A new era of marketing is here. Are you ready? Consumers are forming new preferences for how, where and when they want to engage. It’s time to rethink the old ways of operating to deliver what’s important to consumers – while creating the results you’re looking for. This year’s virtual marketing conference, The Big Shift, offers a deep dive into the evolving marketing landscape and expectations of customers.

Hear from industry experts and thought leaders

Our expert speakers will help you:

  • Understand the changing advertising and media landscapes and how media must take on new roles to ensure future success.
  • Take the right steps in a privacy-driven world.
  • Manage brand perception throughout the customer journey.
  • Build sustainability and accountability into your marketing plans.
  • Develop authentic responses to social issues.
  • And much more.

Event details

Date:
On demand
Time:
On demand
Location:
Virtual
Cost:
Free

Speakers

Coko Galore (French host, English Diversity Panelist)

Coko Galore (French host, English Diversity Panelist)

  • Actor | Comedian | Artistic & Managing Director
  • Bad Dog Comedy Theatre, Toronto

We are pleased to have Coko Galore as this year’s host for our event on October 21, 2021. She will also sit on the Diversity Panel for our English event on October 14, 2021.

Panel Discussion: “Marketing to Diverse Audiences with Meaning”

The outcry against systemic racism after George Floyd’s murder has turned the spotlight on every industry, including marketing. And the marketing industry is turning its own spotlight on itself. How do we become more relevant to our real (read diverse) audiences? The answer may surprise you.

This panel will be moderated by Maureen Brown, ROCK Diversity. Panelists include: Coko Galore, Bad Dog Theater; Dr. Golnaz Golnaraghi, Accelerate Her FutureTM; and Jenn Harper, Cheekbone Beauty INC.

Bio

Coko Galore is an actor, comedian, and Artistic & Managing Director for The Bad Dog Comedy Theatre in Toronto, where she is instrumental in the creation of their digital platforms: Bad Dog Comedy TV, Bad Dog Online Education and Bad Dog Comedy Podcast. She uses anti-oppression and pro-empathy as her framework to navigate and lead within the improv community. She is one half of the dynamic improv comedy duo Coko & Daphney, Festival Director of Black and Funny - Toronto and Asian and Funny, and co-producer of The Untitled Black Sketch Project. Her performance credits include headlining festivals across North America (incl. Portland, Vancouver, Chicago & more), Harbourfront's BRAVE Festival 2018 (also curated by Coko Galore), her solo show MIXED CHICK at the Toronto Fringe 2015, and most recently CBC's Tallboyz.

Tom Goodwin (Keynote speaker)

Tom Goodwin (Keynote speaker)

  • Speaker | Author | Co-Founder
  • All We Have Is Now

Session: "Navigating a new era of marketing"
This custom-made keynote presentation will introduce the idea of “The Big Shift.” It will focus on the ideas of a changing media landscape and post-cookie world, the importance of customer-centricity and the alignment of customer experience (CX), marketing and advertising.

Tom’s presentation will cover three key themes you need to know to start navigating this new era of marketing*:

  • Rethinking how advertising and media work
  • Customer experience: Rethinking how to create value
  • Sustainability: Rethinking business as usual

*These themes will be explored in greater depth in the other sessions of the conference.

This presentation will be live in English and recorded with French subtitles for the conference date of Oct 21st.

Bio

Tom Goodwin is the author of Digital Darwinism: Survival of the Fittest in the Age of Business Disruption, the host of The Edge on Euronews and the founder of All We Have Is Now, a business transformation consultancy.

Goodwin has been voted as the #1 Voice in Marketing on LinkedIn globally, four times, with over 700,000 followers. Business Insider named him one of 30 people to follow on Twitter and Fast Company called him a "must-follow." Goodwin’s role is to understand new technology, consumer behavior and culture and create solutions that take advantage of these new opportunities. An industry provocateur, keynote speaker and writer on the future of business, Goodwin has been quoted in The Economist and The New York Times and has appeared on CNBC. His writing has appeared in publications including The Guardian, TechCrunch, ForbesAdweek, Marketing Week, The Drum, Inc, Digiday, Quartz and The World Economic Forum.

Anthony McLean – Keynote Speaker (English only)

Anthony McLean – Keynote Speaker (English only)

  • Speaker | Rapper

Session: "The intersection of mental health and anti-racism"

Many folks in the BIPOC community felt overwhelmed after the murder of George Floyd. For Anthony McLean, who works in both mental health and anti-racism, it was a collision of his worlds. Now, he loves to explore the overlap between mental wellness and racial equity. McLean contends that empathy is at the heart of both diversity, equity and inclusion (DEI) work and mental health awareness. Psychological safety and creating a sense of belonging are central to both pursuits. This interactive presentation helps participants bring more empathy to the work of anti-racism and mental wellness.

