On Thursday, December 5, 2013, BCAMA will host an Evening Speakers Series Event, and the BCAMA Christmas party. Join us for an extended evening of deliberation, celebration and eggnog!
This Evening Speaker Series will feature five local experts in the field of Marketing Strategy who will debate which is a better investment for marketing dollars: Content Marketing or Advertising? Moderated by Tom Gierasimczuk, Vice-President, Editorial, CANADA WIDE MEDIA LTD, the panel debate will close with a Q & A session.
What is the difference between Content Marketing and Advertising? Both are marketing strategies with a goal to acquire customers, but they take vastly different approaches. Content marketing involves the creation and sharing of consumer-relevant, interesting information through a variety of formats, including news, videos and infographics. Rather than focus on selling, content marketing aims to increase audience engagement and thereby inspiring business and loyalty from customers. Advertising, on the other hand, is a form of marketing communication used to persuade an audience with a goal to increase sales of a product or service. Advertising also uses overt branding to associate a name or image with certain qualities in the minds of consumers.
Is one approach better than the other? Join us on December 5 for an insightful evening of deliberation with our panel of Marketing Strategy experts. Then join the festivities as we celebrate the upcoming holidays at the BCAMA Christmas party.
Robert ‘Rob’ Dunlop
Interim President/CEO, KCTS 9
Rob joined KCTS in September 2013 after more than 22 years with Fisher Communications in Seattle. As Executive Vice President and Chief Operating Officer at Fisher, Rob was responsible for driving operations, business strategy and production with consistent growth and a strong and collaborative culture. With a focus on innovation and efficiency Rob had direct leadership responsibility for all technology, engineering, capital and strategic planning disciplines.
Among other positions at Fisher, Rob was selected to create Fisher Interactive, a digital division designed to expand the company’s presence on developing media platforms and through the use of additional television spectrum made available through the transition from analog to digital.
Prior to working at Fisher Rob was a Seattle-area research consultant to broadcast companies on product strategy and competitive performance. He was also a Producer at WSYX-TV and a News Anchor/Host at WTVN radio, both in the Columbus, Ohio area.
Rob is also a former Chair of the Washington Athletic Club, a director and vice chairman of the Better Business Bureau for Alaska, Washington and Oregon, and director and vice chairman of the North Seattle Community College Education Fund. He received his BA degree in industrial/organizational psychology from Ohio State University and his MBA from the University of Washington.
Principal & Co-Founder, Talk Shop Media
As Co-founders to one of Vancouver’s largest, and most exciting PR firms Katie brings a unique blend of experience gained working in the media. In addition to her career in PR which began at 1-800-GOT-JUNK?, Katie also co-founded the money-mentoring business Smart Cookies. In anticipation of the 2008 economic crisis she was among the first to focus on making financial information engaging and relevant to a female audience. By 2009, Katie was co-hosting her own W Network series and had co-authored the financial best seller Smart Cookies Guide to Making More Dough.
Today, Katie is an enthusiastic leader of Talk Shop Media, an active financial contributor to Global News, CTV, and Best Health Magazine. Katie is also among the youngest women to rank on Business in Vancouver’s 40 under 40 and volunteers with Canuck’s Autism Network and TEDxVancouver.
Senior Vice President of Integrated Advertising & Strategy,
Postmedia Network Inc.
Yuri currently holds the position of Senior Vice President; Integrated Advertising & Strategy for Postmedia Inc.. His 15+ year career in the advertising industry started in media planning. He worked at Genesis Media, MBS and DDB Needham. In the mid 90’s, Yuri wanted to learn the ‘other side of the business’ starting his sales career with Financial Post Magazine. After the launch of National Post; time at Yahoo Canada and Rogers helped him diversify his experience in selling different products to different sectors. His introduction to creating programs on the web sparked the entrepreneurial spirit that was always driving his success. In 2004, Yuri made his way back to the National Post where he managed the business magazine, national newspaper sales and business development, eventually taking on the role of VP Advertising, NP.
With his passion for media and developing business strategies, Yuri was given the opportunity to develop a custom solutions group for NP. As 3I (Ideas, Integration, Implementation) grew over the past 4 years, it was moved into the corporate side of Postmedia Inc. to help connect all the brands of the network with the diverse customer base it serves. The focus of 3I is to develop content -based programs with measured ROI,‘surgical’ project management and a great partner experience.
Senior Vice President and Chief Marketing Officer, BCAA
Heidi Worthington is Senior Vice President and Chief Marketing Officer at BCAA, responsible for total sales of $0.5 billion, including Membership and Insurance. Heidi has been actively driving the investment in brand marketing and analytical capability to support BCAA’s growth. During her tenure, revenue growth has exceeded +5%/annum, with Member levels reaching record highs.
Heidi came to BCAA with over 14 years of global brand marketing experience, primarily with packaged goods giant Unilever NV. She has managed consumer brands locally (Canada, the Netherlands), regionally (Europe) and managed brand communication initiatives at a global level. Heidi has extensive experience in brand building, product innovation, and change management. Heidi holds a Bachelor of Commerce degree, Summa Cum Laude, from McGill University, Montreal, Canada, and received a Master of Arts in European Studies, Cum Laude, from the KatholiekeUniversiteit Leuven in Belgium.
Rick Kroetsch is the Vice President and Associate Publisher of alive Publishing Group. In this role he works with a strong management team moving the company in new directions in a rapidly changing publishing marketplace. The company has content publications and platforms in Canada and Australia.
In addition, Rick is the Program Head for Entrepreneurship at the British Columbia Institute of Technology (BCIT) where he teaches courses on business planning, growth and strategy.
Founder & Principal,
Smart Savvy + Associates
Peter has been helping companies make smart decisions and build for success for over 20 years. Seasoned in market research, brand architecture and senior-level marketing, Peter knows what and WHO businesses need to meet their goals. A consultant for 8 years, Peter specialized in group moderating and team facilitation. Translation: he knows people. He can spot the star and sniff out the imposter.
Vice-President, Editorial, CANADA WIDE MEDIA LTD
Tom Gierasimczuk is an award-winning journalist and digital media executive with a proven record of developing effective multi-platform, editorially driven marketing strategies that engage audiences and infuse brand communication with a sense of purpose and utility.
Tom has built media properties for clients ranging from WestJet Airlines to Microsoft while working with leading media and communications companies including Rogers Media, Totem Brand Stories and, currently, Canada Wide Media.
As a storytelling entrepreneur, he has launched companies ranging from an adventure travel outfitter in South America with a global clientele, to regional and national magazines and media properties.
With a passion for helping turn brands with a great story to tell into engaging, nimble media properties capable of telling it, Tom speaks about effective marketing at conferences and to media all over North America.
Thursday, December 5, 2013
6:00 pm to 8:00 pm
Coast Coal Harbour Hotel
1180 West Hastings Street