MAKING SCHITT HAPPEN - TORONTO BRAND STARS
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
TORONTO
BRAND STARS
MAY 27, 2019
EUGENE AND
DANIEL LEVY
MAKING
SCHITT
HAPPEN
THE CO-CREATORS OF TV’S UNLIKELIEST
HIT COMEDY ON THE ‘LITTLE SHOW
THAT COULD.’ BY DIANA PEARL
For a limited
time, register
for NexTech with
2 for 1 tickets
Hurry and act now —
JULY 24–25 promotion ends 5/29
NYC
Code: 2FOR1
Don’t Miss Five Brand Leaders on the
Future of Digital Advertising at NexTech’s Main Stage
S4CAPITAL ESPORTS LIVE-EVENT MEGA OTT
CHAIRMAN LEADER MARKETPLACE BRAND LEADER
GIANT
SIR
MARTIN
SORRELL
What Will You Learn? Agenda Topics Include
Hear high-level conversations • In-House Programmatic
about bringing programmatic • Video and Connected TV
in-house, find out how ad fraud
happens and how CMOs are • Social Analytics
discerning what’s vaporware • Data and Attribution
and harnessing technology for • Location and Mobile
the better. • B2B Data/Account Based Marketing
• Brand Safety
• Creative
What Else Comes With Your Ticket?
8 Interactive Insights breakout Networking opportunities with
sessions where you’ll be able to hundreds of brand, agency, technology
hone your skills and receive tactical and publishing attendees
takeaways to apply to your businesses
TO REGISTER, CHECK OUT FULL AGENDA, AND MORE VISIT ADWEEK.COM/NEXTECH
Upfront
THE W EEK IN MEDIA A ND M A RK ETING
IN THIS ISSUE
MAY 27, 2019 | VOL. LX NO. 14
TOP STORY
14
THE RESULTS ARE IN YEARS
APPLE IS CANNES LIONS’ 2019 CREATIVE BOLD
MARKETER OF THE YEAR. BY PATRICK COFFEE
FEATURE
The Cannes Lions Festival of Creativity announced on Tuesday that Apple
will receive the Creative Marketer of the Year honor at this year’s festivities in
Laura Stein, creative
Southern France next month. Tor Myhren, vp of marketing communications
for the tech giant and former creative lead at Grey, will accept the award on
IN ADWEEK
director at Sid Lee, is one of
our stand-out Toronto Brand Friday, June 21, the final day of the event. Apple follows Google and Burger King, HISTORY
which won the award in 2018 and 2017, respectively. People familiar with the
Stars making waves.
selection process said Cannes’ Creative Marketer of the Year designations are NOV. 2, 1987
based primarily on two factors: the brand’s history as an award winner and its Earlier this year, McDonald’s
willingness to play a prominent role in the festival itself. Apple has indeed won a lost a legal battle in the EU
4 considerable number of Lions, beginning with the historic 1984 Super Bowl ad.
More recent efforts include “World Gallery,” a series of out-of-home placements
after attempting to keep Irish
burger chain Supermac from
focusing on users’ photos as part of the “Shot on iPhone” campaign. Last year expanding. Burgers weren’t
alone, the brand won 25 Lions, including a music Grand Prix for “Welcome the issue; it was “mac”—
Home,” the HomePod ad directed by Spike Jonze and starring FKA Twigs. three letters that, like “Mc,”
the Golden Arches contends
TRENDING are its sole right to use in
Ad buyers weigh in on the the market, at least when
CREATIVE it comes to food. The EU
2019 upfronts.
Intellectual Property Offi ce’s
ruling made headlines the
world over—but this kind of
30 fi ght is nothing new.
Thirty-two years ago,
Adweek (which is celebrating
Toronto residents will soon get a chance to see BIG NUMBER its 40th anniversary this
more art birthed out of an incubator founded by year) devoted a full page
15K
The Weeknd. For the city’s annual Nuit Blanche to covering the chain’s IP
PERSPECTIVE Toronto art festival this October, Hxouse—an militancy. “McDonald’s
Quintessentially incubator co-founded by the hometown singer-
Canadian Tim Hortons turned-entrepreneur—is partnering with the City of
Toronto to create an art installation in the downtown
INFLUENCERS
Yonge-Dundas Square. The theme of this year’s
APPLIED FOR
all-night event is “Continuum.” Housed inside of the
JUST 24 SPOTS
$28.4 million Artscape Daniels Launchpad space,
IN SEPHORA’S
Hxouse was co-founded last year with La Mar Taylor,
INFLUENCER
The Weeknd’s creative director, as an accelerator for
PROGRAM,
32 entrepreneurs. —Marty Swant
#SEPHORASQUAD.
TALENT POOL MOOD BOARD The Week in Emojis
How PwC Canada’s ecd
escaped monotony.
47%
33
MCDONALD’S: GEORGE ROSE/GETT Y IMAGES
38%
Clothing uses a combination of
Beauty
cajolery, intimidation and
even outright payoffs in
35%
some cases to keep the Mc
to itself,” we wrote. At the
Coffee/tea
NETFLI X IS BRINGING USPS IS TESTING HBO’S GAME OF THRONES time, McDonald’s had fought
B AC K N E W C O K E A S PA R T OUT SELF-DRIVING FINALE HAD MORE VIEWERS 50 legal battles over Mc,
DATA POINTS OF A STRANGER THINGS 18-WHEELER TRUCKS. THAN THE BIG BANG
P R O M O T I O N A L C A M PA I G N . THEORY’S DID. including one against a tiny
Canadian Gen Zers are
quite brand loyal. eatery in Fishkill, N.Y., called
McBagel’s. Well, that’s what
it used to be called, anyway.
©2019. All rights reserved. ADWEEK® is a registered
trademark owned by Adweek, LLC and used under license. —Robert Klara
Adfreak®, Adweek Brandshare®, AgencySpy®, Brandweek®,
Brand Genuis®, Brand Save®, Hot List®, Mediaweek®, Social
This week’s cover was photographed for Adweek by Toronto
Times®, TVNewser® and TVSpy® are registered trademarks
owned by Adweek, LLC and used under license.
native Caitlin Cronenberg on the set of Schitt’s Creek.
Trending
THIS WEEK’S INSIGHTS
TELEVISION
1 2
Buyers Break Down Upfronts Week
WHAT THEY LOVED—AND LOATHED—ABOUT development season I’ve seen in a OTT DETAILS ARE MIA
while. I don’t know if there’s anything I NBCUniversal and WarnerMedia
THIS YEAR’S PRESENTATIONS. BY JASON LYNCH love—but there’s potential.”
