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Register now
THE BIG SHIFT VIRTUAL MARKETING CONFERENCE
A new era of marketing is here. Are you ready? Consumers are forming new
preferences for how, where and when they want to engage. It’s time to rethink
the old ways of operating to deliver what’s important to consumers – while
creating the results you’re looking for. This year’s virtual marketing
conference, The Big Shift, offers a deep dive into the evolving marketing
landscape and expectations of customers.
HEAR FROM INDUSTRY EXPERTS AND THOUGHT LEADERS
Our expert speakers will help you:
* Understand the changing advertising and media landscapes and how media must
take on new roles to ensure future success.
* Take the right steps in a privacy-driven world.
* Manage brand perception throughout the customer journey.
* Build sustainability and accountability into your marketing plans.
* Develop authentic responses to social issues.
* And much more.
DetailsSpeakersScheduleSponsors
Details
EVENT DETAILS
Date: October 14, 2021 Time: 12 pm - 3:30 pm ET
There will be a 30-minute networking session from 11:30 pm to 12 pm ET.
Location: Virtual
Cost: Free
Speakers
SPEAKERS
Jane Luk (English host)
JANE LUK (ENGLISH HOST)
* Actor | Improvisor | Writer, Director and Producer
* Conference host (English)
We are pleased to have Jane Luk as this year’s host for our event on October 14,
2021.
A Jill of many trades, Jane most recently appeared in The Handmaid's Tale,
Château Laurier (in post-production), Murdoch Mysteries, Kim’s Convenience, Anne
With an E as well as Saw lll, World Improv Championships (Just For Laughs
Festival) and several Hallmark holiday movies. She has also voiced for Abby
Hatcher, Fuzzly Catcher, Space Ranger Roger, Deus Ex Human Revolution and X-Men
the series and video game. Her short film, How to be More Chinese, enjoyed a
2-year run on the Comedy Network as well as receiving recognition in various
film festivals.
Jane’s favourite stage credits include Hands Down! (Toronto Fringe), Tragedie of
Lear, Kim’s Convenience (Soulpepper Western Tour) and Tout Comme Elle
(Luminato/Necessary Angel).
Jane is a four-time Canadian Comedy Awards nominee for Funniest Female
Improvisor and both a Dora and Chalmers Award recipient for Best Youth Script.
Coko Galore (French host, English Diversity Panelist)
COKO GALORE (FRENCH HOST, ENGLISH DIVERSITY PANELIST)
* Actor | Comedian | Artistic & Managing Director
* Bad Dog Comedy Theatre, Toronto
We are pleased to have Coko Galore as this year’s host for our event on October
21, 2021. She will also sit on the Diversity Panel for our English event on
October 14, 2021.
Panel Discussion: “Marketing to Diverse Audiences with Meaning”
The outcry against systemic racism after George Floyd’s murder has turned the
spotlight on every industry, including marketing. And the marketing industry is
turning its own spotlight on itself. How do we become more relevant to our real
(read diverse) audiences? The answer may surprise you.
This panel will be moderated by Maureen Brown, ROCK Diversity. Panelists
include: Coko Galore, Bad Dog Theater; Dr. Golnaz Golnaraghi, Accelerate Her
FutureTM; and Jenn Harper, Cheekbone Beauty INC.
Bio
Coko Galore is an actor, comedian, and Artistic & Managing Director for The Bad
Dog Comedy Theatre in Toronto, where she is instrumental in the creation of
their digital platforms: Bad Dog Comedy TV, Bad Dog Online Education and Bad Dog
Comedy Podcast. She uses anti-oppression and pro-empathy as her framework to
navigate and lead within the improv community. She is one half of the dynamic
improv comedy duo Coko & Daphney, Festival Director of Black and Funny -
Toronto and Asian and Funny, and co-producer of The Untitled Black Sketch
Project. Her performance credits include headlining festivals across North
America (incl. Portland, Vancouver, Chicago & more), Harbourfront's BRAVE
Festival 2018 (also curated by Coko Galore), her solo show MIXED CHICK at the
Toronto Fringe 2015, and most recently CBC's Tallboyz.
