Amp it Up! Virtual Marketing Event Series 2020

Susan Charles is a Brand Strategy Lead at Google. She spends her days working with Brands to help them achieve their marketing objectives using Google Platforms. She's worked in Brand Strategy with Creative agencies and clients most of her career.

Storytelling on YouTube (English with live French translation)

Brand storytelling is what helps us differentiate from our competition and achieve our marketing objectives.

Using video is one of the easiest ways to tell your brand story, but most find this inaccessible. But it is accessible. Susan outlines how to build a video strategy you can afford, execute and rely on. She’ll also provides important context into the why, how and what of video storytelling.

Video is for every advertiser. Find out how easy it is and start creating!

Diana Lucaci is the Founder and CEO of True Impact, a neuromarketing firm offering solutions for emotion data. True Impact leverages its expertise into the neurological drivers of consumer decision making to drive growth for mid-to-large organizations including Canada Post, General Motors, Colgate-Palmolive, Costco, Miller Coors and other Fortune 500s. She holds a degree in Neuroscience and Psychology from the University of Toronto.

A board member of the Canadian Research Insights Council and committee member of the Standards Council of Canada, Diana has also served as Chair of the Neuromarketing Science and Business Association (NMSBA, 2012-2018) and won the Best in Class Research Award from the Marketing Research and Intelligence Association (MRIA).

Amplify Emotional Connection (English)

Surveys and focus groups will – at best – give you an impression of what people think.

But what people think rarely aligns with how they act. We think our decisions are the product of calm reason, but the science shows that feelings drive our decisions.

Learn why integrating this principle into the core of your marketing measurement will be the key to the future health of your brand and business.

Amplifying Customer Experience (English)

What if you could tap directly into consumer emotion to offer customer experiences you knew were relevant and authentic?

With a few key insights from the field of neuromarketing, you absolutely can – whether your business is just starting out or part of the Fortune 500.

Dianna Lucaci, founder of True Impact and neuromarketing expert, will show you how to leverage the insights of exhaustive neuroscience and biometric research to activate emotion and compel conversion.

This session will provide you with actionable principles and practices, guaranteed to help you capture more value from every precious second of attention.

If Hilton Barbour has learned anything in his 20+ year career, it’s that culture is among the most powerful – and least utilized – assets available to help businesses grow.

If strategy is the engine for business, culture is the fuel. Even the best strategies will fall flat without the energy they need to make an impact. Access Hilton’s expertise to learn how you can make the development and maintenance of company culture a central part of your business.

Why Culture Is A Competitive Advantage (English)

‘Culture’ is a tough concept for many businesses. We all want it in our workplaces, but few truly know what it is. Fewer still know how to reliably develop it.

That’s why the insight of Hilton Barbour, an international leader in the art and science of business culture, is sought by so many.

Properly defined and delivered, culture is a business accelerant. In a world of business disrupted by COVID, businesses need all the help they can get to grow. Hilton will show you how culture can be leveraged as a tool to generate your business recovery!

The Role of Culture in a Service-driven Business (English)

Whether you’re creating a great product or a great service, your organization’s culture will determine how successful you’re going to be.

Customer service isn’t a department – it’s an organizing principle. Companies that understand this create results by building the strong culture as the fuel to drive success.

Hilton will show you the link between culture, service and success; how customer-centric organizations lead with strong culture; and provide tools to evaluate how service-oriented your company really is.

Bilal Jaffery is the National Practice Leader of Customer + Marketing Data & AI at Omnia, Deloitte's AI practice. This unique practice brings strategists, technology architects, developers, data engineers and data scientists together to work on complex customer and marketing issues.

The practice focuses on connecting the dots between creative, marketing technology, cloud platforms and data analytics to drive modern customer experience and marketing programs.

Bilal is also the recipient of several industry awards for driving innovative business accelerating mandates including two Forrester awards for sales growth and loyalty engagement programs at IBM and Enterasys Networks.

