Alison Simpson

Last week at the American Marketing Association (AMA), Toronto CMO event, Dr. Augustine Fou, Laura Baker, Vivianne Gauci, Jay Badiani and I talked about recent trends we are seeing and experiencing. Topic included #ai, #digital #adfraud, #budgets, #dei and #sustainability. Here's a recent article published by the American Marketing Association that dives a bit deeper into those topics and other trendlines. Long story short, marketing budgets are declining and decreasing as a share of company operating budget. Brand doesn't build itself--you need to feed, water and nurture it for growth. Take a read and share your thoughts. https://lnkd.in/eEjYTVRX? utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter

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Just wrapped up an inspiring conversation with Carolyn Sheskier (Volper), and I can't help but share how refreshing it is to connect with a senior marketer who truly values good strategic planning. We delved into the nuances of professional services marketing versus product marketing—unpacking both the synergies and the differences that make each so impactful when done right. It’s not every day you find someone who gets it, and those are the moments that remind me why I love what I do. We also couldn’t resist diving into the realities of AI for marketing leaders who are working to move the needle for their organizations. The good (ideation), the bad (content gaps), and the ugly (no way I’d put that copy in front of my audience)! The challenge is in figuring out how to embrace AI strategically—maximizing the benefits while keeping the human touch at the core of what we do. Individuals who really know how to synthesize volumes of insights, navigate complex teams and prioritize the initiatives that drive the business’ strategy forward are still desperately needed and invaluable to the marketing org. At Captivate Communications, connecting with top professionals like Carolyn is one of the ways we keep growing. It’s part of our commitment to hyperlearning—continually expanding our expertise and our network so we can deliver even greater value to our clients. Here’s to more conversations that challenge us, inspire us, and push our thinking forward!

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Unleash Your Brand's Story Connect, engage, and build trust with your audience through the power of storytelling. Discover how to craft compelling narratives to elevate your brand's presence. 📚✨

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ICYMI - IAB Tech Lab has developed comprehensive guidance to help navigate the complexity of ID solutions as we move closer towards cookie independence. Thanks Patti Summerfield and Media in Canada, for covering this important release from IAB Tech Lab - to access the guidance, see comments. #idsolutions #PETs #digitalads #advertising #data

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For the "go woke, go broke" crowd that permeates through many brands across North America and beyond... ...I'm happy to say that you're wrong. A whopping *75%* of consumers globally say that "diversity and inclusion – or a lack thereof – influence their purchase decisions." This comes from Kantar’s 2024 Brand Inclusion Index - a survey of more than 23,000 people in 18 countries. Valeria Piaggio, Global Head of Diversity, Equity and Inclusion at Kantar, expands on this: "It’s a myth that inclusion marketing is about marketing to minorities. Inclusion marketing is expansive marketing. One of the fundamental ways to grow your brand is to predispose more people to it. Yet when brands exclude consumers – whether that’s because people don’t feel welcomed when shopping in store or their advertising doesn’t reflect diverse communities – it’s an easy miss. Millennials and Gen Z prioritise diversity and inclusion even more than other groups, and as these populations grow in size and buying power these issues will carry more weight. Brands will be rewarded if they stand by their values – especially in the face of vocal communities which stoke the culture wars by pitting minority groups against one another.” So in the wake of so many brands cutting back on their #DEI staff and spend, treating inclusion like a checkbox that can be layered in whenever convenient, or just deprioritizing #DEI to pre-2020-like conditions, this is your wake-up call. It's time to get back on track. Your customers want it. Many are even demanding it. What are you waiting for? #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusiveResearch #InclusionMatters #InclusiveWorkplace #InclusiveCulture

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Marketing research professionals should take heed of the pollsters’ problems If the experts crunching data to predict elections are getting it wrong, why should we trust the experts to predict consumer behaviours? My latest Free to Disagree column in Campaign Canada https://lnkd.in/eitc6T_7

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Can you REALLY articulate what makes you different from your competitors beyond using blanket words like 'innovation' 'customer experience' and 'culture?' What are your REAL proof points? Not sure how to answer that one? Watch below!

