered all of IBM’s product and services portfolio.

Before joining IBM, Lisa held marketing and communications positions at companies including Hewlett-Packard Company and Compaq Computer Corporation.

Build Trust, Build Your Brand
Andy Krupski
Chair
The Hive
@akrupski

As the Millennial cohort grows in importance so does the need for brands to understand that for this group and trust is everything. This group wants to see not only what a brand says but what it does, and are vocal about their demands.

Walking the talk is key to building relationships and creating brand advocates. To create brand advocates brands must become "doers" rather than "talkers." This means that brands must learn to behave in a totally transparent world so that consumers can see that they have shared values both in terms of the role brands play in the world and the value they bring to them as consumers. The route to sustainable and growing ROI is to create a real, transparent and trusting relationship that has honesty and the desire to communicate freely at its core. This session will show you how you can walk-the-walk, share values and value, and re-gain lost trust.

When you are back in the office the next day...

  • Look to your current marketing strategies to see if your brand is a doer
  • Uncover the values of your target consumer in an order to align the brand accordingly and build trust
  • Be sure that whatever the plan is chosen that it is transparent to the consumer and has a consistent voice across all channels
About Andy Krupski

Andy KrupskiPrior to joining The Hive, Andy was the President and Managing Partner of Genesis Media Inc. Prior to Genesis he was President Residential for Sprint Canada. Andy was the President & CEO at Grey Canada and the President & CEO of J. Walter Thompson. He was Chair of the Special Olympics Canada and was on the board and executive committee for 14 years. Andy was also a board member of the Women's Brain Health Foundation. In addition to this, Andy is an active member of the Advisory Board at Emergentics.

10:15 AM Networking Break
Build deeper connections with each other!
How do you develop deeper experiences?
10:30 AM
The Programmatic Marketer in 2016: Brand Connections Take Centre Stage
Matt Thornton
Director, Media Platforms
Google
@googlecanada

Programmatic has become the strategy of choice for marketers that want to get the most efficiency from their digital budgets. How are brands connecting with their audience using full funnel programmatic strategies? Connecting in every micro-moment means applying data and automation at every touch point in the digital consumer journey.

About Matt Thornton

Matt ThortonMatt Thornton joined Google in 2012 to begin building the DoubleClick business in Toronto and Montreal. In his role Matt is responsible for driving programmatic platform strategy with many of Canada's most established digital marketers and their agencies.

Matt has more than ten years of experience in the dotcom and media industry, working for and with the biggest brands of the global internet and media community. Matt previously held positions at Shaw Media, where he launched the CPAX exchange partnership with Rogers Media and CBC, and led Business Development at Yahoo! Canada. Matt launched his career in digital at DoubleClick in 2002.

Connecting On-Line and Off-Line: How Mobile Technology Can Drive More Intimate Knowledge of Consumers and Better Business Results

Andy Bruce
Co-Founder & CEO
Mobile X Co
@AndyBruce
Jed Schneiderman
President & Co-Founder
Tapped Mobile
@jedschneiderman
Devon Wright
Co-Founder
Turnstyle
@MrDevonWright

Remember the good old days? When intimate knowledge of the consumer was done face to face? You'd walk into a store, the owner or store manager would greet you and know your preferences? Ok, well maybe not in recent memory, but it was that way for our parents.

Today, consumers carry a window to the outside world via their mobile devices. Whether it is looking for coupons and discounts, ratings and reviews or peer feedback, power has shifted to the consumer and their powerful mobile phone. Stores and retailers have – in some cases – become depots or warehouses to serve consumers.

So, how can brands take greater control of this situation? How can brands better connect with consumers?

Hear an expert panel break down how consumers use mobile devices and how brands can be part of that experience. Specifically, we will introduce you to some leading Canadian mobile technology companies and to leading mobile experts who will discuss how brands can connect on-line and off-line by leveraging technology such as mobile coupons, in-app marketing and retention and wi-fi.

When you are back in the office the next day...

  • Ensure your plans pass a mobile sufficiency check
  • Implement ways to capture greater share of mobile screen time
  • Use mobile learnings to be a better marketer
About Andy Bruce

During his 15 years in the marketing, advertising and technology industries, Andy Bruce shaped his career by harnessing technology to create customer-focused engagement solutions for some of the world's biggest brand and retail organizations. His passion for creating exceptional consumer experiences, data-driven marketing and the global shift to mobile-centric communication was the inspiration behind The Mobile Experience Company.

