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march 2013 volume 24, issue 3 www.strategyonline.ca AToMiC shift nnovation and collaboration are among the most important I aspirational values to instill in today’s organizations. They are also fast becoming significant differentiators among marketers looking to break through in this rapidly evolving multi-platform mediascape. With the close of submissions for the AToMiC Awards, a bold statement has been issued by the Canadian media, advertising and entertainment communities. Entries were up 47% (from a substantial base, I might add), but more telling was the breadth of representation, from major media players to agencies to production companies. It’s a clear indication of what we already know to be true. Some of the most innovative advertising ideas are coming from new partners inhabiting non-customary positions in the value chain, with the key to success being a deep, well-orchestrated collaboration among a coalition of specialists. We’re thrilled to help shine a light on the programs that are crushing the status quo, but that’s only one part of our mission. We’ve just announced the date of the AToMiC conference (May 23), the most future-forward event that we dare program. Everyone in the business needs to understand how technology is changing the way we connect with consumers from both a strategic and tactical perspective. Because, even though ideas are media-agnostic, campaign effectiveness has never been more affected by operational execution and integration within the chosen media channels. And if you think this stuff is just for agency folks planning campaigns, keep in mind how many business models are now challenged by the radical shifts in media consumption driven almost exclusively by tech innovation (hello, retail). So, if innovation and collaboration are baked into your job description, AToMiC is here to challenge your norms and catalyze a shift in your thinking. And, if you need to ground yourself in what’s working today, try a few cocktails and take in the AToMiC Awards presentation immediately following the conference. A special thanks to our leading-edge advisory board for their ideas and guidance. You can check them out on the back cover of this issue. UPCOMING EVENTS TORONTO | WESTIN HARBOUR CASTLE | MARCH 28, 2013 b con expo THE NEW BRAND CONTENT UPFRONTS TORONTO | KOOL HAUS | MAY 23, 2013 UPCOMING SUPPLEMENTS may 2013 Branded Content & Integration Commitment date: March 29th Contact: Russell Goldstein rgoldstein@brunico.com or 416-408-2300, ext. 700 Russell Goldstein Executive publisher, strategy, Media in Canada and stimulant 6 www.strategyonline.ca
con expo THE NEW BRAND CONTENT UPFRONTS westin harbour castle march 28th 2013 PRESENTED BY #bcon INTRODUCING THE NEW BRAND CONTENT UPFRONTS Ever suffer from integration envy? Do you sometimes wonder how other brands discovered the opportunity to be a part of that TV show, or seasonal publishing feature, or how they managed to deliver such compelling stories seemingly on their own? The New Brand Content Upfronts levels the playing fi eld for brand marketers and media agencies. We’ve assembled Canada’s leading media companies to arm you with the most compelling domestic branded content opportunities available and provide intel on what’s working now for their clients. Hear Upfront presentations from: Bring your entire team. Bring your clients. This is the conference and marketplace that will change how you think about branded content and joins together all sides of the partnerships that make deals happen. To register now or contact Joel Pinto at 416-408-2300 ext. 650. TO REGISTER NOW VISIT BCON.STRATEGYONLINE.CA OR CONTACT JOEL PINTO AT 416-408-2300 EXT. 650.
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