Wednesday, March 25

8:00 AM

Registration & Continental Breakfast

Arcadian Court, Loft 1/2, Loft 4/5

9:00 AM

Opening Remarks

Arcadian Court


Featuring:


Cathy Collier
CEO
OMD Toronto

Randy Stein
Partner, Creative Director
Grip Limited

9:05 AM

OPENING KEYNOTE: What’s new in digital branded content and unmasking the mystery of metrics

Arcadian Court

The big influencer in digital branded content is video. So, Gian Fulgoni, co-founder of comScore, digs into the traits of the mobile omnivore - consuming digital content anywhere, any time - and shares how to make sure your brand’s content is not part of the 50% of digital ads that never get an audience.  

Fulgoni unmasks the mystery of the metrics: forget the click, measure how your content changes attitudes and behaviour.


Featuring:


Gian Fulgoni
Co-Founder & Executive Chairman Emeritus
Comscore, Inc.

9:55 AM

The Globe and Mail: The new brand content upfronts

Loft 1/2

Native advertising has quickly caught the attention and the imagination of global marketers who want to engage their target audience in meaningful and authentic ways.

There are many ways to use native, but what’s the best way for your brand?

The Globe and Mail will host a panel discussion with some of the leading minds in advertising strategy to offer points of view on the role of native in your advertising plan. They’ll share their experiences across countries and across platforms to deepen your thinking about ways to use native to build your brand.

Advance Sign Up is Required

To reserve a spot, you may sign up in advance by email: bconexpocustomercareglobeandmail@brunico.com

Please also check availability onsite where you may join additional Upfront sessions, on a first-come, first-served basis at the door.

Unfortunately, direct competitors will not be permitted to attend these sessions.

Moderating:


Sean Stanleigh
Head of Globe Content Studio
The Globe and Mail


Featuring:


Yvonne Gibson
Director of Marketing & Digital Communications
General Electric Canada

Stephen Sonnenfeld
Vice President, Advertising & Brand Integration
Thomson Reuters Corporation

Tony Vlismas
Head of Marketing
Polar Mobile

CBC/Radio-Canada: The new brand content upfronts

Loft 4/5

CBC’s iconic Dragons’ Den, the show that made it cool, interesting and possibleto become a Canadian entrepreneur, is about to celebrate its 10th anniversary.

Join CBC’s programming & content marketing executives and show partner as they discuss how the brand continues to intrigue and inspire both advertisers and audiences to stay engaged – with a special guest who will share what it’s really like to sit in ‘the chair’.

Advance Sign Up is Required

To reserve a spot, you may sign up in advance by email: bconexpocustomercarecbc@brunico.com

Please also check availability onsite where you may join additional Upfront sessions, on a first-come, first-served basis at the door.

Unfortunately, direct competitors will not be permitted to attend these sessions.


Featuring:


Lise Cote
GM Consumer and SMB Marketing
Canada Post Corporation

Jennifer Dettman
Executive Director Unscripted Content
Canadian Broadcasting Corporation

Gaye McDonald
Director of Content Marketing
CBC Media Solutions

Steven Pitkanen
Senior Manager, Content Marketing
CBC Media Solutions

Jim Treliving
Owner
CBC Dragon

10:25 AM

Networking Refreshment Break

Arcadian Court, Loft 1/2, Loft 4/5

10:40 AM

Going Inside

Arcadian Court

Your brand’s content competes against everything on Youtube, Netflix and TV. So how do you compete with Hollywood studios and Grumpy Cats? Real innovation and brave new ideas. From social films to docu-parody, Pereira and O’Dell’s Robert Lambrechts shares insights on what’s working now - like Intel’s Emmy award-winning series. On the launch of Its fourth instalment Lambrechts lets us in on the strategy behind What Lives Inside starring Colin Hanks. 


Featuring:


Robert Lambrechts
Head of Development at POD Entertainment
Pereira & O'Dell

11:10 AM

Samsung: Creating connections through branded content

Arcadian Court

Mark Childs, Samsung Canada CMO, has been busy lately.  There has been increasing buzz on the brand over the past few years due to the innovative content plays that are driving the brand momentum.  Childs will take us behind the scenes on some of Samsung’s mainstream and millennial-grabbing programs, and how the dual strategy has helped them form an authentic connection with their fanbase and future consumers. 


