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TORONTO, CANADA

October 9, 2014

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Who Should Attend October 9, 2014

Survival of the Fittest Get what you need to thrive in a rapidly evolving marketing environment. The battle is on! That’s right, natural selection is alive and well in our marketing world, and only the most compelling, most relevant and most persuasive messages thrive. So join us in the fray, and see how today’s top marketers are upping their game by merging proven strategies with emerging tactics, all in the high-stakes business reality of Survival of the Fittest. The Conference will bring together experts in marketing, technology, neuromarketing, creative/production, and other fields to provide information and share experience and insights in Direct Marketing. Cost to Attend: Free. You must register. When: October 9, 2014

8:00 – 16:00 Where: Toronto Marriot Eaton Centre

525 Bay St. Register at: www.canadapost.ca/insidethebox

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AGENDA October 9, 2014

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HOSTED BY Jennifer Campbell General Manager Enterprise Marketing Canada Post Corporation Jennifer is a leader in multi-channel Marketing strategy, and has spearheaded countless initiatives to support the industry. She joined Canada Post in 2006 and leads a team of experts who bring hands-on marketing experience and knowledge to a wealth of customers, agencies and industry partners across the country. Jennifer and her team develop business-building marketing initiatives to inspire marketers, agencies and industry partners, show the art of “what is possible” and to drive multi-channel business growth for Canada Post. She also promotes industry best practices and marketing initiatives, and provides the education and support that help marketers act on insights to maximize their ROI.

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Jennifer has an extensive background in multi-channel marketing, segmentation and CRM that has been developed throughout her extensive career. Prior to Canada Post, she held senior marketing roles at American Express and TD Bank. She also worked on the agency side at Blitz (Cossette) and InfoWorks, consulting to companies specializing in marketing and segmentation strategies. A Queen’s University graduate (BA Hon. and MBA), she also holds a Masters Certificate in Innovation Management. When she isn’t talking about marketing, she is often thinking about it, while plodding through more than 25 half and 2 full marathons.

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MASTER OF CEREMONIES Sarah Simpson Chief Client Officer Squareknot As the Chief Client Officer for Squareknot, an award-winning communications agency, Sarah leads teams responsible for account management, business development, strategic planning and market research. Drawing on over two decades of direct, digital and loyalty marketing experience, Sarah enables clients such as the AIR MILES Reward Program, Canada Post and Charter Communications to establish lasting connections with their customers through insight-driven and customer-focused marketing strategies and solutions. Prior to joining Squareknot in 2011, Sarah ran her own marketing and advertising consulting firm. As a seasoned marketing and communications professional, she has also assumed many senior level positions including Chief Client Officer for Mediacom, as well as President of Proximity Canada, BBDO’s CRM agency. Sarah is active member of the community and sits on both the Ontario and national boards for the Canadian Breast Cancer Foundation.

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President and CEO Canada Post Corporation Mr. Chopra is responsible for running Canada Post Corporation. This $7-billion group is the single largest enabler of remote trade and commerce in the country through its postal network and subsidiaries Purolator, SCI Group and Innovapost. He was appointed President and Chief Executive Officer of Canada Post Corporation in February 2011. Under Mr. Chopra’s leadership, Canada Post has embarked on a journey of transformation to redefine its role in the new economy. In order to seize growth opportunities in fast-growing e-billing and e-commerce markets, he reorganized the postal business into two distinct business units: a Physical Delivery Network, which offers highly competitive mail and parcel delivery to every household; and a Digital Delivery Network, which is responsible for the epost electronic delivery solutions, online properties and consumer experience while supporting the Direct Marketing industry with location data analytics.