C B S K E L L Y K A H L : J O H N P. F I L O / C B S ; J O H N M A Y E R : P A W E L K A M I N S K I / W A L T D I S N E Y T E L E V I S I O N
emphasized their upcoming streaming
services, but as buyers noted, they
ADVANCED TARGETING: didn’t share any new details. “It’s
ALL TALK, NO OUTCOMES? frustrating,” said one buyer. “Do it
Many companies touted their when you actually have a story to
The most disruptive upfronts week and Fox incorporated pyrotechnics advanced targeting offerings, but tell!” The lack of clarity about the new
in a decade, packed with presentations into their events). “It was a little bit marketers said some of them don’t OTT offerings is “going to make it hard
from newly merged and spun-off like, don’t pay attention to the base live up to the hype. “We’ve been to evaluate,” said another. “It doesn’t
companies, has come to an end. After business. Look at all the things on the having a lot of these conversations seem like that’s going to play a big
a week of hearing the major media periphery and how exciting all that with the networks already, and I don’t role in this year’s upfront.”
companies’ pitches about the 2019-20 stuff is!” said the buyer. “But there’s know that their talk matches what
TV season, the buyers are ready to nothing that will mask the fact that their actual capabilities are,” said MIXED MESSAGES
have their say. As they kicked off this we have been on a dramatic slide over one. “Our clients are into it, but the FROM NBCUNIVERSAL
year’s upfront talks, several of them the past four or five years—and the actual legwork required to get those NBCUniversal’s Linda Yaccarino said
spoke with Adweek (anonymously) conversation must change.” deals done is still in its beginning she is passing the upfronts baton
to candidly share their 10 biggest stages.” Another said that while they to lieutenants Mark Marshall and
takeaways from the packed week of THE NEXT THIS IS US are “pleased” with the advancements Laura Molen this year, but buyers
events and parties—everything from REMAINS ELUSIVE in technology and data, “it’s still aren’t convinced, especially after she
the Mouse House’s problem to … an As buyers bid farewell to the casts of unclear” how advertisers and seemingly spent more time onstage this
actual mouse problem. three long-running programs (Modern agencies can “figure out a way presentation than she had in several
Family, The Big Bang Theory and to monetize it and aggregate the years. “If you’re passing the baton,
RATINGS? WHAT RATINGS? Supernatural) during upfronts, they users and the impressions to keep why don’t you let them do it?” asked
Instead of trying to spin their didn’t see anything from the new crop TV a brand awareness model, and one. “There were some conversations
plummeting linear ratings, as is of shows that would likely take their not drive it to the bottom of the around her needing to be significantly
usually the case, several networks places, or become the next freshman funnel.” A third was upset with involved still,” said one buyer, who
just ignored the elephant in the room breakout à la This Is Us. “It’s the one company for not showcasing thinks that Marshall and Molen’s brief
altogether, focusing instead on what same-old same-old,” said a buyer. “I the company’s successful data appearance onstage compared to
one buyer termed “peripheral things” don’t think there’s anything here that’s partnership with their client: “We Yaccarino’s “speaks volumes” about the
like new data conversations or fl ashy going to help our ratings.” However, were the first with them—and they state of play: As Yaccarino expands her
production values (both NBCUniversal another said, “It was actually the best barely talked about it!” purview and tries to relinquish some
4 MAY 27, 2019 | ADWEEK
L A VOZ: CHARLES SYKES/NBCUNIV ERSAL; NBC: LINDA YACCARINO: V IRGINIA SHERWOOD/NBCUNIV ERSAL; FOX : CHARLIE COLLIER: FR ANK MICELOT TA /PICTUREGROUP/FOX ; WARNER: DONNA SPECIALE: DIMITRIOS K AMBOURIS/GE T T Y IMAGES FOR WARNERMEDIA TRENDING
3
6
SCENES FROM UPFRONTS WEEK
1. CBS Entertainment scheduling
guru Noriko Kelley and president
Kelly Kahl. 2. John Mayer closed
out Disney’s event. 3. NBCUniversal
was one of two presentations with
pyrotechnics. 4. NBCU ad sales chief
Linda Yaccarino. 5. Fox Entertainment
CEO Charlie Collier. 6. WarnerMedia
ad sales chief Donna Speciale.
4 5
day-to-day duties to Marshall and onstage about Masked Singer judges Hulu Theater at MSG—a disturbance on the scheduling grid, “which is a
Molen, “the market is saying, ‘No, you Ken Jeong and Robin Thicke (which that elicited screams (“I thought pretty antiquated construct in a world
can’t.’” (NBCUniversal reiterated to he later apologized for)—on the heels someone was having a heart attack,” where the vast majority of content is
Adweek that Marshall and Molen will of a similarly “unfiltered” Fox Sports said one buyer) and sent more than being viewed on one’s own time.”
indeed be taking over upfront duties upfronts road show appearance earlier one creeped-out client fleeing the
from Yaccarino.) this year that “a lot of people weren’t auditorium midpresentation. “That’s ONCE AGAIN, UPFRONTS
comfortable with,” according to one what most people were talking about WEEK WON’T CHANGE
FOX CORP. IS A WORK attendee—left several buyers hoping afterwards,” said one buyer, instead of ANY MEDIA PLANS
IN PROGRESS that he doesn’t return next year. Speciale’s “provocative” call for clients As always, none of the buyers who spoke
Buyers were mixed on Fox Corp.’s to embrace her company’s attribution with Adweek expected to shift their
first presentation as a slimmed- IS DISNEY’S PRESENTATION offering. Marketers also questioned media plans as a result of what they
down, stand-alone company. “I love OVER YET? why AT&T’s Xandr chose to hold its saw during upfronts week. “It provides
an underdog story and I want Fox to One thing everyone agreed on: at 2 own upfront presentation a day earlier you better comfort and reassurance
be successful,” said one buyer. “But it hours and 19 minutes, Disney’s first instead of partnering with its new in where you intend to invest your
looked unpolished and unrehearsed upfront was far too long. “It was way corporate sibling, with one predicting money. But there’s nothing I would shift
compared to the others. The most too much. I don’t need a half-hour the merger of the two events next year. because I don’t feel like there’s a strong
underwhelming of the bunch.” Others on Freeform. I barely understand enough slate,” said one. Given all the
give credit to the “personable” Charlie the network as it is, and they only NO MOONVES, NO PROBLEM meetings now held with publishers prior
Collier, CEO of Fox Entertainment, made it more confusing,” said one. Several buyers credited CBS to upfronts (including “the pre-upfronts
with another marketer noting, Added another, “The fact that it was Entertainment president Kelly Kahl for and the pre-pre-upfronts”), where
“Charlie did a great job.” And Fox NFL 90 minutes before they got to ABC smoothly navigating the first post-Les much of this development is shared
Sunday co-host Terry Bradshaw’s prime, which is the whole reason that Moonves upfront in two decades. He and strategies are formed, and the fact
self-described “offensive comments” people are there, was shocking.” A received kudos for a commitment to that millions are spent on each upfronts
third buyer noted, “There’s a saying: diversity in programming that had long week event and party, “one has to
‘Strategy is sacrifice.’ They should been absent from the network, sharing wonder, would that be better served in
have sacrificed some things to make it the stage with scheduling chief Noriko some other way?” asked another buyer.