About Jed Schneiderman

Jed Schneiderman is a proven leader in the traditional and new media space with expertise in digital marketing, mobile marketing, brand and CRM marketing. He is a proven marketer who loves to build and grow businesses. Tapped is Canada's leading mobile marketing company. Tapped specializes in helping brands/businesses connect with consumers via their mobile devices – specifically connecting on-line and off-line marketing programs. Prior to starting Tapped, Jed worked at Microsoft Canada where he managed the BING and Windows Live portfolio. Jed has also worked at CTV Television Inc., where he was instrumental in the successful multi-platform launch of MTV and CTV's digital media group. Jed has also held senior marketing positions at Procter & Gamble and AOL Canada. Jed is also an advisor at the Ryerson Digital Media Zone and past member of CMA Digital Council and IAB Search Committee.

About Devon Wright

Bio coming soon.


How do you foster deeper loyalty?

11:15 AM
The "Yelpification" of B2B: The Marketer's Journey to Creating Advocates

Julie Weill Persofsky
Vice-President, Customer Service Strategy
Influitive
@Julie_Per

Fundamental changes in buying behavior fostered by social media have made it easier than ever to connect with your peers. Your customers trust reviews more than your marketing. So how as marketers can you help control the messaging that your prospects can trust? Marketers need to build communities that generate advocacy, positive word of mouth and social proof.

Forrester's recent report by Laura Ramos stated that "Advocate Marketing is not simply a way to harvest buyer goodwill but also a fundamental ingredient to creating lasting relationships."

This talk will share examples of how some of our customers (Dell, Iron Mountain, HP, TouchBistro, Ecobee, Uberflip, Hubspot, Marketo, Hootsuite, Ceridian) have created customer advocacy communities that have cultivated both meaningful connections between customers and the brands they love as well as customer to customer life-long connections. Connections that ultimately drove incredible results that dramatically increased the LTV of these customers.

When you are back in the office the next day...

  • Take the first steps to start an advocate marketing program that can be managed on a spreadsheet.
  • Implement the secret formula that you just learned to engage an advocate community from engagement to promotion.
  • Remember what not to do when starting an advocate communities – how companies fail and tarnish relationships with their best customers and how to avoid this.
About Julie Weill Persofksy

Julie has spent her career delighting customers and creating customer advocates. She has worked in the Toronto B2B Tech pace for over 10 years after staring her career in advertising in NYC. As an early adopter to SaaS joining Eloqua in its early days, Julie quickly learned that customers who just buy your product isn't the true measure of success, the ones that generate the most value for your business are the ones that become true advocates.

As the VP of Customer Strategy at Influitive, Julie helped create the category of Advocate Marketing and worked with hundreds of customers developing award winning advocate marketing programs.

Fun Fact: Julie's husband owns Toronto restaurant and catering business Barque BBQ, Julie has been instrumental in the early days in creating its customer experience as well as providing ongoing guidance for the expanding restaurant. In her own words: "The tech world is extremely different that the restaurant world, but one thing is consistent: creating customer advocates for life will help you create a successful company for life."

Marketing Automation Builds Deeper Connections with Donors: A Case Study of Furniture Bank's Response to the Syrian Refugee Crisis
Dan Kershaw
Executive Director
Furniture Bank
@DanKershaw

How does a charity like Furniture Bank mobilize their donors, to join the cause to end furniture poverty in general and specifically collect furniture and funds to fully furnish homes for Syrian refugees not supported by sponsorship groups?

This case study is focused on Furniture Bank’s use of marketing automation technology, social media, and public relations (all on a tight budget) that allowed the organization to mobilize the Toronto community to provide the needed furniture for hundreds of families new to Canada in a very short time period. While in the process, earning the trust of new donors and building loyalty with their current base.

Learn how Furniture Bank executed this once in a lifetime campaign and the analytics and outcomes that will provide valuable insights to help inspire action and drive meaningful brand experiences for campaigns to come at your organization.

When you are back in the office the next day...

