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Foresight 2020
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Thirty-one years ago, the Queen’s marketing community was an entirely different place. When a passionate group of marketers realized that students were lacking a forum through which they could engage with the world of marketing, the QMA was formed. Today, QMAC (Queen’s Marketing Association Conference) is Canada’s largest student-run undergraduate marketing conference, transcending the Queen’s community as the go-to forum for aspiring Canadian marketing leaders. When we both were given the privilege of building this conference, our goal was to stop at nothing to maintain QMAC’s reputation for providing unparalleled opportunities for marketing students across Canada. This year, we’ve added a number of exciting new elements to QMAC’s repertoire. We’ve created a thought leadership forum for marketing leaders across the country with our online marketing blog: The Nucleus. We also launched a bracketed competition format for the QMAC Challenge that pitted the top students and schools across Canada against each other, creating an unprecedented level of competition. When we were creating the lens to focus this year’s conference, we felt that a forward-looking perspective would be best for shaping QMAC 2016. Welcome to FORESIGHT 2020: SETTING THE MARKETING AGENDA OF TOMORROW, where we aim to cele-
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brate the advances occurring in the marketing world today and forecast the converging demands that marketers will face in the future. This theme will challenge our corporate guests to provoke thought in our delegates, catalyzing conversations that will shape the future of the industry. A broad theme such as this one demands both a structure and a storyline, and we are delighted to introduce mini-themes to the conference for the first time in QMAC’s history. Each day of the conference will provide a different piece of Marketing in 2020 through the perspectives of the industry’s challengers, thinkers, and doers. Ultimately, we will provide delegates with both the ideas and the tools that will help them succeed as young marketers. In order to ensure the success of Foresight 2020, we searched the country for the nation’s brightest student marketing talent. 130 accomplished young marketers were hand-picked for their zest, freshness, and overall brilliance. We’re incredibly excited to welcome all delegates and corporate partners as challengers, thinkers, and doers to this legendary weekend. Sincerely, EMMA ARMSTRONG & CLAIRE LEVITT QMAC 2016 Co-Chairs
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VISION IS THE art OF SEEING THINGS
INVISIBLE. — JONATHAN SWIFT 35
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ABOUT OUR Get ready to practice working on a marketing strategy for one of the world’s largest and most beloved brands! Johnson & Johnson wants to continue seeing the amazing talent that QMAC brings to Kingston each year through the interactive Mini Challenge. Test your ability to think fast and own your recommendations in front of the J&J reps then interact with the J&J team to learn all about the company, culture, and opportunities. Get ready to fall in love with J&J, their Mini Challenge case and the team that’s bringing it to us!
A newcomer to the Mini Challenge family, MasterCard is bringing you a dynamic and challenging case that will allow delegates to really strategize with their team and show off their amazing marketing abilities! The representatives are keen to interact with the students arriving to this year’s conference, and show off all that MasterCard has to offer. Delegates would be remiss to pass up the opportunity to speak with the MasterCard team and to work on a case that could have real world impact.
Returning to QMAC for an additional round of Mini Challenges, PepsiCo is excited to bring another case for delegates to take part in and boast their marketing and presentation skills. The PepsiCo representatives know from past conferences the talents that lie at QMAC and are looking forward to another year of speaking with delegates about the world class brands they represent as well as opportunities at PepsiCo. Get excited to interact with a legendary QMAC partnership!
Coming for Ad Event, DDB and Tribal are going to shed some light on the advertising industry aspect of marketing and get interactive with the delegates to really teach the students where advertising fits into the marketing puzzle. With an impressive portfolio of clients from the McDonald’s “Our Food. Your Questions” campaign to the Capital One “What’s in your Wallet?” platform, DDB & Tribal are sure to bring valuable insights to this year’s conference! Get ready to see how the super creative of the marketing industry get the job done!
SPONSORS A second firm ready to light up Ad Event, Brainstation is developing a top of the line workshop where delegates will learn about the anatomy of a website, client/server side, what HTML and CSS are, how to build a simple single page site, and why web development is so important for our generation. This workshop will expose the generic business students to something a little outside their usual scope and show the benefit of broadening their skill set. Brainstation is coming fully equipped to blow your minds!
Get ready to ring in the first cocktail of QMAC 2016 with Bell! Coming fully staffed and ready to network with the amazing talent of this yearâ&#x20AC;&#x2122;s conference, Bell has much to offer any delegate. The Bell representatives are excited to discuss the amazing firm they work for and look forward to answering your Star Wars queries. The foresight is strong with this one. Get ready for what will be an amazing experience will Bell!
The second cocktail of the conference will be sure not to disappoint with networking opportunities from the tech giant, IBM! Look forward to speaking with and learning from a new QMAC partner that is sure to offer a great event, a great time, and excellent interactions!
