Spotlight

Every platform has AI creative tools now — Meta, Google, TikTok, all built-in, all free, all one click away. You can generate a video ad from a text prompt, animate a product shot in seconds, spin up 50 headline variations without touching a keyboard. And most brands are still producing ads that don't work. That's not a tool problem. That's a strategy problem, and no AI is going to fix...

We just came out of Creativity Week, and we sat in on three different webinars covering AI in branding, B2B marketing psychology, and why most creative briefs are broken. In this episode, Derek and Marc break down the 9 biggest takeaways — 3 from each session — and argue about a few of them along the way. If you're in marketing, brand strategy, or B2B, this one's packed with frameworks and...

In a world that's gone almost fully digital, the strongest brands still have something you can hold. In this episode, we sit down with Rachel from Cober Solutions — a fourth-generation print company with 110 years under its belt — to talk about why physical print isn't a relic of the past, it's a competitive advantage. We get into why physical and digital work best together, what &quot...

Finance doesn't speak creative so creatives have to speak finance. In this episode of Spotlight, we sit down with Steph to unpack one of the most frustrating challenges in marketing: getting CFOs and finance teams to actually buy into brand and creative work. Steph shares hard-won lessons from years of navigating complex stakeholder environments — including a memorable board meeting that went...

AI Isn't the Advantage. Better Decisions Are. (Recorded live from Platform Calgary) Everyone has AI. So why are some organizations pulling ahead while others are just... busy? In this episode, we sit down with five leaders for a candid panel discussion on what actually separates AI winners from AI adopters. Karl Yeh (Chief AI Officer, 0260.ai), Christa Hill (CEO, Tacit Edge), John Hetherington...

In this episode, we sit down with Mike Morrison — the founder behind SocialNext, Canada's grassroots marketing conference, for a conversation about building something from nothing, surviving a global pandemic, and why Calgary will always feel like home. Mike shares the origin story of Social West, from his early days running "Mike's Bloggity Blog" and teaching small businesses ho...

Can marketing create demand, or does it simply capture what's already there? The Calgary Marketing Association brought together four experienced marketing leaders from Alberta's home building industry to tackle this question head-on — and the debate gets real. Topics covered include: - Can marketing truly generate demand, or does it capture and influence existing buyers? - How to shift you...

With 30 years in the print industry, Jenn has worked every corner of a print shop, from quality control and shipping to graphic design and sales. Now in business development at Sleek Signs, she joins us to share what it really takes to expand into a new city, build a brand from scratch, and sell with confidence when nobody knows your name yet. We talk about Sleek Signs' move from Regina to Cal...

Marketers are often pushed to optimize for short-term performance: more leads, more channels, more campaigns. But as AI reshapes how buyers research, trust and distinctiveness are once again becoming a competitive advantage. In this episode, Chantelle Little, CEO of Tiller Digital, will unpack why brand is making a comeback, how to turn it into a growth lever, and what it takes to create a brand e...

Loyalty programs are everywhere, but very few actually drive meaningful retention or long-term growth. In this episode, we break down what loyalty programs really do for a business, how they’ve evolved over time, and why many programs fail to move the needle despite good intentions. We dig into the strategic side of loyalty, including the differences between owned first-party programs and third-pa...

In this episode, we chat with Amanda Thomas from Konstruct Digital about what most companies get wrong about marketing budgets, ROI, and ABM.We dig into:• Why cutting marketing spend usually backfires• How attribution really works in B2B• When ABM makes sense... and when it doesn’t• The hidden buying group most businesses overlook• How sales and marketing can finally get aligned• Why “in-market in...

Case studies are everywhere but not all of them actually help marketers do better work. In this episode, we sit down with Afton Brazzoni from Scribe National to unpack what makes a case study truly effective. From moving beyond surface-level results to telling stories that capture real strategy, decision-making, and impact, this conversation explores how case studies can become tools for learning,...

In this episode of Spotlight, Derek and Marc sit down with Laila Hobbs, founder of Social Launch Labs, to explore how she built one of Calgary’s most creator-focused studios for business owners. Laila shares her path from teen TV host to viral content creator with more than 250 million views, and how that experience shaped her approach to helping entrepreneurs and small businesses show up confiden...

