2014 Spring MIXX Conference

MIXX Canada
The increased emergence of consumer technology raises a lot of questions. What are the implications when the vast majority of media is pixels dancing on demand? Consumers seem to be happy with their new gadgets but the marketer’s challenge has become much more complicated.

What happens when you blanket a city with hi-speed WiFi? What is the future of media measurement? How should we put together a strategy when we are using research tools that were invented long before digital was a thing?

The future is here and it isn’t what it used to be.
Welcome to the Screenage, and we’ve all got Screenage Angst.

In addition to the speakers on the Main Stage, this year there will also be a great line-up on the Technology Stage during breaks and interactive booths throughout the Carlu!


Agenda & Speakers

Main Stage

9:10 – 9:50 – What the Future Holds for Media Measurement

No company sees more media measurement technology than the Media Rating Council. They provide the cure for marketing angst by conducting thorough audits and accrediting research that meets industry standards. MRC is also involved in setting industry standards in emerging media areas. Given that they see all; the good, the bad, the incomprehensible, who better then to give us their thoughts on where this is all going than George Ivie, CEO and Executive Director at the MRC?

George Ivie

George Ivie
CEO and Executive Director, Media Rating Council (MRC)

George is the Executive Director and CEO of the Media Rating Council, Inc. (MRC), a not-for-profit industry organization created in 1963 at the request of the U.S. Congress to assure high ethical and operational standards in audience measurement services. Mr. Ivie’s background includes 30 years of experience in media research auditing, oversight and consulting. Prior to being appointed the Executive Director of the MRC in January 2000, George was a partner at Ernst & Young and their lead representative and advisor to the MRC, conducting all MRC audits and interacting with MRC management and member organizations. George has a thorough knowledge of research best practices, operations, controls and information systems in Internet, Multi-media, Print, Radio and Television measurement services.

9:50 – 10:20 – Media Consumption and Effective Activation

Digital media consumption is continuously evolving, varying across generations and demographics. Marketers strive to understand the consumers changing behaviours amongst the different channels and formats in an effort to reach their target. Activating has become a critical component to a brand’s digital presence and success. Consumers’ expectations continue to increase and their attention is increasingly difficult to garner and sustain as we try to figure out how it all works together. All while content expectations continue to evolve and marketers look for creative ways to break through and engage consumers. The demand for effective content that delivers a strong message and engagement is increasing.

Chris Morden

Chris Morden
Manager, Car/SUV/Digital Marketing Communications, Ford Motor Company Canada

Chris oversees the Digital Marketing at Ford of Canada where he works with the digital stakeholders and marketing communications team in pursuit of digital excellence. Previously, Chris managed marketing communications for Fords Canada’s Car and SUV products where he was responsible for vehicle launches as well as increasing awareness and favourable opinion. In addition Chris was Digital Marketing Manager at Volkswagen and provided consulting services at The Source. Graduating with a Honours degree in Business and a diploma in Information Technology, Chris is currently completing an EMBA at the Richard Ivey School of Business. With a clear affinity for automotive, Chris has a combined 13 years of client and agency experience in automotive marketing, spanning from Parts and Service to retail, experiential and brand.

10:20 – 10:50 – BREAK

Visit the Technology Stage to see Paul Vincent of Neuranet speaking about HTML5

10:50 – 11:25 – How Proximity Marketing is Changing the Consumer Experience

The increasing use of mobile technologies are fueling the uptake of proximity marketing within the retail industry. With 1 in 4 Canadians showrooming, proximity marketing gives retailers the chance to increase sales, brand awareness and consumer loyalty. 50% of Canadians under 55 said they are more likely to return to a store that has sent them personalized promotions to their phone while shopping. The contemporary consumer now carries their phone with them during all activities-but why aren’t marketers taking advantage of this? With consumers now seeing advertisements out-of-home, on their devices and in-store, technology and data now enable us to dig deeper into the path to purchase and optimize campaigns to drive results. Understanding the utility of proximity marketing technologies is critical for brands and retailers focused on the future of retail and engaging the connected consumer.

Neil Sweeney

Neil Sweeney
President and CEO, Juice Mobile

Neil Sweeney has excelled in the technology, media and entertainment industries for more than 15 years. As mobile advertising began to evolve “beyond the banner,” Sweeney saw demand in Canada’s advertising industry for a firm focused exclusively on the mobile and connected device space. In 2010, he founded the award-winning mobile marketing and technology firm, JUICE Mobile.

Over his distinguished career, Sweeney earned senior leadership positions in sales, business development, and strategy at top firms including: Stream the World, CanWest Media, Astral, Standard Broadcasting and CTV. Sweeney also earned several academic and business awards, including an International MBA from the University of Edinburgh, a Media Innovation gold medal for integrating mobile technology into the 2006 Grammy Awards show, and being recognized as Canada’s Top Digital Executive at the 2011 Digi Awards. Sweeney was also a finalist for the Ernst & Young Entrepreneur of the Year® Awards in the Media and Entertainment category.

11:25 – 12:00 – The Sochi 2014 Olympics: A Multi-Screen Success Story

Get behind the scenes of the biggest multi-screen digital platform ever created in Canada, the Sochi 2014 Winter Olympic Games. Dan Tavares, CBC’s EP for the Olympics will provide a first look at the strategy and execution behind the event that a record 10.7 million Canadians visited over the course of 17-days.