  • Scale your donor journey through Hubspot and workflows to build deeper connections with donors
  • Roadmap how these "small touches" fit in the larger donor move management process to build loyalty, trust and inspire action
  • Apply technology at appropriate points in the donor journey to connect more deeply with donors and their impact on the social cause.
About Dan Kershaw

Matt ThortonDan Kershaw is the Executive Director of one of Toronto's largest social purpose enterprises: Furniture Bank. A charity with a mission driven business within it, Dan has been the catalyst behind Furniture Bank's rapid expansion in the last 24 months and is committed to making Furniture Bank a household name across Canada. As a big advocate for intrapreneurship, he fostered a culture at Furniture Bank that is driven to achieve its mission of ending Furniture Poverty. Dan brings best practices in management, use of cloud technology and quantitative practices to charity sector with great results. He holds an MBA from the Richard Ivey School of Business and a Masters in Environmental Studies from Waterloo University and teaches Statistics at Georgian College in Barrie Ontario.

11:45 AM
Lunch & Presentation: Reimagine Loyalty: The Brand Evolution of AIR MILES

Raymond Ludwin
Associate Vice-President, Brand Activation and Collector Experience
LoyaltyOne
@raymondludwin

We're so pleased to announce that LoyaltyOne will sponsor a lunch for our delegates, featuring a presentation over a meal, followed by networking and discussion.

AIR MILES is everywhere. In the wallets of over 75% of Canadians, and the locations of hundreds of Canadian brands, its ubiquity and 25-year history are sources of envy.

But with the proliferation of new entrants, the emergence of new loyalty technologies, and the arrival of a new generation of loyalty consumers, what does such an iconic program do to respond and remain so relevant?

AIR MILES is on a journey to go beyond the traditional earn-and-burn points model, to one where membership in the Program is as rewarding as the rewards themselves. Leveraging the enormous power of its Coalition, everything is being reconsidered: the relationships with Partner brands, the experiences that can be provided to Collectors, and the best interactive marketing tactics to support it all.

Learn about the early results in this journey and what it has taken to successfully shift perceptions of the brand.

About Raymond Ludwin

Raymond LudwinRaymond Ludwin is the AVP of Brand Activation and Collector Experience at AIR MILES. He and his team lead the brand's social media, PR, experiential and sponsorship marketing, and customer experience strategy.

His career started in consumer research and brand planning, with roles at GWP Brand Engineering and Lowe Roche. He also spent five years at Rogers in senior-level positions in brand marketing and communications.

12:45 PM
True North Loyalty: Key Findings from the 2016 Canadian Loyalty Report from a Brand's Perspective

Scott Robinson
Vice-President, Design & Strategy
Bond Brand Loyalty
@scottjrobinson1
Alison Chick
Vice-President, Loyalty & Customer Intelligence
Indigo
@chaptersindigo
Gayle Murdoch
Senior Director, Payments, Travel Cards & Value Added Services
CIBC
@CIBC
Matthew Seagrim
Managing Director
SCENE
@MatthewSeagrim

Are you a leader or laggard when it comes to building loyalty and creating personal, meaningful and profitable connections with your customers? Scott Robinson will reveal key findings and insights from the soon to be released 2016 Canadian Loyalty Report.

Senior marketers from leading brands will join Scott on stage to discuss ideas and opportunities to improve consumer loyalty programs, drive more meaningful brand relationships, and deepen customer connections.

In its 6th year, the leading North American report sponsored by Visa, includes a deep dive on loyalty program rankings and looks at a variety of hot new topics to help attendees plan and adjust their customer loyalty strategies and actions to drive customer value.

Based on insights from over 10,000 North Americans, the report explores year-over-year changes in Canadian consumer attitudes and behaviours to uncover the true perceptions on loyalty initiatives, brands, and over 200 programs in industries such as retail, consumer packaged goods, financial services, entertainment and dining.

In this session, get the real-time pulse on loyalty in Canada, and how leading brands are ranking and deepening customer intimacy through loyalty initiatives and meaningful brand experiences.

When you are back in the office the next day...

  • Inform and update your team members on the changing Canadian consumer, loyalty trends and statistics, and competitive intelligence
  • Make a plan on how to apply key consumer loyalty insights to current or future loyalty strategies
  • Using key statistics and trends that you heard in the session, build a case for loyalty or the redesign of loyalty to optimize programs whether formal or informal
About Scott Robinson

Scott RobinsonScott Robinson is Bond Brand Loyalty’s thought leader for consumer loyalty strategy engagements. His focus is enabling clients with the best possible solutions for their specific objectives and environments, and ensuring Bond maintains market leadership in terms of loyalty and CRM innovation, technique and approach.

