Chelsie McKnight

Having worked in startup organizations, and founding a concultancy of my own, I know how hard it can be managing several things at once. I shared some practical tips during #collisonconf that hopefully anyone in a similar situation can benefit from #startups

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Exciting opportunity in Canada

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Join us on May 9th to learn more about optimizing your ecommerce returns! 

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This is a big deal. It demonstrates that large brands like LG (along with 160 other brands over the past year!) can scale CTV investment based on a cost-per-outcome model. tvScientific delivers superior performance on CTV based on patented technology, radical transparency and the best partner team in the business. The future of TV is performance. And the future is here.

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Ahead of the IAB Newfronts, we here at Snap Inc. Canada are proud to announce an official partnership with creator and brand marketplace #paid and inaugural agency partner Omnicom Media Group (OMG) to help brands in Canada collaborate with and harness the power of Canadian creators on Snapchat. The solution, Snap Star Collab Studio, is a managed service which gives Snapchat Canada clients the opportunity to source, partner, and drive results with creators (Snap Stars).  The three agencies will work together to: => Source talent: Identify Snap Stars for brand campaigns based on specific needs and goals => Produce content: Produce strategic and compelling in-app content for Sponsored Stories and Snap Ads => Amplify campaigns: Boost branded Creator-first content across Snapchat with paid media => Administrative oversight: Manage proposals, contracts, payments, and deliverables with Snap Stars https://lnkd.in/gJ7FbGHd “The OMG exclusive launch of the Canadian Snap Stars program is a win/win opportunity for both our clients and agencies,” added OMGinfluence Canada managing director, Tracy Jones. “As our brands continue to embrace creator/influencer work as a media channel, this partnership will drive even stronger, genuine, authentic connections between our brands, creators and users who love Snapchat.” "For nearly a decade at #paid, we've seen creator ads outperform brand assets, largely because creator content is more personable, engaging, and tailored to each platform. In our creator marketing brand lift report, we found consumers are 3.5x more likely to purchase a product from a creator ad vs a branded ad. Snapchat is a community driven platform, and the ephemeral nature of Snap allows creators to be more authentic and relatable, increasing the trust they have with their audience, and impact for brands. This partnership allows us to continue to provide a seamless experience for brands and creators, from turnkey creator matching and creative development to project management and reporting. We’re thrilled to work alongside Snapchat to match creators with more opportunities and drive higher media performance for brands" said Ashley Riske, Head of Partnerships, #paid. “Creators are excited to work with the brands they love—and the ones that their audiences are excited about,” said Snap Inc. Inc GM Matt McGowan. “This strategic partnership allows for Canadian marketers to tap into a highly engaged group of passionate and talented creators, and work seamlessly to achieve shared goals.” A huge h/t to all involved including Noah Wieseneck, Tonya Johnson, Bita Eghbali, Mamy Baruti, Jaclyn Lacroix, Jaime Greenwald, Princessa Topping, Ashley Riske, Jeanette Rees, Tracy Jones, Emma Johnston-Wheeler and so many more 🙏 #moreSnapchat #InfluencerMarketing #OmnicomMediaGroup #paid #Canada

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Enjoyed speaking today at the Connected Commerce Forum about Unified Commerce on behalf of the amazing team at Advance powered by Loblaw. Our 3 takeaways for what every marketer should be doing to unlock the power of retail media? 1. Optimize your campaigns for digitally influenced customer journeys 2. Plan marketing campaigns with emerging ad platforms across the purchase funnel 3. Utilize actionable and credible insights to measure success #strategyCCF #retailmedia #media

