Events

May 6, 2021

Laws of Growth: A Seminar with the Ehrenberg-Bass Institute

This seminar is based on Byron Sharp’s best-selling book How Brands Grow. The myth-busting book covers decades of research that has progressively uncovered scientific laws about buying and brand performance.

Presented by Ehrenberg-Bass Associate Director Dr. Rachel Kennedy, this essential two-hour seminar will cover the key scientific laws in marketing that every modern advertiser should know, and will address questions like…

Description

This seminar is based on Byron Sharp’s best-selling book How Brands Grow. The myth-busting book covers decades of research that has progressively uncovered scientific laws about buying and brand performance.

Presented by Ehrenberg-Bass Associate Director Dr. Rachel Kennedy, this essential two-hour seminar will cover the key scientific laws in marketing that every modern advertiser should know, and will address questions like:

  • How do brands grow?
  • Brand loyalty – can we predict it, and what influences loyalty towards a brand / retailer?
  • The importance (or not) of heavy buyers
  • Are 100% loyals your ideal customer?

This event is presented in partnership with thinktv.

Registration

Date: Thursday, May 6, 2021
Time: 4:00 – 6:00 P.M. ET
Place: Virtual (Zoom)
Cost: Free

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A password is required to sign up for this event. If you are an ACA member and do not have the password, please contact Yeshna Ramessur.

Speakers

Rachel Kennedy

Dr. Rachel Kennedy, Associate Director, Ehrenberg-Bass Institute for Marketing Science

 

Dr. Kennedy is one of the founding members of the Ehrenberg-Bass Institute. She has been involved in a wide variety of market research projects and has educated thousands of marketers and senior leaders around the world on what marketing science can teach us, and what it means for growth.

Dr. Kennedy has been recognized as one of “Advertising’s Big Thinkers” by the Advertising Association (UK) and ranks globally in the top one percent of advertising researchers. She has been awarded a number of prestigious awards, including the Incorporated Society of British Advertisers (ISBA), for a paper which best increases understanding of the way in which advertising works.

Dr. Kennedy is a regular speaker on the global stage, including Cannes Lions, Advertising Research Foundation (ARF) and WARC events, and has presented to and worked with many of the world’s biggest brands on implementing evidence-based practice.

About the Ehrenberg-Bass Institute for Marketing Science

 

Based at the University of South Australia, the Ehrenberg-Bass Institute is the world’s largest centre for research into marketing. It is an independent non-profit research institute.

The Institute’s team of more than sixty marketing scientists are advancing marketing knowledge, busting pseudo-science and marketing myths, and teaching marketers how marketing really works and how brands grow.

Through their Corporate Sponsorship Program they help companies like P&G, Unilever, PepsiCo and McDonald’s develop and benefit from a culture of evidence-based marketing.

 

Webinars

May 4, 2021

Setting Up for Executional Excellence in Digital Media

Delivering digital advertising efficiency requires that advertisers assemble a veritable jigsaw puzzle of components. From the L’Oréal headquarters in Paris, Khoi Truong, Global Chief Consumer Data and Digital Operations Officer will share his experience in successfully deploying a precision advertising program to…

For members only:

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Digital advertising has become a necessity for almost every organization and has risen in importance due to this past year’s unusual circumstances.

Whitepapers and presentations that outline best practices and case studies from technological vendors and innovative brands are a dime a dozen. But what is often lacking from these resources are the details regarding the complexity and consistency required to make a company’s digital advertising program truly efficient. This is particularly true of advertisers who are dependent on deeply established platform algorithms.

Delivering digital advertising efficiency requires that advertisers assemble a veritable jigsaw puzzle of components. From the L’Oréal headquarters in Paris, Khoi Truong, Global Chief Consumer Data and Digital Operations Officer will share his experience in successfully deploying a precision advertising program to more than 25 markets. He will identify each piece of the puzzle required to ensure the execution excellence required for efficient digital advertising.

Presenter: Khoi Truong, Global Chief Consumer Data and Digital Operations Officer, L’Oréal
Date: Tuesday, May 4, 2021
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

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

Khoi TruongKhoi Truong, Global Chief Consumer Data and Digital Operations Officer, L’Oréal Paris

Khoi is an innovative, transformative, digital marketing executive with extensive experience in deploying digital strategy. He is an advocate for evidence-based marketing and operational excellence.

A graduate from Université de Sherbrooke, Khoi has over 15 years of digital experience, specializing in the field of advertising, consumer data and analytics.

