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2018 Digital Marketing Day

February 22, 2018


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Quick Schedule (Short Form):

7:45 a.m.              Registration/Continental Breakfast
8:25 a.m.              Welcome
8:30 a.m.              Integrated Media’s Impact on Customers:  A Neuromarketing Look
9:30 a.m.              Video killed the radio star?
10:30 a.m.           Refreshment Break
11:00 a.m.           How to Move Hearts and Minds Through Effective Content Marketing
12:00 Noon         Buffet Luncheon
1:00 p.m.             NABS Presentation
1:15 p.m.             Better, smarter, faster:  data-driven media buys for the win
2:15 p.m.             Refreshment Break
2:30 p.m.             The Future of Marketing has Arrived
3:30 p.m.             Wrap-Up

More info below . . .


Integrated Media’s Impact on Customers: A Neuromarketing Look

Learn how today’s marketers can find new customers and increase the value of existing ones by integrating physical media with digital marketing channels and value of sequencing. Brian will share Canada Post’s latest neuromarketing research to demonstrate the impacted of integrated marketing campaigns on consumer attention, emotional engagement and brand recall.

With the use of industry-leading case studies, you will get to explore what happens when digital media and direct mail are combined and the impact on your audience. This research will help guide you in assessing your own integrated marketing mix so it can achieve the ultimate objective of inspiring action with customers.

Learning Objectives
1. Gain insight into the power of physical and digital media on consumers’ brains
2. Learn tips for sequencing media based on neuromarketing findings
3. Harness inspiration from global case studies highlighting integrated approached to physical and digital campaigns

Senior Manager, Agency Strategy
Canada Post

In Brian’s current role of Senior Manager, Agency Strategy with Canada Post, he focuses is on building relationships with agencies and marketing firms across Western Canada. Using his more than 20 years’ experience in direct marketing, Brian leverages his insight and knowledge from both the client and agency side.  Brian provides resources and information on Canada Post’s marketing solutions, data and research to support the development of campaign strategies that integrate direct mail in the marketing mix to turn interaction into action and maximize ROI.

Brian has worked for companies such as Whistler Blackcomb and Rogers Communications.

The Future of Marketing has Arrived

In 2017, machine learning has transformed the tools and systems available to marketers. Responsible marketers collect data in parallel to campaigns and react by building personalized experiences for top prospects. Few small businesses are prepared for what is coming next and why data collection today is imperative to maximizing ROI in the future. Riley will take us through a Digital Marketing Playbook to future proof your business, and exciting new growth strategies that involve transparent partnerships with machines.

Riley Nelko
Business Partnership Lead
Google Canada

Riley is a Business Partnership Lead at Google Canada where his team helps automotive brands build world class digital capabilities. He graduated from Western's Richard Ivey School of Business and joined Accenture's management consulting practice in 2011. As a consultant, Riley focused on Corporate Strategy & M&A advisory across a number of industries, and has built a deep expertise in digital transformation. In November 2013, Riley joined Google where he has always worked closely with finance and automotive companies to accelerate customer acquisition and leverage Google's marketing solutions to sell more products and services. In 2016, Riley worked on Google's business strategy team for Android & Play in Europe, South Korea and Japan, before returning to Google Canada.


Video killed the radio star?

Like generations before us and those to come, new technology and new mediums will continue to impact the way we work, consume and interact. Today is no different. Digital is no longer new in the advertising world, yet we’re constantly trying to figure out the best way to handle it all. Video didn’t kill the radio star, but it certainly changed the way they behaved.

Bringing a perspective from the “traditional” advertising world, I’ll talk about how digital has impacted the way we work, whether or not we’ve taken the joke too far and the continued value of a great song - I mean, idea - first.

Shawn King
Partner + Chief Creative Officer
Arrivals + Departures (Halifax & Toronto)

Highly respected by clients, creatives, strategists, developers, and client services alike – Shawn King is an agency Partner and Chief Creative Officer with 25 years of experience to back it up. He’s an Amazing Race Canada competitor who’s one part Jagger, one part Sam Crow, but all business. Considering where he’s been, it’s no surprise Shawn’s stewardship has evolved into a unique, finely-tuned style that encompasses the best our industry has to offer.

