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Speakers

Each year we’re proud to rally the speakers that inspire next-level thinking in sponsorship and experiential marketing. We scour through headlines, pluck them from awards lists, and take full advantage of the benefits of friend-of-a-friend relationships. We’re not shy about our pursuit of a dream team.

And we’ve done it again. These are the men and women who’ve exemplified pushing the limits of strategy, creativity, and activity.

This is your CSFX16 All-Star lineup.

TJ_Adeshola

TJ Taylor Adeshola

Content Partnerships Manager - Sports‬
Twitter
View Biography

TJ is a Partner Manager on the Sports Content Partnerships team at Twitter. He works with sports leagues and rightsholders to develop cross channel sponsorship extensions for the world’s top brands on Twitter.

TJ “joined the Twitter flock” in 2012, working in Sales strategy assisting marketers in leveraging Twitter Promoted Products to achieve their brand objectives.

Prior to Twitter, TJ worked at the Worldwide Leader in Sports. During his four years at ESPN, TJ worked in Production and Sales Operations before eventually moving into the Customer Sales and Marketing Division supporting ESPN’s Digital properties including ESPN.com and WatchESPN.

TJ holds a M.A from THE University of Georgia. He’s a member of the Mosaic Alumni and Friends Association (MAFA – supporting diversity and inclusion in the advertising industry) as well as various under-represented youth development programs including Big Brothers and Big Sisters.

Video Now: How to Create Content Your Consumers Can't Get Enough Of

It's no secret social media is a powerful marketing tool for brands trying to engage with consumers. And now, with video taking over timelines, the possibilities for telling your brand story seem endless. So how has video changed the way audiences engage with content? What makes a video engaging?. Why is the use of video such an effective means of activation? How do you even monetize these videos and make them work for your brand objectives?

You've got plenty of questions, and this team has the answers.. Christopher Doyle returns to CSFX by popular demand to moderate a panel of video content experts from the Twitter, Vine and Periscope mothership. Spanning roles in international content, sports, and brand strategy, Jared, Jamie, and TJ will help give your videos impact way beyond any time limit.

Here, great digital marketing minds will discuss everything from leveraging video creators, to using influencers, to monetizing content. With real life examples of effective video marketing, insider tips and tricks, and even a peek at what the future holds, this is one panel worth catching #IRL.

StaceyAllaster

Stacey Allaster

Former Chairman & CEO
Women's Tennis Association
View Biography

Named by Forbes magazine as one of the “Most Powerful Women in Sports”, Stacey Allaster is an entrepreneurial leader with a history of leading global sports groups to exceptional results. Allaster serves as Chairman and CEO of the world’s leading professional sport for women, the Women’s Tennis Association. The WTA includes more than 2,500 players representing 92 nations competing for more than $130 million in prize1 money at the WTA’s 55 events in 33 countries.

Allaster’s tenure began in 2009 and has been marked by her focus on global growth with Asia Pacific being the strategic priority, maximizing the fan experience through product innovations; securing a record number of new sponsors; ensuring the financial success of the sport; and enhancing the health and well-being of the athletes, while also fighting for gender equality.

She has delivered nearly a billion dollars in contracted revenues to drive the growth of the WTA. She has secured a landmark 10-year international media partnership for more than $525 million that will maximize exposure of women’s tennis, overseen a record setting WTA Championships in Istanbul and secured a strategic partnership with Singapore to stage the BNP Paribas WTA Finals presented by SC Global from 2014-2018, bringing the year-end tournament to Asia Pacific for the first time in WTA history.

An advocate for women, Allaster was instrumental in securing equal prize money for women tennis players at all four Grand Slams, which was finally completed in 2007 when Wimbledon and Roland Garros agreed to provide equal pay to male and female athletes. With a focus on the fan experience and athlete health, Allaster played an integral role in the development and adoption of the Roadmap, the WTA’s long term strategic plan aimed at streamlining the calendar in order to enhance the overall health and well-being of the athletes and deliver top players on a more consistent basis to tournaments and fans. Since the introduction of the Roadmap, prize money has increased more than 70 percent.

She was named a Women’s Executive Network’s (WXN) Canada’s Most Powerful Women: Top 100 Hall of Fame Inductee in 2014 having previously been named to the Top 100 Awards list three times (2006, 2012, 2013).

Allaster recently was appointed to the Devos Sport Business Management Program Board of Advisors and the Tampa Bay Positive Coaching Alliance Board, a national non-profit developing “Better Athletes, Better People” through positive character youth sports programs. She is a member of the Young Presidents Organization, the Women’s Executive Network and is a highly sought after speaker for industry and graduate programs focused on sports entertainment marketing and the leadership and empowerment of women.

Allaster holds a Bachelor’s degree in Economics and Physical Education from the University of Western Ontario (UWO), an MBA from the Ivey School of Business and an honorary Doctorate of Law from UWO. The mother to children Jack and Alexandra, Allaster and husband John Milkovich reside in St. Petersburg, Florida.

Building & Inspiring Female Leaders: A Community of Empowerment

Advancing women in the workplace is not just the responsibility of a select few. It’s the responsibility of us all. It’s about women empowering other women. It’s about women supporting and championing other women. Women will walk away from this session knowing they are not alone, and feeling confident in their abilities to achieve their goals and take action to become leaders amongst their peers, in their organizations, and in their industries. We’ll be tapping into the knowledge and experience of our panelists to share leadership insights and lessons that they’ve gained as they built their careers. The session will culminate in facilitated group discussions, led by each expert, around the steps women can take to apply these lessons to their own lives and organizations.

DanAlvo

Dan Alvo

Director of Marketing
Wrigley Canada
View Biography

Dan Alvo is the Head of Marketing and Sales Strategy for some of Canada’s favourite confections, including Excel gum, Skittles and Juicy Fruit. Dan is a seasoned marketer, who has spent his 20 year career working at Procter and Gamble, Kraft Foods and the Wrigley Company. Dan has worked on numerous sponsorship programs at Wrigley, including the NBA, Canadian Breast Cancer Foundation and Hockey Canada. His biggest sponsorship deal was securing the Olympic rights for Vancouver 2010, which was the first Olympic sponsorship for Wrigley globally in over 30 years. Dan is on the Leadership Team at Wrigley and a board member of the Sponsorship Marketing Council of Canada. He lives in Toronto with his wife and his 2 “candy-loving” kids.

Sticking To It: How Wrigley Has Kept Consumers Chewing for over 100 Years

While fruity, minty and bubble gums are a Canadian household favourite for many, the category has been in decline for several years. But while some consumers have tossed their confectionary usage, Wrigley has withstood the test of time. How has their strategic approach helped them remain in consumers' minds, and mouths, for over 100 years?

Dan Alvo, a 20 year marketing veteran, has worked to build Wrigley's brands like Juicy Fruit and Excel by evolving and adapting to changes in the market. Can a new strategy help your brand come out on top? Is it all about finding something that works, and keeping to it? See how thinking "outside the bubble" can set you up for big success.

NathanielBagnell

Nathaniel Bagnell


LiveGauge
View Biography

Nathaniel Bagnell is the co-founder of LiveGauge, a Live Event and Sponsorship ROI company based in Toronto, Ontario. He is responsible for the overall business strategy and direction of the fast-growing, ever-adapting firm that is on a mission to make every live marketing event a measurable one.

Prior to starting his company, he worked on top-tier, customer-facing products as a senior software developer for Microsoft, Netflix, BlackBerry, Rogers, CIBC, CBC, McCain Foods, WestJet, and CTV.

With a formal education background in Business Management & Entrepreneurship from Ryerson University, and several years of professional software development experience though self-learning, he has been able to leverage the benefit of formal education and self-development to create LiveGauge.

No More Guesstimates: The Evolution of Event Measurement

In many cases, Brand Ambassador recollections have been a brand’s best resource for measuring consumer impressions of a program, event, or activation. Even pictures from guests uploaded to social media have been used to gauge participation numbers. And now, brands are asking for more quantifiable, transparent, and objective reporting. So what can both brands and properties do to get more accurate and transparent results?

Nathaniel will investigate the evolution of event measurement, sharing what existing methods are most effective to assessing the quality and quantity of interactions, framed in real-world examples. How many people visited? How long did they stay, and how frequently did they come back? The future of measurement is only getting more fascinatingly detailed. You’ll learn how evolving measurement methods will help your own brand or property better understand its consumer relationships, ultimately leading to more effective event marketing.

ElisaBeselt

Elisa Beselt

Consultant
T1
View Biography

Elisa has been a co-author of the annual Canadian Sponsorship Landscape Study for several years, contributing to the overall knowledge of the Canadian sponsorship industry.

In Elisa’s role at T1, her analytical and strategy development skills have allowed her to lead some of the Consulting Group’s largest and most high profile projects. She works on both sides of the table to ensure properties and corporations reach their overall marketing and business objectives through sponsorship. Specializing in sponsorship analysis, strategy development, and research, her clients have included the Canadian Association of Fire Chiefs, Ottawa Sports and Entertainment Group, Nike Canada, and Imperial Oil.

10th Annual Canadian Sponsorship Landscape Study

Since the inaugural Canadian Sponsorship Landscape Study in 2006, investment in sponsorship has continued to grow, reaching 1.66 billion in 2014. In this session, Elisa Beselt & Dr. Norm O'Reilly from The T1 Agency's Consulting Group will present a first look at the results from the 10th annual version of the Canadian Sponsorship Landscape Study - a nationwide analysis of sponsors, properties and agencies. In the 2016 study, delegates will hear about recent trends in sponsorship spending and get a look at global sponsorship from a Canadian perspective. Elisa and Norm will report on findings from the 2015 year, sharing the newest information on the sponsorship industry and key lessons on what it all means for sponsorship professionals.

Canadian Sponsorship Landscape Study

SandyBourne

Sandy Bourne

Chief Marketing Officer
Royal Ontario Museum
View Biography

After a long and successful Marketing career in the Private sector, Sandy made the leap into Public sector marketing in 2014 when she joined the Royal Ontario Museum. At the ROM, Sandy is the head of Marketing, Communications and Digital Media. In this leadership role, Sandy is responsible for setting the strategic marketing and communications direction for this important Canadian cultural icon.

Prior to joining the ROM, Sandy spent 16 years at BMO Financial Group where she was the Vice President of Corporate Advertising, Sponsorship, Merchandising and Events. Sandy also has extensive Consumer Packaged Goods experience at such companies as Cadbury Chocolate Candy Inc., Glaxo Smith Kline Beecham, Eveready and Loblaws Ltd.

Breaking Through: How a Cultural Institution Transformed its Marketing Strategy to Drive Attendance

In our digital world it can be tough to get people to log off, put down their phones, and walk into a physical learning environment. With the touch of a button, or the swipe of a finger, an abundance of high-res images and videos are available online. This is a challenging perspective for most cultural institutions. But the Royal Ontario Museum (ROM) took cues from the private sector in its new strategic approach to driving attendance.

Rather than taking an informative and passive approach, the ROM went full-force, bringing its latest exhibition to life both inside and outside the museum. With the opening of Pompeii approaching, the ROM developed an integrated campaign, leveraging TV, print, social, PR, and experiential marketing. Hear from Sandy Bourne as she guides you through the ROM’s evolving strategic marketing process, discussing how this new business world inspired direction has paid off.

ChipBowers

Chip Bowers

Chief Marketing Officer
Golden State Warriors
View Biography

Chip Bowers is currently in his fourth season as the chief marketing officer (CMO) of the Golden State Warriors.  In this role, Bowers oversees all marketing and corporate partnership sales & services efforts for the organization.  During his tenure with the Warriors, the organization has received several prestigious awards for its efforts on the business side, including the SportsBusiness Journal’s 2014 Sports Team of the Year award, and the most awards of any team at the NBA Sales and Marketing meetings each of the last two summers – taking home five awards in 2015 and seven in 2014.

