Agenda - BCON EXPO 2016
October 29, 2016
Bram & Bluma Appel Salon

Agenda

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Tuesday, March 29

8:00 AM

Registration

Networking Breakfast

9:00 AM

Opening Remarks

Court


Featuring:


Jason Doolan
Director of Marketing
General Mills Canada

Jodi Peacock
SVP Business Director
Mediacom Canada

9:10 AM

Opening Keynote: Next-gen ROI: how to measure the new content marketing

Court

Pitched a content program only to have it shot down over costs versus ROI potential? Not totally sure how to translate campaign success into CEO-pleasing data? You`re not alone: a study from the U.S.-based Content Marketing Institute (CMI) found that as many as eight out of 10 marketers are now trying some form of content marketing, but only three in 10 are seeing measurable ROI. But you can be a part of the new wave of marketers breaking the cycle by joining keynote speaker CMI’s chief strategy officer, Robert Rose, at BCON Expo. Rose will outline new approaches to measuring effectiveness and ROI in the content marketing sphere and how to use it to create multiple lines of value within your business. He’ll also touch on new tech and processes driving next-gen content marketing forward.


Featuring:


Robert Rose
Founder and CSO
Content Marketing Institute

10:15 AM

The Globe and Mail Upfront: The confluence of data and journalism

Court

Whether you’re crafting a news story, measuring content performance or publishing on social platforms, data fluency is a required skill set in today’s digital workplace. This session is designed to arm you with a practical understanding of how The Globe and Mail’s newsroom leverages data to create and deliver compelling content to the right audiences at the right time in the right formats.

Moderating:


Katherine Scarrow
General Manager
The Globe and Mail


Featuring:


Susan Krashinsky
Marketing and Advertising Reporter
The Globe and Mail

Sonali Verma
Senior Editor, Audience Engagement
The Globe and Mail

Cynthia Young
Head of Audience
The Globe and Mail

10:45 AM

Networking Refreshment Break

11:00 AM

From research to ROI: RBC's branded content strategy

Court

RBC is stepping outside of its traditional marketing plan and into the afterlife with a new partnership that aims to reach a younger audience. The financial institution partnered with brand agency shift2 and digital studio Smokebomb Entertainment to engage millennials with 20-part scripted drama series V Morgan Is Dead and complementary lifestyle content designed to help young adults navigate life, love and money. Hear directly from RBC on why they chose to target millennial consumers with this innovative campaign, and how research was used to test and pivot along the way.


Featuring:


Michelle Stewart
Director, Marketing
RBC

Kaaren Whitney-Vernon
SVP, Branded Entertainment
shift2

11:30 AM

Postmedia Content Works Upfront: Building a Scalable Content Marketing Machine

Court

The critical ingredient to building engagement and deeper connections with your audience is content. But it can’t just be any content. It has to be relevant, high quality, smart content that’s easily deployed and measurable across key channels.

Our panel of content experts will discuss the key components of building an effective and scalable content marketing machine that can be sustained for the long haul. This insightful panel discussion will provide with you with a plan that will help you gain more success than any marketing strategy you’ve ever used, while saving you time and money.

Moderating:


Joe Chidley
Executive Producer
Content Works


Featuring:


Darin Diehl
Director Content Marketing and Corporate Communications
Tangerine Bank

Josh Merchant
CTO and Cofounder
Ampifii

12:00 PM

Lunch

Court

Luncheon Roundtables

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

Harry Brisson

What success metrics matter when evaluating branded video?

Katrina Craigwell

Dive into virtual reality with GE's Katrina Craigwell

Ekaterina Dobrokhotova, L'Oreal

Join Ekaterina Dobrokhotova from L'Oreal for an insider look behind content and influencers marketing

Heather Loosemore, Walmart

Walmart's Heather Loosemore discusses how to be creative by committee - satisfying stakeholders
without compromising the work

Joanna Milroy, Kraft

Join Joanna Milroy to learn how Kraft Heinz has successfully leveraged sponsorship marketing as a relevant way to connect consumers with brands through their award winning 10 year Kraft Hockeyville program. 