From Push to Pull: The New Marketing Paradigm (English)

The new world of marketing is personalized, contextualized, and dynamic. We all desire a more personal connection with our brands. The modern marketer is challenged to shift their programs from a pure customer acquisition-focus activity to one that enables a more personal experience, grounded in data.

In this talk, Bilal explores the causes behind this shift and exposes the abilities they offer modern marketers. Learn how your organization can keep itself on the leading edge of modern marketing with Bilal’s insights.

With a strong background in public relations, marketing and event management, Marie-Philip works with clients like McDonald’s, Harley-Davidson, Nokian Tyres, Google Canada and Starbucks. Marie-Philip’s unique experience contributes to her client’s success when it comes to product launches and major news announcements and credits her background in helping launch Red Bull Canada.

In 2012-2013, Marie-Philip played a key role in her student association (FAÉCUM), dealing with polarizing issues as she executed her mandate as internal communication lead during student strikes at the University of Montreal.

Storytelling and how to leverage media to tell your story (English/French)

In the PR world, storytelling is used to share your brand story and make your products more compelling. Learn about the basic rules and common mistakes of storytelling via the media lens.

Rupen Seoni is a Chartered Marketer leading a practice area spanning the public sector, health care, energy and not-for-profit worlds. He brings over twenty years of experience in marketing analytics – having worked with organizations of all sizes to unlock the value of information in decision making and business strategy.

Rupen specializes in helping organizations understand population trends, segmentation and performance benchmarking. He earned a master’s degree in urban planning and held positions with Nielsen, Compusearch, Campbell Soup and CIBC prior to joining Environics Analytics.

Rupen also appears regularly on CTV’s Canadian and U.S. federal election coverage as a commentator on voter demographics in key races.

Focusing on a Data-Driven Recovery (English with live french translation)

Covid-19 has demonstrated that current, responsive, flexible data and analytics is the key to confidently responding to a rapidly changing world.

There have been a number of promising innovations, but mobile movement data is both controversial and vital to the pandemic response and economic recovery.

This session looks at applications of mobile movement data in combination with traditional population data to answer critical business questions, while also paying special attention to privacy considerations and good analytical practices.

Matthew Satterthwaite is a Senior Consultant in the Behavioural Insights team at PwC Canada, where he leverages his deep understanding of decision-making and customer behaviour to solve complex problems for PwC clients.

Prior to joining PwC, Matthew conducted research in the field of Neuroeconomics at the Montreal Neurological Institute. Matthew holds a degree in Cognitive Science and Economics, along with a Masters of Neuroscience from McGill University.

During Matthew’s impressive career, he has helped clients in industries spanning financial services, the public sector, real estate and telecommunications.  He uses behavioural insights to develop targeted techniques that help businesses drive positive change in customer behaviour.

Understanding strategy: One behaviour at a time (English/French)

The value of truly understanding human behaviour across your organization is imperative to setting up your organization for success. In this talk, Matthew explores how behavioural insights can be used to embed a deeper understanding of human behaviour into your corporate strategy – bringing the lab into your boardroom so your business can reimagine the possible and achieve your goals.

A creative, marketing industry stalwart – Steve Falk understands how communication channels work together for the best, measurable results.

For the last ten years, Steve has been the owner of Prime Data, a growing marketing technology company that specializes in highly personalized and targeted printed mail. Prime Data has twice been recognized for growth and innovation by Canada Post and twice received recognition as an Employee Recommended Workplace by The Globe and Mail and Morneau Sheppell.

Make it Louder: How to Mirror and Boost Your Online Strategies (English/French)

The marketing landscape has undergone unprecedented change. Trends have emerged that are forcing marketers and consumers alike to rethink their approach to both buying and selling. Watch as Steve Falk and Ted Haberer outline the keys to effectively engaging consumers amid the changing digital landscape – leveraging trusted tools and techniques with new innovations.