Tom Goodwin (Keynote speaker)
TOM GOODWIN (KEYNOTE SPEAKER)
* Speaker | Author | Co-Founder
* All We Have Is Now
Session: "Navigating a new era of marketing"
This custom-made keynote presentation will introduce the idea of “The Big
Shift.” It will focus on the ideas of a changing media landscape and post-cookie
world, the importance of customer-centricity and the alignment of customer
experience (CX), marketing and advertising.
Tom’s presentation will cover three key themes you need to know to start
navigating this new era of marketing*:
* Rethinking how advertising and media work
* Customer experience: Rethinking how to create value
* Sustainability: Rethinking business as usual
*These themes will be explored in greater depth in the other sessions of the
conference.
This presentation will be live in English and recorded with French subtitles for
the conference date of Oct 21st.
Bio
Tom Goodwin is the author of Digital Darwinism: Survival of the Fittest in the
Age of Business Disruption, the host of The Edge on Euronews and the founder of
All We Have Is Now, a business transformation consultancy.
Goodwin has been voted as the #1 Voice in Marketing on LinkedIn globally, four
times, with over 700,000 followers. Business Insider named him one of 30 people
to follow on Twitter and Fast Company called him a "must-follow." Goodwin’s role
is to understand new technology, consumer behavior and culture and create
solutions that take advantage of these new opportunities. An industry
provocateur, keynote speaker and writer on the future of business, Goodwin has
been quoted in The Economist and The New York Times and has appeared on CNBC.
His writing has appeared in publications including The Guardian, TechCrunch,
Forbes, Adweek, Marketing Week, The Drum, Inc, Digiday, Quartz and The World
Economic Forum.
Anthony McLean – Keynote Speaker (English only)
ANTHONY MCLEAN – KEYNOTE SPEAKER (ENGLISH ONLY)
* Speaker | Rapper
*
Session: "The intersection of mental health and anti-racism"
Many folks in the BIPOC community felt overwhelmed after the murder of George
Floyd. For Anthony McLean, who works in both mental health and anti-racism, it
was a collision of his worlds. Now, he loves to explore the overlap between
mental wellness and racial equity. McLean contends that empathy is at the heart
of both diversity, equity and inclusion (DEI) work and mental health awareness.
Psychological safety and creating a sense of belonging are central to both
pursuits. This interactive presentation helps participants bring more empathy to
the work of anti-racism and mental wellness.
Bio
Anthony McLean delivers lively presentations on diversity, anti-racism and
mental health. He has delivered hundreds of inspiring talks across Canada, the
U.S. and Australia. As a respected voice in his field, Anthony has appeared on
CBC News, Global Toronto’s Morning Show and Breakfast Television. Delivering
research-backed tools and actionable strategies, McLean always leaves his
audiences inspired to bring their best every day.
McLean is also an actor who has starred in television commercials for Ford,
Milk, Sprite, Verizon Wireless and Bell. He hosted the CBC Television show The X
and was featured in the documentary films Colour Me, SOAR and Rising Above. In
his theatre career, McLean acted in the renowned Stratford Festival where he
developed his passion for Shakespeare. He also loves to freestyle rap – give him
any topic in the world and he'll make up a rap about it on the spot.
Dr. Ann Cavoukian – Keynote Speaker (English only)
DR. ANN CAVOUKIAN – KEYNOTE SPEAKER (ENGLISH ONLY)
* Executive Director
* Global Privacy and Security by Design Centre Inc.
Session: "Embed privacy into your operations for positive gains"
Privacy is essential; it forms the foundation of our freedom and must be
preserved at all costs, now and well into the future. For marketers, it’s not a
zero-sum game, privacy vs. marketing or privacy vs. data utility match, it’s all
about a win-win model that yields great returns.
