TORONTO June 14, 2016 MORGAN SPURLOCK AVINASH KAUSHIK BETHANY MOTA ADAM GARONE STEPHEN SHAPIRO Marketing is no longer about the stuff you make, but about the stories you tell. - Seth Godin JUNE 14, 2016 | 8:30AM - 5:00PM METRO TORONTO CONVENTION CENTRE North Building - John Bassett Theatre 255 Front Street West, Toronto, ON M5V 2W6 ABOUT THE ART OF MARKETING www.mtccc.com The lines between marketing and sales are blurring. Technology has changed the pace of The Art of Marketing is a forum that explores the power shift in brand-consumer relationships. business. To succeed, marketers need to be agile and proactive to attract consumers who It puts the spotlight on how business models are being disrupted and, as a result, how have more information and options than ever. marketers need to rethink how to achieve their goals. While creativity still plays an important role, marketing success now depends on how well It is a thought-provoking opportunity to learn from industry leaders, bestselling authors brands can seize opportunities and make on-the-fly strategic and tactical changes. and visionaries about how new ideas and approaches need to be embraced to keep brands relevant and consumers engaged. 8:00 AM 8:30 AM 9:00 AM 10:00 AM 10:45 AM 11:15 AM 12:15 PM 1:30 PM 2:30 PM 3:30 PM 4:00 PM Opening Remarks Stephen Shapiro Executive Panel Bethany Mota Networking Break Doors Open Avinash Kaushik Networking Break Lunch Adam Garone Morgan Spurlock MORGAN SPURLOCK Academy Award-Nominated Filmmaker and Host of CNN’s Inside Man Morgan Spurlock is a New York based writer, distributed multiple film, TV and digital The Greatest Movie Ever Sold, Comic-Con: director and producer. His first film, Super projects, including the critically acclaimed Episode IV – A Fan’s Hope, Mansome, and Size Me, premiered at the Sundance Film CNN television series Morgan Spurlock One Direction: This Is Us. Festival in 2004, winning Best Directing Inside Man, the FX series 30 Days and the honors. The film went on to win the films Where in the World is Osama Bin Morgan is currently working on season inaugural Writers Guild of America Best Laden?, Confessions of a Superhero, Czech three of Morgan Spurlock Inside Man for Documentary Screenplay award as well as Dream, Chalk, The Future of Food, What CNN and 7 Deadly Sins for Showtime. garner an Academy Award nomination for Would Jesus Buy?, the WGA Award-winning His upcoming digital projects include Best Feature Documentary. and Emmy nominated The Simpsons “Connected,” the first long-form series 20th Anniversary Special: In 3-D! On Ice!, for AOL and “Smartish,” a new premium Since then he has directed, produced and Freakonomics, POM Wonderful Presents: branded content channel for Maker Studios. BRANDED CONTENT & STORYTELLING There are not enough words to tell you how • How to elevate your marketing strategies and gain recognition through phenomenal Morgan’s meaningful and connective storytelling. program was! He was • Why content should constantly push the boundaries of the kinds of stories dynamic, funny, insightful being told by the brands that tell them. and captivating. • How to engage and mobilize audiences around issues and ideas, inspiring them to action. - Northern Illinois University • Why we should bridge the empathy gap between subject and audience, WHAT YOU WILL LEARN YOU WHAT corporation and consumer. AVINASH KAUSHIK Digital Marketing Evangelist for Google, Bestselling Author and Co-Founder of Market Motive Inc. Avinash Kaushik is the Digital Marketing key to long-term success. He passionately such as Stanford University, University Evangelist for Google and the co-Founder advocates customer centricity and of Virginia, University of California – Los of Market Motive Inc. leveraging bleeding edge competitive Angeles and University of Utah. He is also intelligence techniques. on the Advisory Board of University of Through his blog, Occam's Razor, and his Toronto Rotman School of Management's best selling books, Web Analytics: An Hour Avinash has received rave reviews for program on CRM Excellence as well as A Day and Web Analytics 2.0, Avinash has bringing his energetic, inspiring, and on the Advisory Board of University of become recognized as an authoritative practical insights to companies like P&G, California at Irvine's program on Web voice on how executive teams can leverage Dell, Time Warner, Chase Bank, Hyatt, Intelligence. digital platforms and data to out-innovate Porsche, and IBM. He has delivered their competitors and achieve superior keynotes at a variety of global conferences, Avinash has received honors such as financial results. including Search Engine Strategies, Ad- Statistical Advocate of the Year award from Tech, Monaco Media Forum, iCitizen, JMP the American Statistical Association, Rising Avinash puts common sense frameworks Innovators' Summit and Web 2.0. Star award from the Direct Marketing around the often frenetic digital world, Educational Foundation, and Most