Conference 2011

A look back at our first conference in Toronto on July 18th, 2011.

70 attendees from across Canada come to learn from some of the most forward thinking company’s in North American. Each speaker shared how their expertise is helping shape and conceive better strategies for clients, ideas and brands across the world. Using the theme of research, psychology, branding or design to facilitate their talk. Check out our photos too.

09:00am – Registration & Coffee
We’ll be serving coffee, juice and snacks during registration.
(If you’d like a hearty Breakfast please grab a bite before arriving!)

10:00am – Opening Remarks

10:15am – Research
Christopher Berry,VP Measurement Science at Syncapse
Eva Gajzer, Senior Strategic Planner at Strawberry Frog

11:00am – Break

11:15am – Psychology
Cybelle Srour, SVP, Strategy & Insights at Proximity Canada
Brian Cugelman, Consultant at AlterSpark

12:00pm – Lunch

1:00pm – Branding
Jason Lonsdale, Head of Planning at Taxi
Allison Spicer, Design Director at Beardwood Design
Dave Stubbs, group Creative Director at MacLaren McCann
Hessie Jones,  VP, Digital at Due North Communications

2:30pm – Break

2:45pm – Design
Jon Lax, Co-Founder at Teehan + Lax
Cheesan Chew, VP – Partner at Idea Couture

3:30pm – Final Words

4:00pm – Head Home


Christopher Berry | @cjpberry
VP Measurement Science at Syncapse
Christopher Berry is Vice President, Measurement Science at Syncapse, a leading social media technology company. In this role, Chris develops physical and social technologies that help marketers demonstrate the ROI of social media marketing, insight generation, and optimization. His team’s most recent contributions include research papers on the Value of a Facebook Fan and Advanced Sentiment Analysis. Previously, Chris held management positions at Critical Mass, and a variety of research positions at not-for-profit and academic institutions.

Eva Gajzer | @Eva_Gajzer
Senior Strategic Planner at Strawberry Frog
Eva is a design-minded brand strategist. She’s currently a senior strategic planner at StrawberryFrog. Eva previously worked with Ogilvy’s BIG, AR New York, Ink&co, DMA and her own firm, Office Of One. Rejuvenating and creating brands such as Alicia Keys, American Express, Coca-Cola, The CFDA, Dove, Elle, Hershey’s, Pampers, NYC2012, Yahoo! and Special Olympics.

Cybelle Srour
SVP, Strategy & Insights at Proximity Canada
Cybelle Srour has over 15 years  of agency and client experience across brand strategy,  integrated communications, digital strategy/communications, usability and  organizational change management , She’s worked across industries such as Automotive, Packaged Goods, Retail, Pharmaceutical/OTC, Technology, In additon to BBDO, she’s worked at companies such as DDB, MacLaren McCann, Novartis, Sara-Lee, Nortel Networks and Lavalife  working on accounts such as Dell, General Motors, Nestle, The Loyalty Group, TheraFlu,,, Ex-Lax,, Triaminic. Cybelle also holds a Masters in Marketing from Rotman University.

Brian Cugelman | @cugelman
Consultant at AlterSpark
Since 1997, Dr. Cugelman has worked as a program coordinator, digital campaigner, and researcher. His publications and presentations focus on the psychology and science of online engagement. Dr. Cugelman has helped numerous organizations plan, implement and evaluate their programs, such as the United Nations Millennium Campaign, United Nations Climate Change Secretariat, Century 21 and Oxfam.

Jason Lonsdale | @JasonLonsdale
Head of Planning at Taxi
Jason’s early days were spent in the music industry, but his advertising career began at Colenso BBDO in Auckland, New Zealand. He then headed to London where he graced Leo Burnett, Rainey Kelly Y&R and then Saatchi & Saatchi London with his strategic insights and planning brainpower.

Allison Spicer | @spiceyperson
Design Director at Beardwood Design
As Design Director at Beardwood&Co, Allison Spicer develops design systems, products and packaging in many categories, including the beauty and spirits sectors. She acts as a creative and strategic partner to clients such as CBGB, Bath & Body Works, Mike’s Hard Lemonade, Thornton Tomasetti, Colgate-Palmolive and Bed Bath and Beyond.

Dave Stubbs | @stubberific
Group Creative Director at MacLaren McCann
Dave has worked in marketing for over 15 years. He began his career in traditional advertising and switched to digital in 1997 when he joined Initiative Interactive (MacLaren McCann) as their first copywriter. While at MacLaren McCann he became Group Creative Director responsible for online marketing programs and strategies for General Motors Canada.

Hessie Jones | @hessiejones
VP, Digital at Due North Communications
Hessie Jones has a passion for technology and positions herself on the cutting edge of the internet, social media, video and how they impact marketers and advertisers as the media landscape  morphs with these devices. Hessie is currently VP of Social Media at Due North Communications Inc. Prior to joining Due North, she was VP of Social  Media and Influencer Marketing at Isobar Digital, North America, where she developed the social media discipline within Isobar Canada.

Jon Lax | @jlax
Co-Founder at Teehan + Lax
Since starting Teehan+Lax he has worked with clients guiding their digital marketing and experience efforts. In 2011, Jon became responsible for operational and strategic leadership for the company focussing more on management. In 2002 Jon was named one of “30 to Watch: Marketing’s Next Generation” by Marketing Magazine.

Cheesan Chew,
VP – Partner at Idea Couture
Cheesan is a leader in identifying customers’ needs through empathy-based discovery that help clients build innovative customer experiences,  define new product and service offerings,  and establish processes that support sustainable growth. With her roots at the intersection of technology and business,  Cheesan has driven customer experience strategy,  planning and execution within Fortune 1000 organizations including AARP,  HP,  Wendy’s,  Crate and Barrel,  Dell,  Fidelity,  Aviva,  MIT,  Deloitte,  Rogers and UHG. Prior to Idea Couture,  Cheesan held senior strategy roles with Blast Radius (a WPP company) and Bell,  developing their consumer product and service strategy and portfolio. In her downtime,  Cheesan advises start ups,  travels the world and volunteers as a lab rat for culinary adventures., Cheesan holds an MBA from the Richard Ivey School of Business and an Honors BSc. from the University of Toronto.

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eat:Strategy was a conference and idea based on the goal to raise the brain trust in Toronto strategy and marketing community, through a blog, videos and a conference held in 2011 and 2012.


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