Bowers joined the Warriors after a four-year stint with the Orlando Magic, where he most recently served as the team’s senior vice president of corporate partnerships & marketing.  With the Magic, Bowers oversaw the marketing, corporate partnerships sales and client services process for the organization, while orchestrating the sale of naming rights and all founding partnerships associated with the Amway Center – the Magic’s new arena that was named 2012 Facility of the Year by the Sports Business Journal.  Under his direction, the Magic’s corporate partnership team also won the inaugural Sponsorship Activation Award at the NBA Sponsorship Meetings in 2012.  He originally joined the Magic in June of 2008 as vice president of corporate partnerships.

Prior to joining the Magic, Bowers spent eight seasons in various roles within the business development department for the Seattle SuperSonics organization. In May of 2007, Bowers was promoted to vice president of business development, where he oversaw the corporate partnership development, revenue generation and client services for both the Sonics and Seattle Storm of the WNBA.

A graduate of Appalachian State University, Bowers began his career in professional sports with the San Diego Padres, where, as a senior sales executive, he assisted in fiscally rejuvenating previously unused revenue streams by selling newly developed stadium signage, website advertising and multi-dimensional marketing programs.

Bowers currently resides in Orinda, CA with his wife April and daughters, Charlie and Poppy.

What's in a Name?: How to Assess and Build Lasting Naming Rights Partnerships

There's more to a venue naming rights deal than finding the highest bidder and switching the signs. When a venue or team is beloved by sports fans, forging a new brand association that can grow into something powerful and iconic can be a challenge. It requires that the venue, team, sponsor, and sometimes even the fans all understand what each brings to the table and wants to get out of the partnership. So what do you look for in a naming rights partnership for long-term success?

We’re bringing two naming rights pros to one stage. Hailing from the Golden State Warriors, Chip Bowers will take the team perspective to share how rights holders can optimize deal benefits and secure long-term strategic deals for the venue, team and brand. Meanwhile, GMR’s Adam Lippard will share his valuation secrets, helping bidders understand how to valuate an opportunity and build in the right mix of assets. Join Chip and Adam at CSFX16 to learn how to maximize your naming rights partnerships for lasting impressions.

EmilioCollins

Emilio Collins

Executive Vice President, Global Marketing Partnerships
NBA
View Biography

As Executive Vice President of Global Marketing Partnerships for the National Basketball Association, Emilio Collins oversees the global marketing partnerships business for the NBA, WNBA, NBA Development League and USA Basketball, including partner management, business development, media, and marketing solutions. Through operations in New York and the league’s regional offices, Collins’s department works closely with corporate partners in developing integrated, season long marketing programs to drive their businesses and showcase the NBA.

Prior to serving in his current role, Collins spent four years overseeing the department’s partner management group, managing the relationships and marketing programs with all league partners. From 2008 to 2010, Collins served as Senior Vice President of International Development, managing the development of the league’s international business, including sponsorship, exhibition game development, NBA China, new league initiatives, and building league operations in emerging markets such as India and Latin America. Prior to that, Collins served as the NBA’s Vice President of Global Marketing Partnerships, overseeing many of the league’s major marketing partnerships. Collins began his NBA career as an account director in the marketing partnerships group in 2001.

Prior to joining the NBA, Collins worked as Director of Event Development at SFX Sports Group, where he built and managed the company’s golf, consulting, hospitality, and tennis events business. He joined SFX in 1999, when they acquired Integrated Sports International, for which Collins had been working since 1996 as a director and manager of special events. Collins began his career as an event manager at Promo One, a New Jersey-based event marketing agency, managing event operations for outdoor festivals.

Collins is involved in a variety of community volunteer projects, including youth mentoring, the Harlem Educational Activities Fund, and TopSpin Charity, an annual sports industry non-profit that raises funds for youth education causes. He is also a member of the Alumni Advisory Board at the Ohio University Sports Administration Program. In 2012, Collins was recognized as a Forty Under 40 recipient from the Sports Business Journal.

He holds a master’s degree in sports administration from Ohio University and a bachelor’s in human resource management from Michigan State University, where he was also a two-time NCAA Division I All-American wrestler.

Collins lives in Brooklyn, N.Y. with his wife Kate and their two daughters, Naiyah and Zadie.

NBA Playbook: Winning Strategies from Basketball Business Leaders

65th NBA All-Star Game. The first NBA All-Star to be held in Canada. This is no ordinary year for the NBA and the sport of basketball, as the league hosts its first All-Star outside of the U.S. For fans and marketers alike, NBA All-Star brings together the most talented and passionate players in the league for a global celebration of the game. At CSXF 16, attendees will hear firsthand about the excitement of NBA All-Star 2016 in Toronto from the minds behind the game.

We will be joined by two NBA senior leaders and two league business partners, who will break down the major business and basketball trends across the league. From insights about basketball’s global growth, to predictions about where the NBA is headed over the next five years, to how partnerships are brought to life, they’ll dive deep and answer questions that will help us better understand how the NBA and its players have become so popular on a global stage. Emilio Collins and Dan MacKenzie will discuss the NBA's approach to partnership and how authentic storytelling and innovative ideas drive successful partner programs that enhance the game experience for fans.

MeganCompain

Megan Compain

Senior Sponsorship Manager
New Zealand Rugby
View Biography

Based in Wellington, New Zealand, Megan leads the team who manage over $40 million per year in sponsorship revenue for New Zealand Rugby’s national teams and competitions, including the World Champion All Blacks.

Megan is directly responsible for the licensing programmes and marketing leverage of the All Blacks key global partners AIG, adidas and Bulgari, working to maximize the value of association and sponsorship benefits.

Prior to New Zealand Rugby, Megan was a Senior Global Sports Marketing Manager for adidas. Responsible for contracting young basketball talent, Megan ran an international grassroot talent scouting camp, and also worked closely with the NBA on various initiatives in Europe to leverage adidas’ association as Official Kit Supplier to the league.

Megan received her Bachelor of Arts in Sociology with a minor in Psychology at Saint Joseph’s University in Philadelphia, while attending on a full athletic scholarship for basketball. After she graduated, Megan became the first New Zealander to make the WNBA, playing for the Utah Starzz, going on to represent New Zealand at two Olympic Games in Sydney 2000 and Athens 2004.

The Haka 360°: How AIG Found Creative Inspiration in a Fan-Favorite Rugby Tradition

We all have our pre-game or pre-presentation ritual. For the New Zealand All Blacks, that ritual just happens to capture the spirit of fans across the globe. So when AIG sought inspiration from its sponsorship of the All Blacks, it’s no surprise the global brand turned to the Haka – a traditional ancestral war cry that has been performed by New Zealand Rugby teams since the late 1800s.

Catch AIG's Daniel Glantz and New Zealand Rugby Union's Megan Compain shed light on how they created an opportunity for fans to experience the All Blacks performance of the Ka Mate Haka like never before. Learn how these partners linked sponsorship, creative inspiration, digital innovation, and one of New Zealand sports most famous traditions to create the ultimate virtual fan experience. Hear the ins-and-outs of how the app came to life, became a fully integrated campaign, and successfully cut through all the brand noise around the Rugby World Cup.

JamesConnell

James Connell

Vice President, ECommerce and Marketing
Roots Canada Ltd.
View Biography

As the Vice President, ECommerce and Marketing, James is responsible for leading the marketing efforts at Roots with a focus on partnerships, loyalty, non-traditional and digital marketing. Additionally he is responsible for the company’s digital and integrated omni-channel commerce programs. He joined Roots 10+ years ago and has functioned in a number of roles within the organization primarily focused in the areas of digital commerce, marketing and direct to consumer sales.

James’ role in marketing at Roots and his passion for integrating digital technologies into marketing programs and physical stores have led to Roots winning numerous awards and accolades including being nominated as a finalist for a Webby award in a category with brands like Google and Adobe. James has also spoken to audiences and industry journals worldwide on the topics of marketing, social media and online retail and co-authored a book published by Aspatore Books.

Telling a Canadian Story: How Roots Plugged into Music and Turned Up Brand Love

When you're the second-largest country in the world, you can expect more than a few defining characteristics from coast to coast. And there's more than just sprawling landscapes, hockey, and politeness to lend inspiration. Canadian culture has been inspiring marketers for generations, including the proudly homegrown Roots. The Salt and Pepper sweats may be a global symbol of Canada, but it’s through the collaboration with musicians that Roots has been promoting its brand and Canadian culture worldwide.

Join James Connell as he explains how Roots leveraged the nation’s musicians and landscape to tell a uniquely Canadian brand story and to ultimately fulfill one its most important brand pillars - promoting Canadian culture and its music industry. With Canada’s 150th quickly approaching, this is your opportunity to get inspired by a brand that has successfully become a significant part of our Canadian heritage.

NatalieCook

Nathalie Cook

Former VP, Brand Partnerships
Bell Media
View Biography

Nathalie Cook was appointed Vice-President of Brand Partnerships for Bell Media in October 2015 following two years as Vice-President, Sales and Brand Partnerships for TSN.

In this role, Cook was responsible for the brand partnership teams across Canada that represent Bell Media’s full slate of industry-leading television, radio and digital assets including CTV, Canada’s #1 television network.

While at TSN, Cook oversaw sales for TSN’s slate of broadcast, digital, and radio properties as well as growing number of integrated brand partnership programs and events across all TSN platforms.

During her tenure at TSN, Cook was instrumental in landing several high-profile partnerships, among them a multi-million dollar advertising and marketing deal with Canadian Tire Corporation and the signing of Coca-Cola Canada as a major partner of the FIFA WOMEN’S WORLD CUP CANADA 2015™ on Bell Media’s CTV and TSN.

Before joining the Bell Media team, Cook served as Vice-President, Marketing and Partnerships, for Canada’s Olympic Broadcast Media Consortium, where she oversaw all partner relationships, marketing, and communications-related activities, as well as promotion of the London 2012 Olympic Games.

Cook also served as Director of Partnerships for the Consortium, which delivered revolutionary multiplatform coverage and consumer choice during the Vancouver 2010 Olympic Winter Games.

The bilingual Montréal native has also held senior management positions at a variety of leading corporations in the sports and music industries, including Special Olympics Canada and IMG. In her 12 years with IMG, she guided the careers of Canada’s top Olympic Games athletes and led the corporate consulting division. She also consulted for Canada’s foremost entertainment agency, Feldman and Associates, and lent her expertise to organizations like School Rocks Canada, the Ontario Soccer Association, Ontario Universities Athletics, and United Way.

Cook was named the 2014 Game Changer (Advocate of Women in a Non-Traditional Role) at the prestigious Women in Communications and Technology Annual Awards, which recognizes individual and corporate leadership in advancing women’s achievement in Canada’s rapidly growing digital economy.

In 2010, Cook was named one of the industry’s Most Influential Women by the Canadian Association for the Advancement of Women and Sport and Physical Activity.

Cook sits on the board of the Canadian Association for the Advancement of Women and Sport and Physical Activity (CAAWS), a national non-profit organization dedicated to creating an equitable sport and physical activity system in which girls and women are actively engaged as participants and leaders.

A proud wife and mother of two daughters, Cook resides in Toronto and is a graduate of George Brown College’s Sport and Event Marketing program.