and combines that with the philosophy Acting on his passion for teaching Influential Industry Contributor from the that investing in talented individuals is the Avinash has lectured at major universities Digital Analytics Association. DIGITAL MARKETING & ANALYTICS Analytics is vitally important, and no one explains it more • Why marketers need to evolve their mindsets from a focus on demographics and psychographics to thinking about how to meet elegantly, more simply, or more audience intent through creative content and key data insights. powerfully than Avinash Kaushik. • How to drive new and rapid innovation in your digital strategies to - Seth Godin, accelerate revenues by adapting to the next generation of marketing. Bestselling Author • The See, Think, Do, Care framework will be presented to help you make key changes that will impact your business now. WHAT YOU WILL LEARN YOU WHAT BETHANY MOTA YouTube Superstar, Entrepreneur and One of the Most Powerful Voices in Social & New Media YouTube superstar and entrepreneur searched fashion designer on Google in 2014. She regularly travels across the country and Bethany Mota has become one of the most the globe to mentor and help build other powerful voices in social and new media. Bethany’s popularity and social networks. In 2014 Bethany released Today, Bethany’s YouTube channel has over entrepreneurship in the branding and her first single, “Need You Right Now,” which 9 million subscribers, and her videos have digital space has garnered notice from debuted at #3 on the iTunes charts. She been viewed close to a billion times. Having a number of top outlets, including the was a contestant on season 19 of ABC’s hit grown into a true trendsetter, she also has 3 TODAY show, The View, TIME magazine competition series Dancing with the Stars, million dedicated followers on Twitter, and where she was named as one of the most where she placed in the final top 4. 5 million followers on Instagram. influential teens in 2014, Vogue which named her as one of the top YouTubers Bethany kicked off 2015 with an In December 2013, Bethany designed and taking over the world, and Business Insider interview with President Obama launched the first of many collections for which named her as one of the most following his State of the Union address, apparel brand Aeropostale. Targeted at powerful people in Hollywood, among which was viewed by millions around teens between 14 and 17 years old, the line many others. Additionally, Bethany has the world. A vocal advocate of social can be found in over 900 stores around the been featured on various publications’ causes, she has also partnered with country and includes apparel, fragrance, covers, including Seventeen Magazine, two organizations, UNICEF, and PACER and accessories. The success of Bethany’s Fast Company, Latina, and AdWeek, National Bullying Prevention Center, to design work led her to becoming the #1 among others. front campaigns targeted at teens. A MODERATED CONVERSATION ON Teens want to relate, NEW MEDIA & BRAND EXTENSION engage, and connect to what is real, and • How to build impressive communities through meaningful engagement and content. Bethany projects that. • Why a subscriber base is more valuable than a viral video. - Emilia Fabricant, • Successful brand extensions in the new digital space. EVP of Aéropostale Brands • Why brands need to think like Bethany Mota and less like advertisers. WHAT YOU WILL LEARN YOU WHAT • YouTube secrets from a creator that knows them best. ADAM GARONE CEO & Co-Founder of The Movember Foundation Adam Garone is CEO and co-founder of November, hundreds of thousands of Perhaps it's appropriate that Garone was Movember, a global charity that raises men worldwide grow moustaches while previously an Australian Army Special funds and awareness for men's health. raising millions for the battle against Forces officer. Now a leading philanthropic Since 2003, millions have joined the men's prostate cancer, testicular cancer, entrepreneur, he has built Movember into health movement, raising close to $750 men's mental health, and physical one of the most innovative philanthropic million and funding over 1,000 programs inactivity. As Global CEO of Movember, stories of the past decade, working to in 21 countries. Movember was named a Adam leads their passionate team change—literally and figuratively—the Top 100 Best NGOs by the Global Journal across six offices, driving innovation face of men's health. in 2013 and 2014. to keep each campaign fresh, fun, and relevant, driving efficiencies to His recent talks include Talks at Google, Adam has nurtured a movement that, minimize their cost base, and working South by Southwest, and the Milken over the past decade, has been almost with their programs team to ensure all Institute Global Conference. A 2013 GQ entirely responsible for the resurgence raised funds go to the projects that will Australia Man of the Year, he wears his of the seasonal moustache.