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🚀 𝗗𝗮𝘆 𝟭 - 𝗪𝗵𝘆 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝗶𝘀 𝗮 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘂𝗽𝗲𝗿𝗽𝗼𝘄𝗲𝗿 🚀 The first official day of the Collision Conference 2024 brought incredible insights on the art of storytelling in marketing. A huge shoutout to the fantastic speakers who delved into why storytelling isn’t just a skill, but a superpower for marketers: Maha Abouelenein - Founder & CEO at Digital and Savvy Jon Davids Jon Davids - Founder & CEO of Influicity Candy Lee - Chief Marketing Officer at Homebase Peter Himler - Founder & Writer at #FlatironCommunicationsLLC Their discussion revealed why mastering storytelling can transform marketing strategies. 📚✨ Here are my key takeaways from their talk: 1️⃣ 𝗢𝘄𝗻 𝗬𝗼𝘂𝗿 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲: - Create content native to each platform. - Understand what your audience needs and craft your message accordingly. 2️⃣ 𝗕𝗲 𝗖𝗿𝗲𝗱𝗶𝗯𝗹𝗲 𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴: - Build credibility with stories worth listening to. - Authenticity is crucial—people connect with real stories, not just sales pitches. 3️⃣ 𝗖𝗿𝗮𝗳𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗥𝗶𝗴𝗵𝘁 𝗦𝘁𝗼𝗿𝘆: - Emotions drive engagement: anger, fear, joy, hope. - Your story should educate, entertain, and inspire. - Strategically plan what you want to achieve with your storytelling. 4️⃣ 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 𝗠𝗮𝘁𝘁𝗲𝗿𝘀: - A strong reputation is built over time and is anchored by consistent storytelling. - Complement your main narrative with supporting stories. 5️⃣ 𝗣𝗲𝗼𝗽𝗹𝗲 𝗙𝗼𝗹𝗹𝗼𝘄 𝗣𝗲𝗼𝗽𝗹𝗲: - Make your audience the main character. - People relate to people, not just brands. - These insights emphasize the power of storytelling in creating meaningful connections and driving marketing success. 🗣️💡 Reflecting on these insights, I see storytelling as a powerful tool not just for marketing but for life. As I finish my studies and step into the professional world, I realize that my own story—shaped by my experiences, aspirations, and challenges—is a cornerstone of my journey. 🌟 Stay tuned for more learnings from the Collision Conference 2024! 📅✨ #CollisionConf #Storytelling #Marketing #Toronto #2024 #MarketingStrategies #ContentCreation #BrandBuilding #GrowthMindset #Innovation #TechConference #Networking #TechCommunity #ConferenceInsights #AI

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Today is World Mental Health Day, a reminder of the importance of prioritizing our mental well-being. We here at Snapchat 🇨🇦 have partnered with Kids Help Phone to ensure Snapchatters across Canada take, at the very least, a moment to check in with themselves and those around them. In any given year, 1 in 5 Canadians experiences a mental illness. By the time Canadians reach 40 years of age, 1 in 2 have – or have had – a mental illness (via CAMH) Remember, seeking help is a sign of strength, not weakness. Together, we can break the stigma. Mental health matters. https://lnkd.in/gTE6YGAf #WorldMentalHealthDay #Snapchat Snap Inc. | Snap for Business

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How do you build community from scratch? When celebrities launch brands, they already have a fan base who is going to support them. In this episode, Jake Karls, founder of Mid-Day Squares, shares how you can build that "fan base" from the ground up.

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Day one at the Connected commerce forum in Toronto. Great takeaways include:   We’re going to see a lot more focus on celebrating the every day like Minor stones vs. Major Milestones - antiquated ideologies and expectations are being challenged   Gen Z’s are sustainable however their actions don’t align because they can’t afford it   Champion truth and transparency and link purpose to product truth    The intersection of technology, consumer behaviour, and innovation in shaping modern businesses and industries   Speak to consumers in culturally relevant ways - Think Multi generational homes, other languages outside of English - Identify ways we can connect better with consumers   Pressure on consumers is intense even with decelerating inflation. Just over 25% of items purchased in grocery are private label in Canada   In-store advertising is one of the next frontiers in the retail media sector - Consumers who are exposed to all three instore channels spend more and can drive up to 23% more sales Staying tuned for more great content today including Stéphane Crevier and Rebecca Lyttle talking about how FOP legislation will impact the Omni channel strategy.