Join Dr. Ann Cavoukian as she shows you how following a proactive Privacy by
Design (PbD) model will lead to great benefits. Given the trust deficit
marketers face currently by consumers, PbD will help increase loyalty with your
consumers by showing you how to embed privacy into your marketing operations and
how to enhance the quality of the data you gather.
Bio
Dr. Ann Cavoukian is recognized as one of the world’s leading privacy experts.
Dr. Cavoukian served an unprecedented three terms as the Information and Privacy
Commissioner of Ontario. There she created Privacy by Design, a framework that
seeks to proactively embed privacy into the design specifications of information
technologies, networked infrastructure and business practices.
Dr. Cavoukian is the author of The Privacy Payoff: How Successful Businesses
Build Customer Trust with Tyler Hamilton and Who Knows: Safeguarding Your
Privacy in a Networked World with Don Tapscott. She is also a Senior Fellow of
the Ted Rogers Leadership Centre at Ryerson University and a Faculty Fellow of
the Center for Law, Science and Innovation at the Sandra Day O’Connor College of
Law at Arizona State University.
Kadi Diop (French only)
KADI DIOP (FRENCH ONLY)
* Speaker | Storyteller
*
Bio
Kadi Diop is a speaker, humorist and bilingual storyteller, half Senegalese,
half Guinean. She has worked in the community for over 20 years in the leisure
and social development sectors. She is also an improv teacher at the Bad Dog
Theater, a ballet neophyte and a seasoned aunt.
Bianca Barbucci (English & French)
BIANCA BARBUCCI (ENGLISH & FRENCH)
* National Director | Marketing, Communications and Brand
* Stikeman Elliott LLP
Session "How B2B marketing strategies can create impact on commercial success"
Successful strategies in B2B can have an impact on commercial success both above
and below the line. While it’s critical to create and manage your brand at
every touch point, businesses depend on strong tactical and content initiatives
to drive bottom-line client engagement, relationships and sales. This session
will showcase a few examples on how marketing communications can support a
global brand while providing value to its key stakeholders who are ultimately
responsible for driving commercial success.
Bio
Bianca Barbucci is a senior marketer with over 30 years of experience. She leads
a team dedicated to managing Stikeman Elliott LLP’s brand, as well as all
marketing and communications initiatives across all channels and across the
entire firm. This includes brand positioning and brand touch points, customer
engagement, content amplification, media relations, advertising and PR,
directories, awards and rankings and marketing-related analytics.
Before joining Stikeman Elliot, Bianca had her own marketing and business
development consulting practice. In previous positions, she led the shopper
marketing division of a large TV network and worked in the advertising and
marketing agency business, in Vice-President and Managing Director roles, for
numerous years.
Lucy Baunay (English and French)
LUCY BAUNAY (ENGLISH AND FRENCH)
* Senior Consultant, Customer Engagement & Design
* IBM Canada
Session: "Embracing sustainability to drive new value"
Sustainability requires new levels of resilience and agility, rooted in
responsible business practices that preserve our planet for future generations.
It is fast becoming a necessary strategic business imperative and technology is
the lever that can help organizations achieve and even accelerate their journey.
This session will explore what sustainability is and IBM’s journey to get there,
technology’s role in unlocking value and enabling Environmental Social and
Governance (ESG) goals and Canadian and global examples of sustainability at
work to help provide attendees with a roadmap to a sustainable enterprise.
Bio
Lucy helps clients create differentiated experiences through authentic
interactions that generate meaningful impact on profits, people and the planet.
Her role blends sustainability strategy, content design, user research, design
thinking, and accelerated visioning to help them establish a competitive
advantage and adapt over time. Her true passion lies in getting people excited
about uncovering solutions to the climate crisis, starting with tech.
Ally Karmali (English only)
ALLY KARMALI (ENGLISH ONLY)
* Associate Partner, Practice Lead for Risk and Compliance, Sustainability and
Climate
* IBM Canada
Session: "Embracing sustainability to drive new value"
Sustainability requires new levels of resilience and agility, rooted in
responsible business practices that preserve our planet for future generations.
