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Wednesday, March 25
| 8:00 AM |
Registration & Continental Breakfast
8:00 AM-4:50 PM |
| 9:00 AM |
Opening Remarks
Arcadian Court 9:00 AM-9:05 AM Speaking
Cathy Collier 
Randy Stein |
| 9:05 AM |
OPENING KEYNOTE: What’s new in digital branded content and unmasking the mystery of metrics
Arcadian Court 9:05 AM-9:45 AM 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. Speaking
Gian Fulgoni |
| 9:55 AM |
The Globe and Mail: The new brand content upfronts
Loft 1/2 9:55 AM-10:25 AM 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. Speaking
Yvonne Gibson 
Sean Stanleigh 
Tony Vlismas 
Stephen Sonnenfeld CBC/Radio-Canada: The new brand content upfronts
Loft 4/5 9:55 AM-10:25 AM 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. Speaking
Steven Pitkanen 
Jennifer Dettman 
Jim Treliving 
Lise Cote 
Gaye McDonald |
| 10:25 AM |
Networking Refreshment Break
10:25 AM-10:40 AM |
| 10:40 AM |
Going Inside
Arcadian Court 10:40 AM-11:10 AM 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. Speaking
Robert Lambrechts |
| 11:10 AM |
Samsung: Creating connections through branded content
Arcadian Court 11:10 AM-11:40 AM 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. Speaking
Mark Childs |
| 11:50 AM |
Postmedia Network: The new brand content upfronts
Loft 4/5 11:50 AM-12:20 PM 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. Speaking
Yuri Machado 
Scott White Microsoft Advertising: The new brand content upfronts
Loft 1/2 11:50 AM-12:20 PM 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. Speaking
Matthew McKenzie |
| 12:30 PM |
Lunch
12:30 PM-1:15 PM Luncheon Roundtables
Mezzanine 12:30 PM-1:15 PM 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 Mark Childs Gian Fulgoni Rick Hamann Robert Lambrechts Anna Yorke
Speaking
Anna Yorke
Mark Childs
Gian Fulgoni 
Rick Hamann 
Wendy Arnott
Robert Lambrechts |
| 1:15 PM |
Planning and partnerships: Who are the new creatives?
Arcadian Court 1:15 PM-1:50 PM 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. Speaking
Anna Yorke |
| 1:50 PM |
Consumer crack, marketers’ dream
Arcadian Court 1:50 PM-2:35 PM 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. Speaking
Jordan Gracey 
Denise Darroch
Randy Stein |
| 2:45 PM |
Shaw Media: The new brand content upfronts
Loft 1/2 2:45 PM-3:15 PM 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. Speaking
Tanya Linton 
Paul Lafrance 
Barb McKergow 
Emily Morgan 
Sean Fernie 
Kaaren Whitney-Vernon |
| 3:15 PM |
Networking Refreshment Break
3:15 PM-3:30 PM |
| 3:30 PM |
Targeting millennial’s funny bones (and their wallets)
Arcadian Court 3:30 PM-4:05 PM 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. Speaking
Rick Hamann |
| 4:05 PM |
Best In Show
Arcadian Court 4:05 PM-4:45 PM 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. Speaking
Cathy Collier
Randy Stein 
Veronica Holmes 
Barry Krause |
| 4:45 PM |
Closing Remarks
Arcadian Court 4:45 PM-4:50 PM |
| 4:50 PM |
Closing Cocktails
Mezzanine 4:50 PM-5:50 PM |