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Canada Youth to Business



Driving Canadian Competitiveness This year, the Canada Youth to Business Forum will address a growing problem in all facets of business and society – risk. Today, the Canadian economy needs more risk-tolerance and creativity. In the rapidly changing, and increasingly global economy, Canadians need to be willing to expose themselves to new ideas. On May 9th 2014, AIESEC Canada will convene 400 student leaders from 29 universities across the country to engage in dialogue with senior business representatives to address this question:


How do we work together to embrace risk and drive Canadian Competitiveness?


Agenda 8:00 ~ 9:00 Networking Breakfast

1:30 ~ 2:30 Workshop Round 2

9:00 ~ 9:30 Opening Ceremonies

2:30 ~ 3:00 Networking Break

9:30 ~ 10:00 Morning Keynote

3:00 ~ 7:00 Business Creativity Competition

10:00 ~ 10:50 Morning Panel

7:00 ~ 7:30 Closing Keynote

11:00 ~ 11:30 Networking Break

7:30 ~ 8:30 Dinner

11:30 ~ 12:30 Workshop Round 1

8:30 ~ 9:30 Youth Perspective

12:30 ~ 1:30 Lunch & Keynote

Keynote Speakers Morning Keynote As Senior Vice-President & Chief People Officer at Cenovus Energy, Jacqui is responsible for the development of people strategies that build organization capacity and capability, and that develop and foster an effective, integrated organization and culture. She works closely with senior leaders across the company to ensure the people needs across all elements of the business are successfully met.

Jacqui McGillivray SVP and Chief People Officer at Cenovus Energy

Prior to joining Cenovus, Jacqui was Head of Global Human Resources with Talisman Energy where she led human resources strategy and planning, business partnering, total rewards, talent management, global mobility and talent acquisition. Previous to that, Jacqui held the position of Vice-President, Human Resources and Brand & Marketing for RBC Wealth Management, a global business of Royal Bank of Canada (RBC). Her experience also includes progressive leadership roles in Nortel and Unilever encompassing human resources, communications, marketing and sales. Jacqui has a global business background and proven track record in executing best practices in human resources. She has an MBA from McGill University and a Bachelor of Arts from the University of Western Ontario. Jacqui enjoys a busy life with her husband and two young sons.

Lunch Keynote Stephen Graham is Chief Marketing Officer of Maple Leaf Foods overseeing all of its Marketing corporately and across each of its business units globally. In 2011 Maple Leaf Foods was selected as Canada’s ‘Marketer of the Year’, and recorded two back to back years of record profitability in 2011 and 2012. Prior to joining Maple Leaf, Stephen was Chief Marketing & Convergence Officer of Rogers Communications overseeing marketing across all business units and helping significantly grow its national leadership in converged communications (Wireless, Cable, Internet & Home Phone), Media and Sports.

Stephen Graham CMO at Maple Leaf Foods

In the late 1990’s early 2000’s, Mr. Graham as VP Marketing Worldwide of AT&T (U.S.) helping defeat MCI & Sprint in the historic long distance wars through the creation of AT&T One Rate and the globally award winning “It’s All Within Your Reach” campaign which was selected as the best corporate campaign globally at the Effies. The launch of the revolutionary Digital One Rate (the first national no roaming, no long distance program) helped propel AT&T to national leadership in Wireless leading to the largest IPO in history. All of this led led to Mr. Graham’s selection as the #1 Global Marketer among their Power 50 by Ad Age. Previously Stephen served as President of Lowe/SMS which was selected ‘Agency of the Year’, led Coca-Cola brand marketing to a significant turnaround and new growth - claiming victory the cola wars. Mr. Graham began his career at Procter & Gamble where he helped a number of brands achieve record shares and created the initial business case that eventually led to P&G’s acquisition of the Olay brand globally.

Closing Keynote In January 2014, Saäd Rafi joined the TORONTO 2015 Pan Am/Parapan Am Games Organizing Committee (TO2015) as Chief Executive Officer. He brings a wealth of experience in delivering large-scale transformation, change management and project management to Ontario’s public and private sectors. Rafi served most recently as deputy minister of the Ministry of Health and LongTerm Care. Between 2010 and 2014, he administered an annual budget of $49 billion — the largest health budget in Canada— and oversaw one of the most significant system transformations in Ontario’s health-care sector.

Saad Rafi CEO at TO2015

Rafi also served as Ontario’s deputy minister of energy and infrastructure, transportation and community safety, and held senior government positions in the Cabinet Office, Ontario SuperBuild Corporation, economic development and trade. During his 25-year career, he also built a successful advisory practice in infrastructure and project finance and was a partner with Deloitte and Touche, LLP. Rafi was a director of both Canada Health Infoway, Inc. and the Greater Toronto Transit Authority. He holds bachelor’s and master’s degrees in public administration from Carleton University.