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It's a bird, it's a plane....it's a superhero promotion! 👆Both in theme and results in turns out. Before I get roasted - yes, I know that's a DC reference on a Marvel campaign! Now that that's out of the way... Many marketers were wondering how effective this collaboration between Marvel Entertainment and Loblaw Companies Limited would be. It was impossible to miss - I know I've got cards scattered all over my house! It WORKED - Canadians switched to Loblaw banners, visited more and both bought more products and those they normally wouldn't just to get extra cards. Not only that, only a minority were dissatisfied with the promotion! What can't caped crusaders do! ------------------------------------------ Get more product off shelves and into baskets with the latest in CPG, retail & consumer trends at 10:30am M, T, H & Sat by following Jared! Get rapid insight, lift sales and gather reviews with Caddle - DM me for more info. #contests #promotions #shoppermarketing #retailmarketing #marketing

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Naturally, this news will be welcomed with a sigh of relief from some IAB Canada members who have been diligently working towards the deprecation deadline to test alternatives. Many of our members have invested significantly towards new means of addressing audiences in the past year and many had started to report optimistic results. No effort has been wasted as the industry continues to evolve to improve protections for consumers and the mounting regulatory compliance requirements both domestically and across borders. Google’s decision to maintain access to third party cookies while they continue to work through the APIs to build more robust privacy-first solutions is a smart (if not inevitable) move. Some significant and impressive developments in the coming months might result from the extra time being spent to focus efforts on the efficacy and implementation details of a stronger Privacy Sandbox toolkit. This is not however, the time to stop lessening dependence on third party cookie addressability. It's time to invest in privacy protecting strategies that include consent-based data processing - if you've done so - don't look back. It's also important to continue exploring and testing the Google Privacy Sandbox APIs – this will undoubtedly provide valuable learning and inspire innovation. #data #onlineadvertising #cookies #google #iabcanada #privacy

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⏰ Marketing News Canada alert! I had the pleasure of speaking with one of Canada's top marketers Stephen Kiely of Dentsu Creative Canada. We spoke about his origin story, what brands have to watch out for and what agency folks have to consider to move up in their careers! Thanks Stephen Kiely for a fun time! 👍 https://lnkd.in/gPDwaHmU #marketingcareers #marketingpodcast #marketingnewcanada #agencylife

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Ever wonder where a willingness to say "yes" could take you? Let me share a secret: My career started in a dusty corner of a local Rogers Communications cable station, rewinding BETA tapes for Canadian media icon, Steven Kerzner. Fast forward to today, and I'm innovating at the intersection of tech and marketing. The path? Anything but straight. 🎬 Picture this: A 14-year-old budding TV guy, a missing talk show host, and a sock puppet. Sounds like the setup for a joke, right? It was actually my first lesson in media improv – and the birth of Steven Kerzner's "Ed the Sock," who (like Steven) became a Canadian cultural icon (and the inspiration for Triumph the Insult Dog). 💼 Early career crossroads: High-paying PA gig with Partners productions or a commission-only sales job at Brunico Communications's Playback Canada magazine? I chose the latter. Why? Growth over comfort, always. 🏆 NATPE Pitch Contest: Hungover in a purple zoot suit, pitching an idea to 16,000 industry pros. Result? A win that catapulted me into the interactive TV spotlight. 🌐 From PromaxBDA (The Global Entertainment Marketing Academy of Arts & Sciences) to Shazam: Expanded a conference into 36 global events and a tight-knit entertainment marketing community, then pivoted to tech, helping prep Shazam for its Apple acquisition. 🚀 The plot twist: Using a personal tragedy as inspiration to create coParenter, an AI-powered dispute resolution platform for parents going through divorce. Because... why not solve personal pain points with tech? The lesson? Embrace the unexpected. Your diverse experiences are your superpower. Every tape rewound, every pitch made, every industry leapt into – they're all threads in a unique tapestry. One that equips you to innovate in ways others can't even imagine. So, here's my challenge to you: What unexpected opportunity is knocking at your door right now? Are you ready to say yes? Share your pivotal career moment in the comments. Let's inspire each other to embrace the twists and turns! #CareerJourney #EntertainmentMarketing #Innovation #EmbraceChange P.S. Intrigued by the full story of Ed The Sock or my purple zoot suit pitch? Drop a 🧦 or 🕴️ in the comments, and I'll share more in my next post!

