Effectiveness: No More Excuses by Account Planning Group of Canada
Why proving communications effectiveness is crucial to your survival – and learn how from the effectiveness experts.
With more data and measurement tools than ever before it should be easy to prove the effectiveness of our work. And yet planners face more hurdles than ever to do so, such as impatient clients demanding immediate results, decreasing influence over clients who actually own business strategy, getting distracted by short-term, digital fads and shrinking budgets.
Digging into effectiveness: Hear a lively debate from our panelists about what effectiveness really means, how to measure it, how marketers have lost their way and crucially how you can get back to proving your work actually worked.
This session will be a ‘call to arms’ for planners and strategists to put effectiveness back at the core of the strategic and creative work we do for our clients to ensure our future survival as a discipline but also as an industry.
Hear from the communications effectiveness experts about why ROMI and bottom line results can no longer be an after-thought, and how planners must and can be the champions of marrying creativity with business building results.
Be the first to hear about some exciting new APG training in the area of effectiveness
6:00 Doors open
6:30 Panel discussion begins
9:00 Doors close
Meet Our Experts:
Mark Tomblin – Chief Strategy Officer, Juniper Park/TBWA (Moderator)
Rob Assimakopoulos, Senior Vice President, Chief Marketing Officer CIBC
Rob joined CIBC as SVP, Chief Marketing Officer in 2014 after leaving General Motors Canada where he was Executive Director, Marketing and Communications. Rob has been a Brand Manager at Procter & Gamble, VP Marketing at Molson-Coors Canada, and CMO at the Canadian Football League. Rob graduated from the University of Western Ontario with a B.A. in Economics. He obtained a Master of Business Administration from the University of Windsor, with a concentration on Finance and Marketing. Rob joined the Board of Directors of the Canadian Breast Cancer Foundation in September 2015.
John Bradley – Advertising Effectiveness Consultant
John joined Cadbury UK in 1979 as a Marketing Analyst, progressing through a variety of roles including Sales Forecasting, Brand Management and running one of the UK’s largest research departments. Moved to Cadbury Canada in 1996 as Director of Marketing. John has four published books including “Store Wars: The Battle for Mindspace and Shelf Space, In-store and Online”, and “FMCG: The Power of Fast-Moving Consumer Goods”. Since 2013 John has been Judging Coordinator and Editor of the CASSIES prior to setting up John Bradley Advertising Effectiveness delivering Effectiveness consulting and training to advertising agencies.
Michelle Lee – Head of Planning, Ogilvy
In 2016 Michelle came back to Ogilvy Toronto to lead the Planning Dept. Under her guidance, the agency has applied a strategic approach that leverages Ogilvy’s expertise in behavioural science leading to numerous effectiveness awards including the CASSIES Grand Prix and EFFIES on Huggies. Previously, Michelle held senior roles at NAKED in both New York and Sydney, WhatIf?! Innovation, TAXI and Saatchi & Saatchi.