Canada Gears Up for Its Second Annual Marketing Week

The Confab Brings Kevin Nalty, Richard Florida and Cathie Black to Toronto

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The second annual Marketing Week, Canada's answer to Advertising Week in New York, starts Nov. 11 in Toronto and promises two days of discussion and shared strategic thinking on some of the most important issues facing the industry today.

"Our first Marketing Week last year was a tremendous success with attendance far surpassing our expectations and glowing feedback from attendees," said Christopher Loudon, Marketing magazines editor in chief and executive publisher. (Marketing Week, published by Rogers Publishing, is one of Ad Age's international partners.)

Co-presented by Marketing and the Canadian Marketing Association, this year's Marketing Week is divided into four events beginning with Digital Day Nov. 11 at the Royal York Hotel in downtown Toronto, followed by the Digital Marketing Awards that evening at the Metro Toronto Convention Centre.

Nov. 12 is Media Day at the Royal York, followed by the 10th annual Media Innovation Awards, Canada's premier awards show recognizing excellence in the planning and buying of media in the marketing/advertising sector. Held at the Convention Centre, the event usually sells out.

The theme for Digital Day is the Digital Marketing Balancing Act. The day will begin with a keynote address by Kevin J. Nalty, marketing director by day, viral video sensation by night. Until recently, Nalty was marketing director at Merck & Co. but is also one of the most-viewed personalities on YouTube. Videos at his YouTube channel "Nalts" have been viewed nearly 100 million times.

He has written about the ROI of digital marketing relative to investments in traditional media and has worked with such brands as Fox Broadcasting, MTV, AT&T, Crowne Plaza, Mentos and Holiday Inn. Nalty will be answering questions such as Does every company and brand need a Twitter feed? How should companies and brands adjust their mix to accommodate new ways of connecting with customers?

That will be followed by sessions on why your brand needs a mobile web presence, how search can be integrated into your marketing plan and a lunchtime session on the "State of the Nation in Canadian eCommerce."

Google Canada's managing director, Jonathan Lister, will cover the "new rules of online engagement" in the afternoon, and the day will wrap up with a closing address from the best-selling author David Weinberger ("Everything Is Miscellaneous"). After a short break, the second leg of Marketing Week picks up just down the street from the Royal York at the Convention Centre when the year's top digital creative will be celebrated at the Digital Marketing Awards.

For Media Day, the focus is on sharing insights from "Serial Media Innovators"–leaders in the industry who have proven that their thinking is ahead of the curve in the constantly evolving media landscape.

The morning begins with an address from long-time industry creative and recent inductee to the Marketing Hall of Legends, Terry O'Reilly.

In his talk, "Why creative and media should be spooning" the popular host of CBC's "The Age of Persuasion" will look at how powerful advertising can be when creative and media share the same bed.

Other morning sessions will include shared insights from the 3rd annual Festival of Media, presented by festival organizer Charlie Crowe, as well as a discussion on product integration and how to engage audiences online.

At lunch, Hearst Publishing CEO Cathie Black will discuss the innovations now underway in magazines, and how Hearst is meeting the integrated media challenge of keeping magazines as engaging as ever while creating greater access to them.

The afternoon will include a roundtable discussion with some of Canada's most successful creative directors discussing how "All Media Is Interactive," supporting their viewpoints with current examples from their respective portfolios.

The day ends with a closing address from bestselling author and cultural anthropologist Richard Florida sharing his insights on the "creative class" and urban regeneration from a media perspective, followed by the 10th annual Media Innovation Awards.

For more information on all of the speakers and both awards shows, or to register, click here

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