Building & Inspiring Female Leaders: A Community of Empowerment

Advancing women in the workplace is not just the responsibility of a select few. It’s the responsibility of us all. It’s about women empowering other women. It’s about women supporting and championing other women. Women will walk away from this session knowing they are not alone, and feeling confident in their abilities to achieve their goals and take action to become leaders amongst their peers, in their organizations, and in their industries. We’ll be tapping into the knowledge and experience of our panelists to share leadership insights and lessons that they’ve gained as they built their careers. The session will culminate in facilitated group discussions, led by each expert, around the steps women can take to apply these lessons to their own lives and organizations.

BryanCrawford

Bryan Crawford

Senior Director, Operations
Canada Basketball
View Biography

Bryan Crawford is the Senior Director, Operations of Canada Basketball, the governing body for the sport of Basketball in Canada with responsibility for representing all basketball interests, providing leadership, coordination and direction in all areas of the sport. A senior sport leader, Bryan’s portfolio includes leadership responsibility for Canada Basketball’s Domestic Programming, Hosting, Organizational Development and Business Development. After graduating from Queen’s University, Bryan completed a 7-year playing career in the CFL during which time he was an influential representative of the CFL Players Association. Bryan joined Ontario University Athletics in 2008 serving in roles including Executive Director and Director of Operations until 2015. Throughout his career in the not-for-profit sport sector Bryan has developed numerous partnerships and activations that have achieve success in ROO and ROI for both his partners and organization.

The Story of Steve Nash Youth Basketball: Pairing Not for Profits and Brand Partners

How can nonprofit grassroots programming drive growth and development for an organization? A partnership with a dynamic and dedicated corporate sponsor can make a world of a difference. And did it ever pay off for Canada Basketball, with Tangerine by their side.

Bryan Crawford will shed light on Canada Basketball’s game-changing partnership with Tangerine for the Steve Nash Youth Basketball program. Through grassroots programming Canada Basketball developed a partnership that has turned into an impactful revenue and engagement driver that helps support the organization’s daily mission-driven operations.

justincreally

Justin Creally

Co-Founder
North Strategic
View Biography

Justin Creally is a Co-founder of North Strategic, a communications agency that drives earned media programs, and Notch Video, a social media video company based in Toronto. A creative strategist, Justin works with account teams to develop breakthrough brand building campaigns. He leads strategy, ideation and big thinking sessions for North clients, resulting in full 360 degree programs that include earned media, digital and social. Justin’s brand experience includes Canadian Tire, Tim Hortons, Twitter, American Express, Facebook and Xbox among others.

Justin has extensive experience leveraging sponsorship properties and activating social media campaigns that result in engaging and sharable content. Justin looks beyond the tried, tested and true to break new ground in how brands amplify their sponsorship partnerships in order to drive deeper emotional connections with consumers.

Keeping Score: How to Use Creative Storytelling to Amplify Your Sponsorship Programs on Social Media

You've negotiated a perfect brand sponsorship deal. The sponsorship is a perfect fit for your brand's target demographic. All of the assets are being maximized. But now the real challenge starts. How do you stand-out? How do you avoid being "just" another sponsor? Don't rest on the assets being offered as part of your sponsorship. Learn the key attributes to a social media content strategy that truly resonates with your target market and inspires them to share and engage.

Pulling from his own experience with Sport Chek, Air Miles and Canadian Tire, in his workshop Justin will take you through what works and what doesn’t when it comes to compelling social media content. Get ready to discover the beauty that happens when you think about the interests of your fans first.

DavidDiamond

David Diamond

Managing Partner
Diamond Integrated Marketing
View Biography

David Diamond is the President and Chief Creative Officer of Diamond Integrated Marketing. After graduating from Queen’s University in 06, and following a summer stint at the Cannes film festival in France, David was inspired to build the agency. By the age of 30, David had turned his inspiration into an award-winning company, which today operates internationally. Outside the office David is pursuing a diploma from Harvard Business School, is an active member of YPO and is a new father.

Inside the Creative Mind: How Creative Leaders Drive Ideation in an Evolving World

You've been tasked with coming up with the next game-changing idea for your brand or client. Your coffee cup is full, pen and paper are fresh, and brief is printed out. Now what? What’s your first step for inspiration? How do you ensure you’ve considered all the latest tools and trends? How do you predict the feasibility and success of your idea? No need to panic just yet - just relax and come and pick their brains with us.

CSFX16 is bringing together three creative leaders from three leading agencies to share how they’re able to continue to develop award-winning and powerful integrated marketing ideas in an ever-changing market. David Diamond, Matt McCoubrey, and Luke Kinmond will share insights into where they find inspiration, what makes a great creative brief, how they leverage technology to drive ideation, and more.

ChristopherDoyle

Christopher Doyle

Director, Media Partnerships
Twitter Canada
View Biography

A top marketing executive with more than 15 years of experience working at some of Canada’s leading media brands, Christopher Doyle is currently Director of Media for Twitter Canada.

As Canadians watch television, they tweet in massive numbers. Christopher leads innovation with media partners to help them grow followers, engagement and ultimately revenue. He guides Canada’s top athletes, TV personalities, entertainment shows, leagues, teams and events on Twitter best practices to help them harness the power of the platform. He’s helped clients become innovative leaders in social media, enabling them to introduce the latest Twitter products into the market.

Christopher is a top marketer who knows the media industry. In his previous role at the CBC he was responsible for unique sponsor content integrations for the 2014 Sochi Winter Olympics, FIFA World Cup and Hockey Night in Canada. Prior to that, he held marketing communications roles at Insight Sports & TSN. Christopher is a graduate of the Carleton University School of Journalism. He is @chrisdoyle on Twitter.

Video Now: How to Create Content Your Consumers Can't Get Enough Of

It's no secret social media is a powerful marketing tool for brands trying to engage with consumers. And now, with video taking over timelines, the possibilities for telling your brand story seem endless. So how has video changed the way audiences engage with content? What makes a video engaging?. Why is the use of video such an effective means of activation? How do you even monetize these videos and make them work for your brand objectives?

You've got plenty of questions, and this team has the answers.. Christopher Doyle returns to CSFX by popular demand to moderate a panel of video content experts from the Twitter, Vine and Periscope mothership. Spanning roles in international content, sports, and brand strategy, Jared, Jamie, and TJ will help give your videos impact way beyond any time limit.

Here, great digital marketing minds will discuss everything from leveraging video creators, to using influencers, to monetizing content. With real life examples of effective video marketing, insider tips and tricks, and even a peek at what the future holds, this is one panel worth catching #IRL.

SheridaGerman

Sherida German

Director, External Affairs
Shaw Communications Inc.
View Biography

Sherida German is Director, External Affairs for Canada’s leading content and network experience company, Shaw Communications. With over 15 years’ experience in the marketing and communications industries, Sherida oversees Sponsorship, Media Relations, and Corporate Events at Shaw. Sherida excels in building and managing high-achieving corporate teams, implementing and executing strategic marketing and communications plans, and delivering superior results on-time with limited resources.

Born in Vancouver, British Columbia, Sherida attended the University of British Columbia, attaining a Bachelor of Arts in Political Science and History, and a Master of Arts in Community and Regional Planning. She then added to her impressive academic resume by completing a Master of Arts at the Centre for Medieval History at the University of Toronto.

Sherida began her career in Toronto, Ontario at Atlantis Broadcasting in 1998 working on HGTV and Life Network, expanding her portfolio to History Television and Showcase when Atlantis Broadcasting purchased Alliance Broadcasting in 2000. She took on the role of Director, Marketing Strategy when CanWest Global Communications acquired Alliance Atlantis Broadcasting in 2007. In 2010, Shaw Communications acquired CanWest Global, and Sherida moved into the position of Sr. Director Marketing, Global News. While working in broadcasting, Sherida launched and worked on several world-class television brands such as HGTV, Food Network, BBC Canada, and History Channel.

Sherida joined Shaw Communications in 2014, relocating to Calgary, Alberta, and shortly after moved into the role of Director, External Affairs. Under her direction, Shaw’s sponsorship portfolio has grown to include the Grey Cup Championship and Canadian Football League, Canada Games, and multiple PGA TOUR golf player partnerships, along with Shaw’s ongoing sponsorships of the Shaw Charity Classic and RBC Canadian Open golf tournaments. Sherida strives to expand the definition of sponsorship activation and bring Shaw’s sponsorships across all platforms, adding value to the entire organization.

Sherida currently resides in Calgary with her husband, three children, and dog Sadie. She enjoys skiing, mountain bike riding, and cheering on her children at their many sporting activities.

The Activation Mix: How Shaw Leveraged its CFL Partnership for Maximum Engagement

Congratulations, you've just agreed to a sponsorship. And now you're staring at a long list of assets and dreaming up how you’ll bring your partnership story to life through each one. So how do you build the right activation mix to ensure you're able to engage all of your stakeholders? And then how do you bring them all to life for one cohesive brand platform?

Sherida German will discuss the opportunistic marketing Shaw implemented around the CFL, all to bring fans closer to the game than ever before through an incredible mix of activations. With the Shaw Road to the Grey Cup, fans were able to directly engage with their favourite CFL stars through digital platforms leading up to the big event, and then step into the locker rooms and onto a global news desk through virtual reality onsite. Learn how to recognize new activation opportunities that can contribute to a brand platform that engages customers, employees, and fans alike.

DanielGlantz

Daniel Glantz

Global Head of Sponsorship
AIG
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Based in New York, Danny is responsible for overseeing and managing AIG’s global sponsorship program, including New Zealand Rugby and the World Champion All Blacks. Danny develops and directs AIG sponsorship strategies, while working with all AIG regions to optimize the benefits of these relationships. Prior to his current role, Danny was an Assistant General Counsel for AIG for nearly seven years focusing on intellectual property, e-commerce, Internet law, commercial and M&A transactions, marketing, and licensing.  Prior to joining AIG in 2006, Danny worked at the NBA in their Intellectual Property legal group, and with the law firm Skadden, Arps, Slate, Meagher and Flom LLP.

Danny received his Bachelor of Science degree from Cornell University and his J.D. from Benjamin N. Cardozo School of Law where he was Executive Editor of the Cardozo Arts and Entertainment Law Journal.

The Haka 360°: How AIG Found Creative Inspiration in a Fan-Favorite Rugby Tradition

We all have our pre-game or pre-presentation ritual. For the New Zealand All Blacks, that ritual just happens to capture the spirit of fans across the globe. So when AIG sought inspiration from its sponsorship of the All Blacks, it’s no surprise the global brand turned to the Haka – a traditional ancestral war cry that has been performed by New Zealand Rugby teams since the late 1800s.

Catch AIG's Daniel Glantz and New Zealand Rugby Union's Megan Compain shed light on how they created an opportunity for fans to experience the All Blacks performance of the Ka Mate Haka like never before. Learn how these partners linked sponsorship, creative inspiration, digital innovation, and one of New Zealand sports most famous traditions to create the ultimate virtual fan experience. Hear the ins-and-outs of how the app came to life, became a fully integrated campaign, and successfully cut through all the brand noise around the Rugby World Cup.

MarkHarrison

Mark Harrison

President, T1
Chair, Canadian Sponsorship Forum Xperience
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A leading figure in the Canadian sponsorship and marketing industry, Mark Harrison is the founder and chair of the Canadian Sponsorship Forum Xperience. He applies his 20+ years of experience in sponsorship and brand activation to serve an array of blue-chip, event, and cause clients. He’s been instrumental in strategic planning and conceptualization for T1 clients such as BMO, Coca-Cola, Calgary Stampede, Nike, Mattel, YMCA Canada, and OLG. Under Mark’s direction, T1 has excelled at creating memorable experiences that invite people to live for a moment, immersed in the flavor and spirit of their clients’ brands.

