Agenda

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Welcome to the Age of AI!

8:55

-

9:05

Welcome to the Age of AI!

Neil Follett
,
Chair
,
PharmaBrands
Opening Keynote by Google

9:05

-

9:35

Opening Keynote by Google

We are thrilled to announce a keynote address by Google!  Discover how AI is revolutionizing the pharmaceutical and healthcare industries.

Kapil Parakh
,
Senior Medical Lead
,
Google
Superintelligence tsunami: strategic imperatives for pharma in the face of cheap, powerful, and abundant AI on demand

9:35

-

10:00

Superintelligence tsunami: strategic imperatives for pharma in the face of cheap, powerful, and abundant AI on demand

  • Learn from past tech revolutions: draw insights from the past to inform strategic planning for AI challenges and opportunities across Pharma.
  • Navigate AI uncertainty: learn to proactively plan for rapid advancements to ensure your org continues to apply the best innovations.
  • Capitalize on superintelligence: identify strategic priorities for success in an AI-dominated future.

Simon Smith
,
EVP Generative AI
,
Klick Health
AI value chain: optimise key sales and marketing initiatives with AI

10:00

-

10:25

AI value chain: optimise key sales and marketing initiatives with AI

  • Explore insights and varied practices that leverage AI tools for highest impact and amplification of Life Science sales and marketing initiatives.

Catherine Hunter
,
Partner, Consumer Health and Life Sciences
,
EY Canada

10:25

-

10:50

Coffee Break

Coffee Break

10:25

-

10:50

Coffee Break

​​From pilot to scale: how life-science companies can achieve AI companywide adoption to support commercial activities

10:50

-

11:35

​​From pilot to scale: how life-science companies can achieve AI companywide adoption to support commercial activities

  • Hear how Life Science companies should approach compliant and sustainable AI adoption.
  • From AI pilots, to Centres of Excellence & strategic partnerships; discover what has delivered the most value to date.
  • Learn from commercial leaders on their strategic AI focus for 2024 and beyond, emphasizing AI-driven efficiency, personalization, digital innovations and the importance of ethical use in AI.

Michael Bales
,
Director, Strategy & Commercial Operations
,
Merck Canada
Alyssa Lefaivre Škopac
,
Head of Global Partnerships and Growth
,
Responsible AI Institute
Rahul Rani,
,
Commercial Capabilities Project Manager
,
GSK
Aletta Brandle
,
Team Lead, Omnichannel Excellence
,
Boehringer Ingelheim
Chris Weber
,
Head of Customer Experience
,
Takeda
Save 40 hours a month, now! Discover the leading AI tools and tactics your marketing team can adopt today

11:35

-

11:55

Save 40 hours a month, now! Discover the leading AI tools and tactics your marketing team can adopt today

  • It’s time to sign-up and get started, hear what AI tools and tactics your marketing team can explore to start saving you time and produce even stronger results.

Tim Dolan
,
Principal Consultant & Trainer
,
Kickframe
Generative AI and brand integrity: Are you ready?

11:55

-

12:25

Generative AI and brand integrity: Are you ready?

  • Learn how to prepare your brand for a wave of medical misinformation, from deepfake HCP endorsement to fabricated patient stories.
  • Learn about the processes, tools and people that will ensure your teams are ready to mitigate brand destroying fake news.

Jennifer Zeifman
,
SVP, National Lead, Health & Wellness
,
Proof Strategies

12:25

-

13:10

Lunch

Lunch

12:25

-

13:10

Lunch

The AI-powered agency: the benefits and risks clients must consider with this new agency model

13:10

-

13:55

The AI-powered agency: the benefits and risks clients must consider with this new agency model

  • Hear from leading agencies on the possibilities towards increasing value through generative AI capabilities.
  • Learn how Gen AI may be deployed for pharma marketing and communication campaigns.
  • Understand the risks and benefits before procuring an “AI-powered” agency
Neil Follett
,
Chair
,
PharmaBrands
Dave Makerewich
,
President and Founder
,
Maven
David Churchill
,
Vice President, Healthcare Business Strategy
,
Lemieux Bédard Communications.
Brad Breininger
,
EVP, Strategy
,
Believeco:Partners
Moving beyond the buzz: Sanofi's AI journey in marketing and medical content generation

13:55

-

14:20

Moving beyond the buzz: Sanofi's AI journey in marketing and medical content generation

  • Hear the lessons learned from Sanofi's implementation of AI tools to support commercial and medical activities.
  • Get a glimpse into how large language models can be used to ensure communications to healthcare providers and patients are relevant and effective.
  • Learn about the metrics applied at each stage of implementation that helped demonstrate business value.
Dimitrije Jankovic
,
Global Head of Digital Strategy and Operations
,
Sanofi
Intellectual property, ethical, and legal implications of AI in commercial activity

14:20

-

14:45

Intellectual property, ethical, and legal implications of AI in commercial activity

  • Understand the ownership issues surrounding AI-generated content.
  • Get the latest update on Canadian IP laws and how they apply to your next project.
  • Canadian case study highlighting unique challenges in AI-related IP disputes.