a tighter presentation.” One thing that Kelley (“I loved that they gave someone But a third disagreed: “Although it’s a
‘I don’t know should have been cut: John Mayer’s
concluding two-song performance. “I
else their due, instead of the same
people taking credit all the time”) and
long week, it was not a waste of time.
I left there inspired and hopeful for
that their talk love John Mayer,” said a buyer, “but I
just wanted to get the hell out of there.”
thanking his team at the end. “Because
before that, it was always Les Moonves’
where we can invest our money.”
matches what WARNERMEDIA:
show, and nobody was to be thanked,”
said a buyer. Marveled another, “I JASON LYNCH IS ADWEEK’S T V/
their actual UPSTAGED BY A RODENT
Donna Speciale’s pitch was upstaged
thought their slate of shows was the
MEDIA EDITOR, COVERING TRENDS,
T E C H N O L O G Y, P E R S O N A L I T I E S
A N D PROGR A MMING ACRO S S
best I saw that week.” That said, buyers
capabilities are.’ by a mouse scurrying around the wish CBS would ditch its upfront focus
BROA DCA S T, C A B L E A N D
STREAMING VIDEO. @JASONLYNCH
ADWEEK | MAY 27, 2019 5
Hiku Brands opened hip
cafes prelegalization to
seed awareness for its
TORONTO Tokyo Smoke offering.
no influencers, animals or mascots; and don’t
CANADA’S GREEN RUSH depict glamour, vitality, enthusiasm, risk or
boldness. So, y’know, no fun. Running afoul of
these rules risks incurring fines or getting hit
LOOKING TO MAKE THEIR MARK IN A BUDDING INDUSTRY, MARKETING with license suspensions.
On the regulatory spectrum, canna-
TALENT IS FLOCKING TO CANNABIS BRANDS. BY RAE ANN FERA bis falls somewhere between tobacco and
alcohol. It’s akin to tobacco in that it can’t
R
are is the chance to create that are born and raised in Canada,” he said. be advertised, and packaging must be plain
something utterly new in the “The ability to own and create an industry with nothing more than a logo with plenty
Canadian market, so when the from the ground level is really enticing. You of warnings; it’s like alcohol in that sales are
federal government declared hear of people moving to this industry daily.” regulated by province, which varies widely
that on Oct. 17, 2018, the For Zack Grossman—who held senior across the country, from full government
recreational use of cannabis marketing positions at Johnson & Johnson control to full private retail.
would become legal, it was as though it had before joining craft cannabis company FIGR, But building cannabis-brand awareness
announced the start date for the birth of a new an East Coast brand that supports local farm- wasn’t always so tricky. Prelegalization,
industry. And the pull has been gravitational. ers and allows consumers to track and brands could be more mainstream, given the
Senior marketing talent from sectors like trace their cannabis throughout its lack of laws around marketing. Canopy’s
alcohol, CPG and advertising agencies have lifecycle via its Sentri platform— flagship Tweed—which started as a
joined the green rush. after 10 years of working on medical brand—entered the market
COURTESY OF CANOPY GROWTH; GROSSMAN: AL DOUGLAS
David Bigioni was first among them. legacy pharma brands, the abil- with a friendly and approachable
Formerly vp of sales at Molson Coors, where ity to enter an industry that was campaign from Cossette that simply
he spent more than seven years in senior mar- so new and growing so quickly said “Hi.” The agency staged pho-
keting roles, he joined Canopy Growth Corp. was an incredible lure. togenic installations of this simple
in August 2017 as chief commercial officer. “Being able to shape the can- double entendre at concerts, and the
Canopy—which has captured almost a third nabis industry is like when alcohol campaign became a hit on Instagram.
of Canada’s cannabis market, according to prohibition was lifted and all the great Tweed also partnered with MADD and
Canadian newspaper the Financial Post—dis- brands were created,” said Grossman. “To be a Uber just days before legalization on an anti-
tributes medical cannabis to five continents part of building the next Molson or Labatt—it high-driving PSA. The campaign, along with
and holds a portfolio of leading brands includ- would be great to look back in 30 years and say DontDriveHigh.ca, offered suggestions on 101
ing Craftgrow, DNA Genetics, DOJA, Maitri, I helped build that.” things to do instead of driving high, such as
Spectrum Therapeutics, Tokyo Smoke, Tweed This excitement exists even though canna- popping bubble wrap, having a staring contest
and Van der Pop. bis marketing must conform to an incredibly or contemplating your existence.
“What I saw was the opportunity to do restrictive and complex regulatory frame- And DOJA, a Canopy-owned British Co-
work at a global level that not a lot of market- work. In a nutshell: Don’t advertise anywhere lumbia brand, worked with boutique agency
ers are doing in terms of leading brand devel- it can be seen by minors (so basically all Juliet and Cannabis Amnesty to create Par-
opment, innovation and championing brands traditional media, events or sponsorships); don, a line of clothing that advocated for the
6 MAY 27, 2019 | ADWEEK ®
TRENDING
hundreds of thousands of Canadians with past
1 2
or present cannabis convictions. “Whether a
consumer is pro cannabis or not, they could be
pro justice,” noted Juliet’s chief strategy offi-
cer, Sarah Stringer, of the campaign’s concept.
Since legalization, the favored forums for
cannabis marketing are age-gated venues such
as bars and licensed movie theaters, as well as
digital advertising that targets age-of-majori-
ty audiences.
“There are two basic ways to ensure we are
reaching adult audiences,” said Grossman.
“Some platforms are able to capture the ages
of their users and produce a prequalified list of
people that we can communicate with. Typi-
cally, that data is captured when users sign up
for an account, for example. Other platforms
have age-gating built right in and require
audiences to self-identify their age before they
can even access the content and any advertis-
ing we may have within.”