A big believer in giving back, Mark shares his knowledge and passion for marketing by writing for industry publications, blogging, and speaking at events such as Canadian Music Week and Canadian Sport Tourism Alliance’s Sport Events Congress. Mark also currently sits on the inaugural program advisory committee for the Sports, Entertainment, & Arts Event graduate certificate program at Seneca College.

The Making Of An All-Star Marketer

While Toronto plays host to the greatest basketball players in the world, Mark Harrison looks to the bench to discover some unexpected lessons from the coaches who got them here. How do you create an all-star? And how can these same lessons in development and innovation serve us in the world of marketing?

Join us as Mark uncovers the answers and sets the stage for the rest of an exciting weekend, introducing delegates to the esteemed roster of 50+ marketing all-stars that will be headlining this year’s CSFX.

AdamHarter

Adam Harter

Vice President of Marketing - Cultural Connections
Pepsi Beverages North America
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Adam Harter is a 13-year veteran of PepsiCo and has held a broad range of Marketing roles across Sports, Innovation and Brand Strategy.  Adam is currently the Vice President of Cultural Connections at Pepsi, which includes overseeing the Culture, Music and Media Strategy teams that manage Pepsi’s network partnerships, entertainment properties including the Live Nation partnership, Grammy’s and MTV Video Music Awards, and Pepsi’s robust set of celebrity and music talent, including the Pepsi Super Bowl Halftime Show.

Adam also leads our U.S. Sports partnerships with leagues that include the NFL, MLB, NBA and NHL, more than 60 professional teams, including the NY Yankees, Dallas Cowboys, and NY Giants and more than 100 professional athletes.

Adam holds a Bachelor’s degree from St. John Fisher College, a JD from The University at Buffalo Law School and an MBA from the University at Buffalo School of Management.

NBA Playbook: Winning Strategies from Basketball Business Leaders

65th NBA All-Star Game. The first NBA All-Star to be held in Canada. This is no ordinary year for the NBA and the sport of basketball, as the league hosts its first All-Star outside of the U.S. For fans and marketers alike, NBA All-Star brings together the most talented and passionate players in the league for a global celebration of the game. At CSXF 16, attendees will hear firsthand about the excitement of NBA All-Star 2016 in Toronto from the minds behind the game.

We will be joined by two NBA senior leaders and two league business partners, who will break down the major business and basketball trends across the league. From insights about basketball’s global growth, to predictions about where the NBA is headed over the next five years, to how partnerships are brought to life, they’ll dive deep and answer questions that will help us better understand how the NBA and its players have become so popular on a global stage. Emilio Collins and Dan MacKenzie will discuss the NBA's approach to partnership and how authentic storytelling and innovative ideas drive successful partner programs that enhance the game experience for fans.

GregoryHegger

Gregory Hegger

Senior Manager, Partnerships
Virgin Mobile Canada
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Gregory Hegger is the Senior Manager of Partnerships for Virgin Mobile Canada, working with brands such as Starbucks, H&M, Aldo, Cineplex and more to create offers for Virgin Mobile Members. He also assists in developing the company’s position in sponsored properties: Osheaga and the Squamish Valley Music Festival. Prior to this he was the Director of Communication and Partnerships at brand.LIVE Management Group, which produced the Squamish Valley Music Festival with Live Nation, as well as the Honda Celebration of Light, the largest event in BC. Gregory was also Account Director at experiential marketing company smak, where he oversaw brand activations for Future Shop nationally. Gregory is passionate about live music and finds it amusing that bios are written in third person.

Co-Production: How Brands and Festivals Can Work Together to Deliver Exceptional Experiences

Festival season means both bands and brands are touring the globe and on full display. Annual events and festivals have become one of the biggest categories for sponsorship, offering brands opportunities for face-to-face interactions. If you’re a brand, you’re undoubtedly trying to create unforgettable experiences that put your offerings front and centre. If you’re a festival, you’re balancing a delicate mix of artist, event, and partner promotion, trying to leverage as many channels as possible to amplify excitement leading up to and on the big day.

Having worked on both sides of the table, Gregory knows what it takes to build and execute a successful sponsorship program as both a beloved music festival and an ultra-hip brand. Pulling from his experience for the Squamish Valley Music Festival, he’ll break down how to work closely with brands to activate onsite, incorporating digital and promotional initiatives to enhance engagement. Now with Virgin Mobile, he’ll share how he’s leveraged internal teams to bring the brand to life onsite at music festivals and maximized results from sponsorships by integrating year-round initiatives with Virgin Mobile’s member benefits program.

Bonnie-Hillman

Bonnie Hillman

President
A&C
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Bonnie has over 20 years of experience in communications, public relations, advertising and corporate sponsorship in New York and Toronto. Spanning both the cultural and for profit sectors, Ms. Hillman has worked for BBDO; The Asia Society (a New York cultural centre); the Ontario Science Centre; and the advertising firm Communiqué, where she served as Vice President, Director Corporate Communications. Widely respected for her experience on both sides of for-profit and not-for-profit, Bonnie has been invited to speak at numerous national conferences on the subject of brokering sponsorships in arts and entertainment. Bonnie currently is involved in building both the public relations, and sponsorship strategy projects at A&C. As President, she consults on virtually all A&C projects. Bonnie has served on the Board of Directors of The Evergreen Foundation, The Mabin School, The Ontario Science Centre and is currently on the Boards of MOCCA, the SMCC, and the Loran Scholars Foundation.

Food and Fashion: How Metro Ontario's Partnerships Sparked New Consumer Interest

Food and fashion. Both a product of imagination and careful crafting. But paired together? When amplified by strategic partnerships and exciting activations they can lead to something delicious. Metro Ontario saw a unique opportunity to create new dialogue around food when they became the first-ever and exclusive grocery sponsor of World MasterCard Fashion Week, growing a fashion-focused suite of partnerships and events into a powerful content-driven communications platform that began introducing the retailer to a younger demographic while repositioning the brand within the Ontario market.

Join Nancy Modrcin of Metro Ontario and Bonnie Hillman of A&C as they discuss the “Perfect Pairing” of food and fashion. They’ll take a deep look at how Metro Ontario found inspiration through non-food retailers to build an engaging story and experience around key food and lifestyle trends that better resonated with a Millennial target market. Learn how you can identify and enhance your own perfect pairings to drive new customer loyalties.

YouriHollier

Youri Hollier

Content Marketing Manager
DAVIDsTEA
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Youri Hollier started with DAVIDsTEA in 2009, as a tea guide for the company’s second store. Since moving from the tea shop to the head office in 2010, he has played an important part in the company’s digital growth. In his previous role as DAVIDsTEA’s Social Media Manager, he was responsible for building the brand’s social voice and developing the company’s online communities. In his current role as Content Marketing Manager, Youri’s focus has shifted to creating digital campaigns and content that will resonate with the brand’s followers.

Youri has a passion for social media and content marketing. He also really loves sandwiches.

Inspired Conversations: How to Leverage User-Generated Content to Build Consumer Relationships

Coming up with a constant stream of buzzworthy content isn’t easy. Sometimes it’s not about having the biggest team of content creators, but interesting fans and followers whose own content you can leverage. For DAVIDsTEA, the company has tapped into the passion points, conversation topics, and adventures of its own followers and consumers to develop meaningful content.

Framed around the successes of the SelfTea and TeaFF (Tea Friends Forever) campaigns, Youri will share how DAVIDsTEA has fostered friendships with its customers on social media and harnessed their interactions and content. Learn how to find the inspiration to keep your own consumer relationship lifecycle moving onwards and upwards through user-generated content.

ZaileenJanmohammed

Zaileen Janmohamed

Senior Director, Sponsorship Intelligence
Visa Inc.
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Zaileen Janmohamed is the Senior Director of Sponsorship Intelligence on the Global Brand, Product, and Sponsorship Marketing group at Visa Inc. Within this role, she provides strategic thought- leadership, analysis, and optimization of Visa’s 60+ sponsorships worldwide.  Zaileen works to understand how sponsorships can more effectively allow Visa to meet its business objectives and determines best practices across a truly global portfolio of sponsorships.

Prior to her time at Visa, Zaileen oversaw Visa’s athlete sponsorship program while at GMR Marketing. She led the development of Visa’s global athlete strategy including recruitment and negotiations with 60 athletes for Visa’s Olympic activation and marketing campaigns.

Zaileen has also spent time at Major League Soccer and the National Hockey League.

A proud Canadian, Zaileen currently lives in the San Francisco Bay Area with her husband and two sons.

Bringing It All in: How a Global Brand Centralized Its Sponsorship Procurement and Valuation Process

You are the gatekeeper to your brand’s sponsorship spending. Perhaps your portfolio spans the globe. Or perhaps it’s deeply ingrained in your local community. Either way, you know it’s critical that at the end of the day, each partnership contributes back to your strategic objectives. So how do you evaluate each proposal that comes through your inbox? How do you ensure you’re not over-spending for assets that aren’t effective for your strategy?

Back by popular demand, Zaileen returns to CSFX to share how she’s transformed Visa’s approach to sponsorship procurement – from leading the strategy to implementing the new centralized process with new policies and tools. A key component of the approach, she will take you through various valuation methods to help ensure that your own investments are maximized for return on investment and objectives.

MitchJoel

Mitch Joel

President
Mirum
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When Google wants to explain innovation and marketing to the top brands in the world, they bring Mitch Joel to the Googleplex in Mountain View, California. Marketing Magazine dubbed him the “Rock Star of Digital Marketing” and called him, “one of North America’s leading digital visionaries.” Mitch Joel is President of Mirum – a global digital marketing agency operating in 20 countries with over 2500 employees (although he prefers the title, Media Hacker). He has been named one of the top 100 online marketers in the world, and was awarded the highly prestigious Canada’s Top 40 Under 40.

Joel is frequently called upon to be a subject matter expert for Fast Company, Marketing Magazine, Strategy, The Globe & Mail and many other media outlets. He is a columnist for the Harvard Business Review, Inc. Magazine, The Huffington Post and other magazines and newspapers. His first book, Six Pixels of Separation (published by Grand Central Publishing – Hachette Book Group), named after his successful blog and podcast is a business and marketing bestseller. His second book, CTRL ALT Delete, (also published by Grand Central Publishing) was named one of the best business books of 2013 by Amazon. His next book, Algorhythm, will look at how the future of business will blend data and creativity. Mitch is also the host of Groove – The No Treble Podcast, where he is slowly trying to build the largest oral history of electric bass players in the world.

Algorhythm - The Future of Brands

We live in a culture of change. Most brands are overwhelmed by the massive shifts they have to make to their business models. Disruption is everywhere. Digital transformation is imperative. We live in the Uber-ization of everything. There are several new (and dramatic) realities that will force businesses to rethink many of their commonly held beliefs about what works in business today, and what the future may look like. Interestingly, this is less about the evolution of technology and much more about how consumers have become that much more efficient in this very different landscape. Bring an open mind, because the world continues to change and challenge brands like never before. The new leadership is being a digital leader. Algorhythm is your compass.

JudyJohn

Judy John

CEO & Chief Creative Officer
Leo Burnett Canada
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Judy began her career as a copywriter, honing her craft at agencies ranging from small independent shops to large multinationals to running her own company. She joined Leo Burnett Toronto in 1999, as Chief Creative Officer and in 2011 added the CEO title. Judy sits on the Leo Burnett Worldwide Creative Council.

