In-Person - CMAfutureproof, presented by Omnicom Media Group

As customer experiences continue to expand and evolve, Marketers are faced with a key challenge to build the right infrastructure that will successfully deliver elevated customer experiences and maximum value to brands.  Right-Housing is an evolution from earlier frameworks where clients and external partners now work in close collaboration to identify the most effective of capabilities, technology, and data in building business outcomes.  From this industry call to action, attendees can expect to take away

• How to refocus measurement from last-touch media metrics to full-funnel growth attribution
• How to embed risk and creativity into change management and outcomes focused models (there is a reward to being bold)
• How to stay ahead of the curve and have access to talent and platforms that enable future facing capabilities
• The benefits of a mindset focused on continual organizational refinement and design
• Key questions that need to be answered before embarking on a Right-Housing Transformation

Shane Cameron, Chief Strategy Officer, Omnicom Media Group
During his 20 plus years in marketing, Shane has worked on the creative agency side, at one of the first, high volume, e-commerce companies in the world, as well as having helped bring a start-up to being publicly traded on the NASDAQ. This cross-section of experience and contribution has led to his commentary being featured in publications such as The New York Times, Wall Street Journal, MSNBC, and Strategy Magazine.

With a dedication towards designing innovative communication platforms, Shane works with client and the OMG Canada agency collective to responsibly transform how brands go to market in an increasingly complex landscape.

Rebecca Shropshire, SVP of Commercial Operations, MiQ
As part of the senior management team, Shropshire leads the unified commercial operations strategy for the Canadian market – driving further alignment among MiQ’s sales, account management and trading departments. As a seasoned veteran in media and marketing, Shropshire has been involved in programmatic since its infancy in Canada. Prior to joining MiQ, she was Head of Agency Development at Meta, working with Canada's largest agency holding companies on social media strategies and the launch of new products and solutions.

The A.I. Advantage for Small to Medium Businesses

While marketers at large organizations fret about the impact that A.I. may have on jobs, the reaction is decidedly different for medium and even smaller businesses. A.I. promises to make them dramatically more competitive.  Now, smaller organizations can marry their traditional advantage: excellent and personalized customer service, with increased productivity and efficiency offered by A.I. This panel will explore:

• How are small companies leveraging new A.I. tools such as MidJourney, Dall-e and ChatGPT to serve customers?

• How do they mitigate any privacy concerns?

• Rapid prototyping to final product

• What do we expect to see from A.I. technologies in 18 months?

Moderator: Erin Kelly, CEO and co-founder of Advanced Symbolics Inc. (ASI)

ASI’s patented AI, named “Polly”, is the A.I. for unbiased and instantaneous public opinion research, as ASI is the only company in the world that can produce randomized, controlled, statistically valid sample populations on social media for audience research.

Polly quickly catapulted to fame in 2016 after correctly predicting both BREXIT and the Trump election and is also well known globally for her work in PR, advertising and message promotion and product research. In the consumer market research space Polly is the AI of choice for SMEs that want to have access to competitive public opinion research.

Polly was recently featured in the award-winning documentary Margin of Error, which profiles the predictive power of AI and has been shown to audiences throughout North America and Western Europe.

Erin is frequently called on by national and international media for her insights into AI and its future impacts on society.

Basil Hatto, SVP Product and Growth, Neil Patel Digital Canada

There are many projects in the areas of cross media measurement, generative AI, synthetic data and outcome measurement which are well on their way. There is no debate that Virtual IDs are the basis of de-duplication for cross media measurement. Nor is there any debate that synthetic data is viewed differently than 1st party data by the privacy regulators.

These are the known knowns.

But given what we know, what are the known unknowns? As synthetic data doesn't fall into the usual privacy legislation, what are the impacts on consent management and clean rooms? If data can be generated, why use 1st party data? How useful are synthetic retail media audiences? How can we tie business analysis to media planning and outcomes? As marketing enters this new era of synthetic data, we aim to futureproof marketers by posing challenging questions, proposing frameworks to get answers and re-thinking what we know and don't know.

Chris has been a pioneer in digital advertising for 30 years. He is a past President of IAB Canada and was VP Digital at the Association of Canada Advertisers in addition to many years at ad agencies BBDO and Havas. He held varied positions such as copywriter, art director, media strategist, managing director and consultant.

Chris participates in many trade associations such as the CMA, ACA, CIMM, MRC and the WFA and was a member of the Board of Directors at Destination Ontario and IAB Canada.

He is currently the CMO at Arimadata, a Canadian startup which developed North America’s first Synthetic Society which is the foundation of an advanced data science platform.

“Join us in shaping the future of technology,” reads a tagline on the OpenAI home page. It could just as easily read “join us in shaping the future of content.” At the end of 2022, the company dropped a bomb: ChatGPT, an artificial-intelligence tool that provides detailed automated responses to human questions. It prompted a flurry of discussions and analysis. Counterparts such as Dall-E and Midjourney generate art. Vall-E uses text-to-speech AI to mimic voices. Creatives don't just have disruptors at the door, they're in the house. What does this mean for content marketing? Are these enhancement tools or replacement tools? What are the expected impacts on jobs and roles? What are the ethical considerations? Sean Stanleigh, Head of Globe Content Studio, looks at what to expect in this fast-changing environment.