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In a recent online interview with ME +ai : A Marketing Education Community’s Liz Oke, Sonia Carreno, President of the IAB Canada, spoke about the profound influence of AI on marketing and marketing education. Read the full article here: https://hubs.ly/Q02tswSV0 #News #AI #Marketing #Interview #education

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For CMOs that want to increase personal, business, and societal impact! Built on the findings of the 2024 IRG Impact Study, the IRG100 Leadership Program focuses on increasing CMO impact by partnering with the Board, CEO and C-Suite peers to better understand, engage, and create value for all business stakeholders—what we call Humanized Growth. This program, running from January to June of 2025, offers CMOs new insights, a Humanized Growth framework, real-world examples, and practical playbooks for building more stakeholder value. IRG100 program strategies were developed with the Oxford Said Business School and industry organizations representing the Board, and the CEO, CFO, CHRO, CSO, and CIO functions. Nominate yourself or someone else here: https://lnkd.in/eKaavhkr We will review all applications with our partners, before we grant a seat. #CMO #Marketing #leadership #humanizedgrowth #IRG

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Embracing these opportunities will build customer loyalty and elevate your business.

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Learn how to take the lead in an interview and steer the entire converstation toward your benefit. https://lnkd.in/gDTFk6Yu

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Aspire Digital Online Inc. (ADO) Acquires DIY Marketin Ottawa, ON — Aspire Digital Online Inc. (ADO), a leading Ottawa-based digital marketing company known for its innovative use of artificial intelligence in marketing strategies, today announced the acquisition of DIY Marketin www.diymarketin.com, a renowned provider of digital marketing resources and tools to a global market. This strategic acquisition marks a significant milestone in ADO’s mission to reshape the digital marketing landscape by integrating advanced AI technologies to offer unparalleled services. About ADO: ADO has established itself as a pioneer in the digital marketing industry by harnessing the power of artificial intelligence to enhance its services. With a team of expert marketers leveraging extensive industry knowledge and the latest AI tools, ADO specializes in creating personalized, effective marketing strategies that drive growth. From data analysis and content optimization to improving customer experiences and lead generation, ADO’s innovative approach not only positions it as a leader in Ottawa but also sets a new standard for digital marketing worldwide. For more information, visit https://lnkd.in/er6sP8jV. Strategic Acquisition to Enhance Digital Marketing Services: The acquisition of DIY Marketin aligns with ADO’s vision of expanding its service offerings and further incorporating AI into digital marketing solutions. DIY Marketin’s extensive library of digital marketing resources and tools will complement ADO’s existing services, providing clients with an even broader range of solutions tailored to meet their needs. A Future-Forward Vision: “With the acquisition of DIY Marketin, ADO is poised to further disrupt the digital marketing industry,” said Warren Butland Co-Founder & CEO, at Aspire Digital Online Inc. “This acquisition not only expands our resource pool but also enhances our ability to serve our clients with the most innovative and effective marketing strategies, driven by the latest advancements in AI technology.” ADO’s commitment to innovation and excellence in digital marketing is expected to bring about a new era of growth and opportunities, benefiting clients across various industries. The integration of DIY Marketin’s resources and tools into ADO’s service offerings will enable the company to provide more comprehensive and efficient solutions, reinforcing its position as a leader in the digital marketing space. For further information about Aspire Digital Online Inc. and the acquisition of DIY Marketin, please contact: [email protected]

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Aspire Digital Online Inc. (ADO) Acquires DIY Marketin Ottawa, ON — Aspire Digital Online Inc. (ADO), a leading Ottawa-based digital marketing company known for its innovative use of artificial intelligence in marketing strategies, today announced the acquisition of DIY Marketin www.diymarketin.com, a renowned provider of digital marketing resources and tools to a global market. This strategic acquisition marks a significant milestone in ADO’s mission to reshape the digital marketing landscape by integrating advanced AI technologies to offer unparalleled services. About ADO: ADO has established itself as a pioneer in the digital marketing industry by harnessing the power of artificial intelligence to enhance its services. With a team of expert marketers leveraging extensive industry knowledge and the latest AI tools, ADO specializes in creating personalized, effective marketing strategies that drive growth. From data analysis and content optimization to improving customer experiences and lead generation, ADO’s innovative approach not only positions it as a leader in Ottawa but also sets a new standard for digital marketing worldwide. For more information, visit https://lnkd.in/er6sP8jV. Strategic Acquisition to Enhance Digital Marketing Services: The acquisition of DIY Marketin aligns with ADO’s vision of expanding its service offerings and further incorporating AI into digital marketing solutions. DIY Marketin’s extensive library of digital marketing resources and tools will complement ADO’s existing services, providing clients with an even broader range of solutions tailored to meet their needs. A Future-Forward Vision: “With the acquisition of DIY Marketin, ADO is poised to further disrupt the digital marketing industry,” said Warren Butland Co-Founder & CEO, at Aspire Digital Online Inc. “This acquisition not only expands our resource pool but also enhances our ability to serve our clients with the most innovative and effective marketing strategies, driven by the latest advancements in AI technology.” ADO’s commitment to innovation and excellence in digital marketing is expected to bring about a new era of growth and opportunities, benefiting clients across various industries. The integration of DIY Marketin’s resources and tools into ADO’s service offerings will enable the company to provide more comprehensive and efficient solutions, reinforcing its position as a leader in the digital marketing space. For further information about Aspire Digital Online Inc. and the acquisition of DIY Marketin, please contact: [email protected]