As Director of Customer Success, Ted builds relationships in e-commerce, retail, financial, technology, Not-for-Profit, healthcare, and marketing/advertising sectors – in major markets around the world. Ted's mission is quite simple: to help marketers and fundraisers achieve better results. Prime Data was named an "Employee Recommended Workplace" by the Globe and Mail in 2019.

Make it Louder: How to Mirror and Boost Your Online Strategies (English)

The marketing landscape has undergone unprecedented change. Trends have emerged that are forcing marketers and consumers alike to rethink their approach to both buying and selling. Watch as Steve Falk and Ted Haberer outline the keys to effectively engaging consumers amid the changing digital landscape - leveraging trusted tools and techniques with new innovations.

Darian Kovacs is one of the founders of Jelly Digital Marketing & PR. He brings 15 years of marketing experience and a passion for education, and creativity. Darian specializes in legal marketing and worked with numerous internationally renowned brands on developing and executing their digital marketing strategies.

Integrating Podcasting into Your Marketing Strategy (English)

Why is podcasting important for marketing in 2020? Discover ways you can integrate this important marketing option into your marketing plan for the upcoming year, and take a deep dive into the trends and data about podcasting today.

Learn all the ways your brand can get involved with starting a podcast and explore some effective options for impactful marketing with the medium.

Andrew Williams is a product and growth marketer focused on the intersection of location, media, consumer habit and perception. As Vertical Impression’s Product Marketing Manager, he helps steer the development of the company’s AI-powered advertising platform. His previous marketing work has been publicly recognized by The Enterprise Council For Small Business, Canadian Online Publishing Awards, Digital Alberta awards and Cannes Young Lions

Evolution of Out-Of-Home Marketing: How New Technology is Creating New Possibilities (English)

Find out how the combination of unique context and facial detection technology has allowed Vertical Impression to help brands understand consumers in brand new ways.

This session will explain why elevator screens are the surprising winner of 2020’s out-of-home (OOH) marketing landscape and show how AI and Facial Detection technology are bringing a new level of insight into OOH marketing campaigns without sacrificing consumer privacy.

Mishu Rahman Din is a Research Manager with Comperemedia, specializing in financial services with a focus on the credit card and business banking space.

She has worked in shopper marketing, brand strategy, and market research in Asia, Europe and America with several Fortune 500 brands. She also served as the managing editor of a leading lifestyle magazine in Asia for nearly a decade before moving to the U.S. to specialize in marketing strategy.

Painting a Value-based Picture in Omnichannel (English)

Mishu’s session looks at some standout examples of how brands have addressed important topics of 2020 within their creatives across multiple channels. She connects how brand tactics align with consumer expectations, providing some strategic takeaways for values-based brand communication – especially in times of disruption.

Usman Tahir Jutt is President and CEO of Chirp Group and its subsidiary Chirp Foods. Usman is also the Owner/Operator of several McDonald’s restaurants in and around the Calgary area.

A dedicated philanthropist, Usman has donated nearly $1 million to numerous worthwhile causes aimed at improving the lives of Albertans and Canadians.

Amp Up Your Brand’s Authenticity (English)

Taking you through his journey as a McDonald’s franchise owner and the building of his own company, Chirp Group, Usman shares how to bring authenticity to your brand.

Usman outlines how your brand can stay authentic and thrive. He shares brief but compelling stories from his business journey to show how paying attention to people, and their needs, can lead you to reap great rewards.

By focusing on community, Usman argues that your brand can mean more to consumers than just a financial transaction.

Meredith is Vice President at Ketchum Canada, a global communications consultancy that’s human centered, business focused and creatively inspired. With a decade of experience building trust through award winning PR campaigns, Meredith works with companies to find new and engaging ways to tell stories. She’s led teams of designers, editors and producers to create award-winning content strategies, particularly for brands in highly regulated consumer and B2B spaces.

