October 18, 2016
COMMB members can also access the speaker presentations and video recording in the members’ area of our website.
Founder, Digital Media Village
Denis Gaumondie is the founder of Digital Media Village, a Paris-based consultancy providing market intelligence services to brands and digital place-based media. He started his career as a consultant and analyst for media consulting companies in France and Germany. In this capacity, he regularly advised leading telecom and media groups and was in charge of pan-European studies covering new TV services (IPTV, Internet TV, VoD, Catch-up TV), Radio, and Press. He also contributed to the first study about the European Digital Signage market. In 2008, he started the online portal Ooh-tv.fr, which became the leading French publication about Digital Place-Based Media.In 2012, he launched a yearly conference about Digital and Interactive Out-of-Home. The event takes place at the prestigious University Paris Dauphine.In 2014, Denis started giving a course about DOOH to students of the same university.
Integrating Digital OOH Smartly (French)
New forms of activation and interaction, new vocabulary, new data – when OOH rethinks its ability to connect to its audiences.
Founder & CEO, BrandScience
Managing Director, Benchmarketing, Omnicom Media Group
As a graduate in Mathematics from Oxford, Sally joined Mars UK as a market research analyst, later joining their Management Science division. She then co-founded The Decision Shop, part of Bates/Cordiant running econometric programmes for a varied list of clients (including Mars). In 1999 Sally joined the OMD group and set up ROI (Return on Investment) which became OMD Metrics in 2001 as it expanded into Europe and the USA. In 2007 this became BrandScience, with 14 international hubs and 80 employees. BrandScience has now been renamed Annalect Marketing Sciences and runs 100s of projects every year, applying a wide range of advanced analytics and, in almost every category that involves marketing/advertising. Sally has gone on to create a new benchmarks, norms and consultancy business “Benchmarketing” running strategic quantitative consultancy projects based off an understanding of how categories and brands work, using the BrandScience results vault. She has also contributed to over 30 IPA advertising effectiveness awards, been an IPA effectiveness award judge, and run marketing effectiveness masterclasses for the Marketing Society and Chartered Institute of Marketing. She was a judge on the inaugural Cannes Creative Effectiveness Lions panel, in 2011 and again in 2013.
Trends in Out of Home Advertising Spend and Effectiveness (English)
Sally will present a view of OOH advertising , its presence in the media mix, trends within OOH such as Digital OOH, contrasting UK vs Canada.
She will showcase knowledge of out of home effectiveness gained from a decade of studying this topic. Observations of OOH vs. other media channels, key categories and specific cases from Canada will be shared.
Manager, Media platforms and Outreach, Sid Lee Media
Émilie McAllister-Lapierre is a graduate of HEC Montréal and also holds a DESS in Marketing Communications. She started out at PHD Montréal, then moved on to Touché!, before joining Sid Lee. Her passion for advertising and media has led her to work on numerous major national brand accounts.
Émilie is totally focused on understanding client needs and goals, and champions co-operation between the Agency’s various divisions. She now heads Sid Lee’s integrated Media team and has won the 2015 Prix de la relève en média. She has also been named to Infopresse’s 2015 30/30 list.
Advertising & Marketing Communication Officer, Loto-Québec
After graduating from the Université de Sherbrooke with a BAA and a Masters degree in Marketing (M.Sc.), Janie Thériault started her career on the agency side, where she rapidly climbed the corporate ladder. As consulting manager at Y&R and, later, at Cossette, she had the opportunity to contribute to the growth of many national and international brands, as well as enhancing her understanding of various markets. In 2013, Janie moved to the client side, joining Loto-Québec, where she now manages the Department of advertising, web and social networks. She is deeply convinced that communications should promote brand evolution.
For her, a successful creative strategy is based on innovation, evolves constantly, and dares to be creative – while remaining relevant for the consumer at all times. In more than 10 years in the business, Janie Thériault was instrumental in the development of campaigns that struck public imagination and delivered expected business results, while garnering numerous awards (CRÉA, Prix Média, The Cassies, Marketing Awards, Batchy Awards, Fleurry awards).
How Lotto 6/49 Brought Luck Back into Quebecers’ Lives (French)
In 2015, the Lotto 6/49 launched a powerful and creative campaign, based on a strong consumer insight. This speech will introduce the overall strategy and how innovation through digital OOH became a creative expression of our communication.
Tim has been working with commercial brands for the last twenty years as a brand and communication strategist, commercial semiotician and cultural analyst.
His blended research methodologies have delivered breakthrough insights for global brands across most sectors including fmcg, snacks and beverages, health and beauty, energy and technology, financial services, automotive and travel. He has also worked with advertising agencies Leo Burnett and Mother in London, providing culturally informed communication strategies for global campaigns for McDonalds, Pimms, and UK campaigns for Selfridges, Boots and Asos.
Tim’s belief is that breakthrough insights are found at the intersection of culture and commerce, which is most richly evident in the interactions of consumers. He combines his observations of human responses to brand communications with his observations of commercial evolution. He uses semiotic decoding to uncover emergent phenomena that explain the constantly shifting relationships between environments, people, and the brands they encounter in public spaces.
Tim has decoded communication materials and urban environments with particular interest in Out Of Home for the last ten years, charting the evolution and challenges of advertising from a cultural perspective. In 2012 he completed a six month cultural and semiotic study for the UK OOH industry, which lead to a series of industry conference papers and prompted new practices within the UK OOH industry
Exposure. The Vital Role of OOH for Brands (English)
Semiotics and cultural insight help us understand the relationship between people, public spaces & OOH. Semiotics is a way of seeing the world we have constructed around us as a series of explicit and implicit codes that communicate to us non-verbally, and evoke certain connections, associations, ideas and emotional responses. Cultural insight looks at the world around consumers rather than consulting consumers directly, to anticipate the landscape ahead.
President & CEO, BrandSpark Intl., Best New Product Awards & Shopper Army
Robert has seen that insights are the foundation of successful innovation, and believes that great research gets to the heart of how consumers think, why they act the way they do, and what clients need to do about it. Robert leads marketing and product innovation research, and directs the Best New Product Awards and BrandSpark Most Trusted Awards. In 2014, BrandSpark introduced Shopper Army, a streamlined insight and content platform providing deeper understanding of the shopper journey mindset and powerful product marketing content. BrandSpark conducts the annual BrandSpark Shopper Study, the largest annual surveys about shoppers in Canada and the United States and has a deep understanding of the evolving nature of shopper attitudes and behaviours. Prior to founding BrandSpark in 2001, Robert Levy was VP of Branding for Cara Operations, ran a legal and business advisory practice in Geneva and Prague, and practiced law in Toronto.
The Impact of OOH in the Face of Media Fragmentation and Clutter (French)
As reach and potential impact decrease for other media channels, OOH maintains its reach and impact. While consumers are reducing ad exposure with online viewing, using adblocking software, and dealing with digital clutter, you can’t turn off OOH ads. This has increased the importance of OOH as a reach medium and during the purchase process. Robert Levy will draw upon the BrandSpark Canadian Shopper Study which has been studying the Path the Purchase and media habits of Canadian Shoppers for over a decade.