Dan Tavares
Executive Producer, CBC Sports, Olympics, FIFA World Cup

12:00 – 1:00 – LUNCH

Sponsored by Postmedia – A great opportunity to visit the booth area, grab some delicious food, and check out Adam Kardash on the Technology Stage.

1:05 – 2:00 – Working Across the Millennial Divide

Digital media, tools and connections have changed the way millennials relate to each other and to work. Nowhere has the impact of this been more apparent than in the digital media industry itself. Small lean fierce start-ups are being led by twentysomethings while large structured tenured organizations face new challenges of retaining and motivating a highly connected ambitious young workforce. Millennials have a different work world-view than the over 45′s, we must rethink our leadership approach from both sides, if we wish to capitalize on this diversity of view.

With special guest appearance by Henry Mintzberg (via live video).

Karl Moore Ph.D

Karl Moore Ph.D
Associate Professor, Dept. of Neurology & Neurosurgery, McGill University

After completing his MBA at the University of Southern California and Ph.D. at the Schulich School, York University, Karl worked for eleven years in sales and marketing management positions in the high technology industry with IBM and Hitachi. Before McGill he taught at Oxford University for five years. Dr. Moore’s publications include over a hundred and fifty articles, books, chapters in books, and papers. His research has been published in a number of leading journals including: Strategy Management Journal, Business History, MIR, Canadian Journal of Public Health, Journal of Applied Behavioral Science, Chief Executive, Human Relations, Leader to Leader, and Strategy + Business. He has recognized as a world expert on strategy and leadership. For over two years he has blogged for Forbes.

Dr. Henry Mintzberg
Dr. Henry Mintzberg
Professor of Management Studies, McGill University

Henry Mintzberg is currently the John Cleghorn Professor of Management Studies Strategy and Organization at McGill University. He joined McGill’s Faculty of Management in 1968 and was awarded the Bronfman Chair in 1982. In addition to teaching at McGill, he has been a Visiting Professor at the Université d’Aix Marseille (France), Carnegie-Mellon University, École des Hautes Études Commerciales (Montreal), the London Business School (England) and INSEAD (France). Henry Mintzberg is also a former President of the Strategic Management Society. His well-known books include The Nature of Managerial Work (1973), The Structuring of Organizations (1979), Power In and Around Organizations (1983), The Strategy Process (1988, 2nd ed. 1991), and Mintzberg on Management: Inside Our Strange World of Organizations (1989). Henry Mintzberg’s current research interests are general management and organization, including the process of strategy formation, the design of organizations and the impact of design on organizations.

2:00 – 2:35 – Leveraging location to unlock the full power of mobile

Matt Lawson, Director of Performance Marketing at Google, will discuss how mobile is bridging the digital and physical worlds for consumers, and how marketers can use location to bring customers into stores and better measure the real-world impact of mobile.

Matt Lawson

Matt Lawson
Director of Performance Ads Marketing, Google

Matt Lawson is the Director of Performance Ads Marketing for Google, responsible for a broad portfolio of ads products including search, shopping, display, and analytics. Prior to joining Google, Mr. Lawson was the Vice-President of Marketing at Marin Software, a leading platform for digital advertising management, and held a variety of executive roles at Coremetrics, one of the early innovators in web analytics. Mr. Lawson’s passion for evangelizing digital marketing best practices has resulted in regular speaking engagements at Ad:Tech, Clickz Live, and SES, as well as numerous articles on both Search Engine Land and more recently the Inside AdWords blog.

2:35 – 3:10 – Content Marketing: Why Content is King in Today’s Screenage

Consumers have an insatiable appetite for content. Whether it’s through the TV, tablet, smartphone or desktop, they engage with it on every screen they own – and often, simultaneously.

As today’s consumer becomes more savvy and more connected than ever, brands are feverishly working to find the right formula for maximum engagement. Content Marketing is a big part of this cultural shift. As feed-based advertising gains greater significance, it’s more important than ever for brands to have a very clear understanding of their audience in order to become a valuable resource. Drawing upon his experience as LinkedIn’s Marketing Solutions leader, Jonathan Lister will give insight into the critical role context plays for marketers seeking not only to engage, but to also gain true believers in their brand. Through this keynote, Jonathan will provide perspective on the consumption and engagement habits of today’s global professional, and offer best practices on how to authentically build long lasting relationships that result in true impact.

Jonathan Lister

Jonathan Lister
VP Sales Marketing Solutions for North America, LinkedIn

Jonathan Lister oversees the North America advertising sales and operations organization for LinkedIn. Previously, Lister served as LinkedIn’s Country Manager for Canada where he was responsible for increasing brand awareness and adoption. Over the course of his career, he has held several executive positions including Country Manager at Google Canada and significant stints at AOL where he was the Senior Vice President of Operations at AOL Europe. He was also the General Manager and Senior Vice President of AOL Canada where he oversaw the strategic direction and management of the company. Jonathan holds a master’s degree in business administration from the University of Toronto’s Rotman School of Management and a bachelor’s degree in literature from the University of Toronto.

3:15 - 5:00 - Cocktails

Sponsored by BrightRoll

Technology Stage
In addition to the speakers on the Main Stage there will be a great line-up of speakers on the Technology Stage presenting during breaks.

10:20 – 10:50 – HTML5 Accelerator – Why & How to Start Now

Paul Vincent, CEO
Cory Hudson, Creative Director


AOL Canada


EyeReturn The Globe and Mail

Google LinkedIn


Atedra JUICE Mobile


Casale Media







Marketing Magazine



AdClub AMAToronto"


Blue Ant Media

Stone Canoe