CMDC 2019 MXI Summit
Is TV under-valued? New research suggests it is.
New research commissioned by thinktv – an extensive attribution study that covers $3 billion in media spend across 100+ brands – finds that Canadian advertisers are under-invested in TV and over-invested in digital, and that a small shift in media allocation could drive a 4% sales increase – an increase totalling $1.4 Billion for the 4 industries included in the study. But will marketers follow this guidance?
Mike Eppel sits down with 3 industry leaders to discuss their responses to the research, and how they’re planning for the future.
the moderator
Mike Eppel
Senior Business Editor, 680News
Mike Eppel has been reporting on the markets and business for more than 20 years: Mike was part of the 680News launch in 1993. From 1999 to 2004 he was a business reporter for CTV NewsChannel, CTV National News, CFTO and BNN, before returning to 680News as Senior Business Editor in 2004. Mike can also be seen on CityTV’s Breakfast Television.
the panel
Rob Assimakopoulos
Senior Vice President, Chief Marketing Officer, CIBC
Rob joined CIBC as Senior Vice President, Chief Marketing Officer in August 2014, coming from General Motors Canada where he was Executive Director, Marketing and Communications. Although Rob originally worked in Finance with Ford Motor Company, his career has been spent as a brand marketer. Rob was a Brand Manager at Procter & Gamble, Vice President Marketing at Molson-Coors Canada, and Chief Marketing Officer at the Canadian Football League.
Stuart Garvie
CEO, GroupM Canada
Stuart Garvie is CEO of GroupM Canada, where he oversees GroupM’s executive committee in Canada and roughly 800 employees across GroupM, Mindshare, MediaCom, Wavemaker, Essence, Xaxis and Catalyst. Prior to rejoining GroupM in 2017, Garvie was President, Media Sales and Marketing at Bell Media, where he oversaw Bell Media’s integrated multi-platform sales force and Bell Media’s award-winning, in-house creative agency.
Katy Phillips
Director, Purina Experience & Engagement, Nestle Purina PetCare
Phillips is an experienced CPG marketer with a focus on brand management, MarTech and digital marketing. As Director of Experience & Engagement, Phillips is responsible for the digital marketing team, the annual media planning process, and for the past 5 years she has led digital transformation. Prior to joining Nestle Purina, Katy held senior marketing positions at Unilever, Nestle and Pillsbury.
Catherine MacLeod
President & CEO, thinktv
Since her appointment in April 2015, MacLeod has led the transformation of thinktv from an information bureau to an industry advocate for the power of television advertising to drive brand and business results. Prior to thinktv, MacLeod was SVP, Specialty Channels at Bell Media where she was responsible for brand and programming strategies across all of Bell Media’s non-sports specialty & pay television channels and digital assets.