KEYNOTE INTRODUCTION Deepak Chopra

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CONFERENCE KEYNOTE Bonnie Brooks Vice Chairman Hudson’s Bay Company Turnaround at The Bay: How Bonnie Brooks Revitalized Canada's Iconic Retailer Some said Hudson's Bay Company couldn’t be saved. By 2008, the world's oldest continuously running company was out of steam. With sales plummeting, and morale low, the brand had lost its lustre. Then, Bonnie Brooks took the helm. As the first female CEO and President of Hudson's Bay she brought sweeping and transformative changes. HBC was repositioned and transformed across Canada, it merged with Lord and Taylor in the USA, and its successful IPO fueled the acquisition of Saks Fifth Avenue. The buzz grew, profits surged, and the brand was restored. In the end, HBC's turnaround, achieved under enormous pressure, overshot all expectations. How did Brooks revitalize HBC? And what can your company learn from her success? Weaving the story of The Bay with her "turnaround" and career stories, Brooks talks, with charming ease and practical insights, about what it takes to grow and lead—and change—any organization. What is your company's actual vision? Can you articulate it clearly, tangibly? In a talk that encompasses leadership, marketing, strategy, and much else, Brooks offers a practical, stylish, and wholly optimistic view of best business practices.

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Vice President Client Insights, Analytics & Decision Intelligence TD Bank Group The Marketing Analytics Team of the Future In a rapidly changing market with rising customer demands, what role does the marketing analytics team need to play to drive the business forward and transform direct marketing? How do we need to look at insights functions differently, and how must they work with business counterparts to deliver legendary customer experiences? Moreover, what's the right structure and skills needed for the future, and the most efficient path to get there? Without insights there is no direct marketing. Learn how the future of direct marketing is enriched by investment in this fundamental strategic enabler.

KEYNOTE Lori C. Bieda

Lori Bieda is a marketing and analytics executive with 20+ years experience devoted to driving profitable business growth through the strategic use of customer insights and analytics. With experience spanning North and South America, she's worked with Fortune 500 organizations across the financial services, insurance, retail, telecommunications, media, health and life sciences, technology, publishing, manufacturing and transportation sectors to transform their marketing and analytics capability.

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President FUSE Marketing Group Mailbox on Steroids : A global look at marketing’s best over the past 12 months. Direct marketing’s most impressive examples – mail, email, social, etc. There was a time when “direct” was shunned by the best creatives in the industry. The ugly step cousin to advertising – one step above promotions, one step below PR. With the expansion of “direct” beyond mail and now inclusive of email, social media and XM, marketers are once again embracing this one-to-one opportunity with new vigor. Award winning campaigns using both the real and virtual mailboxes are winning big. This session will highlight the best from around the globe and in Canada from the past 12 months. The focus – creativity in action; delivering real results.

KEYNOTE Stephen Brown

Tenacity, commitment and passion for the business have been the driving forces behind Stephen Brown’s marketing and advertising career. With his extensive experience in brand, CRM, interactive, social media, promotion and experiential marketing, Stephen has the learning needed to create, strengthen and grow brands across a wide range of categories. His clients have included CIBC, Hyundai, Canadian Tire, GE, Cashmere and Toronto 2015 Pan Am Games, just to name a few. Stephen's leadership, vision and forward thinking have proven to be key to pushing FUSE – and each of its clients’ businesses – to new heights. Stephen is active within the marketing industry as well. He has been involved with the Canadian Marketing Association (CMA) for several years taking on the role of Chair of the Board of Directors (current), and the Master of Ceremonies for the CMA Awards.

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Vice President & General Manager NBA Canada Connecting with Fans’ Passion for Basketball The NBA is one of the most successful sports marketing organizations on the planet with offices in 17 countries and a truly global media, partnerships and merchandise business. Dan MacKenzie (VP/GM NBA Canada) will discuss how the league connects fans to their passions and in the process builds both the business and the sport of basketball.

KEYNOTE Dan MacKenzie

As Vice-President & General Manager 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. Dan leads the NBA’s relationship with the Toronto Raptors, given their unique position as the lone NBA team in Canada. Dan is also responsible for developing relationships with key constituents that will help grow the popularity of basketball and the NBA in Canada. 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 & General Manager.