Under her direction, Leo Burnett Toronto has been recognized nationally and globally, winning at every significant show. Highlights include: the world’s most awarded billboard campaign in 2009; Titanium, Grand Prix and Glass Lions at Cannes 2015; the first-ever Digital Black Pencil at D&AD 2006 and a second Black Pencil in 2015; ADCC Design Agency of the Year 2014 and 2015; Strategy Agency of the Year 2014 and 2015; an Emmy for Outstanding Commercial in 2015. The Gunn Report ranked Leo Burnett Toronto, the #1 Agency in Canada and #22 in the world in 2014.

This year, Business Insider ranked Judy #8 in their 30 Most Creative People in Advertising. She was also named to Advertising Age’s 2014 Most Creative People of the Year. Along the way, she’s judged top international awards shows including chairing the juries at Cannes, The Clios and ADC.

Everything from Judy’s work ethic to her management style, she learned from years of waiting tables and packing take-out orders at her parents’ restaurant.

#LikeAGirl: A Story in Thinking Creative, Acting Brave, and Creating Excellence

#LikeAGirl is a campaign that swept the 2015 Cannes Lions Festival, has over 60 million views on YouTube, and an Emmy award behind it. It's played a tremendous role in putting Canada on the advertising and marketing map. But how did it come to be? Developing this campaign was no easy feat, but perseverance, persistence and bravery ultimately helped carry it through to brilliance.

Judy John, CEO and CCO of Leo Burnett Toronto, takes the stage for an interview by David Moore, a long-time colleague and former President and CEO of Leo Burnett Toronto. Join them as they dive behind the scenes, divulge the insights and key turning points in the creative process, and investigate the makings of the campaign that reevaluated female stereotypes and took the world by storm.

LukeKinmond

Luke Kinmond

Creative Director
SDImktg
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Luke Kinmond, Creative Director for SDImktg helps consumers fall in love with brands through live storytelling.

From North America to the Middle East, his sure hand at leading the creation of big-impact experiences has wowed royal families, won Guinness World Records, and broken activation barriers – recently with the worlds largest NHL tour Rogers Hometown Hockey and a first-of-it’s-kind global activation platform for the UFC.

With his extreme baby face, you might think Luke started his decade-long career at SDI during Middle School. In fact, he arrived in his teens as a brand ambassador, to a temp in the warehouse, and soon applied his design degree to helping create the agency’s creative department.

From there, Luke moved onward and eastward, setting up shop for SDI in Qatar. His attempts at facial hair didn’t impress the local market. But what he lacked in mustache, he made up for in massively engaging campaigns for brands like Shell, FC Barcelona and Cirque du Soleil.

Now back at SDI’s HQ in Toronto, he continues to create buzzed-about activations for the world’s biggest brands, bringing the kind of creativity that’s only possible when you don’t need to think about shaving.

Inside the Creative Mind: How Creative Leaders Drive Ideation in an Evolving World

You've been tasked with coming up with the next game-changing idea for your brand or client. Your coffee cup is full, pen and paper are fresh, and brief is printed out. Now what? What’s your first step for inspiration? How do you ensure you’ve considered all the latest tools and trends? How do you predict the feasibility and success of your idea? No need to panic just yet - just relax and come and pick their brains with us.

CSFX16 is bringing together three creative leaders from three leading agencies to share how they’re able to continue to develop award-winning and powerful integrated marketing ideas in an ever-changing market. David Diamond, Matt McCoubrey, and Luke Kinmond will share insights into where they find inspiration, what makes a great creative brief, how they leverage technology to drive ideation, and more.

DarrenKinnaird

Darren Kinnaird

General Manager
Crankworx Events Inc.
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As the General Manager of Crankworx Events Inc. (CEI) since 2011, Darren is the caretaker of the Crankworx brand. Darren is responsible for guiding the CEI team and overseeing the financial accountability of the festival, the development and execution of the sponsorship/revenue plan, as well as communicating with the event stakeholders. Darren has over fifteen years of brand development and event organization experience, including four years as the General Manager of Crankworx, Whistler’s Great Outdoors Festival, and various other local events. Recently, Darren has led the Crankworx brand to add a third Crankworx Festival in Rotorua, New Zealand launching the Crankworx World Tour. Darren has a bachelor of commerce degree from the University of Alberta and his Graduate Certificate in Project Management from Royal Roads University.

Innovate or Bust: Customizing Your Event to Benefit You and Your Partners

Your festival is a resounding success. You’ve grown it from a niche event into a thrilling sensation. So what do you do when sponsors, participants, and attendees start asking for change? You listen, and you work with them.

For years Crankworx has been spending a lot of time listening to the athletes and sponsors of the festival. It’s fuelled the evolution from an exclusive event featuring high performance athletes, to a bigger celebration of endurance with new programs like Kidsworx and Familyworx. A foundation of collaborative relationships has helped expand the offerings of the festival, attracting new partners and new demographics to the festival. Through working with, listening to, and understanding the needs of their sponsors, Crankworx has reached deeper levels of engagement.

In Darren Kinnaird’s workshop, you’ll dive into client servicing best practices to discover new ways to expand your own property’s potential for engagement.

JaredKleinstein

Jared Kleinstein

Head of Sports/International Content Strategy
Vine
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Jared Kleinstein runs International Content Strategy and Sports on Vine. He works with major leagues, teams, and media organizations globally to drive and expand sports content on the platform. In the last year, his work has included exclusive channels for Wimbledon, NBA, ESPN/X-Games, MLB and more.

Previously to Vine/Twitter, Jared was the Director of Strategic Partnerships at StreetEasy (acquired by Zillow), where he managed product development and partner relations over the course of his 6+ years at the company. He also coined the term/meme “Tebowing” but that’s a story for a longer bio/over a pint. He holds his Bachelors of Science in Business Administration from Washington University in St Louis, and calls his birthplace of Toronto as well as Colorado and his current residence in New York home.

Video Now: How to Create Content Your Consumers Can't Get Enough Of

It's no secret social media is a powerful marketing tool for brands trying to engage with consumers. And now, with video taking over timelines, the possibilities for telling your brand story seem endless. So how has video changed the way audiences engage with content? What makes a video engaging?. Why is the use of video such an effective means of activation? How do you even monetize these videos and make them work for your brand objectives?

You've got plenty of questions, and this team has the answers.. Christopher Doyle returns to CSFX by popular demand to moderate a panel of video content experts from the Twitter, Vine and Periscope mothership. Spanning roles in international content, sports, and brand strategy, Jared, Jamie, and TJ will help give your videos impact way beyond any time limit.

Here, great digital marketing minds will discuss everything from leveraging video creators, to using influencers, to monetizing content. With real life examples of effective video marketing, insider tips and tricks, and even a peek at what the future holds, this is one panel worth catching #IRL.

GallantLaw

Gallant Law

Director, Sponsorship Marketing Strategy & Planning
Scotiabank
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Gallant Law is an award-winning passionate marketing professional with 15+ years of experience translating consumer insights into impactful B2C and B2B strategies for tier 1 organizations. He has multidisciplinary expertise in 360° integrated brand & product marketing, and sponsorship management & activation. He is a solutions-oriented leader providing teams with support, autonomy and a collaborative environment to inspire success.

Currently as the Director of Sponsorship Marketing Planning & Strategy at Scotiabank, Gallant oversees the strategic marketing plan development for the bank’s Sports, Arts, and Philanthropic sponsorship portfolio across Canada to achieve business and brand objectives. The portfolio includes the development of affluent/high net worth client experiences and hospitality.

Previous to Scotiabank, Gallant was the Head of Brand, Sponsorship and Product Marketing at Visa Canada. His responsibilities included the development and integration of marketing programs and initiatives to activate Visa’s sponsorship properties and to manage and protect the Visa brand. He also represented Canada on the Visa International Sponsorship Committee.

Gallant’s extensive marketing and sponsorship experience have included integrated campaigns and activations for the Olympics & Paralympics, FIFA World Cup, Canadian Olympic & Paralympic athletes, CFL, marathons, Canadian Bobsleigh & Skeleton teams, Toronto International Film Festival, Vancouver International Film Festival, Just for Laughs Festival, Luminato, Stratford Festival, Canadian Film Centre, Hot Docs Film Festival, Scotiabank CONTACT Photography Festival, Scotiabank Nuit Blanche, and the Scotiabank Giller Prize.

Gallant is a graduate of Queen’s University with a Bachelor of Science, and an MBA.

Beyond a Broadcast: How Scotiabank Helped Make The Giller Prize More Accessible

As marketers, we all understand the power of great storytelling. As Canadians, we have pride in our rich history of incredible authors and storytellers who have impacted our minds and hearts in ways our own work aims to. The Giller Prize was created to celebrate just that – excellence in fictional stories by talented Canadian authors. It fuels our nation’s literature by recognizing and empowering our writers. But with only a broadcast of the awards show, how can Canadians truly feel the impact of The Scotiabank Giller Prize?

Gallant will share how Scotiabank's partnership with The Giller Prize has ensured a stronger future for literature and a more enriched nation. A partner since 2005, Scotiabank has collaborated with the property to make the Giller Prize more accessible to Canadians, allowing the community at large to engage with the award beyond the broadcast. Learn how Scotiabank's activation activities, including cross-country events with Canadian authors, help drive key results.

GrahamLee

Graham Lee

Chief Creative Officer
T1
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Appointed Chief Creative Officer of T1 in March of 2014, Graham has held senior creative positions at some of the best agencies in North America, including Vice President and Associate Creative Director of Roche Macaulay & Partners (10 times Agency of the Year, International Agency of the Year and Agency of the Decade), Creative Director of Odiorne Wilde Narraway and Partners in San Francisco, Creative Director at successful Toronto upstart The Unitas Reputation Agency and was also a founding creative partner of Grip Limited, Canada’s fastest growing agency. Responsible for some of the world’s top brands, Graham’s business-building experience includes Mercedes-Benz, The Canadian Egg Marketing Agency, The Royal Ontario Museum, Kawasaki Motorcycles, IKEA Canada and IKEA Germany (that’s no typo, Germany is their largest market.), Electronic Arts, Lucky Brand Jeans, Labatt Breweries, Bell Canada, Honda, The Brick Brewing Company, Public Mobile, Coca-Cola, Mattel and The Dairy Farmers of Canada. Throughout his career, Graham has been honoured with hundreds of creative awards from all parts of the world, been named top art director in Canada, has held teaching positions at OCAD University and is the current Chair of the OCAD University’s Advertising Advisory Board.

JordanLevitin

Jordan Levitin

Senior Vice President
Ipsos Reid
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Jordan plunged into market research in 1982, after earning a degree in urban planning and an MBA, augmented by early “on-the-job” training in the federal government.

His career focused initially on economics and public affairs – co-authoring a national public affairs monitor, running syndicated studies on alcohol and on housing, and heading up the Yankelovich MONITOR™ in Canada, a social change tracking system.

In the world of consumer packaged goods, he has focused on guiding clients in the food, beverage, pharmaceutical, personal care and durables sectors to broader understandings of their consumer marketplace and helping them identify opportunities for product innovation.

Jordan is a Past President of the Professional Marketing Research Society, now the MRIA (2000/2001). He teaches questionnaire design for the MRIA School of Marketing Research and is on the Advisory Committee of the Research Analyst Program at Georgian College. Over the years he has served on boards and committees for arts organizations, advocacy groups, political parties and local sports organizations.

Jordan can work in both French and English and is making progress with Spanish, learned on frequent immersion programs in Central and South America.

