🎙️ Welcome to Spotlight, the podcast powered by the Calgary Marketing Association, where we illuminate the bold ideas and dynamic people shaping Calgary’s marketing landscape.

In this trailer, get a sneak peek of the conversations with trailblazing marketers, the behind-the-scenes stories of game-changing campaigns, and the actionable insights that will inspire your next big idea.

From celebrating the creativity of our local talent to uncovering the strategies driving success, Spotlight is your go-to source for fresh perspectives and practical takeaways in marketing.

Hit play to discover how we’re bringing Calgary’s marketing community into the spotlight—one episode at a time. Don’t forget to subscribe so you never miss the brilliance!

You might be overspending on your website while your marketing dollars could be working harder elsewhere.

In this episode, Derek and Marc chat with Scott King, President of H2 Accelerator—a partner of the Calgary Marketing Association.

Scott talks about maximizing your online marketing budget, driving real impact and making smarter investments.

In the first episode, we challenge one of the most ingrained corporate philosophies: "Bring me solutions, not problems".

How has the mindset impacted the way businesses operate, and more importantly, their ability to succeed?

But the truth is, we need to start focusing on the art of identifying the RIGHT problem as that's just as critical as finding the solution.

Our first guest, Pedro, Strategy Director at WJ Agency, will discuss how the best strategists uncover the true challenge worth solving and why slowing down to "sharpen the axe" is vital for effective marketing outcomes.

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In this episode, hosts Derek Hovinga and Marc Binkley sit down with Jill Dewes from Daughter Creative to explore the real purpose behind submitting marketing and ad work to award shows.

Is it a vanity play, or can it be a legit growth strategy?

We talk about the impact of awards on brand reputation, client trust, and agency growth.

This podcast is powered by Calgary Marketing Association

In this episode, we sit down with Michael Kohlweg from Mountain Fold Studio and Casey Corneil from Calgary Public Library to dive into the creative process behind a fantastic piece of art marketing that you'll probably see from a public institution.

We break down:

• How they developed such an engaging and unorthodox concept
• The creative process that brought it to life
• How they got buy-in from the marketing and communications team at CPL
• Why taking creative risks can lead to powerful results

Check out their Short Film, Page, in the link below:

https://youtu.be/u9JTXEBLpjo?si=cGWmS2P8AsBemb86

This podcast is brought to you by Calgary Marketing Association

On today's episode, we're Spotlighting a webinar we held with Ann Marie Kerwin on the Multiplier Effect.

Ann Marie Kerwin is the Americas Editor for WARC, a global marketing firm that provides evidence, expertise and education to ensure marketing strategy drives business success. As a WARC editor, she focuses on how marketing can make the business case for creativity. Previously Kerwin was VP-Content for eMarketer, a research firm focused on digital marketing and an editor for Ad Age.

To download The Multiplier Effect:

https://page.warc.com/the-multiplier-effect-report

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 (LLMs) like ChatGPT are disrupting the way we think about search

• What Zero-Click Search (ZCS) really means and why it matters

• Whether ranking #1 still has value if nobody clicks

• How to shift your strategy: first-party data, long-tail keywords, PR mentions, and more

• What modern marketers should track in GA4 to measure impact in a zero-click world

If your search traffic is dropping or your SEO strategy feels stuck in 2018, this one’s for you.

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 Hell that helped lead, market, and connect more effectivelyWhether you're a marketer, founder, or team leader, this conversation is your reminder that curiosity isn’t a soft skill—it’s a power move.

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, and why great merch is more than just swag—it’s strategy.

Whether you’re a founder, a marketer, or just a fan of good branding, this episode is packed with insight, inspiration, and a few laughs along the way.

In this episode of Spotlight, we sit down with Geraldine Anderson, Vice President of Marketing and Communications at Calgary Economic Development, to explore what it really takes to market a city—not a product.From the bold launch of the Blue Sky City brand to the rollout of their newest campaign, Geraldine shares the strategy, insights, and storytelling behind positioning Calgary as the place to build your career, business, and life.We dive into:The inspiration and long-term vision behind Blue Sky CityHow CED is bringing the brand to life in their latest campaignWhat success looks like when you're marketing a place—not selling widgetsLessons from the “It’s Possible” campaign and what’s coming nextIf you’re interested in city branding, economic development marketing, or how to inspire people to see a place through a new lens—this one’s for you.In this episode of Spotlight, we sit down with Geraldine Anderson, Vice President of Marketing and Communications at Calgary Economic Development, to explore what it really takes to market a city—not a product.

In B2B marketing, winning deals isn’t just about targeting one decision-maker.

It’s about persuading an entire Buyer Group.

With complex purchasing decisions involving multiple stakeholders, understanding how these groups operate is the key to success.Mimi Turner from the B2B Marketing Institute takes us through the different decision making processes.

In this special Spotlight crossover episode, we shine a light on Artificial Breakdown, the new podcast from ZGM Modern Marketing Partners that dives deep into the evolving world of AI.

Join hosts Peter Bishop and Carrie Robinson as they explore how artificial intelligence is reshaping industries of all kinds. In this episode, we focus in on creative industries—from marketing and advertising to content creation and beyond.

We unpack the opportunities, challenges, and ethical questions AI presents for creative professionals and discuss how agencies and brands alike can adapt to stay ahead of the curve.

Topics Covered

• How AI tools are changing the creative process

• The role of human creativity in an AI-enhanced world

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 confidently on camera.

This conversation covers:
• Why Laila left agency life to launch Social Launch Labs
• How her TV and influencer background shaped her studio model
• The rise of founder-first marketing and why authenticity converts
• The misconceptions around “going viral”
• Why business owners struggle with content and how to fix it
• Where the creator economy is heading for B2B brands

You’ll also hear stories from Laila’s early days in broadcasting, managing influencer channels across gaming, golf, and poker, and what it takes to build a content engine that actually supports small businesses.

If you’re an entrepreneur, marketer, consultant, or creator looking to build trust and visibility through content, this episode offers practical insights, real-world examples, and a look into what’s next for business-focused creators.

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 freedom and frameworks in marketingIf you’ve ever felt like systems kill your flow, or if your team’s chaos is killing your output... this one's for you.

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 fail in a world of fragmented, looping buyer journeys.How modern marketers use mental & physical availability and the cash flow funnel to guide real-world strategy.Practical budget allocation advice — from tactical funnels to long-term brand building.The mindset shift marketers need to make in the data-driven age.👥 Featuring:Pedro Porto Allegre from CULT

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 budget, fighting for long-term brand investment, or aligning with your CFO, this session will give you the clarity, language, and confidence to elevate your impact.

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 about traveler attitudes in 2025How brands and advertisers can better connect with today’s globetrottersThe opportunities (and challenges) shaping the future of travel

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 inductees, along with insights from the CMOs who will be revealing their brand-building playbooks.

We also talk about The Gathering’s new partnership with the Effies, its origin story from founders Ryan Gill and Chris Nealand, and how the event evolved from a business development idea into a global destination for connection, creativity, and celebration.

From Dana White’s unexpected three-day stay at the inaugural event to the magic that happens when marketing leaders drop their guard in the mountains, this conversation pulls back the curtain on what makes The Gathering so special.

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 the triggers that actually drive buying decisions.

From jingles and mascots to media planning and reach, we break down how creative and smart media choices work together to build memory, trust, and long-term growth. Plus, we dive into bothism—why it’s not about choosing short-term or long-term, but about making both work harder.

What you’ll learn in this episode:

• The risks of short-termism in marketing

• How to build your brand’s mindself and category entry points

• Why creative assets (jingles, characters, slogans) stick in the brain

• The role of media planning in making memories last

• Why bothism (long + short) is the way forward

If you’ve ever felt stuck in the funnel, this episode is your reminder to think bigger, play smarter, and build a brand that people actually remember.

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 cultural insight that sparked the idea

• How the team moved fast without compromising strategy

• The impact the campaign had on small-town pride

• Why Petro-Canada had the right to show up in this conversation

• What success looked like—and how it’s still unfolding

Whether you're into marketing, media, or just love a good creative comeback story, this one’s for you.

👉 Explore the campaign: Visit Canada – Petro-Canada

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 break down this year’s key findings, what they mean for businesses and communicators in Canada, and how trust has become a business imperative—not just a PR problem.In this episode:What’s changed in public trust over the last 25 yearsWhy trust is increasingly local and personalWhat brands need to do to earn (and keep) itThe role of business in solving societal issuesWhether you're in marketing, communications, leadership, or public affairs—this conversation will leave you thinking differently about how trust is built, broken, and rebuilt.

Read the Trust Barometer here

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 sideways fast. We dig into why leading with "I love these colors" is a career-limiting move, and what to say instead.In this episode:- Why creatives need to learn the language of CFOs (enterprise value, margin resiliency, risk mitigation)- How to frame brand as both an investment AND an insurance policy- The difference between subjective preference and strategic rationale — and why one gets you tuned out- When and how to bring your agency into finance conversations without stepping on toes- Why board meetings are performances, not presentations (and what happens when you forget that)- The single most important argument to have ready before pitching a big, ambitious campaign- How brand drives EBITDA multipliers — and why that's easier to move than marginWhether you're a creative director, CMO, or agency partner trying to get bold ideas approved, this conversation will change how you walk into your next finance meeting.Spotlight is a podcast exploring the intersection of creativity, strategy, and business.

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 (Founder & CEO, We Deliver Your Vision),
• Jim Gunderson (VP Operations, Mint Smartwash),
• Zoe Smith (Market Researcher, Stone-Olafson)

The conversation goes beyond prompts, tools, and productivity hacks. Because here's the uncomfortable truth: most people are using AI to do faster what they were already doing. Writing copy. Summarizing reports. Generating content. Useful? Sure. Transformative? Not even close.

The real unlock is judgment — using AI to think better, question assumptions, reduce bias, and make smarter calls. The organizations building that capability right now are the ones that will be impossible to catch later.

We explore why AI is rapidly becoming a decision-support system, how leaders are building AI-augmented thinking without creating AI dependency, and where marketers and executives keep getting stuck — and how to break through.

If you're feeling pressure to "use AI" but aren't sure how it actually drives better outcomes, this one's for you.

What you'll take away:How to reframe AI's role in your organization, how to ask better questions and pressure-test your thinking with AI, and where it creates real strategic advantage — not just speed.

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 how to use Twitter and Facebook ads, to growing a national conference series now spanning six cities across Canada — Calgary, Halifax, Vancouver, Toronto, Ottawa, and Montreal.We dig into:

• How Social West became a 10-year overnight success
• The hardest business decision of the pandemic: offering full refunds when competitors folded
• Why Mike pivoted to virtual events and sent care packages to attendees across the country
• What makes Social West different — no ego, no pretension, just real marketers learning from each other

• How the Calgary Marketing Association and Social West are partnering for a special CMA member experience

= The acquisition of Marketing News Canada and the vision of becoming the home for Canadian marketers

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 your marketing strategy when the market softens - Brand-building vs. promotions — when to use each and why - Proving marketing's value when half the buyer journey happens offline - CRM best practices and keeping data clean across sales and marketing teams - How to use market data (Environics, BILD reports, permit data) to guide strategy - Aligning sales and marketing teams to reduce friction and finger-pointing - Differentiating your brand and committing to it — even under market pressure Building long-term buyer trust throughout the entire purchasing journey - Targeting buyers by behavioral intent vs. demographics

Panel includes:

Alex Paisley - VP of Digital at Chatterson

Careen Chrusch - Director of Marketing at Mattamy Homes

Vanessa Sambrooke - Director of Marketing at Jayman BUILT

Megan Starke - Director of Marketing at Anthem

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 Calgary, why physical presence is everything when entering a new market, and how the right marketing materials can make or break a sales conversation. Plus, Jen opens up about being a self-proclaimed "non-marketer" who had to learn — reluctantly — that putting your face out there actually works.In this episode:- Why one salesperson calling from Regina wasn't enough — and what changed when Sleek opened a Calgary location- The difference between telling people you're great and actually showing them- How Jenn went from resisting LinkedIn to embracing personal branding- What a "world-class marketing community" really means (hint: it starts with feeling welcome)Whether you're in sales, marketing, or just trying to grow something in a new market, this one's for you.

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 ecosystem that compounds in value instead of expiring after a campaign ends.

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-party platforms, how to integrate loyalty into your broader business strategy, and what to do after you launch — especially when it comes to data.Whether you’re considering launching your first loyalty program or trying to improve an existing one, this conversation focuses on clarity, real-world use cases, and practical takeaways you can apply immediately.

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 intent leads” aren’t a silver bulletIf you’re trying to justify budget, prove ROI, or build a smarter strategy for 2025, this conversation is packed with practical insight.

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, alignment, and better marketing outcomes.You’ll hear why strong case studies matter more than ever, how they can be used across teams, and what marketers should be thinking about when documenting their work—whether you’re in-house, agency-side, or leading a brand.