But all along, education has been an
important marketing tool. Wes Wolch, chief
strategy officer at Cossette, says efforts to
inform consumers about the varieties of can- WEED
nabis available to them are powerful because THRILLER
awareness around the product is nearly 1 San Rafael
nonexistent. Most people’s exposure to can- ’71 targets
nabis prelegalization, if it existed at all, was the “classic”
based on whatever their dealer had on hand. consumer.
Now someone could be faced with hundreds 2 Tweed greeted
of options. “If you think about it, going into a the market with
store and asking for cannabis is like going into a campaign that
liquor store and asking for booze,” he said. simply said, “Hi.”
3 Craft
“It’s like, what kind?”
cannabis brand
Noted Bigioni, “Education is the currency FIGR supports
3
in the category because we want to make sure local farmers.
people have a good experience and have the
SAN RAFEAL: MICHAEL HEADFORD; TWEED: COURTESY OF CANOPY GROWTH; FIGR: AL DOUGLAS
info they need.”
For its Tokyo Smoke offering, Hiku
Brands—the home of several Canopy prod-
ucts—launched prelegalization coffee shops.
Beautifully designed and located in hip, urban high-end coffee houses, a strategy meant to producer, targets the the budtender com-
areas like Queen West in Toronto and Gas- appeal to the cannabis-curious crowd and cre- munity, who are at the forefront of educating
town in Vancouver, these cafes were ahead of ate an experience that’s distant from stoner consumers in-store. The contest also doubles
the curve in cannabis retailing. If it wasn’t for stereotypes. as a marketing campaign.
the cannabis accessories on the shelves next The shops host “Higher Learning” educa- Chief commercial officer Darren Karasiuk
to the espresso beans, the stores were, and tion sessions that provide consumers with says Aurora’s award-winning brands—which
remain, indistinguishable from the hottest basic cannabis info, like an introduction to include MedReleaf and CanniMed, along with
cannabinoids (THC versus CBD) and the its namesake brand, Aurora, plus Woodstock
differences between strains and products and its San Rafael ’71, which with its nod
and what experiences people can expect from to the roots of 420 is geared to the “classic”
them. These cafes helped Tokyo Smoke es- consumer—resonate with retailers. “The
tablish a bond with would-be customers early retail staff, they get it, they relate to it, they
on that has helped make it a leading cannabis can communicate [about our brands] to the
It’s like the end brand in Canada.
“When I think of the cannabis experi-
consumer,” he said.
The next wave for cannabis in Canada will
of Prohibition, ence, it inspires human connection, creative
inspiration,” said Berkeley Poole, Hiku’s vp of
come in October 2019, when edibles, vapes,
drinks and other consumables will become le-
when ‘all the great creative. “For people to truly learn, they have gal. And with this next wave will come a whole
to be inspired. Our format is very casual and new set of challenges—and opportunities—for
[alcohol] brands informative and creates a vibe in which people marketers. The anticipation is palpable.
were created.’ can learn.”
Canada’s Top Budmaster, the latest initia-
Said Wolch, echoing a common sentiment,
“This is literally the most exciting thing I’ve
Zack Grossman, craft cannabis brand FIGR tive from Aurora Cannabis, another leading had a chance to do in my career.”
ADWEEK | MAY 27, 2019 7
BRANDWEEK
INSIDE THE
BRAND What do you see as the major
opportunities and challenges
for women today and what advice
can you give them?
Being truly and profoundly supported.
… A true sponsor just doesn’t say
something nice about you when you
are not in the room, but they are
getting you that raise, that promotion.
Words cannot build or raise a family.
Financial recognition can.
‘Don’t get too invested in
your own press/ink. What is
your next accomplishment?
What mountain do you
still have to climb?’
WOMEN TRAILBLAZERS
How have you found the right
balance between your personal
TIFFANY R. WARREN
life and career?
I am truly still working that out, but I
made a promise and a goal for 2019
that I would spend more time with
myself and my family. They understand
that I don’t just have a position, but a
passion. But I will cancel a work trip
SVP AND CHIEF DIVERSITY OFFICER OMNICOM
that can be rescheduled if it means
that I get to be at my niece’s final
basketball game wearing a sweatshirt
FOUNDER AND PRESIDENT ADCOLOR
with her face on it. She will remember
that for the rest of her life; I may or may
not remember the work trip. My niece,
By Lisa Granatstein Ahmenra, calls me every day around
4 p.m. on her ride home from daycare.
She asks me, “Auntie, where are you?”
I tell her exactly where I am and what
Adweek: Tell us what you What pivotal moments did I am doing no matter where I am. I do
are doing now. you face along the way? this because I don’t want her to ask me
Warren: [At] Omnicom Group, I A truly pivotal personal moment one day, “Auntie, where were you?”
currently oversee a team of 18 for me was when my beloved nana
diversity officers, directors and passed in my freshman year of
champions who are focused on college. She was a young 66, and it
Omnicom-wide change efforts for
the advancement and retention of the
affected me greatly. Once I got past
the valley of mourning her, all the INSIDE THE BRAND SERIES
S A S H A M A S L O V F O R A D W E E K ; I N S E T: S E A N T. S M I T H
best talent from diverse backgrounds things she taught me came fl ooding
inclusive of women, people of color
and LGBT professionals in an inclusive
back. One moment in particular I
carry with me. … I was in the 5th CMO MOVES
INNOVATORS
work culture. With Adcolor, I am deeply grade, and I came running into her
involved in the direction the industry is Warren announces the 2019 Champions house, excited that I was just named
list at the inaugural Adweek Adcolor
taking around diversity and inclusion. co-valedictorian. I ran downstairs
WOMEN TRAILBLAZERS
Champions event on Wednesday in
New York. The Adcolor Champions where she was, of course, watching
How did you get to where celebrates industry allies and diverse her stories [soap operas] and I
GEN ZEOS
you are today? talent in creative industries. interrupted and said, “Nana, I got it.
My preparation met up with incredible I am valedictorian!” She—without
CHALLENGERS
opportunities. I knew from a very granted opportunities when others raising an eyebrow or really moving—
early age that my calling was in seem to be given handouts. It really said: “That’s great, T. What’s next?”
diversity and inclusion. I didn’t have became obvious at the private school I For me, it meant: Don’t get too
a name for it, but I certainly made
decisions and lived my life in service of
attended. My advocacy began in those
halls and has taken me all the way to
invested in your own press/ink. What
is your next accomplishment? What
BRAND GENIUSES
understanding why some people were the Obama White House. mountain do you still have to climb?
