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October 18 – Next Generation Event Branding

October 18, 2016 @ 5:30 pm - 8:30 pm

October 18 – Next Generation Event Branding

Tuesday, October 18 @ 5:30 pm – 8:30 pm


350 King St W
Toronto, ON M5V 3X5

Next Generation Event Branding – Embracing the Experience Economy

The world of events is constantly changing; technology and the age of the selfie have propelled the industry further towards LIVE and EXPERIENTIAL.  Evidence is mounting that a growing percentage of the current generation would rather spend money on experiences than on goods or services.

How do established brands capitalize on this trend toward the Experience Economy while maintaining their roots?

What role does the LIVE events industry play in keeping brands relevant and in the game?

Join us as we speak to the leaders at some of Canada’s most high profile brands about the strategies they employ to meet the growing demand for communicating with consumers through experiences.

Learn how they are adapting to the changing landscape and continuing to drive their brands forward.



Jennifer Bell – Vice President, Communications, Marketing, Creative, Editorial & Digital
TIFF – Toronto International Film Festival


As Vice-President of Communications, Marketing, Creative, Editorial & Digital for TIFF, Jennifer Bell oversees strategic planning, development and execution of all external and internal marketing, communications and brand efforts, as well as all media relations and issues management for the organization. She is responsible for the organization’s digital and creative assets, including the development and execution of TIFF’s long-term digital strategy. Prior to joining the organization in 2009, Bell held senior communications and public affairs positions at Vale, CanWest Media and Alliance Atlantis Communications. She has also worked as a public affairs and communications consultant for a number of public, private and not-for-profit clients, and spent more than eight years as a senior political advisor within the Ontario government. Bell currently serves as a director on the board of the Brain Tumour Foundation of Canada and sits on the Steering Committee for Malachy’s Soiree.


Allan Reid – President & CEO of CARAS, The JUNO Awards and MusiCounts  


Allan Reid is a passionate supporter of Canadian music. Having been in the industry for over 30 years, he holds an essential voice as the President & CEO of The Canadian Academy of Recording Arts and Sciences (CARAS), the JUNO Awards, MusiCounts and the Canadian Music Hall of Fame.

CARAS’ mandate is to promote and celebrate Canadian artists and their music, and in 2016, Allan’s dedication to artist development was the driving force behind the creation and success of the Allan Slaight JUNO Master Class. Prior to taking on his role at CARAS in 2015, Reid served as the Executive Director for MusiCounts, Canada’s music education charity from 2012-2014. MusiCounts has awarded over $9 million worth of musical instruments to more than 800 schools and communities from coast to coast.

Allan spent 25 years of his career at major and independent labels in Canada as the head of A&R, and was instrumental in the careers of many of today’s top Canadian artists careers. including Jann Arden, Sam Roberts Band, Sarah Harmer, Hedley and The Tragically Hip to name a few.

After a career spent cultivating and supporting artists in Canada, Allan is honoured to be at the helm of Canada’s Music Awards as President and CEO of CARAS/The JUNO Awards and MusiCounts.



Deirdre Molloy – Director, Live Entertainment & Event Marketing
Maple Leaf Sports & Entertainment


Having spent the past 10 years in sports and entertainment with MLSE, Deirdre Molloy possesses a body of understanding built from roles in partnerships, digital and event marketing. In her current role as Director of Live Entertainment and Event Marketing, Deirdre oversees a team that develops and executes a variety of live experiences in music, sports and special events. Her portfolio includes the likes of NBA All-Star 2016, World Cup of Hockey 2016, the upcoming Toronto Maple Leafs Centennial celebrations as well as all Live Entertainment across Air Canada Centre, Ricoh Coliseum and BMO Field.

Prior to joining the Live Entertainment vertical, Deirdre spent many years working in Corporate Partnerships, aligning MLSE sports properties with high-profile brands such as Rogers, Tim Hortons and Under Armour (to name a few). She then oversaw the rise of the sports teams’ digital platforms to the top of their respective leagues. Deirdre’s tenure at MLSE has allowed her to witness and contribute to live events that have marked Toronto a world-class city in sports and entertainment.



Tony Chapman – Professional Moderator & Media Contributor
Tony Chapman Reactions


Tony Chapman has delivered inspirational and transformational Keynotes to audiences in China, Brazil, throughout Western Europe and North America.  He is a frequent contributor to the conversation on television, radio, the newspapers and in new media.  His philosophy on winning, in an age of abundance, is featured in four separate television documentaries.

He has founded two international renowned communications agencies and a research firm.   You might have seen Tony as a Judge on Food Networks hit Recipe to Riches, or as the Host of the Nissan Innovation Challenge in City TV.



TIFF Gallery is the newest event space offered by TIFF Bell Lightbox, and only available for a limited time. The space is divided into two sections: a 1103 sq. ft. annex area looking onto King Street West, and a 3459 sq. ft. main gallery space. Use of the TIFF atrium lobby area is an additional option, and would provide a unique promotional and branding opportunity for those seeking a “red-carpet experience”. This multi-purpose space, is ideal for a social or corporate gathering, and other special celebrations. TIFF Gallery is your blank canvas — a space open to your imagination. TIFF Gallery is available only between October 1 and December 31, 2016.


attends "Vaquero" Premiere at TIFF Bell Lightbox during the 2011 Toronto International Film Festival on September 8, 2011 in Toronto, Canada.



Members: $55
Non-Members: $75
Student Members: $35
Student Non-Members: $45



4:30pm – New Member Orientation (invitation only)
5:30pm – Registration Opens
5:30pm – Food stations and cash bar in the Gallery
6:30pm – Welcome & ILEA Business
6:45pm – Panel Discussion Begins
7:30pm – Q&A – Deeper Dive Discussion
8:00pm – Additional Networking
8:30pm – Event Ends





October 18, 2016
5:30 pm - 8:30 pm


TIFF Bell Lightbox
350 King St W
Toronto, ON M5V 3X5 Canada
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