Webinars

December 14, 2021

Toward Diversity & Representation at Every Stage of the Creative Process

Diversity and representation efforts are on every marketer’s mind these days and everyone is looking for ways to improve.

Last week the ACA released Diversity & Representation: Guide to potential areas for bias in the creative process, to help marketers eliminate bias from each of the 12 stages of the creative process…

For members only:

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Diversity and representation efforts are on every marketer’s mind these days and everyone is looking for ways to improve.

Last week the ACA released Diversity & Representation: Guide to potential areas for bias in the creative process, to help marketers eliminate bias from each of the 12 stages of the creative process.

From creative briefing to strategic insights and localization to media placement, the Guide identifies where bias can occur and proposes questions that can be used as a litmus test at every stage. It also includes best-in-class examples of campaigns from around the globe meant to inspire.

In this webinar ACA’s President & CEO, Ron Lund, will take us through the guide one stage at a time. He will offer additional examples of creative work that aren’t available in the guide to further highlight these 12 stages.

Presenters: Ron Lund, President & CEO, ACA
Date: Tuesday, December 14, 2021
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

Register Now

If you have any questions or have difficulty registering, please contact Davina Wong: 416-964-3805 ext. 1007
 

Ron LundRon Lund, President & CEO, ACA

Ron Lund accepted the President and CEO position at the ACA following a rich marketing and advertising career that encompassed both client and agency perspectives.

In addition to various marketing positions at tier-one packaged goods companies, he honed his advertising skills at FCB and Grey Advertising. He later went on to assume the role of President at several Weston Foods companies.

A solid understanding of the industry, coupled with acumen in management, has enabled Ron to effectively build relations with industry and government bodies, bring the voice of marketers to government and execute initiatives that meet the needs of ACA’s Board of Directors and general membership.

Ron has significantly enhanced the role of the ACA within the advertising industry with initiatives that include overseeing the development of numerous information, education and best practice studies and by taking a leadership role on government and industry issues that directly impact advertiser’s ability to advertise cost-effectively.

Ron serves on the Boards of the World Federation of Advertisers and Advertising Standards Canada.

 

Webinars

December 7, 2021

3rd Annual Canadian Advertisers and Marketers Survey: Investing for Post-Pandemic Brand Success

This webinar will share the results of our 3rd annual survey on marketing and advertising trends in Canada. It will include what brands have prioritized in the second year of the pandemic and how they are preparing for new challenges and investing in the future.

For members only:

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Earlier this year, the ACA and Brandspark International partnered on our 3rd annual survey on marketing and advertising trends in Canada. This webinar will share the results of the survey, including what brands have prioritized in the second year of the pandemic and how they are preparing for new challenges and investing in the future.

Answers to big questions will be revealed, including:

  • Did advertisers increase media spend and messaging and what is planned for 2022?
  • What strategies are brands prioritizing for continued growth?
  • Has focus shifted on building brand trust and introducing innovation to the market?

Presenters: Philip Scrutton, VP of Shopper Insights, Brandspark International
Date: Tuesday, December 7, 2021
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

Register Now

If you have any questions or have difficulty registering, please contact Davina Wong: 416-964-3805 ext. 1007
 

Philip Scrutton, Brandspark InternationalPhilip Scrutton, VP of Shopper Insights, Brandspark International

Phil joined Brandspark in 2009 where he directs research for Brandspark Shopper Insights and Marketing Services. Phil works to uncover insights that will help clients win with shoppers and grow their business, and anchors the Brandspark consumer award programs in credible research methodologies. In addition to custom research work for clients in multiple consumer goods industries, Phil leads annual syndicated studies including the Canadian Shopper Study, American Shopper Study, Ecommerce Shopper Study, and the Advertisers & Marketers Survey.

 

Webinars

December 2, 2021

Marketing to the LGBTQ+ community

Join President of Bleublancrouge, Wahn Yoon, to better understand how to market to the LGBTQ+ community and to avoid rainbow-washing.

For members only:

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Every June companies upload rainbow logos and launch initiatives, campaigns, and products to celebrate Pride Month, and it’s not hard to see why; LGBTQ+ Canadians have an estimated spending power of $86 billion. But this community hasn’t always been perceived as a goldmine for advertisers. Rather, the industry’s relationship to queer consumers has evolved from total dismissal, to curiosity, to direct targeting, and has evolved more recently into a more skeptical reception from members of the community. Understanding this complex dynamic is key for brands who wish to target, work with, and support LGBTQ+ people.

This nuanced relationship truly began to surface during the AIDS epidemic. As the illness devastated the community and politicians were criticized for their apathy towards those suffering, brands like Benetton made waves with strikingly controversial campaigns. Shortly after, advertisers took note of the spending power of the LGBTQ+ community, creating ads that were vaguely queer-coded. This curiosity eventually turned into a full pursuit, with ads directly targeting the community. As a result, LGBTQ+ people began to leverage their spending power, even boycotting brands that denied their employees equal treatment – a new avenue for activism.

Today, advertising towards the LGBTQ+ community, if rushed to market, can be interpreted as “Pink-washing” and “rainbow-washing”. Moving into the future, companies that want to participate in Pride ethically and meaningfully can do so by creating queer-friendly workplaces, collaborating with queer talent, compensating queer creators fairly, and giving back to the community in genuine ways. As a result, brands have an opportunity to make meaningful and lasting relationships with LGBTQ+ consumers by demonstrating their sensitivity to the struggles and the values of these communities.

Join President of Bleublancrouge, Wahn Yoon, to better understand how to market to the LGBTQ+ community and to avoid rainbow-washing.

Presenters: Wahn Yoon, President, Bleublancrouge (BBR) Toronto
Date: Thursday, December 2, 2021
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

Register Now

If you have any questions or have difficulty registering, please contact Davina Wong: 416-964-3805 ext. 1007
 

Wahn Yoon, President, Bleublancrouge (BBR) Toronto

Wahn’s career spans 20 years as a strategist and innovator in multiple sectors. His early training in strategy was at JWT New York and Toronto, where he went on to become senior director and strategist at JWT. He was instrumental in developing and launching Ethos, a WPP global consultancy specializing in cause-related marketing and corporate responsibility strategy. Wahn went on to win numerous Cassies Awards for outstanding business results through advertising. He is currently President of creative agency Bleublancrouge (BRR) Toronto and is one of the founders of the Humanise Collective. He also co-founded L’Institut Idée, a unique consultancy that uses Connected Intelligence approaches to master planning.

Wahn attended Harvard College and Columbia University Business School and is a proud board member of POV, an organization dedicated to helping promising creators of colour find careers in advertising and film.

 

Customized Courses

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