Thursday, May 23

8:00 AM

Registration & Continental Breakfast

Kool Haus

9:00 AM

Welcome and Opening Remarks

Kool Haus


Cathy Collier
OMD Canada

Steve Mykolyn

9:15 AM

What’s in a Meme? #newmediarealitycheck

Kool Haus

We began with great hopes: mindboggling viral reach, irresistible tipping points, great floods of influence. New media was supposed to remediate the world, giving new instruments to new elites. To be sure, some good things have happened, but most memes in the world are images of kittens layered with funny remarks.

The more communication platforms and technology evolve, so does consumer engagement, and brands must think differently to reach them effectively. This is a good time to go back to basics, explore this new context and understand what experiences – new and old, online and offline – people really respond to, and decide where to go from here.


Grant McCracken, Keynote
Anthropologist & Author

10:00 AM

Incubating Innovation: The New Media Agency Mandate

Kool Haus

The rapid-fire rate of tech innovation has given rise to an onslaught of new marketing communications tools – some fanciful, others practical. After building ad executions on apps like Shazaam and Flipboard, media network OMD decided to take its focus on emerging tech to the next level by partnering with client GE to create a start-up incubator to develop the next generation of advertiser-friendly digital platforms.

In a session introduced by OMD Canada CEO Cathy Collier, OMD U.S. East Coast Director of Ignition Factory Trevor Guthrie will overview new and emerging tech that brands should take advantage of, and will discuss the market realities that led OMD and GE to become directly involved in the world of start-ups, arguing that agencies are not only responsible for identifying new tech, but investing in its development.


Trevor Guthrie
East Coast Director
OMD Ignition Factory

10:45 AM

Networking Break

Kool Haus

11:00 AM

Storyscaping Across Physical and Digital Experiences

Sponsored by

Kool Haus

We all have a story to tell and an audience to share it with. As technology evolves, we’re constantly being introduced to new, innovative ways of telling these stories, yet physical experiences have remained somewhat disjointed from the digital ones. New and emerging tech is now bridging that final gap, and opening the door to involving audiences on deeper levels.

In this session, SapientNitro's chief experience officer Donald Chesnut will discuss the agency’s storyscaping approach: how stories amplified by technology – from mobile apps to haptic tech – can merge the physical and digital in creative and surprising ways, showing recent examples (the good, the bad, and the ugly) along the way.


Donald Chesnut
Chief Experience Officer

11:45 AM

Cruising for Connections: What Brands Can Learn From Dating Apps

Kool Haus

Back when GPS-enabled smartphones ushered in a wave of location-based apps like Foursquare, it was ballyhooed as fundamentally changing how people would connect. While locative apps haven’t reached the critical mass of Facebook or Twitter, there are success stories, specifically in areas of common interest - such as Grindr, a popular app for men seeking other men with five million members, and hundreds of millions of messages sent annually. Drawing on his research, game designer and author Jaime Woo will compare the experiences of Foursquare and Grindr to outline the design lessons and engagement strategies brands can learn from dating apps.


Jaime Woo
Author, Meet Grindr

12:15 PM

Lunch & Learn Roundtables


Lunch & Learn roundtables are a chance for delegates to go in-depth with experts in a more personal setting. The discussions will expand on topics touched upon during the sessions, such as emerging platforms, second-screen and data-driven digital strategies. Attendees can sign-up upon registration and space is available on a first-come, first-serve basis. The topics are:

How to drive sales from social data
Andrew Cherwenka of analytics tech firm Authintic will outline how leaders in retail and other industries are making the most out of data collected from sites such as Facebook, Twitter and LinkedIn in order to personalize their communications and drive revenue.

Mining the mind to power the future of content
Kevin Keane, the co-founder of neuro-marketing start-up BrainSights, will discuss how leveraging brain data will change the way we produce ads, television shows and movies.

Find your influencers
Brennan McEachran from ideation technology company HitSend will share experiences finding influencers and key advocates within online communities and explain which fans and followers are the most valuable to brands.

Insights and strategy for the mobile and streaming mediascape
Xtreme Labs product manager Will Pate will outline the mobile strategy and development firm’s research into recent trends in the IPTV landscape, such as the impact of the Netflix model on traditional broadcasters, and offer strategies for using mobile content in second-screen engagement.



Andrew Cherwenka, Host
Head of eCommerce

Kevin Keane, Host
Co Founder & CEO

Brennan McEachran, Host
CEO & Founder

Will Pate, Host
Product Manager
Xtreme Labs


Kool Haus

1:15 PM

Augmented Creativity

Kool Haus

As 'Math Men' march into marketing departments the world over, concerns are escalating over the threat Big Data poses to creativity. Will the relentless focus on numbers throttle the creative process? Can creativity be reduced to an algorithm?

The opportunity of Big Data is in augmented creativity - using data to prove and improve creative output - argues Kevin Keane, a self-professed "datasexual" and co-founder of Toronto-based neuromarketing start-up Brainsights. Drawing on industry cases, personal experience and Brainsights’ custom research into the brains of Toronto millennials, Keane will highlight ways in which creatives can use data to prove their own genius, refine their product, and more effectively argue their business case to clients that increasingly demand it.


Kevin Keane
Co Founder & CEO

2:00 PM

Make It So: Learning From Sci-fi Interfaces

Kool Haus

Inspired by Nathan Shedroff and Christopher Noessel’s book of the same name, Make It So explores the relationship between science fiction and interface design. In this session, Shedroff shows how sci-fi's imagined interfaces have influenced real world innovation, and vice versa. His research yields practical and eye-opening lessons applicable to the design and understanding of online, social, mobile and other media interfaces. He'll explain what’s more for show — like Minority Report gestural tech — and unlikely to really take off, and what will have more practical applications when it comes to consumer use.


Nathan Shedroff
Program Chair, MBA in Design Strategy
California College of the Arts

2:45 PM

Networking Break

Kool Haus

3:00 PM

Crowdsourcing: Building Communities Around Ideas

Kool Haus

Fostering and managing an online community is an important part of a brand’s social life. However, online community members often feel powerless to express their ideas in a way that matters to them. In this session, Brennan McEachran, the creator of community engagement app SoapBox, will explain what brands can learn from his experiences crowdsourcing ideas from online groups of consumers, students, gamers and political supporters in order to achieve offline goals while maintaining a highly engaged community through transparency and critical thinking.


Brennan McEachran
CEO & Founder

3:30 PM

What If Advertising Were Invented Today?

Kool Haus

Never-ending developments and innovations in technology and creativity have made this the most exciting time to work in advertising. It’s as if advertising is a blank canvas: it must be relentlessly rethought and integrated across an array of techniques with each new campaign. In this session, PJ Pereira will draw upon examples of boundary-pushing ads from around the world to show how branding and digital can inspire new kinds of application-based identities, how PR and search techniques can be harnessed to disseminate ideas, and how filmic storytelling can work in the digital realm.


PJ Pereira
Chief Creative Officer & Co Founder
Pereira & O'Dell

4:15 PM

AToMiC Awards Show + Cocktail

Kool Haus

Join us at the AToMiC Awards, immediately following the AToMiC conference, as we celebrate the achievements of Canada’s media industry.

The AToMiC Awards celebrate the partnerships, programs and new developments that together build the Canadian media industry. With brands striving to be more closely integrated with content and technology, AToMiC is an awards program that brings all the partners together and puts a spotlight on the projects that really challenge the media status quo.

Pre-award Cocktails 4:15pm
Awards Ceremony Begins 6:00pm
Post-Awards Cocktail Celebration 7:30pm
Guvernment - 132 Queens Quay East, Toronto