Khoi is the Global Chief Consumer Data and Digital Operations Officer for L’Oréal at their headquarter in Paris. His responsibilities include deploying digital operational excellence, governance and activation of consumer data and marketing performance practices.

In addition to his work with L’Oréal, Khoi invests in many ventures and often speaks at educational institutions and organizations on marketing and algorithms.

Since joining L’Oréal in 2011, some of Khoi’s notable achievements include:

  • In-housing of trading desk (supporting 6+ countries)
  • Global deployment of the precision advertising program including adtech adoption and trainings (25+ countries)
  • Global negotiation & partnership management with top martech firms (Global Joint Business Partnership)
  • Transformed digital marketing analytics approach (5000+ dashboard users)
  • Established ROI and learning agenda (Achieved 30%+ media efficiency)

 

Webinars

April 27, 2021

SEO in 2021 – What do you need to implement today?

No marketer ever has enough time or money to spend on search marketing. So how do you decide where to focus your efforts? This presentation helps marketers understand what is a must do, nice to do and where SEO is going in 2021 and beyond. We will discuss…

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No marketer ever has enough time or money to spend on search marketing. So how do you decide where to focus your efforts? This presentation helps marketers understand what is a must do, nice to do and where SEO is going in 2021 and beyond. We will discuss:

  • Core Web Vitals
  • How to leverage your PPC & SEO together
  • The role of conversion rate optimization (CRO) in SEO
  • Voice Search

Presenter: Jennifer Osborne, President & CEO, Search Engine People
Date: Tuesday, April 27, 2021
Time: 11:30 a.m. – 12:30 p.m. ET

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

Jennifer Osborne, SEPJennifer Osborne, President & CEO, Search Engine People

Who are we? We Are Search.

We’ve been dominating Search since Google was a toddler. Recognized leaders in digital marketing, Search Engine People has top level partnership with every major digital platform including Facebook/ Instagram, LinkedIn, Snapchat & Pinterest. We’ve been very active in the community educating hundreds of our peers through the IAB, CMA, and courses and guest lectures at U of T, Ryerson, Seneca, and Durham College.

Jennifer has been interviewed by The Globe and Mail, The New York Times, and Profit Magazine, and was ranked #10 by Profit and Chatelaine Magazines on the Profit W100 “Top Female Entrepreneurs in Canada” & is on Great Places to Work top 25 companies to work in Canada run by women.

 

Webinars

April 19, 2021

How Reckitt increased digital media efficiency through an enhanced governance program

Eliminating waste is a critical pillar to Reckitt’s digital transformation journey. The company developed a new and consistent framework for tracking digital media investments together with Ebiquity’s Digital Innovation Centre…

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Eliminating waste is a critical pillar to Reckitt digital transformation journey. The company developed a new and consistent framework for tracking digital media investments together with Ebiquity’s Digital Innovation Centre. The program is designed to eliminate waste, increase efficiency and encourage best practice trading, while holding partners to account where needed.

Join our session to gain unique insights in Reckitt’s digital journey and the design of their digital media governance program.

Related reading: Creating digital media accountability through improved governance by Peter Hanford.

Presenters: Peter Hanford, Group Director of Digital Growth, Ebiquity Plc and Mona M Afzal – Marketing Director, Digital Transformation, Hygiene, Reckitt
Date: Monday April 19, 2021
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

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

Peter HanfordPeter Hanford, Group Director of Digital Growth, Ebiquity Plc

Peter is a digital native with 17 years of experience across the digital media ecosystem. As Group Director of Digital Growth at Ebiquity, Peter works on the cutting edge of digital media investment analysis to deliver next-generation solutions for their global clients.

Previously, Peter worked on the publisher, client and agency side, with extensive experience in driving digital media performance for global advertisers. His experience includes designing the global programmatic media buying strategy for brands such as Expedia, MasterCard, Disney and Uber.

 

Mona AfzalMona M Afzal – Head of Digital Transformation, Media and eCommerce, Hygiene, Reckitt

Mona is a global business transformation leader championing client growth through the creation and execution of innovative and responsible digital enablement and marketing strategies.

With over 10 years’ experience identifying and capitalizing on efficient technologies, Mona builds intimate consumer relationships and delivers agile media and creative market trends to enhance brand awareness, gain and retain customers and deliver sustainable, profitable business results.

Prior to working at Reckitt, she worked at OMD Canada, UM Worldwide, Aegis Media and GroupM.

 

Customized Courses

ACA can tailor its courses to meet your team’s needs, whether that’s a group of 6 or a classroom of 30, a 60-minute lecture or a day-long seminar featuring multiple expert speakers, at the ACA, your offices or another venue of your choosing.