Alan Macek
,
Partner
,
DLA Piper

14:45

-

15:05

Coffee Break

Coffee Break

14:45

-

15:05

Coffee Break

Remain relevant: align with AI applications in hospitals

15:05

-

15:30

Remain relevant: align with AI applications in hospitals

  • Understand the transformations underway in hospitals and broader health systems. From streamlined hospital workflows, to diminishing administrative overheads that help elevate patient care quality.
  • Discover the imperative for life science companies to evolve and integrate these tech-driven advancements to maintain relevance and foster meaningful connections with healthcare professionals.
  • Rare Disease use case: hear about an unmet need, that through collaboration and technology, could result in significant uplift in the diagnosis and treatment of multiple rare conditions.
Dr. Muhammad Mamdani, PharmD, MA, MPH
,
Vice President - Data Science and Advanced Analytics, Professor, University of Toronto
,
Unity Health Toronto
PAAB and generative AI: maximise opportunity whilst staying compliant

15:30

-

15:50

PAAB and generative AI: maximise opportunity whilst staying compliant

  • What PAAB is seeing as effective generative AI use relating to pharma marketing and communication campaigns.
  • Recommendations on opportunities to leverage generative AI within the code.
  • PAAB’s own plans on AI adoption for future APS.

Jennifer Carroll
,
Director of Communications
,
PAAB
Closing Keynote: Machine Earning

15:50

-

16:20

Closing Keynote: Machine Earning

The advent of Generative AI has sparked fresh possibilities for computational creativity in marketing. Indeed, this year’s Contagious Radar survey found that 41% of senior marketers believe Gen AI represents the biggest disruptive force to our industry since the dawn of the internet. But in a world where deepfakes are being increasingly weaponised by bad actors, how can we harness these tools for positive growth? Whether you believe in art or algorithms, understanding the capabilities of artificial intelligence should be a top priority for any future fit marketer. This session will explore the AI trend through the lens of some of the smartest work using the tech.

You’ll learn /

  • How brands from the worlds of automotive, food, healthcare, telco, travel, toys and more are using AI
  • Revealing insights from both marketing leaders and AI luminaries
  • About the various ways that artificial intelligence is reshaping the advertising industry

Chris Barth
,
Principal Strategist
,
Contagious
Closing Remarks

16:20

-

16:30

Closing Remarks

Neil Follett
,
Chair
,
PharmaBrands

16:30

-

20:30

Networking Drinks

OPMA: Networking & Panel on Emerging Technologies in Healthcare

17:30

-

20:30

OPMA: Networking & Panel on Emerging Technologies in Healthcare

The OPMA summer event is a separate co-located event. A full access ticket is included with your Age of AI ticket.

More Speakers To Come
,
,

20:30

-

20:30

Event Closes

Event Closes

20:30

-

20:30

Event Closes

What’s Winning in Canada: Insights from 2024 Healthcare Category, Canadian Marketing Association (CMA) Awards
creativity-now

9:00

-

9:30

What’s Winning in Canada: Insights from 2024 Healthcare Category, Canadian Marketing Association (CMA) Awards

  • Hear what makes a healthcare campaign the best in the country directly from the CMA judges.
  • Learn how the campaigns leveraged market insights to deliver breakthrough creative and drive business results.
Award Judges
,
,
Canadian Marketing Association
Panel: The State of Creativity in Canadian Healthcare Marketing
creativity-now

9:30

-

10:15

Panel: The State of Creativity in Canadian Healthcare Marketing

  • In a healthcare industry first, Canada’s top creative minds share where Creative is going in 2025; is AI driving the awesome, or the average?
  • In a quick-fire session, discover what’s driving Canada’s leading Creative Directors; apply their mojo to your next creative brief!
Kirk Rubi
,
Creative Director
,
CPC Healthcare Communications
Mike Spelay
,
VP, Creative Director
,
bMod
Expert Speaker Coming Soon
,
,
Creative Leadership - From Brands and Businesses
creativity-now

10:15

-

10:45

Creative Leadership - From Brands and Businesses

  • Hear the lessons learned from instilling curiosity and innovative thinking into brands, divisions and businesses.
  • Understand how being open to new ideas, new channels and new voices can move the needle in the market.
Leandra Wells
,
Country General Manager
,
Galderma Canada