Bio

Anthony McLean delivers lively presentations on diversity, anti-racism and mental health. He has delivered hundreds of inspiring talks across Canada, the U.S. and Australia. As a respected voice in his field, Anthony has appeared on CBC News, Global Toronto’s Morning Show and Breakfast Television. Delivering research-backed tools and actionable strategies, McLean always leaves his audiences inspired to bring their best every day.

McLean is also an actor who has starred in television commercials for Ford, Milk, Sprite, Verizon Wireless and Bell. He hosted the CBC Television show The X and was featured in the documentary films Colour Me, SOAR and Rising Above. In his theatre career, McLean acted in the renowned Stratford Festival where he developed his passion for Shakespeare. He also loves to freestyle rap – give him any topic in the world and he'll make up a rap about it on the spot.

Dr. Ann Cavoukian – Keynote Speaker (English only)

Dr. Ann Cavoukian – Keynote Speaker (English only)

  • Executive Director
  • Global Privacy and Security by Design Centre Inc.

Session: "Embed privacy into your operations for positive gains"

Privacy is essential; it forms the foundation of our freedom and must be preserved at all costs, now and well into the future. For marketers, it’s not a zero-sum game, privacy vs. marketing or privacy vs. data utility match, it’s all about a win-win model that yields great returns.

Join Dr. Ann Cavoukian as she shows you how following a proactive Privacy by Design (PbD) model will lead to great benefits. Given the trust deficit marketers face currently by consumers, PbD will help increase loyalty with your consumers by showing you how to embed privacy into your marketing operations and how to enhance the quality of the data you gather.

Bio

Dr. Ann Cavoukian is recognized as one of the world’s leading privacy experts. Dr. Cavoukian served an unprecedented three terms as the Information and Privacy Commissioner of Ontario. There she created Privacy by Design, a framework that seeks to proactively embed privacy into the design specifications of information technologies, networked infrastructure and business practices.

Dr. Cavoukian is the author of The Privacy Payoff: How Successful Businesses Build Customer Trust with Tyler Hamilton and Who Knows: Safeguarding Your Privacy in a Networked World with Don Tapscott. She is also a Senior Fellow of the Ted Rogers Leadership Centre at Ryerson University and a Faculty Fellow of the Center for Law, Science and Innovation at the Sandra Day O’Connor College of Law at Arizona State University. 

Bianca Barbucci (English & French)

Bianca Barbucci (English & French)

  • National Director | Marketing, Communications and Brand
  • Stikeman Elliott LLP

Session "How B2B marketing strategies can create impact on commercial success"

Successful strategies in B2B can have an impact on commercial success both above and below the line.  While it’s critical to create and manage your brand at every touch point, businesses depend on strong tactical and content initiatives to drive bottom-line client engagement, relationships and sales. This session will showcase a few examples on how marketing communications can support a global brand while providing value to its key stakeholders who are ultimately responsible for driving commercial success.

Bio

Bianca Barbucci is a senior marketer with over 30 years of experience. She leads a team dedicated to managing Stikeman Elliott LLP’s brand, as well as all marketing and communications initiatives across all channels and across the entire firm. This includes brand positioning and brand touch points, customer engagement, content amplification, media relations, advertising and PR, directories, awards and rankings and marketing-related analytics.

Before joining Stikeman Elliot, Bianca had her own marketing and business development consulting practice. In previous positions, she led the shopper marketing division of a large TV network and worked in the advertising and marketing agency business, in Vice-President and Managing Director roles, for numerous years.

Gillian MacPherson (English only)

Gillian MacPherson (English only)

  • Vice President, Product Management, Data
  • Epsilon

Session: "Succeeding in a data driven world without third-party cookies"

Third-party cookie deprecation has been a consistent topic in the minds of marketers and publishers since Apple first removed them from Safari in 2017. Today, Google remains the last major browser with 3PCs still available, and their public plans to deprecate them by 2023 confirms the inevitable – 100% depreciation of the once dominant online identifier. Find out what is happening with third-party cookies, the impact their deprecation has on the industry and its key players and get guidance on ways to prepare and future-proof your business.

Bio

Gillian leads the strategy to drive revenue of Epsilon's industry leading data assets across all digital, ATV and emerging channels, encompassing business development, marketing, product development and strategic partnerships. Her team is responsible for building and creating the largest self-reported database in North America, Shoppers Voice. She also leads the Epsilon Consumer Insights team, which conducts customized market research projects on consumer U&A insights, segmentation, tracking studies, performance measurement and thought leadership.