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Chief Marketing Officer St-Joseph Communication Print in a Digital World We live in exciting times. Our current digital landscape is creating new opportunities for traditional marketing channels. From the ability to augment physical environments to extending (and optimizing) communication channels, new technologies are enabling Brands to tell stories across multiple emerging and traditional platforms including Print. Michael Chase, CMO at St. Joseph Communications will discuss key trends in Print and how it continues to evolve in a truly digital world.

BREAKOUT SPEAKERMichael Chase

As the Chief Marketing Officer (CMO) for St. Joseph, Michael has made a name for himself as a driving force for change within the company and also within the broader, global marketplace. He has provided strategic and creative direction for a diverse host of international companies including BMW, FedEx, Porsche, Air France, MTV, Viacom, HBO, Universal, Warner Bros, Sony, Nike, IKEA, Walmart, Thomson Reuters and Diageo. Michael lectures regularly on the North American Speaker’s Circuit covering a wide range of topics. He also provides leadership on boards and faculties for many of the industry’s leading pundits, including the In-store Marketing Institute, the Canadian Marketing Association, and the Digital Screenmedia Association. Michael is a sought out “industry expert” and has been quoted in the Wall Street Journal, New York Times, Marketing Magazine, The Globe & Mail and other leading publications.

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Founder True Impact Marketing Direct Mail and the Brain: New Insights from Neuroscience Whether online or in print, all successful marketing and advertising campaigns begin and rely on a solid customer understanding. Knowing your audience makes a big difference when you're looking to stand out from the rest. Since the days of Mad Men, we have relied on focus groups and surveys to understand a target audience. While these methodologies are widely used, research has now evolved to include consumer neuroscience.

BREAKOUT SPEAKERDiana Lucaci

Using brain imaging technology, it is possible to measure the all important, instant reaction that people have to a print communication. A better understanding of the brain opens the door to designing new experiences, optimized for the mind, that have a much higher chance of converting. Diana Lucaci is the Founder of True Impact, a neuromarketing research and strategy firm serving marketers, market researchers and advertisers. Diana is a Top 30 under Thirty (Marketing Magazine, 2013), and a Chair of the Neuromarketing Science & Business Association (NMSBA), the leading global neuromarketing organization. With features on CBC The National, TEDx, Reader’s Digest, Strategy Magazine, Rogers TV and many others, Diana is at the forefront of neuroscience innovation.

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VP Client Relationships Donor Journey Champion Blakely Marketing Things Not For Sale: Lessons from the world of the NFP To understand and change behavior is challenging for everyone, but with small budgets and no resources, how are Not For Profits using insights, channels and creative to build a sense of community and meet objectives in a rapidly evolving marketplace? Demonstrated through case studies, see how the challenges drive NFP’s to creatively use the tools they have (including fantastic direct mail) to inspire people to do more!

BREAKOUT SPEAKERKimberley Blease

Kimberley is a fundraiser and a marketer who is the Donor Journey Champion at Blakely. She has a 30 year background in business and not-for-profit development. Kimberley believes we all have a responsibility to engage and inspire donors throughout their journey with our organizations. Kimberley is here to share her experiences to help our organizations meet our fundraising challenges and hopefully think differently in order to raise more money.

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Consumer Insights Lead Microsoft The Modern Canadian Man There’s an increasing amount of power in the male shopping cart. Today’s modern men are getting married later and spending more time as masters of their own domains. Even when living with a partner, their responsibilities in the home are changing. Their interests are broadening and their views on and interactions with media and brands are evolving. Marketers need to understand this modern man; his needs, desires and motivations to be able deliver messaging and brand experiences that truly resonate.

BREAKOUT SPEAKERAlyson Gausby

As Microsoft's Canadian Consumer Insights Lead, Alyson is responsible for translating consumer intelligence into trends research to provide value for the Canadian marketplace. Alyson is a frequent event speaker and her thought-leadership research is regularly featured at industry events as well as in the media. Prior to joining Microsoft, Alyson was Associate Director, brand & advertising research, with Ipsos UK and she has also held senior research roles with Crowd Science and comScore.