Bio:

Sean Stanleigh is Head of Globe Content Studio, the content-marketing division of The Globe and Mail, a national media and technology company. His team blends audience data with journalistic intuition and experience to craft great storytelling on behalf of brands, positioning them as thought leaders with influential audiences across multiple platforms.  Sean has held a number of senior editing roles at The Globe and the Toronto Star in disciplines that include international, national and local news, small business, and entertainment. His work includes a stint as host of the award-winning podcast Industry Interrupted. He regularly appears at events, live and virtually, as a host, speaker and moderator.

Join us as we discuss key tensions in traditional MMM practices and share approaches to consider with more holistic data assets and modern-day analytic tools. For example, how can we help CMOs come up with a more balanced plan for brand building and performance marketing levers? We also discuss how to better evaluate investments in walled-gardens, isolate impact of creative from media pressure, and leverage AI-powered analytics for more agile ROI measurement programs.

We bring real examples of how clients use these insights to make a business case for marketing investment and to guide marketing allocation across and within brand portfolios.

Satya Menon, Head of Connected Solutions, Kantar

Satya is responsible for bringing together Kantar’s cross-portfolio of unique data assets, measurement and analytic capabilities to address client problems in a holistic and compelling manner.

Her background spans 25+ years of quantitative market research, consulting and academic research and teaching at top business schools in the US. Prior to joining Kantar, Satya held faculty positions at the business schools of University of Chicago and University of Illinois, Chicago. Her academic research has been published in top marketing journals and she is an active presenter at industry forums like the ARF, MSI and AMA.

Lynne Piette - Director, Marketing, Volkswagen Canada

Lynne Piette is the Director of Marketing at Volkswagen Canada. A passionate leader with 20 years of marketing and communications experience, Lynne has consistently created a culture of teamwork that has fostered a high-performing environment of customer centricity. At Volkswagen, she has spearheaded several initiatives that have driven business impact, including leading the relaunch of the VW Brand in Canada through the brand strategy of Be the Change, leading the VW Canada National Marketing strategy and planning, and launching VW Canada’s Corporate Social Responsibility program. Prior to Volkswagen, Lynne held roles at Honda Canada and General Motors Canada.

The average person is bombarded with more than 10,000+ messages a day. How do brands cut through the clutter and connect with consumers in memorable ways? Mastercard’s use of technology, data and measurement is leading the company to unique insights around connecting with consumers that translate into business growth. Mastercard may be known for its payments across the world, but it is also one of the first companies tapping into all five senses of the consumer. Join Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard for an immersive experience to find out how the company is forging authentic connections through sight, sound, taste, smell, and touch. 

Raja Rajamannar, Chief Marketing & Communications Officer and President, Healthcare, Mastercard

Raja Rajamannar is chief marketing and communications officer for Mastercard and founding president of its healthcare business. He serves as a member of the company’s executive leadership team and management committee.

Over the past decade, Raja has transformed Mastercard into one of the fastest-growing brands in the world. At the helm of the iconic Priceless platform, he and his team are on the cutting edge of experiential, multisensory marketing programs for consumers and customers around the world. Raja has extended the reach and impact of the brand by embracing artificial intelligence and Web3 technologies while pioneering new standards in inclusive design.

Raja’s leadership has propelled Mastercard to one of the top 12 most valuable brands in the world as well as the world’s No. 1 audio brand. In 2022, the company was named top three in Ad Age's 2022 Marketers of the Year. Recent innovations have earned accolades from Disability:IN, Fast Company, Cannes Lions and many other prestigious organizations.

A Wall Street Journal-bestselling author, Raja is a frequent speaker and media commentator. His book, “Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow’s Consumers,” has become a touchstone for marketing leaders and academics around the world and is now available in nine languages.

As President of Healthcare, Raja focuses on driving value for healthcare industry stakeholders through innovative Mastercard assets such as data analytics, AI and cybersecurity solutions. Prior to Mastercard, Raja was chief transformation officer for the health insurance firm Elevance (formerly Anthem) and chief innovation and marketing officer for Humana. He’s held senior management roles with Unilever and Citibank.

Raja has been named one of Forbes’ Most Influential CMOs five times and was inducted into both the Forbes Marketing Hall of Fame and The CMO Club Hall of Fame. Other awards include Business Insider’s Most Innovative CMOs, WFA Global Marketer of the Year, Adweek’s Grand Brand Genius, Billboard’s Top Branding Power Player and Fashion Group International’s Tech and Brand Innovation Award.

He is president of the World Federation of Advertisers (WFA) and on the boards of the Association of National Advertisers (ANA), The Ad Council and Yale School of Management Consumer Insights Council. He serves on the board of PPL Corporation, a U.S. Fortune 500 company (NYSE: PPL), and is also on several not-for-profit boards including Bon Secours Mercy Health, New York City Ballet and Cintrifuse.

Originally from India, Raja received his bachelor’s degree in chemical engineering from Osmania University and Master of Business Administration from the Indian Institute of Management in Bangalore. He currently resides with his wife and younger son in the United States.