Canada is entering a new era of opportunity. From infrastructure projects to tech innovation, the country is shifting focus toward long-term growth and national resilience. But while we’re investing in what’s next, Canadian marketing still leans heavily on strategies built elsewhere—U.S.-led campaigns, international platforms, and creative that doesn’t always reflect our own market.
It’s time to ask: how can brands build for Canada, not just in it? This isn’t only a matter of national pride—it’s a path toward smarter, more effective marketing. Canadian companies have the chance to invest in homegrown talent, tech, and storytelling that resonates locally and drives real economic impact.
This 45-minute deep discussion will explore how brands can rethink their approach to create campaigns, partnerships, and media strategies designed specifically for Canada.
Key Discussion Angles:
- Building a Marketing Strategy for Canada – How can brands move beyond U.S. adaptations and develop insights that reflect the Canadian market?
- Reinvesting in Canadian Media – What’s the value of supporting local publishers and platforms to build a more sustainable media ecosystem?
- Backing Canadian Tech & Talent – How can brands support homegrown marketing tools and creatives to fuel innovation and connection?
- Keeping Revenue in Canada – How do we prevent the southward flow of ad spend and reinvest in local opportunities?
- What Does “Made for Canada” Really Mean? – How can Canadian identity inform tone, design, and storytelling to build long-term brand equity?
Mitch Joel, Co-Founder, ThinkersOne (Moderator)
Mitch Joel is a globally recognized marketing visionary, entrepreneur, investor, and author. Dubbed “the rock star of digital marketing” by Marketing Magazine, Mitch has spent decades at the intersection of business transformation, innovation, and technology. He is the Co-Founder of ThinkersOne — a platform that helps brands bring thought leadership directly to their teams — and the host of Six Pixels of Separation, one of the longest-running business podcasts in the world. Mitch sold his digital marketing agency to WPP, where he served as President of Mirum — a global agency operating in 25 countries with over 2,000 employees. His books, Six Pixels of Separation and CTRL ALT Delete, are international bestsellers. Through his writing, speaking, and investments, Mitch helps brands rethink how they connect, communicate, and compete in a world of rapid digital change.
Jake Karls, Co-Founder, Mid-Day Squares
Jake Karls is a different type of business leader – unapologetically authentic, refreshingly relatable, and completely free of BS.
He is the Co-founder and Chief Rainmaker of Mid-Day Squares, the better-for-you chocolate snacking brand that turned a kitchen-table dream into a North American household name. Mid-Day Squares is leading the disruption of the chocolate industry.
Jake is recognized as a rising star in the business world. He's currently a finalist for EY’s Entrepreneur of the Year awards, lead the category for Forbes’ 30 Under 30 list for (Food and Beverage), and is featured as a regular contributor to media outlets across North America.
Jennifer Boville, CEO, Farm Girl
Jennifer Boville is a business leader, nutritionist, and advocate for childhood nutrition. As the CEO of Farm Girl, she leverages her expertise in B2B and B2C marketing, sales, and brand strategy, drawing from her experience in the telecommunications, technology, and CPG sectors—where she has successfully scaled businesses to $100M.
Her passion for nutrition and wellness is both professional and personal. A certified spin and TRX instructor, Jennifer understands the importance of fueling an active lifestyle and empowering families to make healthier choices without guilt. She also serves as a board member of the George Hull Centre, supporting children’s mental health and well-being.
As a mom of two girls, Jennifer knows firsthand the challenges of balancing a busy life with making nutritious choices. Through Farm Girl, she is on a mission to make better choices easy—providing delicious, wholesome food that families can feel good about serving.
Rachel MacAdam, Vice President-Marketing, Skip
Rachel MacAdam is the Vice President of Marketing at SkipTheDishes where she leads a talented team of marketers responsible for brand strategy, creative, customer engagement, digital media, partnerships and full-funnel marketing campaigns for Canada’s homegrown food delivery network.
Since joining in 2023, Rachel has made significant contributions to Skip’s growth and evolution, with a focus on championing a best-in-class customer experience to drive acquisition and engagement through powerful brand storytelling, personalized digital experiences, and an enriched customer value proposition through brand offers, partnerships and sponsorships.
Prior to Skip, Rachel spent over 20 years with LoyaltyOne. She was the Senior Vice President of Marketing, Rewards and Customer Care, where she grew her leadership scope to 300 team members and played a critical role in building the AIR MILES Reward Program into one of the largest and most recognized loyalty brands in Canada.
Rachel is also a passionate supporter and board member of motionball, a national nonprofit that empowers young Canadians to be leaders in their community, raising funds and awareness for Special Olympics through integrated social and sporting events.