Scott has over 10 years’ experience designing, implementing and optimizing large-scale loyalty and CRM programs, and helping clients understand how to use them as stepping stones for inspiring powerful relationships with their customers. Along with his strong experience across a number of industries, including consumer retail and financial services, Scott brings a highly disciplined analytics approach to strategy development for clients.

Earlier in his career, Scott launched and developed our Consumer Insights and Strategy Group, and spearheaded the development of the CRM principles and techniques, campaign management protocols and consumer data-driven strategy development tied to some of North America’s most celebrated loyalty programs.

Scott’s current focus is the intersection of marketing and neuroscience, through his involvement with The Maritz Institute. Scott is frequently called upon to comment in the media, and is a frequent speaker at industry events including conferences by Loyalty360, eTail, CMO Exchange, CMA and AMA. Scott holds an MBA from the Richard Ivey School of Business at the University of Western Ontario.

About Alison Chick

Alison ChickSpeaker bio coming soon.

About Gayle Murdoch

Gayle MurdochSpeaker bio coming soon.

About Matthew Seagrim

Matthew SeagrimSpeaker bio coming soon.

How an Iconic Canadian Brand is Building Customer Love in a Global Landscape
Alison Simpson
Executive Vice-President, Marketing & Customer Experience
Holt Renfrew
@alisonksimpson

Learn how Holt Renfrew, Canada's leading luxury retailer for 179 years, is competing and thriving against new and aggressive global entrants by building stronger share of heart with their customers.

Instead of incenting loyalty through a typical points program, this iconic Canadian brand is earning loyalty through actioning the deep understanding they have of their customers' diverse wants and desires. Learn how understanding their customers' motivations has enabled Holt Renfrew to deliver experiences through their stores, marketing, events and Holt Icon Privileges that are truly differentiated and foster both a strong share of heart and wallet.

You'll also learn how Holt Renfrew is evolving their approach to stand apart from new competitive entries, from the arrival of new department stores to Canada to online buying, to continue their leadership of the luxury retail market in Canada.

This presentation will speak to the refined Holt Renfrew brand, the experience-based Holt Icon Privileges program, the launch of the Holts Style Channel and a number of new in-store services, and how Holt Renfrew is celebrating the diversity of their customers in marketing initiatives that have gained strong consumer engagement and national and international press

When you are back in the office the next day...

  • Take the data and information you have on customers beyond spreadsheets and research reports to actions
  • Evaluate where your brand can be differentiated from your competitors
  • Remind yourself that every action your company takes is an opportunity to either increase or decrease the loyalty you earn from your customers
About Alison Simpson

Alison SimpsonAlison joined Holt Renfrew in January, 2015 as their SVP Marketing & Customer Experience. She is responsible for the Holt Renfrew, Holt Renfrew Men, hr2 and Ogilvy brands.

Alison is renowned for delivering significant business results through her strong leadership, marketing acumen, and strategic and innovative approach to building brands. She is an experienced business and marketing strategist who has held leadership positions at tier one Canadian companies (Holt Renfrew and Rogers Communications), and multinational and entrepreneurial agencies (BBDO, JWT, Bond Brand Loyalty). Alison is one of the few marketers in Canada with expertise in marketing communications, digital, brand, loyalty and customer experience, which positions her very well to deliver on the quickly evolving market realities.

In her "life beyond work", Alison is an avid traveler, marathoner and adventurer. She's completed 50 marathons and ultras, including winning her age group in a 250km Race Across the Sahara Desert and helping to raise $100,000 for the National Advertising Benevolence Society. Alison also climbed Mt Kilimanjaro to raise money for the Alzheimer Society.

1:35 PM
Haptic Brain/Haptic Brand: A Marketer's Guide to the Neuroscience of Touch
Daniel Dejan
North American ETC Print and Creative Manager
Sappi
@danielatSappi

More than half the human brain is devoted to processing sensory experiences. Touch, in particular, is an important part of the communication process. The way we understand and interpret the world is fundamentally rooted in our physical bodies.

So, how things feel drives our thoughts and behaviors, influences our comprehension and retention of information, and profoundly shapes our emotional connections.

“Haptic Brain/Haptic Brand” looks at communication through the lens of neuroscience, exploring how media shapes the brain and, consequently, the way a brand is perceived. This talks examines haptics—the study of how our sense of touch shapes what we think, and explores the science that explains why haptic brains respond so well to haptic brands.