8 MAY 27, 2019 | ADWEEK ®
W I N N E R ’ S P L AY B O O K
Leveraging
Diversity as a
Growth Driver
STEVEN WOLFE PEREIRA
THE CEO AND CO-FOUNDER OF
ENCANTOS MEDIA STUDIOS
SHARES HIS LEADERSHIP TIPS
ON THE CMO MOVES PODCAST.
BY NADINE DIETZ
EXTEND D&I authentic, that can actually the time you’re in your 40s, if GO STRAIGHT
BEYOND HR understand the consumer and you’ve been going sideways TO THE
We truly believe that today, help drive the business is really for the better half of your AUDIENCE
diversity is a business a growth conversation. 30s, you’re not gonna get that We want to go direct to the
imperative. No matter what opportunity. So you hit this type audience, to the community,
industry you’re in, whether DON’T CONFUSE of ceiling, and a lot of folks end and we truly believe that
it’s beauty, retail, financial MOTION AND up also leaving industries. multicultural done well is
services, automotive, tech, PROGRESS multicultural that is for the
you name the category … the If you actually look at the TAKE PRIDE IN mainstream. And so that was
growth engine is going to be stats of women and people DIVERSE LEADERSHIP really the way we started
multicultural. I mean, I’m a of color on corporate boards, We are a female majority- with a book. And it was really
data-driven guy, and if you see in the C-suite, CEO and CMO owned company, and from doing data-driven approaches
what the stats are across the positions, we’re actually that, we take a lot of pride. where we would A/B test
country, the top 20 DMAs are moving backward, and it does So of our 50 percent of the the content. We did a 3D
all multicultural majorities. not make sense given the company, Nodia, my wife and animated video and put it on
Eighteen percent of the country stats you see in terms of the much better half, owns 60 YouTube, no marketing, and it
is Hispanic, 13% African population and certainly the percent, I own 40 percent, got over 20 million views. So
American, [over] 5% Asian. A demand and the growth. And while Susie owns 60 percent that’s where we knew, hey,
lot of the diversity and inclusion what’s really surprising is that and her husband owns 40 we’re onto something here.
conversation tends to be an there are many programs for percent. It truly has been this There is demand, there’s a
HR one. And there’s certainly people coming out of college or incredible partnership and marketplace for it. It’s going
nothing wrong with that, but getting that first job, but there purpose because we are really to direct-to-consumer in the
we need to have many different is a leaky bucket, there is a creating something that is literal sense of the word.
types of conversations. Do you retention issue. You have your culturally authentic. We’re And if you zoom out, what
COURTESY OF ENCANTOS MEDIA
have women and people of 20s, where you work really also a multicultural-owned are going to be the two most
color at the board level, at the hard, but somehow your 30s and led company with a whole important trends of the 21st
C-suite level and specifically are like the twilight zone years, mix of talent, from designers century? Of course, it’s going
running P&Ls? Because I think and a lot of people end up to developers. We’re building to be digital, but diversity
that’s where the most impact going sideways, and they don’t a different type of studio is the other most important
actually happens. And by having achieve that escape velocity that is leveraging the way to trend, and I think a lot of folks
someone that will be of the in their career to get to that build brands in this direct-to- forget that one.
community that will be cultural, vp level or get that overseas consumer world.
assignment. And then, by
ADWEEK | MAY 27, 2019
®
9
VOICE
in that moment. It’s simple and doesn’t MARKETING IN THE
require much thought. For many, our PLATINUM ERA
televisions are companions, as more of So, what does the future of television
us live alone. This type of viewing has mean for marketers?
long been underestimated and some While the 30-second TV spot
would argue undervalued. It’s time we will likely never go away completely,
acknowledge its power and influence. marketers of the future must be
Lean-forward viewing is more thoughtful, strategic and
composed of catching up via on- creative. Tomorrow’s TV continues to
demand and those key moments in provide an ideal canvas for marketing
time that we all tune into a program messages.
as it happens. Whether it be live However, marketers will need to
news, major sporting events, awards transform their toolkit to compete.
shows or new episodes of the latest Brand integration and product
cult favorite series, audiences around placement will weigh more heavily
the world lean forward to watch with consumers as viewing habits
together. A recent study showed that evolve. Think about it: After a show
viewers feel unable to participate is created, it lives on infinitely across
meaningfully in conversations multiple platforms. Surely you want
without TV. This is the true meaning your brand message to travel with
of broadcast: ensuring that you can the show to all the consumption
talk about that cultural nugget in real points in the future, right?
time, such as through social. The vehicle to transport a
Subscription video on-demand brand message will vary per show.
services by definition lean forward in Sponsorship, or simply putting a
that you have to purposely look for, product in the background, and more
find and watch a program. And without short-term tactical messages will
the timeliness of scheduled broadcast work well for the increasing number of
programming, there is no urgency live-in-the-moment content that the
because you know that everybody future holds.
will be on different episodes, if not For the content that lives longer on
seasons, anyway. demand, more timeless messages in
Consumers are developing what a unobtrusive settings that are ideally
recent study dubbed as “subscription well-integrated into storylines will
fatigue,” with 47% of streaming work best.
subscribers feeling as if they are faced Television isn’t going anywhere,
with too many choices and 43% giving and neither is live or linear TV. With
up on their search for something to more entertainment options than ever
watch after a few minutes. before, more cultural connections
are spanning the globe. Endless
THE FUTURE OF TV conversations on the content and
OPINION Today’s television delivers through marketing behind it are happening,
scale and synchronicity. There are both inside and outside the home.
The Platinum lots of people across the country who
are watching the same thing as you in
near-time synchronicity.
Era of TV
Tomorrow’s television will
gravitate toward two things.
We’ll see more viewing on-
demand, particularly content that’s
FOLLOWING THE RISE OF CORD-CUTTING. dated. If consumers have a catalog of
BY CHRISTIAN KURZ greatest hits available, either through
active selection like most services
today or in a more serendipitous linear
fashion offered by some advertising
I L L U S T R AT I O N : G R E G O R Y B A L D W I N / G E T T Y I M A G E S
video on-demand services, an element
of consumption will move there—but
not all consumption will.