Shawn loves to debate, he loves ideas, and he loves to keep things simple. He gets goosebumps when he sees great work - and optimistic when there’s more work to be done. And with a genuine and personable approach to the business, the work and people – working with Shawn is truly something special.

Internationally recognized and nationally regarded, Shawn’s passion for creativity, common sense and drive continues to push his agency forward toward new and exciting horizons. Someone once said “common sense ain’t so common.” That’s because Shawn took it all. He’s a helluva guy that you want in your corner.

How to Move Hearts and Minds Through Effective Content Marketing

Effective content marketing tells a story. In a world where traditional advertising is seen as more of a nuisance than anything, great content is becoming the best way to reach your audience. Learn how to identify who your audience is and what moves them so you can create the most compelling stories to drive them to conversion. Run through the five parts that make up an effective content marketing strategy, including how to use different forms of content from blogs to social media to video to photography. Learn how Travel Manitoba has used content to put the province on the map and become one of the top destination content publishers in Canada.

Nisha Tuli
Travel Manitoba

Nisha has 10 years of experience working in destination marketing and has developed content marketing and social media strategies for multiple organizations. Nisha is currently working for Travel Manitoba heading up their content team which consists of writers, videographers and photographers all creating a constant stream of stories to inspire people to travel to the province.  She is a graduate of Red River College’s Creative Communications program in Winnipeg. Starting her creative career in writing, she has worked as a reporter for the Winnipeg Free Press and editor of Ciao! Magazine. She also worked as the marketing communications manager for the Downtown Winnipeg BIZ where she created Downtown Winnipeg Magazine and developed and enhanced Downtown Peggy. Nisha also worked at Tourism Winnipeg as their digital marketing manager where she developed their first social media strategy, created the blog Only in the Peg and created their hugely successful Pin & Win Pinterest campaign. Nisha also holds a BSC in Engineering from the University of Calgary.

Better, smarker, faster:  data-driven media buys for the win

KPI. ROI. CPA. CPC. CPM. Digital marketing rules and jargon keep on changing and SkipThe Dishes is a multinational tech leader that's ready to share how they cut through the clutter in times like these, while growing at breakneck speed.

Long gone is the Mad Men era, when brilliant advertising creative alone was almost enough to make a sale, land a client, or grow a company.
Today's marketers must prove results like never before; often long before the sale, and continuously. Dollars are not designated to marketers unprepared to show they know how to do it right, the first time.

Cheryl Hill is director of digital marketing at SkipTheDishes, Canada's fastest growing and most innovative tech company. Hill's talk will focus on three strategic puzzles that marketers still get scrambled when it comes to planning - and effectively monetizing - the customer journey.

Cheryl Hill
Director of Digital Marketing for North America
Skipthe Dishes

Cheryl Hill is the Director of Digital Marketing for North America at SkipTheDishes. She leads an agile team of digital marketing strategists within Skip's broader corporate marketing division.

Prior to Skip, Hill served at Metric Marketing as Director of Digital Marketing, where she established teams and oversaw the creation of all digital products. For more than a decade, Hill also led her own successful digital marketing company. From 2002 to 2010, Hill honed her trade in the United Kingdom's finance industry, where she pioneered a team within the largest mortgage, insurance, and loans brokerage in Scotland.

From Google Analytics and measurement plans, to audits, to content marketing strategy, and including social media strategy and paid media strategy, Hill's expertise in team building at the leadership level prepared her to step into Skip, where exponential and continuously- rapid growth is a huge success story coupled with enormous digital marketing scope.

In the exploding Canadian food delivery app space, Skip recently received the Deloitte Fast50 award, ranking it among the top five fastest growing and most innovative tech companies in the nation.

A focus of Hill's leadership is giving back to the digital marketing community, in her beloved home town of Winnipeg.


Registrations cancelled after February 15 are subject to payment in full.  Cancellations prior to February 15th a $50 admninistraton fee will be applicable.  Substitutions are welcome in either case.

For additional information, contact Lise at 204-295-1512 or



Venue: Canad Inns Polo Park
Location: 1405 St. Matthews Ave.
City: Winnipeg
Date: February 22, 2018
Time: 8:30-4:00
Cost: TBA

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