It is fast becoming a necessary strategic business imperative and technology is
the lever that can help organizations achieve and even accelerate their journey.
This session will explore what sustainability is and IBM’s journey to get there,
technology’s role in unlocking value and enabling Environmental Social and
Governance (ESG) goals and Canadian and global examples of sustainability at
work to help provide attendees with a roadmap to a sustainable enterprise.
Bio
As an Associate Partner and Practice Lead for Sustainability at IBM Canada,
Ally’s mandate includes helping clients accelerate their sustainable journey
across six key areas: ESG Strategy, Climate Risk, Green House Gas (GHG)
Reporting, Electrification, Energy & Emissions Management, Smart Infrastructure
& Intelligent Operations. Prior to joining IBM, Ally was the Chief Operating
Officer for a multi-national climate risk insurer and reinsurer specializing in
climate risk management. As a former banking regulator, Ally also worked on
identifying systemic climate risk impact across the banking sector.
Gillian MacPherson (English only)
GILLIAN MACPHERSON (ENGLISH ONLY)
* Vice President, Product Management, Data
* Epsilon
Session: "Succeeding in a data driven world without third-party cookies"
Third-party cookie deprecation has been a consistent topic in the minds of
marketers and publishers since Apple first removed them from Safari in 2017.
Today, Google remains the last major browser with 3PCs still available, and
their public plans to deprecate them by 2023 confirms the inevitable – 100%
depreciation of the once dominant online identifier. Find out what is happening
with third-party cookies, the impact their deprecation has on the industry and
its key players and get guidance on ways to prepare and future-proof your
business.
Bio
Gillian leads the strategy to drive revenue of Epsilon's industry leading data
assets across all digital, ATV and emerging channels, encompassing business
development, marketing, product development and strategic partnerships. Her team
is responsible for building and creating the largest self-reported database in
North America, Shoppers Voice. She also leads the Epsilon Consumer Insights
team, which conducts customized market research projects on consumer U&A
insights, segmentation, tracking studies, performance measurement and thought
leadership.
Gillian has 20+ years experience in strategic planning, business management,
product management and people development. Experienced in digital and
traditional marketing disciplines in multiple verticals, including CPG, DTC,
finance, pharma, retail and telco.
Maureen J. Brown – Panel Moderator (English only)
MAUREEN J. BROWN – PANEL MODERATOR (ENGLISH ONLY)
* Founder & Consulting Lead
* ROCK Diversity
Panel Discussion: “Marketing to Diverse Audiences with Meaning”
The outcry against systemic racism after George Floyd’s murder has turned the
spotlight on every industry, including marketing. And the marketing industry is
turning its own spotlight on itself. How do we become more relevant to our real
(read diverse) audiences? The answer may surprise you.
This panel will be moderated by Maureen Brown, ROCK Diversity. Panelists
include: Coko Galore, Bad Dog Theater; Dr. Golnaz Golnaraghi, Accelerate Her
FutureTM; and Jenn Harper, Cheekbone Beauty INC.
Bio
Maureen Brown is founder and consulting lead at ROCK Diversity. ROCK provides
assessment, strategic planning, training and implementation supports to
organizations seeking to become more inclusive of diverse populations. Maureen
has delivered services in sectors such as banking, pharmaceutical, government,
HR professional development, retail, post-secondary and not-for-profit. A former
journalist, Maureen has engaged audiences in Canada, the U.S. and Europe on
issues ranging from unconscious bias to inclusive communications, community
engagement, and cross-cultural mentoring.
Jenn Harper – Panelist (English Only)
JENN HARPER – PANELIST (ENGLISH ONLY)
* Founder
* Cheekbone Beauty Cosmetics INC.
Panel Discussion: “Marketing to Diverse Audiences with Meaning”
The outcry against systemic racism after George Floyd’s murder has turned the
spotlight on every industry, including marketing. And the marketing industry is
turning its own spotlight on itself. How do we become more relevant to our real
(read diverse) audiences? The answer may surprise you.