If you’re tuned in with the media convincing point here is that consumers Even more of those in-the-moment
industry, you’ve likely heard that we’re are the viewers who benefit from all elements of programming will be
in the post-TV era. Many consumers the great stories being told today. key. If you look internationally, reality
are cord-cutting by canceling the video competitions around the world have
portion of their cable subscriptions in LEAN FORWARD OR BACK viewers vote during the show to Specs
favor of streaming services. Today’s television offers something decide the outcome. In the U.S., it’s Claim to fame
I want to let you in on a secret: most streaming services do not: to less prevalent, presumably due to Christian Kurz is senior vice
Television is most definitely not on both lean forward and lean back on time zone differences and an industry president, global consumer
the brink of extinction, and neither is viewing experiences. preference for prerecording. But as insights for Viacom.
broadcast television. We are actually in Audiences literally lean back after technology evolves, TV will continue Base New York
the golden—some even say platinum— a long day by turning on the television to find more of those opportunities to Twitter @KurzCh
era of television. The interesting and set and catching whatever may be on connect audiences in real time.
10 MAY 27, 2019 | ADWEEK ®Digital Mastery. Complete Commerce. Iconic Customer Experience. PIONEERING WHAT’S POSSIBLE THROUGH THE CONVERGENCE OF ANALYTICS, DIGITAL COMMERCE, CONTENT MANAGEMENT, AND *900χ7)6:-')'311)6')3**)6-2+7
FAC E T I M E
1 2
3
#ADWEEKDETROIT
Brand Stars
Of Detroit
AT THE SHINOLA HOTEL, ADWEEK
HONORED MOTOR CITY’S
INNOVATORS. PRESENTED BY
QUICKEN LOANS.
BY ALEXA COMEAU
4 6
1. Supporting the honorees. 2 Doug Zanger, senior
editor, creativity, Adweek. 3 (L. to r.) Detroit Brand
Stars: Anika Goss-Foster, Detroit Future City;
Tom Wennerberg, Chemical Bank; Casey Hurbis,
Quicken Loans; Alex Drinker, Shinola; Mark Bohen,
Beaumont Health; Kate Bordine and Phil Cooley,
Ponyride; LaRon Johnson, LinkedIn Detroit; Nathan
S E A N T. S M I T H / R U B E N C A N T U
Labenz, Waymark; Olayami Dabls, Dabls Mbad
African Bead Museum; Khali Sweeney, Downtown
Boxing Gym; Rachel Kuhn, General Motors; Ed
Gleich, Little Caesars; Jessica Hauser, Downtown
Boxing Gym; Charlie Metzger, Detroit Pistons. 4 The
awards. 5 Attendees mingle over cocktails. 6 Danny
Wright, CBO, Adweek, addresses the audience.
7 The beautiful Shinola Hotel.
5 7
12 MAY 27, 2019 | ADWEEK ®NEUSTAR | PARTNER EXPERTS SPECIAL ADVERTISING SECTION
Flipping the Script on Identity Resolution
By Steve Silvers, GM & VP Product Management Customer Experience, Neustar
M
arketers encounter many versions of are dependent on implicit connections and whether the deterministic identity pairs are
their customers and prospects. In the therefore more like guesswork. accurate. And the probabilistic pattern can
course of the day, they might meet Not exactly. An explicit data match doesn’t be tied back to an explicit, deterministic
the anonymous website visitor, the frustrated equal correct customer data. identifier. Together, they can build an entirely
phone caller and the indecisive store visitor. For instance, you might use your email new graph.
But are these different selves actually the address to log on to your account on your It’s like making a chocolate raspberry
same person? friend’s tablet. In the world of deterministic cake. You wouldn’t just take a chocolate and
And how can you assess the accuracy of an matching, that would indicate the tablet–and a raspberry cake and smash them together–
identity that combines them? whatever it does from that point onward– you’d create a new cake from scratch and
The answers to these questions determine belongs to you. blend both flavors together.
if you make a sale to the right person and if There are dozens of examples like this, and When they are combined and applied in a
your advertising dollars are wasted or they all prove the point that unless you’re holistic manner, explicit and implicit matches
used effectively. sure it’s accurate, it’s just a bad idea to start can be powerful tools for full identity
Many marketers wrestle with two with unconfirmed deterministic matches resolution.
approaches to identity resolution: as your gold standard building block. You’ll In fact, the strength of the linkages
deterministic and probabilistic. More often have a weak foundation if you do, and in our between data can be more important
than not, both get mischaracterized. experience, an error rate as high as than, say, the fact that a user logged into
Deterministic matches are paired through 50 percent. their account with an email address with a
a persistent identifier like an email address. Additionally, deterministic matches don’t particular phone. That’s a factor, but it’s one
If a user employs an email address to log fully account for patterns of behavior, as of many, and can be tested by the likelihood of
on to a web account, then the cookie in that probabilistic matches do. But probabilistic the connections between other data points.
user’s browser can be connected to that email matches don’t account for offline behavior Rather than utilizing a hub-and-spokes
address. And that cookie, as well as that because they need a deterministic identifier model that uses identified pairs as the core
device, can then be connected to other (e.g., an email address) to do so. and inferred matches as the spokes, strong
data points. But, probabilistic matches aren’t identity is best built as constellations of data
In probabilistic matches, inferences drive necessarily guesses either. A pattern that that are based on the strength of the linkages.
the connections. Machine learning allows us consistently shows a smartphone and The linkage between a smartphone, a
to identify patterns across a web of customer a laptop using the same network may tablet and an IP address might be very strong,
signals that suggest linkages between an constitute definitive evidence that they belong for instance, while the linkage between an
individual and, say, a smartphone and laptop to the same person or family. email address and a device could be weaker.
used together across multiple Wi-Fi hotspots. Because of these pluses and minuses, even Accuracy at scale can be maintained if the
Depending on the strength of those signals, a hybrid approach can compound the errors strength of the connections is consistently
we could infer that those devices belong to a of each and lose sight of the reliability of the tested across all of the identity data.
single person. original raw data. As in real life, a person’s full identity is not
Many assume that deterministic matches Instead, the strengths of both methods can built on email addresses tied to devices. For
are definitive, a gold standard built on explicit be used to validate each other. For instance, complete identity resolution, it all comes
connections, while probabilistic matches a probabilistic pattern of behavior can test down to the value of the relationships.
ADWEEK | MAY 27, 2019 N1TORONTO BRAND STARS
IS TORONTO A VITAL TECH HUB,
A GROUNDBREAKER IN CANNABIS
MARKETING, HOLLYWOOD
NORTH OR A MAGNET FOR
BOUNDARY-PUSHING CREATIVES?
THE ANSWER, AS THIS YEAR’S
ROUNDUP OF TORONTO BRAND
STARS MAKES STUNNINGLY
CLEAR, IS YES.
BY T.L. STANLEYToronto Brand Star.
World-class leader.
Congratulations Claudette McGowan, on being
named a 2019 Adweek Toronto Brand Star.