Canada's MVP: Revealing Canada’s Most Valuable Properties

For some, the dollar explains the value of a sponsorship. But for Canadian consumers, they have entirely different metrics for value. And at the end of the day, it’s what drives consumers to feel loyalty and passion for a partnership that matters. For the fourth time, Ipsos and T1 have partnered for Canada’s Most Valuable Property (MVP) to study the connection between properties and consumers. Based on qualitative input from industry experts and a nationwide survey of Canadians, the first MVP study established a “Value Metric” that uncovered seven key drivers of emotional connection between Canadians and the companies that sponsor the properties they care about most.

And this year, the study is back with new demographic data and fresh properties. Wondering what Millenials think about partnerships? This is your year. Now the MVP slices data for males and females, teens, Millenials, Generation X, and more. With new properties and a sample size that has more than doubled, get ready for a CSFX session focused less on the award, and more on the reward of building your strategies on valuable consumer insights.

Most Valuable Property Study

AdamLippard

Adam Lippard

Executive Vice President, Global Sports and Entertainment Consulting
GMR
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Adam Lippard is Executive Vice President, Global Sports and Entertainment Consulting for GMR and leads their San Francisco office. Lippard is a senior sports and entertainment executive with a proven track record in developing, managing, executing and measuring events, and marketing plans. Lippard has extensive experience with consulting, event activation, and at-games management including work in various capacities with the IOC/USOC (5 Olympic Games), FIFA (2 World Cups), NFL (6 Super Bowls), and MLB (3 All Star Games). Lippard administers $50M+ in client investments and $20M+ in retained and project agency fees.

What’s in a Name?: How to Assess and Build Lasting Naming Rights Partnerships

There's more to a venue naming rights deal than finding the highest bidder and switching the signs. When a venue or team is beloved by sports fans, forging a new brand association that can grow into something powerful and iconic can be a challenge. It requires that the venue, team, sponsor, and sometimes even the fans all understand what each brings to the table and wants to get out of the partnership. So what do you look for in a naming rights partnership for long-term success?

We’re bringing two naming rights pros to one stage. Hailing from the Golden State Warriors, Chip Bowers will take the team perspective to share how rights holders can optimize deal benefits and secure long-term strategic deals for the venue, team and brand. Meanwhile, GMR’s Adam Lippard will share his valuation secrets, helping bidders understand how to valuate an opportunity and build in the right mix of assets. Join Chip and Adam at CSFX16 to learn how to maximize your naming rights partnerships for lasting impressions.

DanMackenzie

Dan MacKenzie

Vice-President & Managing Director
NBA
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As Vice-President & Managing Director of NBA Canada, Dan MacKenzie is responsible for the development and growth of the NBA’s Canadian business through the platforms of television, digital media, marketing partnerships, licensing & merchandising, and events. While overseeing the development of relationships with key constituents that help grow the popularity of basketball and the NBA in Canada, Dan also leads the NBA’s relationship with the Toronto Raptors, given their unique position as the lone NBA team in Canada. Dan’s responsibilities also include a leadership role in bringing the NBA All-Star Weekend festivities to Toronto in February of 2016.

Dan began his career at NBA Canada in 1998 and spent five years managing NBA Canada’s event properties and basketball development initiatives. In 2003, Dan moved to Paris to project lead the NBA Europe Games, an exhibition series that featured the San Antonio Spurs and the Memphis Grizzlies playing games in Paris and Barcelona. From Europe, Dan moved to TSN to be the Senior Marketing Manager for the sports specialty channel. In 2005, Dan returned to the Canadian office where he assumed the role of Director of Marketing. In 2007 he was promoted to General Manager and in January 2011 was promoted to Vice-President & Managing Director.

Dan holds a Bachelor of Commerce degree from McMaster University, a Bachelor of Education degree from Brock University and is a graduate of George Brown College’s Sport and Event Marketing program.

An active member of the community, Dan is the past Chair of the Sponsorship Marketing Council of Canada (SMCC) and has sat on the SMCC’s board since 2010. He was the co-chair of the 2013 “5 to Watch” awards, designed to recognize excellence among Canadian sports business executives under the age of 40 in support of his alma mater, George Brown College

Dan currently resides in Guelph, Ontario with his wife Nancy and his two children; Ben and Ella.

NBA Playbook: Winning Strategies from Basketball Business Leaders

65th NBA All-Star Game. The first NBA All-Star to be held in Canada. This is no ordinary year for the NBA and the sport of basketball, as the league hosts its first All-Star outside of the U.S. For fans and marketers alike, NBA All-Star brings together the most talented and passionate players in the league for a global celebration of the game. At CSXF 16, attendees will hear firsthand about the excitement of NBA All-Star 2016 in Toronto from the minds behind the game.

We will be joined by two NBA senior leaders and two league business partners, who will break down the major business and basketball trends across the league. From insights about basketball’s global growth, to predictions about where the NBA is headed over the next five years, to how partnerships are brought to life, they’ll dive deep and answer questions that will help us better understand how the NBA and its players have become so popular on a global stage. Emilio Collins and Dan MacKenzie will discuss the NBA's approach to partnership and how authentic storytelling and innovative ideas drive successful partner programs that enhance the game experience for fans.

RachelMacQueen

Rachel MacQueen

Vice President, AIR MILES Marketing
AIR MILES Reward Program
View Biography

As the Vice President of AIR MILES Marketing, Rachel is responsible for overseeing the strategy, social programs and marketing communications designed to increase the engagement and profitability of the 10 million plus Collectors in the AIR MILES Reward Program, Canada’s premier coalition loyalty program. With over 20 years of national and global marketing experience in B2B and B2C environments, Rachel has a proven record of executing programs and strategies centered around customer segmentation, direct marketing, brand management, loyalty program design and public relations, to increase customer engagement while driving sustainable business results.

Since joining LoyaltyOne, operator of the AIR MILES Reward Program, in 2004, Rachel has assumed several roles integral to the organization’s brand development, including leadership positions within LoyaltyOne’s International division, Corporate Marketing and Communications, and the Knowledge Office.

Rekindling Brand Love: How to Reinvigorate Your Brand and Consumer Relationships

You've worked tirelessly to build your brand, attract and keep a loyal customer base, and establish your identity. And then you blink and suddenly it’s time for a refresh. So what can you as an established brand do to change up your appeal and positioning and reintroduce yourself to the world?

For AIR MILES, sponsorship and experiential marketing were key springboards for relaunching the brand. Ten million Canadian households have kept AIR MILES cards in their wallets, but for Rachel’s team, evolution of the brand concentrated on inspiring Collectors to use their cards, better understand their value, and fall in love with AIR MILES once again. Learn how the one-on-one interactions inherent to strategic sponsorship and experiential marketing have helped AIR MILES foster strong relationships with its Collectors and achieve tremendous results for the reinvigorated brand.

DonMayo

Don Mayo

Global Managing Partner
IMI International
View Biography

Don Mayo is brought back by popular demand after delivering multiple top-rated keynotes over the past 9 years. Since joining IMI International over 30 years ago, Don has dedicated his career both to amplifying the voice of the consumer and building context for brands big and small through a proprietary database of 12,000+ global activations. Known for his candid, real, tell it how it is style, Don has become a key figure in the sponsorship industry, and earned a reputation as a trusted advisor and expert in optimizing ROI and driving brand results.

The Best of Global Cases with a Focus on Local Relevance - Around the World in 60 Minutes

Consider this your curated activation themed trip around the world with brands and properties doing it right. During his 60 minute tour, IMI’s Don Mayo will highlight how brands drive engagement in sponsorship through the lens of the best innovations, activations, social and mobile executions, as well as all things digital. What’s something your brand could benefit from tomorrow, or avoid forever? What works and why? The tremendous opportunities for brands outside sports? How will brands engage moving forward? Find out for yourself.

The best of 2015/16 with a few gems from the past. No passport required for this global tour. All aboard!

KimMcConnie

Kim McConnie

Senior Director, Sports
Pepsi-Cola North Americas Beverages
View Biography

Kim McConnie is the Senior Director of Sports for PepsiCo US.  Kim has an MBA from Sydney University and has been with PepsiCo for over 10yrs including 6yrs in Asia, launching new businesses in Vietnam and Pakistan. And 4yrs back in her home country, Australia where she was the CMO for Australia and New Zealand and during that time, recognized by the Chairman Award for launching PepsiCo’s first Stevia Cola.  Kim and her family recently made the move to US, to lead the sports team for PepsiCo where she oversees all league, team and athlete relationships along with leading Sports Strategy for the Beverage business.

In The Beginning: How PepsiCo Is Launching its Newest Sports Partnership

PepsiCo has put sports at the centre of its marketing strategy for years, working with the NHL, the NFL and MLB. Its newest major league deal hits close to home with CSFX, partnering with the NBA. So how will PepsiCo diversify its marketing approach among the various leagues? PepsiCo's main competitor may have had a 28-year run with the NBA, but the league’s oldest relationship is with Gatorade, a PepsiCo product. How can PepsiCo hope to stand out as a new brand partner?

The NBA All-Star will be front and centre for Toronto, the world, and PepsiCo, serving as a launching point for the new partnership. Join Kim McConnie as she discusses the challenges and opportunities associated with launching a new partnership, what the company has planned for its different brands, and how it’s planning to expand its content and platforms into the partnership's future.

MattMcCoubrey

Matt McCoubrey

Vice President – Strategy & Ideation
Mosaic
View Biography

Matt McCoubrey is passionate about helping brands solve business problems with experiences. A 15-year veteran of “experiential marketing,” Matt currently leads the Strategy & Ideation team at Mosaic. This diverse team of creatives (and all-around great people) is tasked with connecting brands and consumers through dialogue: with events, interactions, and the social and video content that comes from engaging people in tangible brand experiences.

Matt leads the team with the belief that the world of one-way interactions with consumers is at its end, being replaced by a world in which people need to be engaged to be reached, and that in this new world, fictional storytelling is being replaced by the authentic stories that brands actually deliver through their product, sponsorships, and actions in the real world.

Inside the Creative Mind: How Creative Leaders Drive Ideation in an Evolving World

You've been tasked with coming up with the next game-changing idea for your brand or client. Your coffee cup is full, pen and paper are fresh, and brief is printed out. Now what? What’s your first step for inspiration? How do you ensure you’ve considered all the latest tools and trends? How do you predict the feasibility and success of your idea? No need to panic just yet - just relax and come and pick their brains with us.

CSFX16 is bringing together three creative leaders from three leading agencies to share how they’re able to continue to develop award-winning and powerful integrated marketing ideas in an ever-changing market. David Diamond, Matt McCoubrey, and Luke Kinmond will share insights into where they find inspiration, what makes a great creative brief, how they leverage technology to drive ideation, and more.

MattMcGlynn

Matt McGlynn

Director, Brand Marketing
RBC
View Biography

Matt works on the Enterprise Brand Marketing team and oversees global sponsorship platforms at RBC. With over 13 years of experience in a wide-variety of marketing related roles, he brings a keen understanding of life on both the property and client side of the business, having started his career at MLSE and moved on to a role as Brand Manager for Sony Computer Entertainment Canada (PlayStation).

The Forgotten Art of Internal Selling: Building RBC's Olympic Partnership

After years of support, RBC's Olympic sponsorship platform has grown into something of a legacy in Canada. When partnered with a property so large, so widely celebrated and beloved as a point of national pride, it takes an immense investment in time and money to bring the partnership to life. And with presence in every community in Canada, it means getting hundreds of branches on board and excited.

With tangible examples from RBC's evolving Olympic sponsorship platform, Matt McGlynn will dissect the importance, and forgotten art, of internal selling. Discover how to achieve buy-in from your own organization, fueling genuine partnerships and campaigns. Learn how to sell in strategy to internal stakeholders, using key tenets focused on creativity, effective listening, honesty, and a few unexpected secrets. Whether you're trying to sell your board, your boss, or your entire organization on an idea, this session will get you closer to the resounding yes you need.