This panel will be moderated by Maureen Brown, ROCK Diversity. Panelists
include: Coko Galore, Bad Dog Theater; Dr. Golnaz Golnaraghi, Accelerate Her
FutureTM; and Jenn Harper, Cheekbone Beauty INC.
Bio
An award-winning social entrepreneur, Jenn Harper is the founder and CEO of
Cheekbone Beauty Cosmetics INC. The brand has ushered in a new segment in the
beauty industry – Sustainable Socially Conscious Beauty. Cheekbone Beauty’s
mission is to help every Indigenous youth see and feel their enormous value in
the world while creating sustainable colour cosmetics.
Jenn has been making a name for herself in the beauty industry for a number of
years, but has been gaining popularity quickly after being on the hit CBC show,
Dragons Den. She works as a speaker with the mission to educate as many people
as possible about the Residential School System and the effects it has had on
her family and friends through decades of generational trauma.
Dr. Golnaz Golnaraghi – Panelist (English Only)
DR. GOLNAZ GOLNARAGHI – PANELIST (ENGLISH ONLY)
* Founder
* Accelerate Her Future™
Panel Discussion: “Marketing to Diverse Audiences with Meaning”
The outcry against systemic racism after George Floyd’s murder has turned the
spotlight on every industry, including marketing. And the marketing industry is
turning its own spotlight on itself. How do we become more relevant to our real
(read diverse) audiences? The answer may surprise you.
This panel will be moderated by Maureen Brown, ROCK Diversity. Panelists
include: Coko Galore, Bad Dog Theater; Dr. Golnaz Golnaraghi, Accelerate Her
FutureTM; and Jenn Harper, Cheekbone Beauty INC.
Bio
Dr. Golnaz Golnaraghi is an award-winning Leadership and Equity and Inclusion
expert, social entrepreneur, TEDx speaker and author. She is a leading career
accelerator in Canada providing self-identified Black, Indigenous and women of
colour (BIWOC) with tailored programs to launch their careers in business and
STEM while building networks of solidarity and action. Golnaz has presented her
research at international conferences and has been published in peer-review
journals and books including the International Journal of Cross-Cultural
Management, Equity, Diversity and Inclusion: An International Journal and The
Oxford Handbook of Diversity in Organizations. Her commentary has been featured
in CTV News, Liisbeth Media and Women of Influence. She was recently recognized
as a top 50 Report on Business 2021 Changemakers.
Shari Walczak (English Only)
SHARI WALCZAK (ENGLISH ONLY)
* Co-Founder & Chief Strategy Officer
* The Garden
Session: "Crazy little thing called love"
Customer expectations and behaviours are always in flux, whether they’re facing
different life stages or other meaningful changes in their personal situation.
However, the global pandemic of the last 18 months has led to seismic shifts in
consumer behaviour, attitudes and expectations whose impact will be felt for
years to come. Against this backdrop, there is a need (and opportunity!) to
re-think your marketing playbook. While reaching people is generally treated as
a science these days, real brand impact comes from elevating a moment of
transaction into a meaningful moment of connection.
Ultimately, if we are to build and grow brand love, the customer journey needs
to be designed around meaning making. And why brand love? Because there is no
better source of economic value to an organization than building a brand that is
loved.
Bio
Shari Walczak is Co-Founder of The Garden, one of Canada’s top independent
creative and brand strategy agencies. She has built a reputation as a brand
strategy expert, skilled facilitator and workplace change agent. Shari is a
passionate advocate for creativity, particularly in the world of education where
she was Chair of the founding committee for Equinox Holistic Alternative School
– now celebrating its 13th anniversary as the TDSB's largest elementary
alternative school. In addition, she is a contributor to The Collective Wisdom
of High-Performing Women: Leadership Lessons from The Judy Project (published
April 2019), and a proud SheEO Activator supporting other female entrepreneurs
who are creating a better world.
