[Virtual] CMA Marketing Week presents CMAfutureproof, presented by Roku Canada

Join Ivan Pehar, Territory Manager, Canada at Roku and SYSTEM1’s Andrew Tindall, SVP Global Partnerships for an insightful exploration of how viewer mood influences engagement and ad receptivity in the ever-evolving landscape of streaming TV. In this session, we will delve into the importance of understanding viewer behaviour, highlighting the significance of positive moods in shaping content consumption and ad effectiveness.

We’ll discuss the challenges posed by the fragmentation of streaming platforms, emphasizing the need for effective content navigation strategies that enhance the viewer experience. Attendees will learn about the direct correlation between mood and ad receptivity, supported by compelling data and ad testing showcasing successful campaigns that tapped into viewer emotions.

Andrew Tindall
Global Creative & Media Partnerships Director, System1

After managing brands at Diageo and Bacardi Martini, Andrew leads thought leadership and Global Partnerships at System1. He works to expand the industries effectiveness knowledge across the media mix with successful research exploring creative effectiveness in audio, out of home, digital and connected TV advertising. He regularly presents to the world’s largest brands and agencies, and at key global marketing events to share System1’s thought leadership.

Ivan Pehar
Director, Ad Revenue, Strategy, Roku

Ivan brings over 25 years of extensive experience in strategic digital marketing and brand building to the Roku team as the Territory Manager, Canada. In his current role at Roku, Ivan leads the Canadian ad sales team, driving innovative advertising solutions and helping brands navigate the evolving Connected TV (CTV) landscape while delivering measurable, impactful campaigns.

Prior to Roku, Ivan served as the Head of Canada Ad Sales at Spotify, where he played a pivotal role in developing their go-to-market strategy for Canadian brands. Ivan also spearheaded Twitter’s Canadian office as Head of Revenue and Agency Partnerships, advocating for the integration of social media into marketing strategies. His career spans across renowned platforms including Yahoo!, Microsoft, and AOL, where he crafted innovative solutions bridging traditional and digital media. Join us in welcoming Ivan Pehar to Roku, where his expertise will undoubtedly drive our continued success in the streaming media industry.

You know we had to ask Ivan what he’s streaming, it’s one of our first questions to all our new joiners at Roku: “You can catch me watching the Rich Eisen show as a huge sports fan or looking for the latest history documentary on Tubi.

Dr. Jonah Berger
Expert on Innovation, Disruption, and Change | Bestselling Author | Professor of Marketing

Jonah Berger is a Wharton Professor, internationally bestselling author, and world-renowned expert on change, influence, word of mouth, and how products, services, and ideas catch on. He has published over 60 articles in top-tier academic journals, teaches one of the world’s most popular online courses, and accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Millions of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone’s Mind are in print in over 35 countries around the world. Berger has keynoted hundreds of major conferences and events like SXSW and Cannes Lions, advises various early-stage companies, and consults for organizations like Apple, Google, Nike, Amazon, GE, 3M, and The Gates Foundation

Mark Schaan
Deputy Secretary, AI Chair of the Board, Government of Canada

Mark Schaan was appointed Deputy Secretary to the Cabinet – Artificial Intelligence in July of 2024. In this role, he supports the overall AI agenda, seeking to position Canada for leadership in its responsible development and use.

Prior to this, Mark served as Senior Assistant Deputy Minister for Strategy and Innovation Policy at the Department of Innovation, Science and Economic Development (ISED). In this role he led on the overall micro-economic and innovation agenda, including supporting the development of the department's horizontal policy and strategic priorities, including in international affairs, telecommunications, economic security, and all aspects of marketplace frameworks.

Mark’s career has been highlighted by this cross-cutting policy and framework effort, including leading major consultations and reforms, including for telecommunications, investment review, intellectual property, bankruptcy and insolvency, privacy and AI. Mark’s public service career has included roles across the policy spectrum, as well as leading on revitalizing the public service through innovative recruitment models.

Mark earned his BA (Honours) from the University of Waterloo in Political Science with an Honours Option in Peace and Conflict Studies in 2002, where he studied as a Loran Scholar. Mark earned his MPhil in Comparative Social Policy, conferred in 2004, and his DPhil in Social Policy, conferred in 2010 from the University of Oxford, where he studied as a Rhodes Scholar. Mark is also actively involved in his community: chairing the board of the Ottawa Art Gallery, continued involvement with the Loran Scholars Foundation, and previous leadership at the Ten Oaks Project for 2SLGBTQ+ youth and families.

When President Donald Trump returned to the White House in January, he initiated weeks of threats of tariffs and countertariffs, imposed and walked back between Canada and the United States. He continually suggested Canada should cede its sovereignty and become the 51st state. The moves sparked a wave of Canadian pride, inspiring consumers across the country to rethink how they shop and to cancel U.S. travel plans in favour of in-country destinations. Then came what is essentially a marketing slogan, “elbows up,” inspired by comedian Mike Myers. There has typically been a separation between ‘hard news’ and content marketing, as brands tend to shy away from contentious subject areas such as politics. That’s not currently the case. Worlds are colliding. What does that look like on the ground? How should it be managed at the campaign level? What sectors have the most opportunities to benefit and why?

Sean Stanleigh
Head of Globe Content Studio, The Globe and Mail

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.

In today’s fiercely competitive landscape, marketers need to uncover every possible advantage. Hear the latest research on why ad environments perceived as positive can be your next competitive edge for driving better performance.

Key Takeaways:

• The next competitive edge for marketers under pressure. Well, this is it: positively viewed ad environments.
• Environments perceived as positive can drive better performance. And new industry research demonstrates it.
• How marketers can tap into the power of positivity today.

Jenna Landi
Director of Global Brand Research, Pinterest

Jenna Landi is the Director of Global Brand Research at Pinterest, leading the Marketing research organization covering everything from brand equity measures, to creative testing, to trendspotting. Jenna began her research career at Nielsen in New York and London, focusing on global digital analytics. She then held research positions at Google, including her role as a founding member of the Google Human Truths team. Jenna holds a Masters of Science in Behavioral Science from the London School of Economics and a B.A. from Brandeis University. She is an ambitious eater and curious traveler, and on weekends you can find her chasing daughters Natalie and Adrienne around Prospect Park in Brooklyn, NY.

Renee Ellis
Senior Consultant, Creative & Digital Operations, Cella

Renee is an agile and passionate director of digital, studio, and creative operations teams with experience designing and leading innovative global solutions for Fortune 500 companies. With a diverse background spanning healthcare, entertainment, retail and finance, Renee has focused her career on optimizing production models for advertising, packaging, signage, content, and studio workflows by cultivating collaborative and dynamic work environments with senior leaders, partnering with cross-functional teams (domestic and offshore), and external agencies to deliver excellence and value. Renee and her partners have achieved success when solutions are developed that educate, inspire, and empower employees to leverage data, technology, and best practices to drive growth and performance in their departments