Robert Rose, Content Marketing Institute

The Technology landscape and making sense of all the content marketing tech solutions


Featuring:


Harry Brisson
Director, Nielsen Media Lab
Nielsen

Heather Cameron
Senior Manager, Brand Marketing Canada
Walmart Canada Corp.

Katrina Craigwell
Global Director, Marketing Innovation
GE

Ekaterina Dobrokhotova
Director of Global Marketing
L'Oreal Canada Inc

Joanna Milroy
Marketing Director
Kraft Heinz Company

Robert Rose
Founder and CSO
Content Marketing Institute

1:00 PM

Acing the branded content endurance test

Court

Conceiving and executing a clever, wildly innovative campaign is one thing. But how do you keep a long-term campaign fresh and functional without reinventing the wheel every year? Savvy marketers are building on their investment in major long-term campaigns by cultivating their relationships with existing fans and adding new ones through highly targeted, high-value outreach. From micro-targeted ads to social-friendly content, these budget-friendly initiatives keep brands top of mind with consumers as they go about their day-to-day lives.

This session will feature Heather Loosemore, senior director marketing, Walmart Canada, sharing insight on how the retailer uses PR to drive its content hub, finding print production efficiencies to drive social media, finding content where the company already has connections and the evolution of its annual Toy Testers campaign. 

Joining her on stage will be Joanna Milroy, associate director, portfolio marketing at Kraft Canada, who will share how Kraft has used branded content to build, maintain and grow its gold-standard CRM program, What’s Cooking, and using branded content to amplify its messaging to consumers across multiple owned channels in meaningful ways beyond product utility. She’ll dive into content marketing best practices, how to measure the value of a content marketing platform and peek into how Kraft Hockeyville evolved from an in-store sales promotion to a program that rallies communities together.


Featuring:


Heather Cameron
Senior Manager, Brand Marketing Canada
Walmart Canada Corp.

Joanna Milroy
Marketing Director
Kraft Heinz Company

1:45 PM

Original content is a beautiful thing

Court

L’Oreal has long been an innovator in the branded content space, with work ranging from award-winning digital series to real-time red-carpet shows-on-the-go. No longer satisfied with waiting for the next trend, L’Oreal has created an in-house content studio tasked with seizing content opportunities as they happen. Hear from Stéphane Bérubé, CMO, L’Oreal Canada and Ekaterina Dobrokhotova, consumer engagement manager at L’Oréal Canada, about the company’s branded content journey and the learning that shaped its social media-driven strategy today.


Featuring:


Stephane Berube
Chief Marketing Officer
L'Oreal Canada Inc

Ekaterina Dobrokhotova
Director of Global Marketing
L'Oreal Canada Inc

2:30 PM

Networking Refreshment Break

2:45 PM

Essential Elements for Engaging Audiences

Court

Nielsen has built its brand on measuring the reach of traditional media products with North American audiences. But as consumers have changed, so too have the media strategies marketers use to reach them, leading Nielsen to develop a new breed of content measurement tools and solutions. Join Harry Brisson, director of lab research at Nielsen Content Solutions, as he guides BCON Expo through new research that uncovers the essential elements that enable content to resonate with audiences, based on research of over 4,000 pieces of content. He will also premiere new analysis comparing the effectiveness of over 100 pieces of branded content, examining and outlining best practices to better understand the relationship between great content and meaningful brand impact.


Featuring:


Harry Brisson
Director, Nielsen Media Lab
Nielsen

3:15 PM

Closing Keynote: Building customer mindshare: GE’s branded content journey

Court

As one of the world’s biggest b2b and b2c brands, GE has the complex task of communicating its cutting-edge technology to a diverse and vast global audience. But that doesn’t intimidate Katrina Craigwell, Global Director, Marketing Innovation at GE, who stickhandles the company’s digital content strategy with a focus on authenticity and transparency. Craigwell brings her wealth of expertise to BCON Expo this spring, sharing key lessons she and her team have gleaned in working with original content creators, mapping the customer journey through content and, excitingly, getting GE ready to be on the forefront of virtual reality’s mainstream debut.


Featuring:


Katrina Craigwell
Global Director, Marketing Innovation
GE

4:00 PM

Closing Remarks

Court

4:15 PM

Closing Cocktails

Event Menu

Brand Menu