Your passion for advocating for diversity and
representation in technology roles is changing our
business, and your encouragement of young people
to pursue those careers is changing a generation.
From your family at BMO Financial Group, thank you.This page: Eugene Levy (l.) and
Daniel Levy at Pinewood Studios.
EUGENE
Opposite: With co-stars Annie
Murphy and Catherine O’Hara.
LEVY
AND
DANIEL
LEVY
Schitt’s
Creek,
their hit
Pop TV
sitcom,
is shot at
Pinewood
Studios but
has made
an indelible
mark far
beyond
Toronto’s
borders.
BY DIANA
PEARLT O R O N T O B R A N D S TA R S
Adweek: Film and television industry has grown by quantum a part of this experience?
Over the years, production in Toronto has been
booming. What’s it like to shoot
leaps over the past 20 years. We are
producing movies and television that
D.L.: I never turned to my dad for help,
at all, until this show. I was too scared
Toronto has quietly become a major
player in film and television, to the in that hub? can certainly compete with any shows of being accused of nepotism. The truth
Eugene Levy: This town is as busy as made in any country around the globe. is, my dad is the ultimate pro. He sets
tune of a $2 billion production spend
it’s been. There are some years when You just feel so proud to be Canadian a high bar and treats everyone from
in 2017—an all-time high for the city,
it’s very hard to find a crew because when you look at the quality of work the top down with care and respect.
which has been nicknamed Hollywood that has been done now. Watching the way he’s conducted
just about every crew member who’s
North. And if you use cultish adoration working is on a job. The fact that we’re himself and the positive ripple effects
as your measure, one of its greatest shooting this show in Toronto is really Family is at the core of Schitt’s of prioritizing professionalism and
exports is Schitt’s Creek, a quirky quite amazing. We’re employing a lot Creek the show, both on-screen kindness has been one of the greatest
comedy about the Roses, a wealthy of Toronto people, and it’s nice to be and off. What’s it like working with gifts I’ve learned from him.
family that is forced to move to a able to contribute to the town that your family, and how does that
middle-of-nowhere town after being gave me so much. translate when you’re working on Eugene, you took a step back after
defrauded by its financial manager. I started my career here and a show about a family? the first season and allowed Dan to
The show—which shoots at did a lot of work here in Toronto for E.L.: It’s always been surreal. When take over as showrunner. What’s
Toronto’s Pinewood Studios—is a seven years of SCTV (Second City that been like?
family affair, created by Best in Show Television), most of which was shot E.L.: It became apparent to me that
in Toronto. That the show ended up in he was developing so quickly as a
star Eugene Levy and son Daniel
Toronto is really delightful for me. producer and a writer, that the two
Levy, who also play father and son in
of us didn’t need to go through this
the series, and co-starring Eugene’s Daniel, what role does Canada play together. He was very capable of
daughter Sarah as Twyla, the friendly in the show, and what does that handling a lot of this responsibility on
diner waitress. (The series’ matriarch mean for you as a Canadian actor his own, which was wonderful to me
is played by Canadian comic legend and a showrunner? because I frankly didn’t love spending
and Eugene’s fellow SCTV alum Daniel Levy: We are an entirely 12 hours in a writer’s room, trying to
Catherine O’Hara.) Daniel took over Canadian production, minus our dear crack stories. And it gave him more
as showrunner since Season 2, and Chris Elliott [who plays town mayor freedom to follow through with his
praise for the comedy has been Roland Schitt], so it goes without saying creative direction. It’s been really fun
consistent, with Vulture calling it “a that Canada is coursing through the to watch him take over the reins.
veins of this show on all levels. There is
Canadian gem of a sitcom” and Vanity
Fair wondering, in its January 2019 a kindness to Canada that I think can be ‘I started my You recently announced that the
issue, why it overlooked the series for
so long. (“Yes, Schitt’s Creek Really Is
felt in the show, and I’m drawing upon
my life in Canada for a lot of stories. career here,’ says show will end after Season 6. Why
did you make that decision? And
That Good,” read the headline.)
Schitt’s might have remained a
The show has had tremendous Eugene Levy. what can fans expect to see from
the final season?
Canada-only sensation, but in 2017
success, not just in Canada but
outside of it as well. What’s that ‘That the show D.L.: You always want to leave people
wanting more. I have known how this
Netflix began airing past seasons of
the show, which was commissioned
experience been like, to watch it
really explode? ended up show was going to end for quite some
time, and this was the inevitable last
by the Canadian Broadcasting
Company and is produced by both
E.L.: We used to dub this the “little
engine that could.” It’s pretty
in Toronto is chapter. Few shows get the privilege
of deciding when they’re going to end,
CBC and Pop TV, with international
distribution by ITV Studios Global
remarkable in our eyes, and we were
developing a nice fan base. But,
really delightful.’ and I’m glad and grateful that we’ve
been afforded that luxury.
Entertainment. And now Schitt’s honestly, I think in the last couple of E.L.: Each season seems to be
L E V Y ’S : C A I T L I N C R O N E N B E R G FO R A D W E E K ; T H I S PAG E : S T E V E W I L K I E
Creek is one of TV’s unlikeliest hits. years, it has really exploded in terms stronger than the last, and this next
of awareness. When the show started season will be the strongest season that
On Pop TV, its linear ratings have
to air on Netflix, people could actually I’m doing scenes with Dan, there are we’ve had so far. Creatively speaking, we
doubled since its 2015 premiere.
get it in much bigger numbers. times when it’s almost like I’m kind could not be going out on a greater high.
It’s also the first Canadian show to D.L.: But we’ll always hold a of, you know, back home in my living
be nominated for the best comedy special place for our Canadian fans. room talking to my son. There are What’s next for the both of you?
prize at the Critics’ Choice Awards. They were the first cheerleaders of sometimes a lot of similarities in E.L.: I don’t know what’s really in
Riding the momentum, the cast last the show and helped a lot in getting terms of a dialogue and certainly in store for me yet. What I’d like to do is
fall embarked on a U.S.-Canada tour the word out. terms of scenes that he’s writing, he just take a little time off and spend
called “Schitt’s Creek: Up Close & borrows a little bit from real life and a little more time on the golf course.
Personal” that continued through How has being Canadian, and brings that into the mix. I don’t know if I necessarily want
last month and featured a stop making a Canadian show, shaped D.L.: The familiarity forces you to jump back into another series,
at Toronto’s Sony Centre for the your experience in the industry? to figure out boundaries in terms of but maybe try getting back into the
Performing Arts. D.L.: Canadian projects rarely have the trying to not let the personal affect the movie world for a little bit and see
kinds of budgets U.S. productions do, professional. But ultimately, at the end what happens there.