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Expanding Boundaries & Maximizing Opportunity: Toronto’s MADHUB Agency Acquires Think Forward Media As a purpose-driven marketing agency, MADHUB is always on the lookout for the best talent, ideas, and technologies to push the boundaries of what’s possible. That’s why we’re thrilled to announce a crazy new development—MADHUB’s acquisition of Think Forward Media! Known for its expertise in post-click optimization, the Think Forward team will help extend the reach of our capabilities—beyond the pre-click strategies that built our reputation. By controlling the customer journey from start to finish, we can ensure that prospective buyers aren’t falling through the cracks and that we’re maximizing spend at every corner. As we integrate Think Forward Media into the MADHUB family, we send a clear message to our clients: that we're fully committed to providing incredible value and driving insane results. We can now offer a full-stack experience that enables brands to scale sustainably, with channels that actually work! Our offerings span across performance, conversion, and retention—with a huge focus on the creative impact within each. Stay tuned for more updates on this exciting new chapter and how you can leverage it to propel your business forward. Because at MADHUB, we’re not just mad about marketing, we’re mad about making marketing work for you.

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I want to congratulate all the nominees of this year's Canadian Marketing Association awards. It was a remarkable experience to be a judge and review outstanding work showcased in this year's submissions. This year's contenders have set a new standard for marketing excellence from groundbreaking ideas to strategic brilliance and tangible results. Their innovative approach, strategic thinking, and relentless pursuit of success have not only delivered bottom-line impact but also evoked many feelings that resonate with audiences on a profound level. Here are some of my takeaways from my experience judging: 🎯 Emotionally Resonant: I was particularly impressed by campaigns that deeply connected with audiences by pulling on heartstrings. These entries tapped into the emotional core of their target demographic, using authentic storytelling to evoke powerful feelings and create a lasting impact. 🎯 Data-Driven Strategy: The use of data stood out as a key differentiator. The most successful campaigns didn’t just rely on creative instincts but were also driven by solid data points. By leveraging insights and analytics, these strategies were able to target their messages with precision, ensuring maximum relevance and effectiveness. 🎯 Innovative Omni-Channel Approaches: I noticed a strong trend towards omni-channel concepts that pushed beyond the boundaries of traditional PR tactics. These campaigns skillfully integrated multiple platforms and channels, creating seamless and engaging experiences that reached audiences wherever they were, ensuring a cohesive and consistent message across the board. Congratulations once again to all the nominees! #CMAAwards #MarketingExcellence #Innovation #IndustryLeaders

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This week Toronto is hosting the World Federation of Advertisers for global marketing week, bringing together many of the globe's top CMOs (Chief Marketing Officers). It's timely that EMARKETER released some insights on the role of the CMO. Good news. CEOs are seeing CMOs in a more positive light. This is framed by more dynamic & complex roles that are increasingly driving business results that matter to the CEO & CFO. The transformative role of AI is helping drive this and putting investing in skilling up the marketers on their team. Elevating the role of the CMO has been a long standing conversation at the Canadian Marketing Association & something I'm seeing firsthand on the field. It's fantastic to see some positive momentum as we use her in the age of AI. Stephan Loerke & friends from WFA - we look forward to seeing you in Toronto this week! More from EMARKETER report here: https://lnkd.in/g5di7j9g More about the WFA global marketing week in Toronto: https://lnkd.in/gxq-_KE7

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