Featuring:


Mark Childs
Chief Marketing Officer
Samsung Canada

11:50 AM

Postmedia Network: The new brand content upfronts

Loft 4/5

Native Advertising is sweeping the content marketing world. As brands, agencies and media companies move from traditional advertising methods to native campaigns, there are two key words that should be part of any successful strategy: Transparency and Authenticity.

Yuri Machado and Scott White will explain why transparency in native campaigns builds trust with the audience and maintains integrity for brands and publishers and how authenticity in execution can drive consumer engagement to unprecedented heights.

Advance Sign Up is Required

To reserve a spot, you may sign up in advance by email: bconexpocustomercarepostmedia@brunico.com

Please also check availability onsite where you may join additional Upfront sessions, on a first-come, first-served basis at the door.

Unfortunately, direct competitors will not be permitted to attend these sessions.


Featuring:


Yuri Machado
Senior Vice President, Integrated Advertising Sales & Strategy
Postmedia Network Inc.

Scott White
Vice President, Content Strategy & Business Development
Postmedia Network Inc.

Microsoft Advertising: The new brand content upfronts

Loft 1/2

The Fine Art of Content Curating

Being a content creator wasn’t in our DNA. Microsoft was built on partnerships so we made a similar shift with MSN. Through strong partnerships with the top publishers in Canada and Globally, we have developed a platform that meets consumer demands for engaging, quality curated content that is personalized, relevant, and timely… across devices.

During this session, MSN Canada’s Executive Producer, Matthew McKenzie, will showcase the strategy behind moving from content creating to contentcuratingand the many opportunities MSN provides for aligning your brand with the right experiences, at the right time.

Advance Sign Up is Required

To reserve a spot, you may sign up in advance by email: bconexpocustomercaremicrosoft@brunico.com

Please also check availability onsite where you may join additional Upfront sessions, on a first-come, first-served basis at the door.

Unfortunately, direct competitors will not be permitted to attend these sessions.


Featuring:


Matthew McKenzie
Executive Producer – Information and Content Experiences
Microsoft Canada

12:30 PM

Lunch

Arcadian Court, Loft 1/2, Loft 4/5

Luncheon Roundtables

Mezzanine

Please sign up on site for a Luncheon Roundtable taking place on the Mezzanine level for a more intimate discussion with an expert on a specific aspect of branded content.

Wendy Arnott
Join Wendy Arnott to learn how TD rewards customers with its branded content programs #TDThanksYou Automated Thanking Machine and “Make Today Matter”. #TDThanksYou not only achieved unprecedented results with over 20 million Youtube views, it also highlighted the bank's core values in a way that resonated with consumers as being uniquely TD.

Mark Childs
Join Mark for a bite and chat on the evolving role of technology in branded content. A discussion on the unique position that Samsung has in the marcomm space – a purveyor of media in a device, as well device itself.

Gian Fulgoni
Join Gian Fulgoni as he shares valuable insights on the metrics that help improve the creation and effectiveness of your digital content.

Rick Hamann
Sit down with Rick Hamann for his take on using humour to break through the clutter and reach the most marketed to audience in the history of the world: Millennials.

Robert Lambrechts
Robert Lambrechts discusses the balancing act between the brand needs and the audience’s demand to be entertained.

Anna Yorke
How can you utilise data to deliver a risk minimised content strategy?  Anna Yorke leads a roundtable discussion about how brands can ensure their content production and distribution budgets work harder. 

 


Featuring:


Wendy Arnott
VP, Customer Experience & Innovation
TD Bank Group

Mark Childs
Chief Marketing Officer
Samsung Canada

Gian Fulgoni
Co-Founder & Executive Chairman Emeritus
Comscore, Inc.

Rick Hamann
SVP, Content
The Onion

Robert Lambrechts
Head of Development at POD Entertainment
Pereira & O'Dell

Anna Yorke
Managing Director, Newcast WW
ZenithOptimedia

1:15 PM

Planning and partnerships: Who are the new creatives?

