Our team recently attended the CMO Forum in Toronto, an event that brings together Canada’s leading marketers, futurists, and thought leaders. This year’s theme centered on navigating the complexity of a next-gen world—where the future isn’t just coming, it’s already here. Attendees were treated to discussions by marketers, anthropologists, and cultural experts, who shared insights on how the evolving market is reshaping consumer behavior, attitudes, and choices. The conference was a convergence of strategic insights, cultural shifts, and actionable takeaways.
We were proud to be part of the event in more ways than one. Our CEO and Managing Partner, Elyse Boulet, took the stage with our client, Jonelle Ricketts, Head of Marketing at IKEA Canada, to discuss how to navigate Canada’s evolving cultural landscape. Together, they shared how brands can move beyond superficial buzzwords to create campaigns that genuinely connect with diverse Canadian audiences. The session was a highlight for us, with a packed room of engaged listeners eager to understand how to craft meaningful, culturally relevant advertising. You can find the summary of Elyse and Jonelle’s session here.
Here’s a look at our team’s key highlights, themes, and learnings from the event:
As Tony Chapman opened the forum, he reminded us that the future isn’t coming—it’s already here. AI, changing consumer landscapes, and the need for brands to be truly unique were recurring themes that pushed us to think about how we can be ahead of the curve. Armelle Dubourg, Pigeon’s VP Client Services, notes an interesting and startling figure for her about “the statistic that 75% of brands could disappear without consumers noticing. This underscores the importance of finding a brand’s unique essence and making a real difference.” Elyse Boulet notes “we were reminded that 89% of ads are forgotten, an eye-opening number that tells us how many brands are not finding and communicating their unique value. This is something we also see on the packaging front where 80% of new product launches fail as they are just not seen on shelf or online. In this era of fragmented medias, every piece of communication needs to work harder on building the brand in a meaningful and disruptive manner to achieve recall and, eventually, have an impact at the moment of truth.”
Anne Pilliard, Account Director at Pigeon, comments on how she loved the presentation by Tracey Cooke, CMO, SVP Head of Marketing & Commercialization at Nestle Canada Inc., on identifying the things that make a brand special – “the examples she provided were fascinating, and she reminded us how staying true to ourselves as brands also means acknowledging our weaknesses, which can make a brand more unique, meaningful and powerful”.
Amanda Fraga’s talk, “The Face of Tomorrow,” provided a deep dive into significant cultural and demographic shifts—including the growing economic power of women, who now make up 62% of investments, and the broadening definitions of family structures, such as multigenerational and chosen families. Martin Carriere, our Head of Client Services, found these discussions on “gender economics” and new family dynamics particularly enlightening, as they reflect how brands must adapt to remain relevant in an ever-changing market landscape.
AI was a major talking point throughout the conference, and its role in marketing continues to evolve. The shift in conversation was clear: it’s no longer about preparing for AI, but about effectively integrating it into daily operations. An actionable insight Carriere found interesting was how marketers must prioritize building teams and cultures that can harness AI’s potential: “AI should be seen as a teammate, one that needs training and guidance just like any new hire.” The Tech in Action panel, featuring 99Ravens, AgencyCoLab, and Boardy, demonstrated real-world AI use cases, from streamlining content creation to leveraging data for smarter decision-making.
The power of AI in the creative process was further discussed during the “AI and the Future of Search” session by DAC’s Nasser Sahlool. It became clear that brands must stay ahead of evolving algorithms and adapt their strategies for a competitive, AI-driven world. These sessions reinforced the idea that AI will be a key driver of future marketing success, requiring marketers to both embrace technology and maintain a human touch. That being said, we must actively practice our due diligence keeping an eye open for right management issues since the rules remain unclear with an emerging innovation in technology.
Rebecca Lyttle, Director of Strategy at Pigeon, was inspired by the Molson Coors session led by Leslie Malcolm, which focused on the power of saying “yes” more often. The presentation highlighted how Molson’s creativity thrived by encouraging bold ideas, even under constraints. “It was a testament to how persistence, teamwork, and boldness can lead to creative breakthroughs,” Rebecca Lyttle noted. Molson’s approach was a shining example of how strong client-agency partnerships can drive success in even the most challenging environments.
Sustainability remained a key theme, with discussions focused on bridging the “say-do gap” in consumer communications. Rebecca Lyttle and Stephane Crevier, our VP Strategy & Growth, were particularly struck by Amarachi Chukwuma’s session from Mintel Consulting, highlighting that 60-70% of emissions stem from household consumption, which places responsibility on brands to help consumers make sustainable choices. “The challenge is to truly integrate sustainability into everyday actions, not just messaging,” she emphasized.
Diversity and inclusion also emerged as central themes. From women’s increasing influence in the marketplace to the growing focus on inclusive marketing strategies, it was clear that these values are no longer optional—they are essential drivers of brand strategy. Sessions like “Building an Inclusive Sports Marketing Strategy,” featuring speakers from DoorDash, GE Appliances, and MLSE, showcased the industry’s commitment to connecting with Canada’s diverse communities.
The pace of change in marketing is faster than ever, and our team felt this urgency throughout the conference. As Rebecca Lyttle highlighted, the three words that defined the event were “speed, agility, action.” Whether it was through rapid AI adoption, adjusting to shifting demographics, or embracing new consumer behaviors, it was clear that brands must be nimble to thrive. Elyse Boulet comments, “we all know the only constant in our industry is change, but most sessions emphasized the fact that the pace of change has only accelerated”.
The conference also reminded us of the power of genuine connections: “Conversations you want to be a part of—you can’t put a number on it”. Metrics are essential, but they should never overshadow the human element of marketing. “In a world focused on metrics and KPIs, it’s easy to forget that real connections can’t always be measured. It’s not just about numbers, likes or sales; it’s about creating true conversations that resonate deeply with consumers. This is where the brand magic happens, we’re all chasing the “that gave me shivers” moment, right?” – Rebecca Lyttle.
Elyse Boulet echoed this sentiment during her talk with Jonelle, stating, “Creating connections is about showing up as more than a brand; it’s about becoming part of people’s lives.” It was about moving away from generic marketing messages and focusing on what truly matters—connecting with people’s values, cultures, and experiences. This conversation left many attendees reflecting on how to create advertising that is not only impactful but also authentic.
The CMO Forum offered us a wealth of knowledge and inspiration, challenging us to think critically and creatively about the future of marketing. As we return to our daily work, we’re armed with new insights, a deeper understanding of consumer behavior, and a renewed commitment to making an impact. Here’s to embracing the future with speed, agility, and a relentless focus on genuine connection.
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