CMA Marketing Week: The State of Social Content and Commerce in Canada

• The top developments affecting Canadian creator campaigns in 2026 and what they mean for your strategy
• How social commerce is working in Canada (hint: it's different from the U.S.)
• Emerging content formats and creator trends that are driving engagement and conversions
• How the creator talent landscape is shifting and what it means for brand partnerships
• The role of AI in creator content and disclosure standards

Adrian Capobianco, Co-founder & CEO, BILI

As the Co-Founder and CEO of Because I Love It (BILI), Adrian leads a Global social content and commerce platform that connects influencers and brands, transforming the influencer marketing experience. With the average North American adult spending 2hrs and 20 mins each day on social media, it's the most significant medium for most brands.

BILI's mission is to connect brands with social media influencers to promote and sell products and services. BILI is designed to simplify and improve this process with extensive data on the 10M+ creators in North America and AI implemented throughout the business. BILI operates on a guaranteed performance model to offer clients a true partner with a stake in their success.

With over 20 years of leadership experience in technology, media, and digital innovation, Adrian has a proven track record of scaling businesses, driving revenue growth, and fostering a culture of excellence. Adrian previously served as President of Vizeum (Dentsu), helping global brands adapt to the digital economy. His diverse background includes roles at IBM, Rare Medium, and founding Quizative, a digital innovation agency. Adrian is the Co-Chair of CMA's Social Content and Commerce Committee.