Master of Ceremonies His 25 year practitioner career includes marketing roles with the Universal Oil Products Company (UOP Inc.) in Chicago, USA, and Esso Petroleum in Oslo, Norway, and a career in advertising with the J. Walter Thompson (JWT) advertising agency. He worked in London, England and then Toronto, Canada where he ended up as President of Enterprise Advertising Associates, a JWT subsidiary. He then became President/CEO of JWT Japan and was made Executive Vice President and a Board Director of the worldwide J. Walter Thompson Company.

Alan Middleton Executive Director, Schulich Executive Education Centre

Leaving JWT in the 1990s to spend time consulting and training in China and Canada, he subsequently commenced his academic career. Currently a member of the marketing faculty at Schulich, he has taught at Rutgers Graduate School of Business in the US, and leading business schools in Argentina, China, India, Russia and Thailand. In September 2001 he took over as Executive Director of the Schulich Executive Education Centre (SEEC). SEEC runs non-degree programs for over 10,000 executives and managers a year in North America and the ‘BRICs’ (Brazil, Russia, India, China). He is also in the Board of Directors of AIESEC Canada.

Workshop Overview

11:30 - 12:30

1:30 - 2:30



Center of Excellence in Financial Services Education

Center of Excellence in Financial Services Education

Calgary Economic Development

Calgary Economic Development

IE School of Business

The Co-operators

Export Development Canada

ATCO Group


Lee-Anne McAlear

Lee-Anne McAlear

1:30 - 2:30

ATCO Group Speaker: Dennis DeChamplain, Senior Vice-President, Finance and Regulatory, ATCO Electric Transmission Powering Alberta’s Future Did you use electricity today? We bet you did. You’re probably relying on it right now to read this blurb. We are more reliant than ever on the electric grid. Billions will be invested in building and maintaining it over the next two decades. Our world is also becoming more competitive. We need to put much more focus on our customers and their experience with us. To do that we need your help, we need your energy and we need your ideas. Right now we have an aging workforce and are facing fierce competition for experienced people. How can we compete for the best and the brightest? How can we then keep them around so that we will be competitive for years to come? AIESEC students, we need you to take on this challenge and help us identify strategies that will help us recruit and retain people just like you.

11:30 - 12:30; 1:30 - 2:30

Cenovus Speaker: Jennifer Pendura, Group Lead, Community Relations & Investment; AIESEC Canada Board of Directors. Building Community Support from the Ground Up Cenovus Energy is a Canadian integrated oil company committed to applying fresh, progressive thinking to safely and responsibly unlock energy resources the world needs. Cenovus also believes in building strong, mutually beneficial relationships founded on trust and respect. Cenovus’s Community Investment strategy is based on the foundation of seeking partnerships with organizations that create shared value for both the company and the community. Come learn how Cenovus works together with communities to build support from the ground up.

11:30 - 12:30; 1:30 - 2:30

Center of Excellence in Financial Services Education Speaker: Caroline Cakebread, PhD. Principal Cakebread inc. (top) Catherine Chandler-Crichlow, Executive Director (bottom) Financial Literacy - Minding Your Money In preparation for the Center of Excellence in Financial Services Education’s Business Creativity Competition: Join us for a 1-hour hands-on workshop lead by Chatelaine money expert and financial literacy consultant, Caroline Cakebread, PhD. Work through a case study and help our fictional new grad make some big financial decisions — how fast should she pay back her student loan? Should she sign up for her company savings plan? And is she ready to buy her own place? Bring your laptops or tablets and come ready to learn some practical, real-world lessons about money.

11:30 - 12:30

Export Development Canada Speaker: Todd Evans, Director, EDC Economics/Corporate Research Adapting to the changing global trade environment: is Canada up to the challenge? What about you? The global trade environment has gone through significant changes in the last decade. These changes will continue. What does this mean for Canadian innovation, risk taking, and competitiveness? This session will explore these developments, what they mean for Canadian exporters and our national competitiveness. The focus will be on the challenges and opportunities faced by Canadian companies of all sizes and the role of trade in driving our future prosperity. We will discuss how EDC is helping Canadian companies manage risk and expand abroad, with an increasing emphasis on emerging markets. The workshop will encourage participants to think globally and provide an opportunity to discuss ways to address the challenges faced by Canadian companies.

11:30 - 12:30

IE School of Business Speaker: Max Oliva, Co-founder of Impact Hub Network, Impact Hub Madrid, and TeamLabs Innovation Through Design Thinking How might we create a process and culture which enables innovation to be at the core of our organization, be it from a start-up, a multinational or a cross collaboration with unlikely allies? Design Thinking is a methodology that inspires the full spectrum of innovation activities with a human-centered design ethos. It’s framed on the capacity to combine empathy, creativity, prototyping culture and rationality in order to satisfy your user needs. During this workshop, you will learn the key concepts of Design Thinking, experiment with collective creativity, and leave with key tools to apply in future creative challenges. Design thinking you can learn at a workshop; it takes a lifetime to master it.

