Sam Leung

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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There's a growing polarization in marketing - brand or performance, digital or traditional, specialization or generalization. In this episode, we discuss how we can resolve these tensions and trends to succeed in the future. Guest Bio Esther Benzie - Senior Marketing Executive Formerly the VP of Brand and Advertising @ CIBC and VP Brand Operations @ P&G Board Member of the Association of Canadian Advertisers (ACA) Listen Apple https://lnkd.in/g9kaETw4 Spotify https://lnkd.in/gRC9afNy YouTube https://lnkd.in/gYZKp9R6 TimeStamps 0:44 - Intro to Esther 4:38 - Learning marketing foundations through CPG 7:30 - How digital changed marketing departments 10:30 - The negative impact of digital on creative  12:19 - Non-Viewable Impressions 15:20 - Talent Development - Specialists vs Generalists  22:45 - The shift from brand to performance and back 30:14 - What got lost in “Performance Marketing” 32:40 - How digital advertising change content supply chains 36:28 - An awakening with performance marketing 40:25 - Strategic objectives may differ from digital performance indicators 43:55 - How digital channels like Pinterest align with brand objectives 47:15 - The evolution of marketing performance metrics 55:06 - How to find out more about Esther Post-Pod with V and Marc Other Links Kapero and Sveriges Annonsörer report on the Future of Marketing Departments https://lnkd.in/giHQkXKx

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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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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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Wise words from Kristin Zhivago, President of Zhivago Partners–Don't lose sight of the human touch in your quest to help others. Bots have their place, but real human interaction is often key. As a marketing agency, we excel in balancing the human-bot dynamic. Book a free call with Kristin now to explore how Zhivago Partners can elevate your company's approach! https://bit.ly/3TGbkDy #DIgitalMarketing #HumanTouch #MarketingStrategy #ZhivagoPartners

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Today's webinar with ACA talked about cloud based MMM and contracts. The costs, the scope, the data arrangements change how advertisers should view procuring MMM and data science in general. There's never been a better time to make MMM central to and integrated with your marketing efforts. Association of Canadian Advertisers (ACA)

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How is AI affecting go-to-market models? See what C-Suite technology leaders and go-to-market decision makers across sales, marketing, strategy, and customer success functions had to say in this new research from Marketbridge: https://lnkd.in/gCNSePTt

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Four ways Google Analytics delivers actionable insights for your business

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🌟 Shaping Advertising Success for 2025 🌟 The future of advertising is now, with a projected $17.5B spend in Canada alone. Are you ready to lead? In our latest report, we explore four key strategies to elevate your campaigns: AI-driven personalization, the surge of video and interactive content, privacy-first practices, and omnichannel, purpose-driven marketing. Discover how APEX’s geolocation insights, audience data, and commitment to ethical data handling can make 2025 your most successful year yet. Let’s connect and unlock the power of a data-driven approach for the evolving digital landscape! #AdTech #MarTech #MobileMedia #CTV #Advertising #OmnichannelAdvertising

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AI Overviews in Search is coming to Canada. Since first launching in the US this May, AI Overviews in Search has been gradually expanding availability to more countries and more languages. It will sooner than later appear in your SERP. With a new way for consumers to search without relying solely on ranking, marketers need to pay attention and find new ways to optimize for AI Search.

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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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Have you been able to register for TECH360 yet? It's an excellent place for business leaders in organizations of all sizes to learn more about what is here and what is evolving in technology. Be in the know, register https://lnkd.in/en7Z3SQN

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EthoSense's latest press release has been picked up by Media in Canada. This recognition highlights the innovative work EthoSense is doing in the field of consumer behavior analysis. Kudos to the team at Hotspex and RainBarrel for their hard work and dedication! All 80 EthoSense audiences are now available in #TheTradeDesk, #DV360, #StackAdapt and #SamsungAds audience marketplaces. Want to know more about how EthoSense can deepen your understanding of Canadians? Shoot me a message! #EthoSense #MediaInCanada #Innovation #ConsumerBehavior --------- Hotspex and RainBarrel have partnered to launch EthoSense, a Canadian market segmentation solution that, according to the company, analyzes the emotional and value-based drivers that influence consumer behaviour and provides insights into emotional triggers that drive consumer decisions. EthoSense is available through multiple channels, including as a standalone data product that can be integrated into existing analytics and marketing tools or as a managed service. All 80 EthoSense segments are available in The Trade Desk, DV360, StackAdapt and Samsung Ads audience marketplaces. These audiences can be directly integrated into almost all ad platforms to enable programmatic media buying based on emotional segmentation. Toronto-based Hotspex is a 20-year-old global consumer insights company that currently operates in 35 countries. RainBarrel, also headquartered in Toronto, is an ad tech and digital audience provider, specializing in using clean data to create scalable ad audiences in North America. https://lnkd.in/gHTazkeM

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If you are in a non-marketing leadership role, it is worth understanding how share of voice works (especially during economic slowdowns). Essentially, if you keep your advertising budget consistent while your competitors cut back, your money will go further. - #shareofvoice #economics #leadership #marketing #ohcool