Ingrid Enriquez-Donissaint (French only)
INGRID ENRIQUEZ-DONISSAINT (FRENCH ONLY)
* Director of Strategic Planning
* Tam-Tam/Tbwa, worldwide ad agency, Montreal office
Bio
Ingrid has many strings to her bow; she holds a Bachelor of Commerce from
McGill, received executive training in strategic planning at London Business
School, earned a certificate in digital marketing from Harvard and studied urban
ethnography at the University of Toronto in collaboration with Berlin’s Humboldt
University. Her 19 years of experience finding solutions, imagining,
collaborating, questioning, reconsidering, developing, engaging, contributing
and, above all, making an impact on people—and consumers—via all sorts of brand
initiatives. Advertising, behavioural designing, strategic planning,
entrepreneurship. Ingrid has travelled far and wide, and her experiences (highs
and lows) have given her a refreshing perspective on today’s business
challenges.
Laïla Abou El Bal (French only)
LAÏLA ABOU EL BAL (FRENCH ONLY)
* Senior Consultant, Customer Transformation | Sustainability & Climate
* IBM Canada
Session: "Embracing sustainability to drive new value"
Sustainability requires new levels of resilience and agility, rooted in
responsible business practices that preserve our planet for future generations.
It is fast becoming a necessary strategic business imperative and technology is
the lever that can help organizations achieve and even accelerate their journey.
This session will explore what sustainability is and IBM’s journey to get there,
technology’s role in unlocking value and enabling Environmental Social and
Governance (ESG) goals and Canadian and global examples of sustainability at
work to help provide attendees with a roadmap to a sustainable enterprise.
Bio
Laïla believes in putting sustainability at the core of any company’s purpose in
order to lead into a more successful and thriving economy. Expert in business
transformation, she’s using her product management and customer experience (CX)
skills to design the best experience for users while delivering the highest
business value for companies. A Design Thinking advocate, Laïla works at the
intersection of progressive strategy, creative vision, and transformational
technology to create sustainable human-centred solutions.
Esme Rottschafer
ESME ROTTSCHAFER
* Editor-in-Chief of INCITE Magazine & Foresight and Innovation Consultant
*
Bio
Esme Rottschafer is a strategy and commercial innovation consultant specializing
in brand, human-centred design and foresight. She is co-owner of a patented
brand measurement algorithm, a Board Member for the TETT Centre for Learning &
Creativity, and Editor-in-Chief of INCITE magazine.
Schedule
SCHEDULE
Time Details 11:30 am to 12 pm ET
Pre-networking
12 to 12:10 pm ET
Welcome– Jane Luk, Event Host
12:10 to 12:15 pm ET
The Big Shift, a new era of marketing – Rod Hart, Canada Post
12:15 to 1 pm ET
Keynote: Navigating this new era of marketing – Tom Goodwin
1:05 to 1:40 pm ET
Keynote breakout: Embed privacy into your operations for positive gains – Dr.
Ann Cavoukian
Breakout: Embracing Sustainability to drive new value – Ally Karmali and Lucy
Baunay, IBM Canada
Breakout: How B2B marketing strategies can create impact on commercial success –
Biana Barbucci, Stikeman Elliot, LLP.
1:40 to 1:50 pm ET
Break
1:50 to 2:25 pm ET
Breakout: Succeeding in a data driven world without third-party cookies –
Gillian MacPherson, Epsilon
Panel Discussion: “Marketing to Diverse Audiences with Meaning” – Jenn Harper,
Coco Galore, Dr. Golnaz Golnaraghi
Moderator: Maureen Brown
Breakout: Crazy little thing called love – Shari Walczak, The Garden
2:30 to 2:35 pm ET
Welcome back – Jane Luk
Esme Rottschafer, Editor-in-Chief of INCITE Magazine & Foresight and Innovation
Consultant
2:35 to 3:25 pm ET
Keynote: The intersection of mental health and anti-racism – Anthony McLean
3:25 to 3:30 pm ET
Wrap up & closing remarks – Jane Luk
3:30 to 3:35 pm ET
Networking
Sponsors
THE BIG SHIFT SPONSORS
The Big Shift is sponsored by the following companies:
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