In this episode, we’re joined by Heather Isley, Chief Marketing Officer at Karma CMO, to explore how structure and creativity can actually work together instead of against each other. We talk about:Why the RIGHT systems aren’t the enemy of creativityHow the right processes can unlock better ideas (not box them in)Ways creative teams can stay inspired while staying organizedThe balance between free...

In this episode of Spotlight, we’re putting two marketing funnel methodologies head-to-head. Is the AIDA funnel still the gold standard for understanding customer journeys or has evidence-based marketing finally dethroned it? What You’ll Learn:Why the AIDA model (Awareness → Interest → Desire → Action) continues to dominate classrooms and campaign plans. The case against AIDA: why linear funnels f...

In a world of endless data and shrinking budgets, proving marketing ROI has never been more critical—or more confusing. This webinar with Kristine Neil from Stone-Olafson was based on CMA's latest ROI report, unpacks the pitfalls of short-term metrics, explores the digital paradox, and offers a practical roadmap for improving performance measurement. Whether you're building a case for budg...

Where are Canadians traveling next? In this episode, we explore the findings from Globe Media Group's latest travel survey. Our guests:Andrew Consky – Head of Media Research & Insights, Globe Media GroupMark Iker – Advertising Manager, Globe Media GroupTogether, they share fresh perspectives on:Shifting Canadian travel trends — from bucket lists to border crossingsWhat survey data reveals...

In this episode of Spotlight , we sit down with Mandy Balak , President of The Gathering Summit, to explore one of the world’s most unique marketing events. Hosted in the Canadian Rockies, The Gathering is more than a conference—it’s a three-day experience featuring 65+ sessions, four stages, and a lineup of global brand leaders. Mandy shares the exciting roster of this year’s Brand Hall of Fame i...

In this episode, we sit down with Brad Hugel , Manager of Local Sales Strategy at Rogers Sports and Media, to talk about one of marketing’s biggest shifts over the past decade: the obsession with bottom-of-funnel tactics. We explore why short-term thinking has become so seductive, the downsides of going all-in on BOFU, and how the concept of a “ mindself ” (aka SEO for the brain) helps brands own...

In this episode, Marc Binkley and Derek Hovinga sit down with Nicole Fisher from Petro-Canada to talk about the brilliantly timed “Visit Canada” campaign. Launched in February 2025, just as the 51st state debate made headlines, this campaign flipped the narrative—spotlighting real Canadian towns like Miami, Manitoba and Austin, Quebec , and inviting people to visit the originals . We dig into: The...

In this episode, we sit down with Megan Spoore, EVP, National Practice Lead, Corporate & GM of Edelman Calgary , to explore the 25th edition of Edelman’s Trust Barometer. Trust shapes everything—from how we engage with brands to how we vote, work, and communicate. Now in its 25th year, the Trust Barometer continues to be a vital pulse check on global and local sentiment. Megan joins us to brea...

The SEO game is changing — fast. The old playbook of cranking out blog posts, waiting for Google to crawl your site, and hoping for clicks is quickly becoming outdated. In this episode, we sit down with Ray Wang from RW Digital , a digital strategist who never followed that traditional SEO model — and turns out, they may have been ahead of their time. We unpack: Why AI and large language models (L...

In this episode, we sit down with Tyler Chisholm—entrepreneur, podcaster, and author of Curious as Hell—to explore how curiosity isn’t just a personality trait… it’s a leadership strategy. We dive into:Why curiosity beats ego in businessHow Collision became a marketing machine and relationship builderWhat modern marketing leaders can learn from asking better questionsThe frameworks Curious As Hel...

On this episode, we're running back a webinar we held in May about Influencer Marketing. Join our panelists Kristyn Snell , Gabe Mederos , Jessica Harcombe Fleming , and Umair Tazeem if you want to move beyond one-off influencer posts and build creator strategies that actually work.

In this episode of Spotlight , we sit down with Joelly Goodson—host of the Branding Matters podcast and the ultimate “Branding Badass.” By day, Joelly is the Brand Ambassador and Business Development Specialist at BAMKO , a global leader in branded merchandise that actually drives results. We dive into why branding really matters (yes, pun intended), how to transform a logo into true brand loyalty...