Creativity Now!

Agenda

1. 

   Catherine Hunter

   9:00 AM – 9:10 AM

   Welcome Address

   • Catherine Hunter, Partner, Consumer Health and Life Sciences, EY Canada

2. 

   Barry Alexander

   

   9:10 AM – 9:55 AM

   What’s Winning in Canada: Insights from 2024 Healthcare Category, Canadian Marketing Association (CMA) Awards

   • Hear what makes a healthcare campaign the best in the country directly from the CMA judges.
   • Learn how the campaigns leveraged market insights to deliver breakthrough creative and drive business results.

   • Barry Alexander, Chief Marketing & Diversity Office, Canadian Marketing Association

   • Joseph Barbieri, Founder, Bespoke Group

   • Nicole Grant, Senior Vice President, North Strategic

   • Shelagh Hartford, SVP Strategy, FCB

   • Award Judges, Canadian Marketing Association

3. 

   Christine Priest

   

   9:55 AM – 10:30 AM

   Novo Nordisk Case Study: Anatomy of a Branded DTC Campaign

   • Learn how great creative helped celebrate the diverse & unique portrayals of individuals who partner with their healthcare professional to change the course of their weight-management journey
   • Explore the insight, strategy, and execution behind this successful direct-to-consumer campaign.

   • Christine Priest, Product Manager, Obesity & Women's Health, Novo Nordisk

   • Joy Panday, VP, Executive Creative Director , NFA Health

   • Tony Middleton, Group Account Director , NFA Health

4. 10:30 AM – 10:55 AM

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   Break

5. 

   Leandra Wells

   10:55 AM – 11:25 AM

   Creative Leadership - From Brands and Businesses

   • Hear the lessons learned from instilling curiosity and innovative thinking into brands, divisions and businesses.
   • Understand how being open to new ideas, new channels and new voices can move the needle in the market.

   • Leandra Wells, Country General Manager, Galderma

6. 

   Sharon Ng

   

   11:25 AM – 11:55 AM

   GSK Case Study: Shingles Season Awareness Campaign

   • Uncover how GSK leveraged creative storytelling to spotlight the year-round risk of shingles in adults 50+.
   • See how collaboration with regulatory bodies shaped impactful visuals and messaging to drive vaccination awareness.
   • Explore the impressive reach and outcomes, including a 6% rise in vaccination intent and over 79 million impressions across platforms.

   ‍

   • Sharon Ng, Product Manager – Twinrix, GSK Vaccines

   • Marty Martinez, Chief Creative Officer, TANK Worldwide

7. 

   Randy Newman

   11:55 AM – 12:25 PM

   Hitting the Target – The Art and Science of Healthcare Media Buying in Canada

   • Ensure every cent of your budget is used effectively in 2025 by understanding the nuances of healthcare media buying in Canada.
   • Getting to personalisation: hear what platforms and partners are setting the standard when it comes to audience targeting, enabling brands to deliver hyper relevant and engaging content.
   • Leave with a (usable) blueprint for effective media planning in Canada.

   • Randy Newman, CEO, Colour

8. 12:25 PM – 1:10 PM

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   Lunch

9. 

   Jonathan Chiriboga

   1:10 PM – 1:40 PM

   Improve Your Creative, and Your Results, Through Incremental Innovation

   • See the impact that user-centered design and incremental innovation can have on creative and channel success.
   • Learn how marrying new technologies and emerging tools with sound marketing fundamentals can drive results for brands.

   • Jonathan Chiriboga, Director of Marketing Innovation & Digital Excellence, AstraZeneca

10. 

    Julie Elkin

    1:40 PM – 2:15 PM

    ADHD Case Study: The Impact of Inclusive Marketing

    • Hear how incremental changes and inclusive marketing delivered outsized engagement.
    • Learn how stakeholder engagement can impact creative, channel strategy, and execution.
    • Understand how intentional content and creative changes increased awareness.

    • Julie Elkin, Marketing Manager, Johnson & Johnson

11. 

    Expert Speaker Coming Soon

    1:55 PM – 2:25 PM

    Case Study 3: Anatomy of Creative in Disease Awareness Campaign

    • Examine the psychology of how a successful disease awareness campaign will drive patient and HCP engagement.
    • Hear about the importance of understanding your entire diverse population to elicit moments of gold, that entire campaigns can be built around.

    • Expert Speaker Coming Soon

12. 

    Kirk Rubi

    

    2:15 PM – 3:00 PM

    Panel: The State of Creativity in Canadian Healthcare Marketing

    • In a healthcare industry first, Canada’s top creative minds share where Creative is going in 2025; is AI driving the awesome, or the average?
    • In a quick-fire session, discover what’s driving Canada’s leading Creative Directors; apply their mojo to your next creative brief!

    • Kirk Rubi, Creative Director , CPC Healthcare Communications

    • Mike Spelay, VP, Creative Director, bMod

    • Tony Miller , VP, Creative Director, dentsu health

    • Ben Steele, Executive Creative Director, Outpost379

    • Panel Discussion

13. 3:00 PM – 3:15 PM

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    Break

14. 

    William Vargas

    3:15 PM – 3:45 PM

    OTC Case Study: Canesten Tackles TikTok

    • Hear how Canesten adopted a new channel strategy to target young female consumers.
    • See the creative that broke through for Bayer on a new digital channel.
    • Learn the lessons, and see the results from the campaign.

    • William Vargas, Group Brand Manager, Bayer

15. 

    Rob McEwan

    3:45 PM – 4:15 PM

    Hats For Hope Case Study: Sustainable Movements for Brain Tumour Awareness

    • Learn how genuine insight—that hope can be the cornerstone of meaningful action – formed the foundation of this disease understanding and patient / caregiver support campaign.
    • How impactful-personal-storytelling anchors meaningful engagement.
    • Discover how Hats for Hope has become a self-sustaining program, providing a model for other disease understanding programs and community advocacy.

    ‍

    • Rob McEwan, Executive Vice President, ChangeMakers

16. 

    Alan Depencier

    

    4:15 PM – 4:55 PM

    In conversation with Alan Depencier, CMO, RBC, Personal & Commercial Banking and Insurance.

    Alan joins host Neil Follett in a conversation about encouraging, and focusing, creativity throughout one of Canada’s most respected businesses. Alan will also take questions from the audience.

    • Alan Depencier, CMO, RBC, Personal & Commercial Banking and Insurance

    • Neil Follett, Co-Founder & Strategic Advisor , PharmaBrands

17. 5:10 PM – 6:10 PM

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    Networking Drinks

18. 5:30 PM – 8:00 PM

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    The OPMA End-of-Year Soirée