11:30 - 12:30; 1:30 - 2:30

Lee-Anne McAlear Speaker: Lee-Anne McAlear - Program Director of the Centre of Excellence in Innovation Management at Schulich, York University Innovating Within AIESEC AIESEC is an incredible platform for students to innovate and implement new ideas, but what are the essential skills for innovation and what does innovation truly mean? In a 2007 study, Leger Marketing found that 88% of CEOs believe innovation is important, but only 33% believe their organizations are effective at innovation. How can AIESEC as an organization grow through innovation? How can students in AIESEC develop the essential skills required for innovation to grow aggressively from 2014 to 2015. This workshop will challenge you to expand your thinking and consider your skills with this question: How can we innovate to achieve 100% growth in outgoing exchange in every local chapter across Canada by the end of 2015.

11:30 - 12:30; 1:30 - 2:30

Calgary Economic Development Speaker: Jeanette Sutherland, Manager of Workforce & Productivity Human capital is critical to the success of any great city and is a key factor in being able to compete in a global marketplace. Thinking about what makes a great city to work and live, build a human capital strategy to drive economic growth and productivity. Does economic growth attract talent, or does talent attract economic growth opportunities? In this challenge, human capital strategies can be defined as those strategies that help to attract, engage, develop, and retain the human capital for a city, utilizing it to its full potential.

11:30 - 12:30

PwC Speaker: Ted Graham, Innovation Leader at PwC Canada (top) Kristopher Gibbs, Knowledge & Innovation Manager at PwC Canada (bottom) We want your input on an innovation challenge impacting PwC: We are looking at creating an internal market within PwC where our staff can create and market new ideas that will drive innovation at PwC for ourselves and our clients. We want AIESEC student’s views, some of Canada’s leading students, on how we can make this work and engage our Gen Y employees in this process. In table groups, we’ll ask for AIESECers to develop possible solutions on how we deliver this concept, gaining their views first hand, to help us build our approach and ensure it resonates internally with our Gen Y employees. We’ll provide some context on the project and some guidelines and then ask them to generate innovative solutions for us.

1:30 - 2:30

The Co-operators Speaker: Jessica Stanley, Human Resources Advisor (top) Kayla Horne, HR Recruiter (bottom) In keeping with this year’s theme on how organizations combat innovation and creativity, The Co-operators can attest to several key components within the organization that addressed this. The role of a Financial Advisor is truly our bread and butter and presents an extremely unique and exciting opportunity. It takes passion, dedication, and an entrepreneurial-minded individual to excel in this position. Not to mention the highly satisfying rewards and perks associated with it. The Co-operators also contributes to the idea of building and cultivating creativity and leadership through its grass-roots leadership group called Emerging Leaders; established to build confidence, skills and experience of emerging leaders within the organization. In this workshop we will explore the many avenues The Co-operators has developed around the use of creativity and innovation to continue a productive and engaged workforce.

Business Creativity Competition After spending a day thinking about the role youth in driving Canadian competitiveness through creativity and innovation, delegates will have a chance to think about creative solutions to some of the problems businesses and industries face. Students will be given 2 hours to work on broad case studies about energy in Canada, financial literacy in young adults, building greater cities, and consumer packaged goods and the group with the most innovative solutions wins a $2000 cash prize!

Meet our partners!



Fresh Squeezed Idea’s is one of our connecting partners and is supporting us and running the Business Creativity Competition in our Canada Youth to Business Forum 2014.

John McGarr, Founding Partner, Fresh Squeezed Ideas John is a co-founding partner in Fresh Squeezed Ideas, bringing over 20 years of experience in research and consumer marketing management. He honed his strategic and communication skills at Nielsen, Kraft Foods, Pillsbury, Mike’s Hard Lemonade and A.G. Hair Cosmetics – and established the ability to shift from one business to another, retaining valuable lessons along the way and applying them to the next challenge.

David Brown, Strategist, Fresh Squeezed Ideas David’s education and career spans the conceptual and tangible. He has degree in Philosophy and an MBA. He has worked as an analyst in disability and health insurance, also as an researcher and facilitator in a design and innovation firm. Market research sits perfectly at the centre of his interests and talents. It is the intersection of what matters most to people and the translation of insights into business or brand strategy, tactics, and innovation opportunities.His walls are covered in sticky notes and he has a slightly unusual affinity for Sharpie pens, especially when they are brand new and still have that wonderfully perfect pointy tip.

