Cathy McKnight
VP Strategist & Solver of Problems
The Content Advisory/Content Marketing Institute

No matter how creative, memorable or popular your content is (or may become), every asset you create and share is ultimately judged by the impact it makes on your business’ bottom line. 

Cathy McKnight will take us behind the metrics of effective programs and share how results can be improved through amping up the tracking rigor and effectiveness lens of your content strategy.

Stephen Scarrow
Senior Marketing Manager
KFC Canada

Managing an always-on content strategy is no small feat. Now imagine your category is chicken, and you’re a legacy brand that needs to get back into the cultural conversation.

Welcome to the wacky world of KFC, a content marketing alternate reality where nothing is too far out of the box when it comes to getting attention.

Louis Arbetter
GM, PepsiCo Content Studio
PepsiCo

When your Pepsi Max character jumps to the big screen, as per Uncle Drew, you “Grab Your Squad and Go”. Louis Arbetter, the head of the PepsiCo Content Studio, takes us on the brand journey that led to the holy grail of content – a feature film that actually made box office – sharing how it became a hit and future content plans.

Simon Joly
Marketing Manager
Ubisoft

Ubisoft Canada recently launched a new content program named Ubisoft FAM. Through a series of marketing tactics, the company has created special content, experiences and rewards exclusively for Canadian fans. Ubisoft program lead Simon Joly will share the insights and goals that shaped a content platform for a very passionate community.