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Leading the telco business at Best Buy these past few years I can’t tell you how many times I’ve heard, “cell phone plans in Canada are the most expensive in the world”. It’s not true. Maybe a decade ago a case could be made but certainly not today. Plans like 20GB for $29/month or 50GB for $39/month — plus special deals for students and seniors — have been the norm since last spring. The Rogers-Shaw and Québecor-Freedom acquisitions, coupled with rising immigration, has made telco in Canada far more competitive. Rates have declined while the coverage, speed, and security of Canadian networks has improved beyond what you may expect in other countries. If you still think you’re paying too much for your cell phone bill I encourage you to visit the mobile counter at your local Best Buy. With the choice of Rogers, Freedom, TELUS, Bell, Fido, Koodo, Virgin, Sasktel, Tbaytel, Lucky, and Chatr I’m sure our mobile associates can find a more affordable solution for you. Check out this link: https://lnkd.in/guVu_XbG

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Representation matters. Increased inclusion and representation benefit everyone, enhancing our pop culture, media, and society as a whole. Let's work towards a more diverse and representative world. Hopefully the trend in this article of declining representation will be turned around.. #RepresentationMatters #PopCulture #Media

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START THE CAR!!! In my opinion, bringing back classic ads should be common industry practice. You get the combined benefit of instant recognition and enjoyment from those who know it already plus you’re delighting a whole new generation. Of course this would be a logistical nightmare in many scenarios but surely this would be easier, cheaper and more effective than starting something from scratch? I can’t be the only one who says “start the car” in conversation at least once a month?

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Leverage data to create experiences and deliver value. 👆 The big takeaway from #RCCSTORE2024 - and there's opps for brands! Incredible 2 days at the Retail Council of Canada's STORE 2024. Great speakers from every aspect of the industry shared what they were working on in the year ahead. 3 key trends appeared: 1) DATA, DATA, DATA There was no escaping the importance of data. From collecting it to analyzing with AI to creating customer experiences.... Both brands and retailers are focused on ways to gather more data and use it to drive loyalty and gain market share. 2) EXPERIENCE MATTERS Online and in-store, retailers are focused on elevating the shopper experience. In-store this includes a lot of technology including digital shelf edges and product discovery. It's also looking at self-checkouts and improving the experience for older consumers. Online it's focused on fast search, easy checkout and detailed product descriptions and reviews. This is particularly critical when engaging Gen-Z shoppers. 3) HIGHEST VALUE WINS Consumers are heavily influenced on where to shop and what to buy by the perceived value. While price is certainly a major factor, convenience and health benefits also play a role. Linked to the first two, understanding how the shopper defines value is critical in developing strategies that deliver results. This is how retailers are viewing the year ahead: it is highly beneficial for brands to contribute in these areas! If you need assistance in gathering consumer insights or securing more product reviews.... DM me as I and Caddle would love to provide the voice of the Canadian consumer to your strategy! ------------------------------------------ Get more product off shelves and into baskets with the latest in CPG, retail & consumer trends at 10:30am M, T, H & Sat by following Jared! Drive trial & get reviews with Caddle - DM me to learn more. Photo Credit: Tanmay #shoppermarketing #ecommerce #sampling #CPG #marketingstrategy #marketing #omnichannel #omnichannelmarketing

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