Luncheon Roundtable with TD's 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.

Wendy Arnott
VP, Digital Marketing & Social Media
TD Bank Group

Creating connections through branded content

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.

Mark Childs
Chief Marketing Officer
Samsung Canada

Going Inside

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.

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

Targeting millennial’s funny bones (and their wallets)

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.

Rick Hamann
SVP, Content
The Onion

Planning and partnerships: Who are the new creatives?

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.

Anna Yorke
Managing Director, Newcast WW

Metrics Keynote: What’s new in digital branded content (& unmasking the mystery of metrics)

The big influencer in digital branded content is video. Gian Fulgoni 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.

Gian Fulgoni
Co-Founder & Executive Chairman Emeritus

Best In Show

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.

Cathy Collier
OMD Canada

Veronica Holmes
President, Digital

Randy Stein
Partner, Creative
Grip Limited


Barry Krause
Founder, CEO
Suite, The LiveLab Company

Consumer crack, marketers’ dream

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.

Denise Darroch
Brand Manager
Kimberly Clark Canada

Jordan Gracey
Manager, Digital Marketing
Volkswagen Canada


Randy Stein
Partner, Creative
Grip Limited

CBC/Radio-Canada: The New Brand Content Upfronts

CBC's iconic Dragons' Den, the show that made it cool, interesting and possible to 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'.

Jennifer Dettman
Executive Director, Unscripted Content

Gaye McDonald
Director of Content Marketing
CBC Media Solutions

Steven Pitkanen
Senior Content Liaison Executive
CBC Media Solutions

Lise Cote
GM Consumer and SMB Marketing
Canada Post

Jim Treliving
CBC Dragon

Microsoft Advertising: The New Brand Content Upfronts

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 content curating and the many opportunities MSN provides for aligning your brand with the right experiences, at the right time.

Matthew McKenzie
Executive Producer – Information and Content Experiences
Microsoft Canada

Shaw Media: The New Brand Content Upfronts

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 win The House that HGTV Built with 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!

Sean Fernie
Director of Online Product and Content
Shaw Media

Barb McKergow
Director, National Sales & Marketing Ventures
Shaw Media

Emily Morgan
Senior Director, Original Lifestyle Content
Shaw Media

Tanya Linton
Partner & Executive Producer
Architect Films

Paul Lafrance
Custom Built and Disaster Decks

Kaaren Whitney-Vernon
Chief Executive Officer

Postmedia Network: The New Brand Content Upfronts

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.

Yuri Machado
SVP, Integrated Advertising Sales & Strategy
Postmedia Network

Scott White
VP, Content Strategy & Business Development
Postmedia Network

The Globe and Mail: The New Brand Content Upfronts

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.

Moderator Panel

Sean Stanleigh
Managing Editor, The Globe Content Studio
The Globe and Mail

Stephen Sonnenfeld
VP, Advertising & Brand Integration
Thomson Reuters

Tony Vlismas
Head of Market Strategy

Yvonne Gibson
Director of Marketing Communications

Everything (and everyone) you need to know to achieve killer content & integration

+ Canada's top media & entertainment players preview what's new & next

BCON Expo showcases the impact of game-changing integrations and the latest brand-created content. By deconstructing Canada's best brand content programs and the most innovative global work, BCON demystifies the process of finding the right partners and working effectively with them. Now in its third year, BCON showcases the new models and success across a range of activity:

• Stand-alone content created by & for brands;
• Brand content created to leverage entertainment, editorial & event sponsorship;
• Brand integration in existing/new entertainment & media content.

The New Brand Content Upfronts

• Get briefed by the leading media and entertainment companies in broadcast and publishing
• Learn practical intel on current best practices
• Receive a sneak preview of upcoming integration opportunities

Founding Partners

Presenting Partner

Creative Partners

™ BCON EXPO is a trademark of Brunico Communications Ltd.
™ BCON EXPO title, tagline and logo are trademarks of, and the event is produced by, Brunico Communications Ltd.
View our privacy policy: