Now, more than ever, brands need a point of differentiation to set them apart in consumers’ minds. They need a story. Which is why Branded Content has become such an important part of many marketers’ strategic plans. However, determining which stories will best resonate with the intended audience is the key to the success of any program. And how will that story be distributed, and how will ROI be achieved?

The Globe and Mail – in partnership with KPMG, Sunnybrook and NewCity P.R. – will explore the process involved in adding branded content to the marketing mix, pinpoint where the opportunities lie, and discuss how brands determine which vendor to use and the anticipated and expected results of their initiatives.

Teena Poirier
Director, Client Engagement and Custom Content Group
The Globe and Mail

Jessica Diniz

Director, Marketing and Communications
Sunnybrook Foundation

Anita Gatto

President

NewCity Public Relations