March 25, 2010
Four Seasons Hotel
21 Avenue Road, Toronto, ON
7:45am to 8:40am
Registration & Continental Breakfast
8:40am to 8:45am
Opening Remarks
Rebecca Harris, Managing Editor, Marketing Magazine
8:45am to 9:30am
Saul Gitlin, EVP, Strategic Services, Kang & Lee
Marketing to Asian Multicultural Consumers: What Constitutes Cultural Relevance?
This presentation will present a framework for understanding the definition and role of cultural relevance throughout the marketing planning cycle—from initial research and analysis, through program planning, to results tracking and program assessment. Given the cultural and linguistic diversity among Asian Canadians, the presentation will also draw on Kang & Lee’s 25 years of experience to highlight creative strategies for achieving culturally relevant program execution.
9:30am to 10:30am
Multicultural Rapid Fire
Leading marketers and agency executives discuss the five most critical issues companies need to know today about reaching multicultural markets
Moderator: Jeff Beer, Staff Writer, Marketing Magazine
- Tenzin D. Khangsar,
Deputy Chief of Staff & Director of Multicultural Affairs, Office of the Minister of Citizenship, Immigration and Multiculturalism
- Loretta Lam, President, Focus Communications
- Doug Norris, SVP & Chief Demographer Environics Analytics
- Milind Shirke,
Managing Director,
Asian Access
- Karen Thomson, VP, Marketing & Strategic Enrolment Management, George Brown College
10:30am to 10:45am
Networking Break
10:45am to 11:30am
Bonnie Reid, Manager, Public Education and New Media
Ministry of Children and Youth Services
Sharifa Khan, President and CEO, Balmoral Marketing
An in-depth examination of the strategy behind an awareness campaign launched by the Ministry of Children and Youth Services. The campaign targeted low-income Ontarians in ethnic communities to improve their understanding of how they can access the Ontario Child Benefit program.
11:30am to 12:15pm
Naeem 'Nick' Noorani,
Founder/Publisher, Canadian Immigrant magazine and Author, Arrival Survival
Canada
Now you see them, now you don’t!
As Canada's visible ethnic population grows, it is becoming increasingly confusing
for marketers to segment markets. Are all people of visible ethnicity newcomers?
Is consumer spending and behaviour patterns between second and third generations
radically different from immigrants? Which segments gives the best ROI for marketers?
Nick Noorani will focus on these nuances in immigrant behaviour and show ways to
engage this powerful consumer demographic.
12:15pm to 1:15pm
Lunch
Sponsored by Omni Television
1:15pm to 1:45pm
Trinh Tham, Senior Director, Ethnic Marketing, Loblaw
Trinh Tham will present a case study in which Loblaw created a targeted communication campaign to reach Chinese Canadians during the 2009 holiday season.
1:45pm to 2:30pm
Gaye Mandel, Director, Advertising
The Home Depot Canada
Home Depot reveals the results behind a test initiative in two markets, against two different ethnic groups, in two different provinces.
2:30pm to 2:45pm
Networking Break
2:45pm to 3:30pm
Creativity Panel
Creative directors from leading multicultural
agencies showcase award-winning ads from China and India—and discuss what marketers can learn from work being done overseas. Moderated by Chris Daniels, Event Content Editor, Marketing Magazine.
3:30pm to 4:15pm
Closing Keynote
Bobby Sahni, Manager, Multicultural Marketing, Rogers Cable Communications
Multicultural Marketing 2.0
Multicultural marketing is no longer a growing trend, it is a business imperative. As more organizations embrace this change, the question is no longer "Who is doing multicultural marketing?", but instead "Who is not?" Bobby Sahni, an experienced multicultural professional, will show you how Rogers has evolved its multicultural business to dig even deeper relationships
with diverse customers beyond "traditional" multicultural marketing practices.
4:15pm to 4:20 pm
Closing Remarks
Rebecca Harris, Managing Editor, Marketing Magazine
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