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

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