Procter & Gamble has proven time and time again their ability and fluency in marketing foresight and their return to QMAC for the Friday night dinner is sure to come packed with networking and learning from the wonderful P&G representatives. Oh and hereâ&#x20AC;&#x2122;s a preliminary foresight, this dinner is sure to be prime!... rib.
After an amazing day of meeting incredible people and eating some of the finest foods Kingston has to offer, it’s time to wind down and enjoy the night at the Molson Coors Night Event! You’ve all enjoyed their signature brands from Canadian to Coors, Carling to Rickards at past QMAC events and in leisure, now interact with the reps who work to bring you these amazing brands!
After an evening of jamming out at the night event, what better way to start the Saturday than by jamming out with Smuckers at a delicious breakfast with amazing networking opportunities. Famous for not disappointing with event quality and representative excellence, be sure to wake up early and get to know the Smuckers team!
Inspiration hour is sure to be truly special with Google as a sponsor! Not many firms can inspire like Google can and they’re coming to Kingston to speak with the QMAC delegates for a first time since inception. As one of the last sponsors you’ll see at the conference, we can guarantee they will not disappoint!
Another great day, another fantastic night event! This time presented to you by LoyaltyOne, the King of loyalty programs with amazing customer analytics, research and insights. An amazing addition to our theme of 2020 foresight and here to bring you what is sure to be a night to remember at QMAC 2016!
LOCAL SPONSORS
S CHALLENGE ___ ;: sponsored by :; ___
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The QMAC Challenge is a national marketing competition and QMAC’s premier pre-conference event. At its core, Challenge is an immersive, multi-stage case competition that acts as a platform for the best young marketing minds to create and present actionable solutions to real business problems. We are excited to have had Nestlé Canada come on board as QMAC’s official Challenge partner this year! Nestlé is the largest food and beverage company in the world and makes over 60 wellknown local and global brands. This year’s competition, however, focused primarily on the NESCAFÉ brand in Canada. Inspired by the NCAA March Madness college basketball tournament, Challenge implemented a brand new bracketed competition format pitting team against team and school against school. From over 75 teams, the competition is now down to the final 2! Stay tuned for Saturday Night and the Final Round of this year’s QMAC Challenge!
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p Meet the Final 2 p TRIXIE HERNANDEZ is an aspiring Mad Man with an appetite for advertising, brand management, and making stuff happen. Her best accomplishments include founding and running a nonprofit benefiting underprivileged women, nabbing a Ford pitch during her internship at Young & Rubicam Asia, and winning first place in UBC’s Battle of the Ads. Representing the West Coast, Trixie is a 3rd year marketing student at the University of British Columbia and part of the Brand Management Mentorship Program. She’s a big fan of puppies, glitter, and Netflix. When she isn’t practicing writing in third person, you can find her musings, sassy quips, and ask her questions on her Twitter: @katrixie KELLA CHAN is an aspiring Brand Manager who values creating meaningful experiences. A marketing co-op student and part of the Brand Management Mentorship Program at the University of British Columbia, Kella spent the past summer conducting marketing strategies at Canaccord Genuity, creating and organizing a game-changing event series with the Donnelly Group, while competing in a digital and social-media marketing program called Epicentr. She has an insatiable curiosity and disdain for routine. Kella has a literal unhealthy obsession with food, and can always be found either rummaging the cheese section of grocery stores or cooking up a storm with her EasyBake oven. Starting her journey in world travels searching for either the best restaurants or the most adventurous street food, she is on a mission to abandon late night instant noodles and make the most out of culinary experiences.
AMY CHEUNG is an energetic person passionate about learning from those around her and through different experiences. She enjoys exploring natural gems through hiking and mountain biking and hopes to combine her interest for travel with her future endeavors. Asides from being one with nature, Amy is constantly challenging herself through competitions and developing new skills. She loves to see her ideas come to fruition especially in the forms of marketing collaterals, student events, and business conferences. It is her hope to spread her passion for learning through these events, and mentoring individuals along the way.
ELAINE VUONG is a fourth year Co-op Management student at the University of Toronto, Scarborough campus specializing in Accounting. She plays on the UofT Varsity Frisbee team, conducts a community choir and also loves to compete in various business competitions. Currently, she is a Teaching Assistant at the University of Toronto, where she teaches courses such as microeconomics and cost accounting. She has enjoyed the opportunity to showcase her marketing talent and creative ideas alongside her partner, Amy, throughout the QMAC Challenge, and she hopes you will enjoy their presentation during QMAC! Her favourite Nestlé product is After Eight.
