Montreal: How Quebec's Marketing Vision is Reshaping Global Influence, presented by Quantcast

“Every Brand Has A Story”

Jake Karls leveraged the story behind Mid-Day Squares by bringing consumers along for the ride, offering a behind-the-scenes look at the entrepreneurship journey. Embracing total transparency and documenting their rawest moments on social media, Jake and his partners found a new way to cut through the noise, connect with consumers, and turn them into loyal fans. Even a legal challenge from a corporate giant became an opportunity to tell a story – instead of backing down, Mid-Day Squares clapped back with an epic diss track.

In this insightful keynote, Jake shares his philosophy on the art of storytelling, its enduring power to reach people, and keeping your brand and organization relevant, so when prospects need to buy, they choose you.

Your will learn new ways of thinking about business – through storytelling – that will completely change the way you sell, for the better.

Jake Karls

Jake Karls is a different type of business leader – unapologetically authentic, refreshingly relatable, and completely free of BS.

He is the Co-founder and Chief Rainmaker of Mid-Day Squares, the good-for-you chocolate brand that turned a kitchen-table dream into a global household name. Mid-Day Squares is leading the disruption of an extremely competitive vertical with a winning team, innovative marketing strategy, and fearless spirit.

The secret ingredient fuelling the brand’s stratospheric growth? Genuine human connection. Jake’s role is to build the brand’s network and visibility. To hear him speak is to understand how he does it. By prioritizing relationships, harnessing the power of storytelling, and being himself, Jake has cultivated the loyalties of investors, buyers, journalists, influencers, his own team, and of course, the chocolate-loving community.

He and his business partners, who happen to be his sister and brother-in-law, are strong proponents of a healthy corporate culture and emotional well-being, and even get together for regular business therapy sessions. Empathy and open communication are engrained in the culture at Mid-Day Squares, promoting long-term success and sustainability.

Jake is recognized as a rising star in the business world. He was a finalist in EY’s Entrepreneur of the Year awards, was named to Forbes’ 30 Under 30 list for 2023 (Food and Beverage category), and is featured as a regular contributor to media outlets across North America.

Keynotes by Jake Karls offer valuable, practical insights and his unique and unfiltered takes on some universally relevant themes. You will come away hyped, energized, and ready to take on the world.

Moderator

Marlène Hins – President of the board of the Marketing Quebec Association  

Marlène is a graduate of Laval University and HEC Montreal. She has 25 years of experience in communications & marketing.   She worked at BMR as Vice President of Marketing and for over 4 years at A. Lassonde as Vice President of Marketing & Innovation, overseeing all marketing activities. She is currently a marketing strategy consultant   She has held before that management positions in the field of marketing for large retailer’s brands such as Proxim, Réno-Dépôt, RONA.   Marlène is the President of the board of the Marketing Quebec Association, and she sits on the board of directors as Vice President of the “Panthéon des sports du Québec” and on the board of “Théâtre de la ville”.  

Panelist

Sylvain Dufresne – VP, Head of creative, TBWA Montreal

For over 25 years, Sylvain has been shaping the creative landscape of Montreal's and Canada's top advertising agencies. From copywriter to creative director, then VP Head of creative at BBDO, Lg2, Publicis and FCB he now holds the position of Vice President and Head of creative at TBWA Montreal.

Under his leadership, his teams have racked up countless accolades: Marketing Awards, Media Innovation Awards, LIA, CMA, Clio, Cannes Lions, IDEA, Strategy Awards, and many more. Since joining TBWA Montreal (formerly FCB) seven years ago, the agency has experienced its most award-winning era—both locally and internationally—topped off by landing its first-ever Cannes Lion for BMO.

Beyond his creative work, Sylvain regularly serves on award juries, participates in numerous presentations, podcasts, and industry interviews, and teaches advertising copywriting at École nationale de l'humour.

Panelist

Philippe Goudreault – Strategy Director, LG2

Philippe believes creativity is the ultimate engine for growth. After building his career at BBR and Cossette, he joined LG2 to guide clients through high-impact transformations and large-scale brand deployments. His strategic vision has powered some of Quebec’s most culturally resonant campaigns, earning recognition at local, national, and international awards shows.

Beyond Quebec, Philippe sat on the WPI Next Gen Leaders Board, where he helped build a global mentorship network spanning more than 50 countries and launched a creative competition dedicated to the industry’s next generation.

Panelist

Yanick Nadeau – Senior Director – Brand & Marketing, Cirque du Soleil

Yanick is a senior marketing and brand executive with over 20 years of experience leading marketing organizations and partnering closely with executive leadership to drive growth. She has built a strong hybrid background spanning both agency and client-side roles, giving her a well-rounded understanding of both perspectives.

This dual experience has allowed Yanick to develop creative and effective strategies that connect business objectives with impactful execution. Throughout her career, she has worked with well-known brands such as Cirque du Soleil and Just for Laughs, as well as leading agencies including lg2, Havas Canada, and BCP, contributing to a wide range of marketing initiatives. She brings a proven track record in transforming and scaling B2C and B2B portfolios across local, national, and international markets.

Recognized for aligning marketing strategy with business priorities to strengthen competitive positioning, accelerate revenue growth, and improve profitability, Yanick is known for building and leading high-performing multidisciplinary teams and creating integrated ecosystems where brand, customer experience, and commercial performance come together to drive sustainable and measurable growth.