media, marketing & effectiveness 2023
media, marketing & effectiveness 2023
Our latest Media, Marketing & Effectiveness event was filled with insights and great presentations, from tips on improving creative effectiveness to the launch of our latest Ad Nation research to Mark Ritson and his illuminating (and entertaining) talk on key marketing principles.
Presentation decks and video recordings available below.
Mark Ritson: The Ongoing Evolution of Marketing (What Has Changed in Marketing, What Has Not…)
In this animated, applied, and occasionally provocative session, Mark Ritson reviews the key tenets of marketing from research, differentiation and distinctiveness, positioning, objective setting and segmentation, targeting, and mass marketing.
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Steve Levy: Ad Nation
Discover the results from our third Ad Nation study, in which Ipsos examined the media habits and advertising perceptions of industry professionals and ordinary Canadians. Steve Levy led us through the fascinating insights from this comprehensive analysis, shedding much-needed light on how these differences impact our understanding of media and our ability to effectively serve our clients.
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Simon Tunstill: Creative Drivers of Effectiveness
Simon Tunstill of Thinkbox presented the findings of a new UK study that examines the realm of TV advertising creative and its profound impact on memory, all through the perspective of cutting-edge neuroscience. With creativity being the most potent driver of advertising effectiveness under a marketer’s control, this research is designed to provide some recommendations on how to maximize the opportunity to produce impactful, memorable, and effective advertising.
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Connected TV
Our expert panel of broadcasters delivered an in-depth update on the latest advancements in Connected TV and the advertising opportunities available in this rapidly changing space, where premium inventory can make all the difference.
TV Today
This short presentation gives an overview of today’s video landscape in Canada, with some key proof points supporting the power of TV advertising.
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speakers
MARK RITSON
marketing & branding consultant, columnist, and founder, Marketing Week Mini MBA
Mark Ritson is one of the most respected – and entertaining – marketing experts in the world. As a consultant he has worked with high profile brands including Adidas, PepsiCo, Johnson & Johnson and LVMH. As a Professor of Marketing he has worked at some of the best known business schools; he is currently teaching his own “Mini MBA” course, preparing future branding experts for a diverse and ever-changing role. He writes a weekly column for Marketing Week and is a frequent speaker at high profile marketing events.
“A combination of intuition, experience and innovation makes Mark Ritson’s marketing advice unmissable for any forward-thinking business.”
STEVE LEVY
Ipsos Canada
Early in his career Steve spent time in sales at Xerox and marketing at Mars foods in the UK. Since the late 80’s Steve has worked with several research organizations in Asia and Canada before merging with Ipsos where he has had several leading roles both domestic and internationally. He is the author of (among other things) the Most Influential Brand Study (Globally), the Digital Marketing Pulse, and the “No Big Picture” story. He is a Canadian Marketing Association lifetime achievement award recipient, a Fellow of CRIC (Canadian Research and Insights Council), and a frequent public speaker/commentator. Steve is also a very active member board member of the Earth Rangers charity. Passionate about the world of public speaking, he frequently runs workshops on the subject for a broad range of organizations. His bio would not be complete without saying that he takes his eyewear very seriously.
SIMON TUNSTILL
communications director, Thinkbox
Simon Tunstill is the Communications Director of Thinkbox, the marketing body for commercial TV in the UK. He does what you’d expect a communications director to do, perhaps even more. He’s been at Thinkbox for 16 years and was part of the team that launched the organisation back in 2006. During that time he’s helped Thinkbox establish itself as an influential voice in advertising, winning numerous awards for its work along the way. He sits on the committees of the Global TV Group and the UK’s Parliamentary Debating Group, and stands if someone needs a seat more than him. In his spare time he tries not to play FIFA, does play with his daughter, and enjoys cooking. His sausage ragù has been described as “pretty good“ and his roast chicken as “getting there”.
SABRINA SEGAL
director, advanced advertising and national sales, Bell Media
As Director, Advanced Advertising and National Sales, Sabrina is responsible for driving revenue growth across Bell Media’s suite of advanced advertising and data-enabled products as well as maximizing the revenue potential and performance across Bell Media’s digital offerings.
Sabrina’s strategic vision and leadership is propelling the Bell Marketing Platform to the forefront of the industry, ensuring that advertisers have made-in-Canada marketing solutions such as SAM – Bell Media’s strategic audience management tool, Bell DSP, and Bell Analytics. Sabrina will also oversee the launch of advertising on Crave, as well as the launch of addressability across TV and Audio, revolutionizing the advertising landscape with new and unprecedented opportunities for precise targeting and engagement.
With nearly 25 years of industry experience, Sabrina is a digital sales veteran. Her journey with Bell Media began in 2006 representing digital sales for Sympatico MSN. Over the years, she consistently progressed into more strategic roles, working on long-term agreements, and in 2009 she assumed the role of Associate Director, Digital Sales. In 2012, Sabrina expanded her role, taking on national responsibilities and for the next 10 years, she continued to add oversight of more brands and platforms to her portfolio, constantly pushing the digital sales agenda forward. Eventually moved into a multi-platform role with oversight of all digital sales including TV, radio, and out-of-home.
Beyond her professional achievements, Sabrina has an impressive athletic background as an NCAA and Canadian nationally ranked tennis player. Prior to immersing herself in the dynamic landscape of digital media sales, she dedicated her life to competitive tennis, which she sites as the source for her disciplined approach, tenacity, and drive for excellence.
BARRY MARCUS
director, advanced advertising sales, Corus Entertainment
Barry Marcus is the Director of Advanced Advertising Sales at Corus Entertainment where he helps lead the development, marketing, and sale of advanced advertising products and solutions.
After graduating from Osgoode Hall Law School, Barry began his career as a lawyer and then made the move to TV and mobile video as Head of Sales for Generator Productions. Barry got his start on the broadcast side of the business when he joined Shaw Media in the Marketing Ventures department. Since 2014 Barry has been working in advanced TV advertising and has been responsible for bringing to market products such as Linear Optimization, Cynch, and Dynamic Ad Insertion. His current focus is promoting Corus’s advanced ad products and developing go to market strategy for multiplatform video advertising.
KEN DAVIE
head of advanced television products, Rogers Sports & Media
Ken Davie is the Head of Advanced Television Products at Rogers Sports & Media. Since joining RSM in 2012, Ken has held numerous roles including running the programmatic sales team and leadership positions across RSM digital teams. Ken has worked with clients directly and across all major Canadian agencies. In his current role, Ken oversees television advertising products including Linear Optimized TV, Streaming TV Video and plays a central role in the launch of advanced TV products like Sportsnet NOW, CityTV+, and the launch of dynamic ad insertion across key RSM video properties. Ken calls Toronto home and has a passion for sneakers, basketball, and travel.
KIM O’KEEFE
director, digital revenue optimization and product development, CBC / Radio-Canada
As Director, Digital Revenue Optimization and Product Development for CBC / Radio-Canada, Kim is accountable for the revenue growth and innovation of the digital ad portfolio, including the connected TV strategy for CBC Gem and ICI TOU.TV. Kim has been a leader in digital advertising strategy for 17 years, blending complex trends with ad tech, content and brands to bring an innovative approach to delivering marketing outcomes. Kim is a coach at heart. She brings a greater understanding of the complex digital ecosystem to teams in content, operations and tech, as well as hundreds of national and regional businesses and charities. Kim also enjoys helping outside of the media industry with her certifications in leadership coaching, fitness training, and nutrition coaching.