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} QMAC CLA Addie Robertson
Aidan Carr
Alex Hughes
Alexandria Nawrot
Alinga Jiang
Alison Werezak
Alistair Gabb
Allison Cecilio
Aly Bowles
Amanda Shoalts
Amy Cheung
Annie Yang
Ava Gladman
Brandon Martins
Brandon Primozic
Brock Arbo
Carli Bianchi
Caroline Hayes
Charlotte Davie
Chloe Miller
Christian Batistalli
Christine Tan
Connor Emeny
Daniel Audisho
Daniel Oh
Daryo Cummins
Ronald Wan
Duncan Seston
Eddie Tsao
Elaine Vuong
42 Emily Carter
Emily Hunter
Eric Faulkner
Eric Kouri
Eric MacLise
Erin Braiden
ASS OF 2016 { Erin Prysianzy
Felipe Morestzin
Georgia Levitt
Hannah Chafetz
Hao Chen Sang
Hayden Katz
Heather Evans
Isabella Kolias
J-Wan Kim
Jackie Han
Janice Cha
Jenny Kim
Jenny Xue
John Sibbald
Johnathan Leung
Julia Di Spirito
Julia Tao
Julianne Lee
Julien Forget
Justin Li
Karin Levitin
Kate Szendry
Kate Morsink
Katherine Chow
Katherine Scott
Keir Sullivan
Kella Chan
Khadija Hareem
Kristen Shi
Laura Baker
Laura Kong
Liana Hadjigeorgiou
Lily Devins
Linda Zhang
Lisa Rogozinsky
43 Liza Korp
} QMAC CLA Louis Delossa
Lyndan Lam
Majed Assa
Mariah McCrank
Marina Glavan
Marina Pei
McKenzie Clune
Melanie Yu
Meredith Johnson
Micaela Labinaz
Miranda Wang
Morgan Clare
Nancy Lee
Natalie Belciu
Natalie Cowan
Nick Harrison
Nicole Fung
Nicole Hutinec
Nicole Morton
Noah Flatt
Nofil Nadeem
Paige Wise
Paloma Lopez-Bondi
Patricia Estella
Rachel Lee
Rachel Shewflet
Rachel Vander Veen
Rene Puerta
Rinelle Wong
Rosey Li
44 Sabrina Lem
Samantha Delfosse
Sara Kernerman
Sarah Hackett
Sarah Kingsley
Shanghavy Karunakan
ASS OF 2016 { Sawyer Wildgen
Scott McCrae
Sean Hoey
Shayne Gelbard
Shingly Lee
Shirley Lin
Simon Harmgardt
Spencer Bayley
Stephanie Johnston
Taylor Ivey
Teresa Lai
Tessa Yin
Tina Li
Tracy Hui
Trixie Hernandez
Tsukaka Kisuchu
Vanisha Mistry
Victoria Horne
Victoria Lin
Zack Scott
Rachel Dufresne
Mo Wahab
Networking is marketing. Marketing yourself, marketing your uniqueness, marketing what you stand for. - Christine Comaford-Lynch
}
QMAC 2016
CLAIRE LEVITT
EMMA ARMSTRONG
ANDREW LAWLOR Sponsorship Director
Sponsorship Coordinator
PRITHVI MALIK
ALEXANDER LEVY
GEORGE GODDARD
NICHOLAS ROGERS
ERIC DOWN
ISAAC MCLELLAN
IMAAN VIRANI
MARK MARTONE
Co-chair
Innovation Director
External Delegates Coordinator
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Co-chair
Challenge Director
Internal Delegates Coordinator
Alumni Relations & Mentorship Coordinator
Logistics Coordinator
ALLAN DOWN
Workshops Coordinator
Finance & Operations Coordinator
EXECUTIVE
ERIN POTER
JOHN DALE
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CATHERINE WIERZBA
Sponsorship Coordinator
Sponsorship Coordinator
SHWETA CHOUDHURY
KRISTINA BURROWS
OLIVIA KRAMER
JACLYN SUCHARDA Frosh Representative
JULIA BALDARO Frosh Representative
JENNIFER XIE Marketing Intern
Speakers Coordinator
Speakers Coordinator
Marketing Director
Events Coordinator
CHARMAINE ARELLANO-CHUA
Creative & Publications Coordinator
TROY WAGNER Chief Marketing Technologist
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RECRUITING TIPS
1. Know yourself Your core message Use clean and concise language Show you’re passionate and knowledgeable
2. Think of the event as “Work” vs. “Party”
3. Wear something that makes you feel amazing
Check out the guest list Be strategic: do your homework Have a game plan/ set goals
Travel light Plan your entire outfit Look and act confident
4. Bring business cards
5. Eat first
And a pen to make notes for each person you meet
Eat before events if possible Failing that, eat early in the event Avoid messy/ hard to eat foods
6. Manage your body language
7. Notice the dynamics of conversations
Our body language affects how we feel and behave
Enter/exit conversations strategically Make eye contact Wait for a break in the conversation
8. Have great conversations Ask open-ended questions Be authentic and natural Try to find common interest
9. Work the room
10. Follow up within 48 hours
Initiate conversations Create connections Quality over quantity
Review business cards + notes Send personalized email/ LinkedIn request Stay in touch + Pay it forward
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