The year of brand reckoning: Earned media brand protection (English)

Consumer behaviour and preferences are shifting as people re-evaluate their relationship with the world and adopt new at-home behaviours.

With a brand reckoning in play, it’s more critical than ever to bulletproof marketing campaigns with a strategic earned strategy, aka third-party credibility and validation.

Get to know Ketchum and learn about the earned-media mix. You’ll find out how earned fit into your media mix diving into Ketchum research and case studies. You’ll discover how big brands and small can generate results with this approach.

Adam Rodricks is an international award-winning social media strategist and speaker who has transformed "word of mouth" into a world of mouth for Fortune 500 companies.

Adam is currently the National Lead of Digital Services at KPMG Canada and teaches at George Brown College.

His work as a social media influencer has been featured on CBC, CTV, Yahoo, BNN, DigitalJournal.com, MaximumPC, WhatCulture.com, Staples.com, Nintendo.ca and his own site: adamrodricks.com

Breakout Speaker – Building and amplifying your brand on LinkedIn (English)

Why do we care and why do we share? Adam will show you how his deep investigation into this question will change your approach to marketing forever. With half a billion tweets published every single day, honing your communication skills has never been more important. In 2020, it’s no longer enough to just be a part of the conversation.

Based on data from real-life case studies, from brands that have moved the needle online, you will get expert advice on the do’s and don’ts of building your brand. Every company has an opportunity to be memorable – but will it be for the right reasons?

From keeping your business in-step with evolving media, to harnessing the power of a proven engagement formula used by influencers everywhere you find them online, Adam’s talk will leave you with plenty of proven techniques you can rely on to cultivate meaningful influence from every interaction.

Adam is a 15-year veteran in digital and social media marketing and communications. He founded OilersNation in 2007, worked for a few of Alberta’s best marketing and communications firms and now leads an incredible team of award-winning communications and public relations professionals at ATB Financial.

Return on engagement: Lessons from two years of social media activations (English)

Adam Rozenhart and Tyler Butler are proof that success on social media sometimes requires a pioneer spirit.

Leading a team of communications, content and social media experts for the Alberta Treasury Board (ATB), they built their reputation on finding new and interesting ways to connect with audiences online.

Adam and Tyler share their insights into what it takes to authentically connect with millions online. Watch their talk for case studies highlighting the secrets to successful social activations and insights your business can use to repeat their success!

Tyler Butler is an award-winning communications strategist with extensive experience in content strategy, podcasting and social media.

Return on engagment: Lessons from two years of social media activations (English)

Tyler Butler and Adam Rozenhart are proof that success on social media sometimes requires a pioneer spirit.

Helping to lead a team of communications, content and social media experts for the Alberta Treasury Board (ATB), they built their reputation on finding new and interesting ways to connect with audiences online.

Tyler and Adam share their insights into what it takes to authentically connect with millions online. Watch their talk for case studies highlighting the secrets to successful social activations and insights your business can use to repeat their success!

As CTO at True Impact, Ferdinand Ephrem is a Neuro-technology expert who brings research in neuroscience to the fields of Marketing and Ergonomics.

He is the Co-Founder of NeuroTechX, a leader in neurotech devoted to advancing neurotechnology by sharing critical resources and learning opportunities throughout the business world. With an MBA in Information Systems, a specialized Diploma in Human Computer Interaction and 15 years of experience in IT solutions consultancy, Ferdinand built his career around information systems theories definition and utilization.

Amplify Emotional Connection (French)

Surveys and focus groups will – at best – give you an impression of what people think. But what people think rarely aligns with how they act. We think our decisions are the product of calm reason, but the science shows that feelings drive our decisions.

Learn why integrating this principle into the core of your marketing measurement will be the key to the future health of your brand and business.

Amplify Customer Experience (French)

What if you could tap directly into consumer emotion to offer customer experiences you knew were relevant and authentic?

With a few key insights from the field of neuromarketing, you absolutely can – whether your business is just starting out or part of the Fortune 500.