Gillian has 20+ years experience in strategic planning, business management, product management and people development. Experienced in digital and traditional marketing disciplines in multiple verticals, including CPG, DTC, finance, pharma, retail and telco.

Dr. Golnaz Golnaraghi – Panelist (English Only)

Dr. Golnaz Golnaraghi – Panelist (English Only)

  • Founder
  • Accelerate Her Future™

Panel Discussion: “Marketing to Diverse Audiences with Meaning”

The outcry against systemic racism after George Floyd’s murder has turned the spotlight on every industry, including marketing. And the marketing industry is turning its own spotlight on itself. How do we become more relevant to our real (read diverse) audiences? The answer may surprise you.

This panel will be moderated by Maureen Brown, ROCK Diversity. Panelists include: Coko Galore, Bad Dog Theater; Dr. Golnaz Golnaraghi, Accelerate Her FutureTM; and Jenn Harper, Cheekbone Beauty INC.

Bio

Dr. Golnaz Golnaraghi is an award-winning Leadership and Equity and Inclusion expert, social entrepreneur, TEDx speaker and author. She is a leading career accelerator in Canada providing self-identified Black, Indigenous and women of colour (BIWOC) with tailored programs to launch their careers in business and STEM while building networks of solidarity and action. Golnaz has presented her research at international conferences and has been published in peer-review journals and books including the International Journal of Cross-Cultural Management, Equity, Diversity and Inclusion: An International Journal and The Oxford Handbook of Diversity in Organizations. Her commentary has been featured in CTV News, Liisbeth Media and Women of Influence. She was recently recognized as a top 50 Report on Business 2021 Changemakers.

Shari Walczak (English Only)

Shari Walczak (English Only)

  • Co-Founder & Chief Strategy Officer
  • The Garden

Session: "Crazy little thing called love"

Customer expectations and behaviours are always in flux, whether they’re facing different life stages or other meaningful changes in their personal situation. However, the global pandemic of the last 18 months has led to seismic shifts in consumer behaviour, attitudes and expectations whose impact will be felt for years to come. Against this backdrop, there is a need (and opportunity!) to re-think your marketing playbook. While reaching people is generally treated as a science these days, real brand impact comes from elevating a moment of transaction into a meaningful moment of connection.

Ultimately, if we are to build and grow brand love, the customer journey needs to be designed around meaning making. And why brand love? Because there is no better source of economic value to an organization than building a brand that is loved.

Bio

Shari Walczak is Co-Founder of The Garden, one of Canada’s top independent creative and brand strategy agencies. She has built a reputation as a brand strategy expert, skilled facilitator and workplace change agent. Shari is a passionate advocate for creativity, particularly in the world of education where she was Chair of the founding committee for Equinox Holistic Alternative School – now celebrating its 13th anniversary as the TDSB's largest elementary alternative school. In addition, she is a contributor to The Collective Wisdom of High-Performing Women: Leadership Lessons from The Judy Project (published April 2019), and a proud SheEO Activator supporting other female entrepreneurs who are creating a better world.

Schedule

Time
Details
On demand

The Big Shift, a new era of marketing – Rod Hart, Canada Post

On demand – for a limited time only

Keynote: Navigating this new era of marketing – Tom Goodwin, All We Have Is Now

On demand

Keynote breakout: Embed privacy into your operations for positive gains – Dr. Ann Cavoukian, Global Privacy and Security by Design Centre Inc.

Breakout: Embracing Sustainability to drive new value – Ally Karmali and Lucy Baunay, IBM Canada

Breakout: How B2B marketing strategies can create impact on commercial success – Bianca Barbucci, Stikeman Elliot, LLP.

On demand

Breakout: Succeeding in a data driven world without third-party cookies – Gillian MacPherson, Epsilon

Breakout: Marketing to diverse audiences with meaning (panel discussion) – Jenn Harper, Cheekbone Beauty; Coko Galore, Bad Dog Comedy Theatre; Dr. Golnaz Golnaraghi, Accelerate Her Future™

Moderator: Maureen Brown, ROCK Diversity

Breakout: Crazy little thing called love – Shari Walczak, The Garden

On demand

The five minute shift – Esmé Rottschafer

On demand – for a limit time only

Keynote: The intersection of mental health and anti-racism – Anthony McLean

The Big Shift sponsors

The Big Shift is sponsored by the following companies:

Sappi paper logo.  Genumark logo.  Astley Gilbert logo: igniting ideas in print.  Transcontinental logo.  Lowe-Martin logo.  Hemlock logo.  Mintel logo. Compere Media A Mintel company logo.