Case Study: Cenovus ABOUT CENOVUS

Cenovus Energy is a Canadian oil company committed to applying fresh, progressive thinking to safely and responsibly unlock energy resources the world needs. Our operations include oil sands projects in northern Alberta, where we use specialized methods to drill and pump the oil to the surface. We also produce natural gas and oil in Alberta and Saskatchewan and own 50% of two refineries in the U.S.


A growing global population and increased demand from developing countries means we’re going to need about 56% more energy over the next 30 years. It will take all forms of energy to meet this growing demand. Oil is a big part of our energy mix right now, and is expected to continue to be the world’s primary transportation fuel for decades to come. Canada has the third largest oil reserves on the planet. About 87% of Canada’s oil reserves are in the oil sands, making oil sands development key to Canada’s continued prosperity and to helping meet world demand for oil. What’s important is that the industry continues to make environmental advances through innovation and technology. Oil sands development – and how that oil is moved around - is a topical issue in Canada. Right now, most of Canada’s oil is sold to the U.S. Proposed pipeline projects to the west and east coasts of Canada will help Canadian energy companies like Cenovus meeting growing demand for oil around the world. The debate over oil sands inspires emotions on all sides. Some people feel the oil sands can’t be developed in a way that protects Canada’s environment. Others feel the industry is doing a good job of reducing their environmental footprint, and that we need to ship oil around the world to ensure Canada’s economic prosperity. Cenovus believes the oil sands are Canada’s resource, and we want Canadians to be proud of how they’re being developed. Cenovus is having conversations with Canadians about the energy industry in Canada. We want to learn how Canadians think and feel about the oil sands and hope these thought-provoking conversations will start a larger conversation about the value of oil and responsible resource development.


Develop an 18-month plan for Cenovus on how we can engage young Canadians in the conversation about oil sands development and get them involved in determining what our energy future should look like.


How important is it to educate young Canadians on the energy industry, specifically the oil sands and pipeline development? What suggestions do you have on how energy companies like Cenovus can reach out to young Canadians to tell the oil sands story? As an AIESEC member, how would you like to work more with AIESEC’s national partners?

Case Study: Center of Excellence in Financial Services Education


Here in Canada, the average student leaves university with $27,000 worth of student debt. Right out of school, Canadian youth are faced with the challenges of finding a job, managing spending, and finding money to pay off their loans as quickly as they can. All this in an environment where Canadians are taking on more debt and saving less than ever before. Given today’s financial reality, financial literacy for young Canadians is key. Youth need the tools and resources to help them become money savvy and learn early on how to make informed financial decisions throughout their lifetime, from paying off student debt, to taking advantage of workplace benefits, to deciding whether home ownership is something they can or want to afford.


Your challenge is to gather together what you or your group members have learned from participating in the workshop. Put your advice for Jessica to work and help us come up with a way to get the message about savvy spending and saving out to more young Canadians at universities and colleges across Canada. What are your ideas for bringing financial literacy to young Canadians, 18-24?


What didn’t you know about money before you did the case study? What was the most important thing you learned? Based on what you learned, what are the key areas of need when it comes to financial literacy for youth (i.e., debt, budgeting, investing?) What are your recommendations for increasing financial literacy among youth? Include practical suggestions on how this could be done, including how to leverage publicly available resources/information, what local stakeholders could be engaged. Consider what outcomes you want to achieve - i.e., what does financial literacy look like to you? And what problems could it solve? (i.e., lower debt levels, pay off debt faster, higher savings levels).

Case Study: Calgary Economic Development


Urbanization has changed the way people perceive cities and countries. According to the World Health Organization, “One hundred years ago, 2 out of every 10 people lived in an urban area, by 1990, less than 40% of the global population lived in a city, but as of 2010, more than 50% of all people live in an urban area.” As more people turn their attention towards cities, and worker mobility increases around the world, global cities are competing to retain and attract top minds around the world. According to the 2011 Census report, Calgary is one of the fastest growing major metro cities in Canada. As the city grows, the city needs to continue to attract, retain, and integrate top young minds like the AIESECers here today. In Calgary Economic Development’s Soul of the City series, Mayor Nenshi talks about the “urban fabric” of a city and the aspects of a city beyond the “bones of the city”. Too often, the discussion around cities focuses on roads and infrastructure. How do we enrich the soul of the city?


What innovative ideas do you have for Calgary, Calgary Economic Development, or Calgarian entrepreneurs, businesses, and residents to enrich the city and attract, retain, and integrate young leaders from around the world? What recommendations to you have to Calgary to make it a city that would attract young leaders like yourselves?


What is or will be the most important factors to you when you choose the city you want to live in? What global cities attract you and why? What do you think makes a great city? If you have been on an international internship or travelled, what do other cities have that Canadian cities don’t have or could improve on?

Case Study: Labatt To be announced.

Canada Youth to Business Forum Sponsors






Layout Design by Janice Wang - AIESEC Seattle

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