Ferdinand Ephrem, CTO at True Impact and neuromarketing expert, shows how to leverage the insights of exhaustive neuroscience and biometric research to activate emotion and compel conversion.

This talk will leave you with actionable principles and practices, guaranteed to help you capture more value from every precious second of attention.

François is a Senior Advisor at Deloitte He supports businesses in the retail and financial sectors by transforming their marketing strategies. He specializes in hyper-personalization, engagement and customer loyalty.

From Push to Pull: The New Marketing Paradigm (French)

The new world of marketing is personalized, contextualized, and dynamic. We all desire a more personal connection with our brands. The modern marketer is challenged to shift their programs from a pure customer acquisition-focus activity to one that enables a more personal experience, grounded in data.

In this talk, François explores the causes behind this shift and exposes the abilities they offer modern marketers. Learn how your organization can keep itself on the leading edge of modern marketing with François’ insights.

Claudie has a passion for building relationships and has used that passion to develop a 15+ year career in advertising. Driven, creative and ambitious, her skills have led her to great success in business development, sales team leadership and sales growth.

Evolution of Out-Of-Home Marketing: How New Technology is Creating New Possibilities (French)

Claudie Bélanger explains how the combination of unique context and facial detection technology has allowed Vertical Impression to help brands understand consumers in brand new ways.

Learn why elevator screens are the surprising winner of 2020’s out-of-home (OOH) marketing landscape and how AI and Facial Detection technology are bringing a new level of insight into OOH marketing campaigns without sacrificing consumer privacy.

Antoine Bonicalzi is a digital marketing consultant based in Montreal. Since 2009, he has held key roles in several technology agencies and companies. He is the host of the French-language episodes of the "Marketing Jam" podcast.

Integrating Podcasting into Your Marketing Strategy (French)

Why is podcasting important for marketing in 2020? Find out how you can integrate this important marketing option into your marketing plan for the upcoming year and take a deep dive into the trends and data about podcasting today.

Learn all the ways your brand can get involved with starting a podcast and explore some effective options for impactfully marketing with the medium.

Bernard is Vice President at Ketchum Canada and over the years has set up and managed numerous marketing and communications campaigns for various global brands. This includes digital marketing, public relations, social media, influencer and event programs primarily in the sports and technology industries.

The year of brand reckoning: Earned media brand protection (French)

Consumer behaviour and preferences are shifting as people re-evaluate their relationship with the world and adopt new at-home behaviours.

With a brand reckoning in play, it’s more critical than ever to bulletproof marketing campaigns with a strategic earned strategy, aka third-party credibility and validation.

Get to know Ketchum and learn about the earned-media mix. You’ll find out how earned media can fit into your media mix by diving into Ketchum research and case studies. You’ll discover how big brands and small can generate results with this approach.

As a Co-Founder of Solios Watches Inc, Samuel leads finance, strategic planning and business development efforts.

Prior to Solios, Samuel was an investment professional at Snowdon Partners (Quebec's first Search Fund) and participated in the complete overhaul of Incursion Voyages by managing all the divisional operations of the company while helping merge other businesses. Samuel led the complete integration of targets into the acquisition platform.

Samuel holds a Bachelor of Business Administration degree from HEC Montreal, where he graduated as a member of the Investment Fund.

How to differentiate yourself with minimal resources in a competitive industry (French)

The founders of Solios Watches wouldn’t have launched the company had their product not been unique. They wouldn't have been successful if their message wasn’t clear, and they wouldn't be where they are had they said yes to all marketing offers and opportunities. The B2C world is a jungle where competition is omnipresent. All the cards are on the table, but do we have to play them all? Solios operates in one of the most competitive industries and yet entered it with minimal resources. By focusing on an innovative product, a targeted message and a solid value proposition, they have carved out a place for their business where few succeed.

This presentation is designed to bring out your entrepreneurial and creative ideas. They willto help you stand out in a competitive industry, with few resources.