Case study: Change the story and own the conversation

Thought leadership is key for connecting brands to customers, prospects and employees, but it’s often difficult to break through all the noise, and it’s more difficult still to start and change conversations in your industry.

Learn how a leading financial services brand successfully repositioned itself, and started a new discussion about the Canadian workplace, while increasing earned impressions by more than 1,000 percent with a limited budget.

You’ll learn:

  • Six ways to own the conversation.
  • How to get internal buy-in for thought leadership.
  • How to measure the impact of thought leadership programs Integrating thought leadership, PR and content marketing.

Career level: Strategic Adviser

Presenter / Elizabeth Williams / Canada started out as a reporter, but soon learned the hours were better in corporate communication. She was most recently head of brand and communications for ADP Canada, prior to which held senior communication and marketing roles at Rogers, Constellation, BMO, Aon, to name a few. She now runs her own consulting firm but secretly wants to be a figure skater. Her work has been recognized with IABC Gold Quill, Silver Leaf and Ovation Awards.