Through profiles of companies that have built deep emotional connections by integrating touchable media into branded communications, this session offers inspiration and education to designers, marketers and brand owners, and shares guiding principles for all to use as touch points.

About Daniel Dejan

Daniel DejanAs an educator, designer, humanist, mentor and lover of all things graphic arts, Daniel Dejan has been an evangelist for the power of paper and print for the span of his career. He is the face of the etc (education-training-consulting) Group at Sappi Fine Paper North America where he delivers etc services to Sappi’s wide range of clients.

With more than 40 years of design, production, print buying and on-press experience, Dejan is always ready to share his knowledge of the successful and effective marriage of print and paper. On the road 200 days a year, he is a hands-on, in-person resource—delivering presentations to designers, printers, corporations and paper merchants as well as to organizations at public and private events and conferences throughout North America including AIGA, HOW and Printing Industry of America chapters, Canadian Printing Industries groups, IDEAlliance/IPA events, Print Production and Art Directors Clubs.

As printing techniques have evolved, Daniel has embraced new technology by not only investigating creative and effective ways to use QR Codes and Augmented Reality in conjunction with print and paper—earning him a position as a Google Glass Developer—but also by exploring and commenting on the layered and complex relationships between the print and digital worlds; merging new –communications technology and human interaction.

Daniel has written articles for numerous trade magazines and was both a technical consultant and contributor to The Designer’s Guide to Print Production. As a certified G7 Expert, Dejan is an authority in both colour and colour Management and an avid student of color perception and color theory as it relates to branding and printed color reproduction. He co-chaired the Spectrum Conference in 2007 and is currently a member of the Board of Directors for IDEAlliance/IPA.

2250 PM
Any Way You Want It: Customer Journeys That Work For Your Brand
Max Valiquette
Vice-President, Head of Planning
Publicis
@mvaliquette

Sometime in mid-2015, "customer journey" took over as the most commonly said, least clearly defined concept in marketing. The rise of the customer journey promised us an ability to understand how customers shop, what they want to know, and how we can best engage them as brands and marketers. The reality is a little more complicated.

Your brand isn't relevant at every step of a customer journey. Marketing isn't even relevant at every step of consumer engagement. There is no singular, unifying journey for your customers. And it's a lot more complicated than watching someone go from point A to point B to point C.

So how do we take customer journeys and use them to make a real impact? By understanding what drives engagement for your consumers, understanding where brands can play a meaningful role, and understanding that a journey is a map, not a checklist—building a foundation for relentless engagement, by owning the right moments, and picking the right battles.

Nothing is buzzier in marketing in 2016 than the customer journey. "Any Way You Want It" will show you what sort of journey is right for your brand and how you can build deeper connections along the way.

About Max Valiquette

Max Valiquette Max Valiquette is one of Canada’s leading consumer and brand strategists. As Vice-President, Head of Planning at Publicis, Max leads a team of planners who provide actionable insights into how consumers think, how businesses operate, how brands succeed and how media and technology matter.

Max has almost 20 years’ experience in advertising, research and brand planning. His notable achievements include founding and running Youthography, a pioneering, award-winning research and marketing firm. Prior to joining Publicis he was Managing Director of Strategy at Bensimon Byrne, Canada’s largest independent advertising agency.

Max has led research and planning on multiple MRIA award-winning campaigns, and has worked on some of the biggest brands in the world. Max is also one of Canada’s most sought-after presenters and public speakers. Recent speeches include everything from keynote presentations at some of North America’s biggest marketing conferences, to a plenary address at the Liberal Party of Canada National Conference in 2014.

Max is also a prominent figure in Canadian marketing and media; he writes regularly for Marketing and Strategy Magazines, can be heard regularly on AM1010’s “Moore in the Morning,” and has contributed to everything from the Wall Street Journal to MTV to National Public Radio.

3:20 PM
Closing Remarks
Stacey Cummings
Director, Agency & Tradeshow
Canada Post
@StaceyCummings
Scott Pinkney
Vice-President, Executive Creative Director, Toronto
Publicis Hawkeye
@cannon62
3:30 PM
Networking Reception
Join us for a drink with the speakers and get your copy of Haptic Brain/Haptic Brand: A Communicator's Guide to the Neuroscience of Touch by Daniel Dejan! Plus, enter to win VIA Rail tickets and more!