Last month, with the show in
so we learn to be scrappy. I started my of the day, it’s quite a thrill to know that D.L.: I have a few prospects I’m
production on its sixth and final
career as a host at MTV in Canada. I we’ll always have this six-year chapter hoping to pursue once the show is
season, Eugene and Daniel took a
was allowed to write, produce and edit of our lives together documented. over, but until that happens, my focus
break from filming at Pinewood to my own stuff. That opened my eyes to is on making sure our sixth season
chat with Adweek about watching the idea that you don’t have to be just Dan, have you leaned on your dad is as good as it can possibly be. It’s a
their “little engine that could “ one thing in this business. for advice or counsel at all? What’s love letter to our fans, and I’m taking it
become an international phenomenon. E.L.: The Canadian entertainment that been like, to have him there as very seriously.
ADWEEK | MAY 27, 2019
®
17TORONTO
Sarah McCredie
HEAD OF FIELD MARKETING
SHOPIFY PLUS
Possessed of a renegade streak herself, McCredie
can identify with “upstart” merchants like
Allbirds, Brooklinen, Cuyana and Outdoor Voices
on the Shopify Plus platform.
She founded a tech company when she was 17
(with an “anti-social media” app) and backpacked
alone through Europe before bouncing from
Halifax to San Francisco and back to Canada for
gigs in marketing, business development, events
and partnerships.
Late last year, she created Commerce+, a
global conference catering to the exploding d-to-c
industry (so far, London, New York and Sydney).
The gathering boosts “this new generation of
brands,” she says, just as Amazon competitor
Shopify “democratizes commerce.”
struggling to put food on the
Takara Small table or pay the electricity bill,”
BRAND STARS
FOUNDER, she says.
EXECUTIVE DIRECTOR Small, a tech journalist (for
VENTUREKIDS Metro Morning, CBC’s top-rated
morning show), developer and
Tech leaders and investment
entrepreneur, provides not only
mavens tell Small she should
tech know-how but breakfast,
charge a fee for VentureKids,
laptops and transit fare for
her nonprofi t program that
participants because “low-
S M A L L : K E V I N M C A N E N A ; M C C R E D I E : K AT S TA N L E Y P H O T O G R A P H Y; L E E : A N D R E J S A K I C / T R A N S PA R E N T K I T C H E N
hosts coding classes and income youth, regardless of race,
startup workshops for low- ethnicity or gender, are always
income youngsters. the most likely to be left behind.”
But she refuses, saying even A small-town gal herself,
a nominal amount would “push she recently partnered with
out the very families” she’s trying Northeastern University and
to reach, many of them from Venture13 to serve kids from rural
rural areas and underserved Ontario, furthering her goal of a
populations. “$10 would be a tech future that’s “bias-free and
prohibitive cost when they’re reflects every person in society.”
Susur Lee
CHEF, OWNER
LEE RESTAURANT GROUP
Foodies call Lee “the ponytailed chef”
(though he often rocks a man bun), Zagat
refers to him as a “culinary genius” and
Food & Wine named him one of the top 10
chefs of the millennium. (Drake, a former
business partner and super fan, sang
about his scallops.)
Lee, owner of five eateries and star of
Iron Chef Canada, draws inspiration for
his cross-cultural style from Toronto’s
melting pot and openness to new ideas,
saying, “Without that drive to recreate
and continue, I wouldn’t be interested.”
18 MAY 27, 2019 | ADWEEK ®“EUGENE AND DAN LEVY HAVE
CREATED A SWEETER, GENTLER
WORLD THAN OURS”
C O N S I D E R
FYC.POPTV.COM
LIMITED SPONSORSHIPS AND PACKAGES FOR
THE FINAL SEASON, AIRING 2020, AVAILABLE NOWTORONTO
Laura Stein
CREATIVE DIRECTOR
SID LEE
No pressure at all, but great
design should “shift the way
we think about the world
around us,” says Stein, a
Cannes Lion bronze and
D&AD Pencil winner who has
led global rebrands of sneaker
maker Asics and consumer
electronics company Sonos.
Stein, who spent a
dozen years at Bruce Mau
Design working on Harvard
University, the Kennedy
Center for the Performing
Arts and the Ontario College
of Art & Design University,
is featured in the must-have
instructional book Designing
Brand Identity.
Current clients at Sid Lee
include McGill University Claudette McGowan
and the MaRS Discovery
CHIEF INFORMATION OFFICER,
District, where Stein says
she aims to “bring together ENTERPRISE TECHNOLOGY EMPLOYEE
strategic thinking, deep-seated EXPERIENCE / BMO FINANCIAL GROUP
stories and inspired creative The best technology is invisible, and users need only know
expression.” that it works. In other words, they can leave the guts of the
operation to executives like McGowan, an 18-year veteran of
BMO who makes sure that 45,000 employees are able to do
their jobs efficiently.
She has shaped the company’s infrastructure, from
cloud-based computing to mobile communications, with her
“passion for everything technological,” she says. McGowan’s
S T E I N : J I M R Y C E ; M C G O WA N : N ATA L I A D O L A N ; C O Y L E : C O R D E L I A N O B L E P H O T O G R A P H Y;
overseeing the smart tech for the “workplace of the future,”
also known as BMO’s sprawling new urban site in Toronto’s
Eaton Centre set to open next year, and office towers in
R O M A N O W : J A N I C K L A U R E N T; R O S S E T T O : B R E N D A N S M Y T H E ; C L U E P : C L U E P
Chicago and Milwaukee.
McGowan, a literacy advocate who’s written five
children’s books, founded the Black Arts and Innovation
Expo, an annual job fair that aims to diversify the tech sector.
With her husband, Ian, she recently opened an innovation
center in Aurora, Ontario, that specializes in robotics, VR and
software development, making the most of her post-9-to-5
hours, saying, “I’m driven to create and to learn.”
Martin Coyle / CHIEF MARKETING AND CRAFT OFFICER
MOLSON COORS CANADA
From launching the first-of-its-kind Belgian Moon Brewery in reclaimed shipping
containers to redesigning the fl agship brand identity, U.K. expat and company
veteran Coyle has covered considerable ground in 18 months at Molson Coors
Canada and its specialty division, Six Pints. (He’s also a hockey convert.)
Whether mass produced or craft, “beer is so often at the center of people coming
together and enjoying each other’s company,” he says, noting Molson’s plans to step
up its innovation in beer “and beyond the category” with nonalcoholic beverages.
20 MAY 27, 2019 | ADWEEK ®You can also read