JamieMichaels

Jamie Michaels

Head of Brand Strategy
Twitter Canada
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Jamie is the Head of Brand Strategy at Twitter Canada, where he partners with top marketers to build ideas that create impact during moments that matter.  He is an award-winning marketer specializing in brand strategy, digital marketing and social media.

Prior to joining Twitter, Jamie was the Director of Brand Integration for Rogers’ Sportsnet and NHL properties. In this role, he was responsible for developing and executing integrated media solutions for Sportsnet’s 5 platforms and Toronto Blue Jays media partnerships. Previously, Jamie was Director of Marketing at CBC, where he led a centralized team building partnership programs leveraging iconic brands including Hockey Night in Canada and Dragons’ Den. He began his marketing and sales career at Viacom Canada and went on to lead corporate marketing for Toronto’s 2008 Olympic Bid.

Video Now: How to Create Content Your Consumers Can't Get Enough Of

It's no secret social media is a powerful marketing tool for brands trying to engage with consumers. And now, with video taking over timelines, the possibilities for telling your brand story seem endless. So how has video changed the way audiences engage with content? What makes a video engaging?. Why is the use of video such an effective means of activation? How do you even monetize these videos and make them work for your brand objectives?

You've got plenty of questions, and this team has the answers.. Christopher Doyle returns to CSFX by popular demand to moderate a panel of video content experts from the Twitter, Vine and Periscope mothership. Spanning roles in international content, sports, and brand strategy, Jared, Jamie, and TJ will help give your videos impact way beyond any time limit.

Here, great digital marketing minds will discuss everything from leveraging video creators, to using influencers, to monetizing content. With real life examples of effective video marketing, insider tips and tricks, and even a peek at what the future holds, this is one panel worth catching #IRL.

NancyModrcin

Nancy Modrcin

Vice President, Marketing, Ontario
Metro Ontario Inc.
View Biography

Nancy Modrcin joined Metro Inc. as Senior Director, Marketing in January 2012. In this role she is accountable for brand strategy, advertising, shopper marketing, consumer promotions, PR & in-store experience, as well as building integrated marketing solutions for the Ontario market in conjunction with the loyalty and digital teams. Prior to joining Metro, Nancy managed many globally recognized brand and product portfolios at several entertainment and lifestyle focused companies, including Mattel, NBC Universal, Harlequin and The Walt Disney Company. She has an Honours BA from York University.

Food and Fashion: How Metro Ontario's Partnerships Sparked New Consumer Interest

Food and fashion. Both a product of imagination and careful crafting. But paired together? When amplified by strategic partnerships and exciting activations they can lead to something delicious. Metro Ontario saw a unique opportunity to create new dialogue around food when they became the first-ever and exclusive grocery sponsor of World MasterCard Fashion Week, growing a fashion-focused suite of partnerships and events into a powerful content-driven communications platform that began introducing the retailer to a younger demographic while repositioning the brand within the Ontario market.

Join Nancy Modrcin of Metro Ontario and Bonnie Hillman of A&C as they discuss the “Perfect Pairing” of food and fashion. They’ll take a deep look at how Metro Ontario found inspiration through non-food retailers to build an engaging story and experience around key food and lifestyle trends that better resonated with a Millennial target market. Learn how you can identify and enhance your own perfect pairings to drive new customer loyalties.

DavidMoore

David Moore

Advisory Board Chairman
Jackman Reinvents
View Biography

David Moore currently serves as Advisory Board Chairman of Jackman Reinvents, providing on-going strategic counsel to the senior management team. Jackman is a first of its kind customer experience reinvention company that works with private equity and retail brands to rapidly realize untapped value.

David has a successful track record of building brands through marketing and communications on a national, regional and global level. His 25-year career at Leo Burnett Worldwide took him to leadership positions in Toronto, Chicago and Mexico City. He has worked closely with many of the world’s leading companies including Procter & Gamble, BlackBerry, Coca-Cola, Kellogg’s, United Airlines, Visa, Heinz, Samsung and Bell. As President & CEO of Leo Burnett Canada from 2004 – 2011, David led one of the most successful and highly regarded advertising agencies in Canada.

David has also served as a principal and board member of Aeroguard Group, a $100-million security screening company that managed screening operations at 26 Canadian airports and major events such as the 2010 Vancouver Olympics. David also served on the Marketing Committee for the Toronto 2015 Pan American Games.

#LikeAGirl: A Story in Thinking Creative, Acting Brave, and Creating Excellence

#LikeAGirl is a campaign that swept the 2015 Cannes Lions Festival, has over 60 million views on YouTube, and an Emmy award behind it. It's played a tremendous role in putting Canada on the advertising and marketing map. But how did it come to be? Developing this campaign was no easy feat, but perseverance, persistence and bravery ultimately helped carry it through to brilliance.

Judy John, CEO and CCO of Leo Burnett Toronto, takes the stage for an interview by David Moore, a long-time colleague and former President and CEO of Leo Burnett Toronto. Join them as they dive behind the scenes, divulge the insights and key turning points in the creative process, and investigate the makings of the campaign that reevaluated female stereotypes and took the world by storm.

NormOReilly

Norm O'Reilly

Fox Professor of Business, Ohio University
Consultant, T1
View Biography

Recognized internationally as one of the foremost scholars on sport business, sponsorship and marketing strategy, Dr. Norm O’Reilly leverages his academic experience as a senior advisor to the T1 Consulting Group. Norm is chair of Department of Sports Administration in the College of Business at Ohio University and holds the Richard P. and Joan S. Fox Professor of Management. The Department is home to the world #1 ranked Masters of Sports Administration program and the world #2 ranked Bachelor of Sport Management program. Norm taught previously at the University of Ottawa, Stanford University, Laurentian University, Ryerson University, and Syracuse University. As lead researcher on the Canadian Sponsorship Landscape Study, the author of seven books, more than 85 management journal articles and a dozen published business case studies, Norm brings a broad perspective on nationwide trends and best practices to all client projects.

10th Annual Canadian Sponsorship Landscape Study

Since the inaugural Canadian Sponsorship Landscape Study in 2006, investment in sponsorship has continued to grow, reaching 1.66 billion in 2014. In this session, Elisa Beselt & Dr. Norm O'Reilly from The T1 Agency's Consulting Group will present a first look at the results from the 10th annual version of the Canadian Sponsorship Landscape Study - a nationwide analysis of sponsors, properties and agencies. In the 2016 study, delegates will hear about recent trends in sponsorship spending and get a look at global sponsorship from a Canadian perspective. Elisa and Norm will report on findings from the 2015 year, sharing the newest information on the sponsorship industry and key lessons on what it all means for sponsorship professionals.

Canadian Sponsorship Landscape Study

Canada's MVP: Revealing Canada’s Most Valuable Properties

For some, the dollar explains the value of a sponsorship. But for Canadian consumers, they have entirely different metrics for value. And at the end of the day, it’s what drives consumers to feel loyalty and passion for a partnership that matters. For the fourth time, Ipsos and T1 have partnered for Canada’s Most Valuable Property (MVP) to study the connection between properties and consumers. Based on qualitative input from industry experts and a nationwide survey of Canadians, the first MVP study established a "Value Metric" that uncovered seven key drivers of emotional connection between Canadians and the companies that sponsor the properties they care about most.

And this year, the study is back with new demographic data and fresh properties. Wondering what Millenials think about partnerships? This is your year. Now the MVP slices data for males and females, teens, Millenials, Generation X, and more. With new properties and a sample size that has more than doubled, get ready for a CSFX session focused less on the award, and more on the reward of building your strategies on valuable consumer insights.

Most Valuable Property Study

AndrewOosterhuis

Andrew Oosterhuis

Director of Marketing - Budweiser, Kokanee & Value Brands
Labatt Breweries of Canada
View Biography

Throughout the 8 years at Labatt, Andrew has worked across the portfolio of brands including local jewel Alexander Keith’s to global leaders in Stella Artois and Bud Light. This collective experience has led to the current challenge of accelerating the growth of Canada’s leading beer brand as the Director of Marketing for Budweiser through continuing the disruptive creative work while step changing how the brand connects with Millennials. This requires an evolved mindset for how sponsorships can be leveraged to capture attention in relevant ways to drive brand impact.

Engage Me with Your Brand: The Millennial Marketing Mindset

Numb to advertising. Driven by experiences. Quick to share. That elusive Millennial consumer is a key target for marketers. But in a world when anything and everything is available to them with seemingly countless options, how do you make Millennials choose your brand time and again? For experience-enhancing products such as beer, sponsorships seem like a natural fit.

As Andrew will share, it still takes a strategic lens ­ focused on active rather than passive assets ­ to authentically engage Millennials with your brand and partnerships. Plastered logos won't capture attention and win fans. Taking key highlights from various sponsorship activations including recent work with Bud Light's UFC partnership and Budweiser Metallica, Andrew will demonstrate how you can use your own asset mix to drive purpose and spark captive dialogues with your target market.

alexandraorlando

Alexandra Orlando

Senior Manager, Trade Marketing
Rogers Communications
View Biography

Alexandra Orlando is a Canadian Olympian turned Marketer. Throughout her career in sport, Alexandra won three gold at the 2007 Pan Am Games, six gold at the 2006 Commonwealth Games and was named Canada’s Flagbearer at both Closing Ceremonies. Retiring after achieving her dream of attending the Beijing 2008 Olympic Games, she remains connected to sport as an international athlete advocate as Chair of the Pan American Sport Organization Athlete Commission and a member of the Canadian Olympic Committee’s International Relations Committee.

Alexandra enthusiastically channels her energy into her career in Marketing. She spent four years on the Brand team at the TORONTO 2015 Pan Am Games and is now a Senior Marketing Manager at Rogers leading all trade activity for the media business unit. Alexandra continues to challenge herself through her passion for motivational speaking and creative collaborations across the fashion and music industry. She is also a certified spin instructor and a published author.

Changing Gears: Shifting Between Marketing Perspectives

Obvious, but true. You can’t use the same message with everyone - and that applies to sponsorship and experiential marketing, too. Services and experiences developed for B2B clients won't necessarily hit the same note in the B2C world. So what type of experience will authentically connect with your stakeholders? How should your approach differ for a customer vs. a client?

Alexandra Orlando has seen both sides of the coin. Working with the Pan Am/Parapan Am Games, she’s taken a wider approach predicated on building awareness and mass engagement with an entire community. Transitioning to Rogers has meant having to tailor approaches to specific clients. Using some of the biggest activations and sponsorships coming out of the Games and Rogers’s portfolio, learn how having a dual perspective can ultimately help your own brand or property deliver experiences beyond your target market’s expectations.

DaveRivers

Dave Rivers

Director National Sponsorships
Bell
View Biography

Dave has spent the last twenty plus years honing his craft – experiential marketing, the convergence of marketing, entertainment, technology and culture. An advocate of technology he firmly believes that there is no longer a separate digital strategy for a corporation but rather strategy in a digital world.

Dave’s diverse background spans multiple industries. He has owned and operated an Inc. 500 listed student travel events company, been a partner in two successful digital marketing start-ups, and for a time was a member of team Canada’s national bobsleigh team.

Today, as the Director National Sponsorships, he is responsible and accountable for the national sponsorship strategy for one of Canada’s leading telecommunication companies – Bell. As such, he oversees all aspects of Bell’s sponsorship portfolio – including rights management, activation, event execution, and content.

Dave joined Bell in 2001 and during his tenure has lead a variety of dynamic teams within media, content, digital marketing, brand and sponsorship. His teams work have won numerous awards, garnering both international and domestic acclaim.