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🎧 Driving growth through data democratization is a hot topic for marketers. I had the pleasure of hosting Scott Megginson, President of Kantar on our Canadian Marketing Association podcast to discuss how businesses can unlock growth in the face of change. 🔍 Listen to learn: 👉 How marketers can navigate seismic shifts in consumer behaviour and the research industry to drive meaningful growth. 👉 What do frustrated Canadians really want - and how can marketers step up to inspire them? 👉 The surprising factor that sets high-performing companies apart. 👉 Why Kantar is giving away its most valuable asset to marketers for free. 👉 Will you thrive or be left behind? The AI revolution in research and insights is here. Kantar is also offering free access to their BrandZ study, which provides robust global and Canadian research on a vast selection of brands. It's a powerful resource for marketers. Tune in now for actionable tips to future-proof your marketing strategy: https://lnkd.in/g2FmSmhY #Marketing #Insights #CX #Innovation #Podcast #MarketingPodcast #AI

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Omnichannel campaigns that are easy to plan, execute & measure coming soon. 👆 All part of the latest updates from Canada's largest retail media network with 4 million weekly digitally active members. I had the pleasure of attending Advance powered by Loblaw Upfront yesterday. My key takeaways: Hard discount is their largest growth potential and they are both converting stores but more importantly opening more smaller footprint locations. These are for both urban and rural areas where they can offer a wide assortment of products (although limited number of brands/options) at an everyday low price. Pet, HABA and games/arts - all areas expected to see growth AND will have their areas in-store see updates coming soon. Another growth market are New Canadians and LCL is paying attention, such as including global holidays in their seasonal programs and recognizing this market over indexes on using digital. Everything they do is OMNICHANNEL. Their example was the Lunchables Launch (Kraft Heinz) who used online video/social, e-comm banner & sponsored search, digital flyer, in-store screens and in-store aisle blades & bunkers. 53% of Loblaw Companies Limited shoppers start their journey online, many of whom buy a product in-store within a week of seeing it on an LCL digital platform. This requires targeting.... Advance is adding to their 200+ audiences with 12 new automotive audience segments via Esso. Also teamed up with Corus Entertainment to allow brands to align shopper profiles and viewer profiles through MediaAisle. Advance is also improving several existing programs: 1) Sampling: Coming in 2025, it features an improved consumer and brand experience. 2) Product price in creative: the ability to have prices in programmatic display & in-store screen media coming in beta soon 3) Digital aisle: SDM now has sponsored search while biddable shoppable display is coming to PC Express 4) Personalized members only pricing coming in 2025 If it seems like there's a lot to manage - it's because there is! And they've got a solution: LOOP: Loblaw Omnichannel Optimization Platform Coming in Q4, it's designed to make omnichannel campaigns easy with objective based campaigns using AI to optimize budget allocation and provide suggestions based on performance. It also provides omnichannel measurement with shopper and cart analytic reports coming soon. All very impressive! Couple areas I thought I'd see more development: 1) Digital shelf LCL still using printed pages for at-shelf signage while Walmart has announced digital tags and video shelf edges over the last few weeks. 2) Reviews Lots of discussion about discovery online but no mention of reviews. Other retailers, like Home Hardware Stores Limited, are actively adding these to elevate the consumer experience. Excited to see the features as they are released through the year! #retailmedianetworks #grocery #retailmarketing #CPG #shoppermarketing

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🔥 Stay Ahead of the Curve: Top Digital Marketing Trends for 2024 🚀 The digital landscape is constantly evolving. For startups and SMEs to thrive, staying on top of the latest digital marketing trends is essential. At Maple54, we're experts in helping businesses like yours leverage these trends to achieve explosive growth. 💥 Here are a few key trends to watch: AI-Powered Everything: From content creation to customer service, AI is revolutionizing how we connect with audiences. The Rise of Short-Form Video: TikTok, Reels, and Shorts are dominating. Is your video strategy keeping up? Hyper-Personalization: Customers expect tailored experiences. Are you delivering? Cookieless Future: Privacy is paramount. Are you prepared for a cookieless world? Maple54 can help you navigate these trends and more with our cutting-edge digital marketing and software development solutions. 👉 Ready to level up your digital game? Connect with us today! 🔗 www.maple54.com Hashtags: #digitalmarketing #marketingtrends #AI #shortformvideo #personalization #cookielessfuture #startups #SME #Maple54

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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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New Podcast Episode Alert: Revolutionizing Email Deliverability! 📧 Ever wondered why some emails land in the inbox and others get lost in spam? Join me and Nicolas Topper, CEO of Inbox Booster, as we dive deep into the world of email deliverability. Nicolas, with his expertise backed by a Master of Science in Computer Science and four patents, sheds light on what really helps emails reach their destination. Discover the myths, the science, and the strategies to keep your emails front and center in your audience's inbox. 🚀 Don't let your message get lost in the digital shuffle! 🎧 Tune in now to revolutionize the way you think about email marketing! #EmailMarketing #Deliverability #MarketingPodcast #InboxBooster @nicolas

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