10:45

-

11:15

Break

Break
creativity-now

10:45

-

11:15

Break

Novo Nordisk Case Study: Anatomy of a  Branded DTC Campaign
creativity-now

11:15

-

11:45

Novo Nordisk Case Study: Anatomy of a Branded DTC Campaign

  • Learn how great creative helped celebrate the diverse & unique portrayals of individuals who partner with their healthcare professional to change the course of their weight-management journey
  • Explore the insight, strategy, and execution behind this successful direct-to-consumer campaign.
Christine Priest
,
Product Manager, Obesity & Women's Health
,
Novo Nordisk
David Brown
,
Executive Vice President of Health Strategy
,
NFA Health
Joy Panday
,
Executive Creative Director
,
NFA Health
Hitting the Target – The Art and Science of Healthcare Media Buying in Canada
creativity-now

11:45

-

12:05

Hitting the Target – The Art and Science of Healthcare Media Buying in Canada

  • Ensure every cent of your budget is used effectively in 2025 by understanding the nuances of healthcare media buying in Canada.
  • Getting to personalisation: hear what platforms and partners are setting the standard when it comes to audience targeting, enabling brands to deliver hyper relevant and engaging content.
  • Leave with a (usable) blueprint for effective media planning in Canada.
Randy Newman
,
CEO
,
Colour
Case Study 2: Anatomy of a HCP Campaign
creativity-now

12:05

-

12:35

Case Study 2: Anatomy of a HCP Campaign

  • Delve into the complexities of healthcare professional (HCP) marketing, highlighting successful campaign strategies and outcomes.
  • Take these real-world examples to push the boundaries for your next campaign.
Expert Speaker Coming Soon
,
,

12:35

-

13:15

Lunch

Lunch
creativity-now

12:35

-

13:15

Lunch

ADHD Case Study: The Impact of Inclusive Marketing
creativity-now

13:15

-

13:35

ADHD Case Study: The Impact of Inclusive Marketing

  • Hear how incremental changes and inclusive marketing delivered outsized engagement.
  • Learn how stakeholder engagement can impact creative, channel strategy, and execution.
  • Understand how intentional content and creative changes increased awareness.
Julie Elkin
,
Marketing Manager
,
Johnson & Johnson
OTC Case Study: Canesten Tackles Tik Tik
creativity-now

13:35

-

13:55

OTC Case Study: Canesten Tackles Tik Tik

  • Hear how Canesten adopted a new channel strategy to target young female consumers.
  • See the creative that broke through for Bayer on a new digital channel.
  • Learn the lessons, and see the results from the campaign.
William Vargas
,
Group Brand Manager
,
Bayer
Case Study 3: Anatomy of Creative in Disease Awareness Campaign
creativity-now

13:55

-

14:25

Case Study 3: Anatomy of Creative in Disease Awareness Campaign

  • Examine the psychology of how a successful disease awareness campaign will drive patient and HCP engagement.
  • Hear about the importance of understanding your entire diverse population to elicit moments of gold, that entire campaigns can be built around.
Expert Speaker Coming Soon
,
,

14:25

-

14:45

Break

Break
creativity-now

14:25

-

14:45

Break

Improve Your Creative, and Your Results, Through Incremental Innovation
creativity-now

14:45

-

15:05

Improve Your Creative, and Your Results, Through Incremental Innovation

  • See the impact that user-centered design and incremental innovation can have on creative and channel success.
  • Learn how marrying new technologies and emerging tools with sound marketing fundamentals can drive results for brands.
Jonathan Chiriboga
,
Director of Marketing Innovation & Digital Excellence
,
AstraZeneca
In conversation with Alan Depencier, CMO, RBC, Personal & Commercial Banking and Insurance.
creativity-now

15:05

-

15:35

In conversation with Alan Depencier, CMO, RBC, Personal & Commercial Banking and Insurance.

Alan joins host Neil Follett in a conversation about encouraging, and focusing, creativity throughout one of Canada’s most respected businesses. Alan will also take questions from the audience.

Alan Depencier
,
CMO
,
RBC, Personal & Commercial Banking and Insurance
Neil Follett
,
Chair
,
PharmaBrands
Closing Keynote
creativity-now

15:35

-

16:00

Closing Keynote

Expert Speaker Coming Soon
,
,

16:00

-

17:00

Networking Drinks

Networking Drinks
creativity-now

16:00

-

17:00

Networking Drinks

17:30

-

20:00

The OPMA End-of-Year Soirée

The OPMA End-of-Year Soirée
creativity-now

17:30

-

20:00

The OPMA End-of-Year Soirée

Join us at Creativity Now, November 26, Toronto

Learn More