Arcadian Court

ZenithOptimedia's Anna Yorke has overseen the creation of branded content in 23 markets worldwide for clients including Lexus, Oracle, SCA and Nestle. Yorke reveals how Newcast, their branded content division, leveraged relationships with social media to generate maximum exposure including enlisting YouTube stars to create original branded content that cuts through the clutter. Newcast's VideoLab project is also profiled – an online end-to-end workshop providing clients with access to YouTube content creators and channel founders to develop branded content strategy.


Featuring:


Anna Yorke
Managing Director, Newcast WW
ZenithOptimedia

1:50 PM

Consumer crack, marketers’ dream

Arcadian Court

Irresistible bite-size snacks of entertainment that audiences choose to watch and share. When done right, the webisode is an efficient way to engage – and target – consumers with your brand. But how to get it right? U by Kotex and Volkswagen have had big success with two very different approaches.

Kotex’s vampire web series Carmilla was able to pin-point their target and earn over 5.1 million clicks from an audience that was 91% female and three quarters in the coveted 18-34 demo. Denise Darroch, brand manager, explains how they hit the mark, how they integrated the branded content with the broader campaign, how they won viewers amid a plethora of entertainment options - and what they’re gaining from this approach.

Volkswagen, an iconic brand, has built on its rich history of memorable advertising with award-winning branded content. Volkswagen Canada’s Jordan Gracey shares the strategy behind standing out in an overly saturated marketplace and building deeper emotional connections with existing and target consumers via brand content. We’ll also see their latest, yet-to-be-released webisode work.

Moderating:


Randy Stein
Partner, Creative Director
Grip Limited


Featuring:


Denise Darroch
Brand Manager, U by Kotex®
Kimberly Clark Canada Inc

Jordan Gracey
Sr Manager Digital Marketing
Volkswagen Canada Inc

2:45 PM

Shaw Media: The new brand content upfronts

Loft 1/2

Join the team from Shaw Media to get the blueprints on their exciting new project –The House that HGTV Built. We are taking the very best of what HGTV has to offer in home renovation, design and craftsmanship – buying a home in the GTA and giving it a major overhaul. The most intriguing part is the house will be designed and crafted by all of the HGTV personalities we’ve come to love and cherish! But wait there’s more… All of Canada will be eligible to winThe Housethat HGTV Builtwith no purchase necessary! From shingles to sheds, advertisers will be able to integrate, showcase and market their brands and products in a highly engaging and impactful environment!

Advance Sign Up is Required

To reserve a spot, you may sign up in advance by email: bconexpocustomercareshawmedia@brunico.com

Please also check availability onsite where you may join additional Upfront sessions, on a first-come, first-served basis at the door.

Unfortunately, direct competitors will not be permitted to attend these sessions.


Featuring:


Sean Fernie
Director of Online Product and Content
Shaw Media Inc.

Paul Lafrance
Host, Custom Built and Disaster Decks

Tanya Linton
Co CEO, Executive Producer
Architect Films

Barb McKergow
SVP National Sales
Shaw Media Inc.

Emily Morgan
Executive Producer National Productions
Shaw Media Inc.

Kaaren Whitney-Vernon
Founder Happy Hive
Shift2

3:15 PM

Networking Refreshment Break

Arcadian Court, Loft 1/2, Loft 4/5

3:30 PM

Targeting millennial’s funny bones (and their wallets)

Arcadian Court

Rick Hamann of The Onion, peels back the layers to reveal universal truths of what content gets shared and why. Through satirical comedy, The Onion Lab, their branded content arm, has perfected reaching and influencing coveted but illusive millennials with original, inventive content that works. Hamann delves into the methodology of The Onion’s idea factory and showcases their most successful cases including the CLIO award-winning ongoing fantasy football web series for PC brand Lenovo.  


Featuring:


Rick Hamann
SVP, Content
The Onion

4:05 PM

Best In Show

Arcadian Court

Constant connectedness means branded content is more ubiquitous than ever - and new delivery models pop up daily.

Experts in the brand and media space weigh in on the latest trends and dissect best-in-class examples of innovative new content plays.

Moderating:


Barry Krause
Founder, CEO
Suite, The LiveLab Company


Featuring:


Cathy Collier
CEO
OMD Toronto

Veronica Holmes
Digital Consultant
ZenithOptimedia

Randy Stein
Partner, Creative Director
Grip Limited

4:45 PM

Closing Remarks

Arcadian Court

4:50 PM

Closing Cocktails

Mezzanine

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