An active community volunteer, Dave spends the majority of his free time coaching rep soccer and convincing his neighbours that multi-screen viewing is a good thing. These days, you’ll find him on XBL as Cpt. Splatter.

@dave_rivers

NBA Playbook: Winning Strategies from Basketball Business Leaders

65th NBA All-Star Game. The first NBA All-Star to be held in Canada. This is no ordinary year for the NBA and the sport of basketball, as the league hosts its first All-Star outside of the U.S. For fans and marketers alike, NBA All-Star brings together the most talented and passionate players in the league for a global celebration of the game. At CSXF 16, attendees will hear firsthand about the excitement of NBA All-Star 2016 in Toronto from the minds behind the game.

We will be joined by two NBA senior leaders and two league business partners, who will break down the major business and basketball trends across the league. From insights about basketball’s global growth, to predictions about where the NBA is headed over the next five years, to how partnerships are brought to life, they’ll dive deep and answer questions that will help us better understand how the NBA and its players have become so popular on a global stage. Emilio Collins and Dan MacKenzie will discuss the NBA's approach to partnership and how authentic storytelling and innovative ideas drive successful partner programs that enhance the game experience for fans.

MelissaRobertson

Melissa Robertson

Senior Manager, Cause Sponsorship
CIBC
View Biography

Melissa Robertson is Senior Manager, Cause Sponsorship for CIBC and has been a member of the CIBC team since 2007. She is currently responsible for the oversight and execution of the national cause strategies and oversees such sponsorships as CIBC’s flagship property the Canadian Breast Cancer Foundation CIBC Run for the Cure. Melissa has extensive experience working with non-profit organizations and has specialized knowledge of sponsorship, corporate giving and fundraising, event and volunteer management.

Evolution of a Partnership: 20 Years as Proud Title Sponsor of the Canadian Breast Cancer Foundation CIBC Run for the Cure

After 20 years of partnership, it’s easy to get comfortable. You have your traditions. You’ve surpassed key milestones and celebrated them together. So how do you ensure that you continue to grow, evolve and innovate?

Often cited as a best-in-class example of partnerships, CIBC has helped grow the Canadian Breast Cancer Foundation CIBC Run for the Cure into Canada’s largest single day, volunteer-led event dedicated to raising funds for breast cancer. With record numbers of CIBC employees participating each year, it’s an integral part of the bank’s culture and creates a bond few other charities can claim.

Over the years CIBC and CBCF have worked together to learn and support what motivates individuals to lead and participate in events. They’ve brought multiple stakeholders together to create one cohesive vision, and they’ve continued to evolve into something new, fresh and engaging.

Hear from Melissa as she tells the impactful partnership story, ties it to CIBC’s brand direction, and shares insights into its next phase.

KristinaSchaefer

Kristina Schaefer

Executive Director, Partnerships
Canadian Olympic Committee
View Biography

Kristina Schaefer currently and proudly holds the position of Executive Director, Partnerships at the Canadian Olympic Committee (COC), based in Toronto. As a member of the senior leadership team, Ms. Schaefer leads a high-performing staff responsible for all commercial aspects of the COC – including Partner Service, Licensing, Business Development and Commercial Rights Management – all in support of Canadian athletes and their coaches, on their journey to achieve podium success.

Kristina has two decades of experience in sports business, primarily working with companies to maximize their investments made in the Olympic movement. Prior to joining the COC, Ms. Schaefer spent fifteen years at IMG, ultimately responsible for the organization’s global Olympic Consulting practice. Kristina has also held roles at New York advisory firm Teneo, and client-side at KeyBank in Cleveland, Ohio.

Today Ms. Schaefer resides in Burlington, ON with her husband and their lovable labradoodle, Molson. Kristina earned her MBA from John Carroll University, and her marketing degree from Indiana University. She is also is active in mentoring, cycling and musical theatre.

Transforming the Model: From Property Servicing to Partnership Marketing Advisory

For your corporate partners, sponsorship in your organization is an investment. Understanding their industry pressures, business imperatives, and stakeholder engagement goals -- and working together from the very beginning to develop authentic programs that address those challenges -- ensures you are helping your partners achieve a positive, measurable result. Together, you can fully leverage every ounce of the relationship. New opportunities are identified. Every activity drives success against goals. You and your partners are a true team.

When it comes to partnerships, the Canadian Olympic Committee recently embarked upon a new strategic journey to partner integration. By shifting the model of property service to becoming more of a strategic advisory group, the COC and its partners are understanding better each other’s business needs and marketing objectives, creating a measurable impact. Kristina Schaefer will speak about the strategic journey of partner integration, borrowing from her years in marketing consulting to work more closely and proactively with the COC’s marketing partners to help build Rio 2016 plans that truly deliver. Discover how becoming more proactive in your own partnerships can result in better integration and business results.

andreashaw

Andrea Shaw

Founder & Managing Partner
TwentyTen Corp.
View Biography

Andrea J. Shaw is the Founder & Managing Partner of TwentyTen Corp. which consists of two strategic marketing and sponsorship firms; the TwentyTen Group and TORQUE Strategies. Both companies operate in Vancouver and Toronto and make up a collective workforce of 20 employees. Prior to starting TwentyTen Corp, Andrea served as the Vice President of Sponsorship Sales and Marketing for the Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games (VANOC), where she held direct responsibility for sponsorship sales, marketing and client services, commercial rights management and the Olympic and Paralympic Torch Relays. Her greatest accomplishments in this role were leading the team at VANOC that generated over $760 million in sponsorship revenue, and her responsibility in the strategic development of the longest domestic Torch Relay in Olympic history.

Andrea’s life work is driven by an aspiration to elevate the potential of sport, culture and community. She is proud to serve as the inaugural chair of Destination BC’s board of directors, a group tasked with the mission to elevate the British Columbia brand in Canada and around the globe. Andrea also serves as a director on the board of the BC Cancer Foundation.

Building & Inspiring Female Leaders: A Community of Empowerment

Advancing women in the workplace is not just the responsibility of a select few. It’s the responsibility of us all. It’s about women empowering other women. It’s about women supporting and championing other women. Women will walk away from this session knowing they are not alone, and feeling confident in their abilities to achieve their goals and take action to become leaders amongst their peers, in their organizations, and in their industries. We’ll be tapping into the knowledge and experience of our panelists to share leadership insights and lessons that they’ve gained as they built their careers. The session will culminate in facilitated group discussions, led by each expert, around the steps women can take to apply these lessons to their own lives and organizations.

AlisonSimpson

Alison Simpson

SVP, Marketing & Customer Experience
Holt Renfrew & Company Limited
View Biography

Alison joined Holt Renfrew in January as their SVP Marketing & Customer Experience. She is responsible for the Holt Renfrew, Holt Renfrew Men, hr2 and Ogilvy brands.

Alison is renowned for delivering significant business results through strong leadership, marketing acumen, and strategic and innovative approach to building brands. She is an experienced business and marketing strategist who has held leadership positions at tier one Canadian companies (Holt Renfrew and Rogers Communications), and multinational and entrepreneurial agencies (BBDO, JWT, Bond Brand Loyalty). Alison is one of the few marketers in Canada with expertise in marketing communications, digital, brand, loyalty and customer experience, which positions her very well to deliver on the quickly evolving market realities.

In her “life beyond work”, Alison is an avid traveler, marathoner and adventurer. She’s completed 48 marathons and ultras, including winning her age group in a 250km Race Across the Sahara Desert and helping to raise $100,000 for the National Advertising Benevolence Society. Alison also climbed Mt Kilimanjaro to raise money for the Alzheimer Society.

Holts Everlasting: How a 179-Year-Old Stays Relevant to Today's Consumers

For a company that’s actually older than the country it was born in, staying current with today’s consumers and marketplace can be daunting. After being the leader for decades, facing new and aggressive North American and global competitors makes the challenge even bigger and success even more crucial. In this environment, the role of customer-centric creativity is key.

Alison will share how Holt Renfrew refined its brand approach to continue to differentiate the brand and connect with established and new customers alike. She will draw successes from the Holt Icon program, as well as events, partnerships and truly unique customer experiences that become lifetime memories. Also highlighting how Holts engaged stylish Canadians as ambassadors to amplify their message, Alison will illustrate how the customer-centric creative approach can help your brand excel like that of the 179-year-old retailer.

MarkStewart

Mark Stewart

President & Chief Innovation Officer
wonderMakr
View Biography

Mark Stewart has an extensive background in innovation, digital and creative strategy, event technology production, content marketing and unique consumer and brand experiences. Over the past 15 years, Mark has worked with many blue-chip clients in identifying innovative digital and event solutions, providing well-thought-out strategies, intuitive user interfaces and outstanding consumer experiences that connect the digital and physical worlds. He has created connections for users through unique digital approaches, content strategies, applications, video and digital broadcast content, event production and interaction design. Mark has had the pleasure of creating digital, physical and social event experiences for clients such as IKEA, Disney, Dyson, Mattel, Nissan, Twitter Canada and more.

Innovation, Creativity and the Maker Movement: A Hands-On Workshop

They may be amateur DIY enthusiasts with a high-tech skill set and passion to do new things, but the Maker Movement is heavily influencing the way brands market themselves at events and through activations. In this hands-on session, you’ll learn how to apply the basics of maker culture-inspired thought, experimentation and innovation into your creative process.

Through individual and group experiments, exploration and activities, you'll learn new ways of connecting digital, social and mobile with physical, mechanical and real-world devices and experiences. Powered by a "do-it-together" approach, wonderMakr's Mark Stewart will guide you in building, creating and playing with some of the newest technologies being used by properties and brands in activations around the world. All tools and equipment will be provided, and no experience is necessary. You'll be amazed at what you can build yourself and what you can learn about creating new and innovative experiences for your event, brand or property.

MarkWallace

Mark Wallace

Vice-President Corporate Affairs and Chief of Staff
Canadian Pacific
View Biography

Mark Wallace was appointed Vice-President, Corporate Affairs and Chief of Staff in September 2012.

Mark is responsible for the Corporate Communications and Public Affairs, Government Affairs, Investor Relations, Real Estate and Facilities functions as well as his duties as Chief of Staff for the Chief Executive Officer. Mark plays a key leadership role in helping strengthen CP’s cohesive approach to core business planning and corporate affairs and in delivering on the company’s strategic objectives.

Mark joined Canadian Pacific as Chief of Staff in July 2012. He spent over 15 years in various senior management positions with Canadian National Railway Company (CN). At CN, Mark led the Public Affairs function in both Canada and the U.S., and prior to that, he was the Chief of Staff in the Office of the President and CEO. He also worked in Investor Relations for over 6 years. Prior to joining CP, Mark worked in Toronto as a consultant in a corporate communications firm and before that as Head of Investor Relations for Husky Injection Molding Systems.

Mark is Chairman of the Board of DREAM VHP, a joint-venture real estate development company between CP and DREAM Unlimited.

Think Local: Connecting with Communities Through Local Activations

It's important for brands to be recognized by consumers as part of the community. And with the world becoming more globalized through technology, local initiatives that have national impressions are instrumental to strengthening bonds with consumers. The Canadian Pacific Railway is an organization rooted in Canadian history and the communities it has served for many years. At the center of its success on the national stage is the constant renewal and strengthening of connections with communities through local activations with the CP Has Heart community investment program and CP’s major sponsorships.

Mark will share the details of how this localized approach to connecting with consumers has created a tangible difference in their lives, making CP part of their communities. Find out how CP has turned a community-oriented effort into one that resonates nationally, and how focusing on local efforts can quickly turn into national recognition.