{"id":6190,"date":"2025-11-19T15:15:22","date_gmt":"2025-11-19T15:15:22","guid":{"rendered":"https:\/\/www.citizenrelations.com\/?p=6190"},"modified":"2026-02-03T16:31:32","modified_gmt":"2026-02-03T16:31:32","slug":"citizen-tomorrow-first-event","status":"publish","type":"post","link":"https:\/\/www.citizenrelations.com\/en\/citizen-tomorrow-first-event\/","title":{"rendered":"Tomorrow First: Senior Leaders Chart the Course for 2026"},"content":{"rendered":"

Citizen Relations recently hosted “Tomorrow First: 2026 Trends & Bets,”<\/strong> a panel discussion in their Toronto office exploring how brands can successfully build reputation, trust, and discoverability in the face of AI and evolving consumer behaviour. Citizen is fresh off a <\/span>3-year run on Strategy\u2019s AOY podium<\/span><\/a> and ready to go full force into the new year. The event – moderated by CEO Nick Cowling<\/strong> and framed by EVP, Marketing & Growth Sue Jackman<\/strong> – emphasized Citizen’s “Tomorrow First” approach to keeping clients ahead of culture.<\/span><\/p>\n

The Panelists:<\/b><\/h5>\n

The discussion featured four distinguished industry leaders <\/span>navigating transformation in their respective fields:<\/span><\/p>\n

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  • Tanbir Grover<\/strong> (Chief Marketing & Digital Manager, Pet Valu): Focused on data-driven growth, analytics, and customer experience.<\/span><\/li>\n
  • Dave Kim<\/strong> (Head of Industry, TikTok): Offered perspective on the creator economy and social discovery.<\/span><\/li>\n
  • Jon Macca<\/strong> (Chief Marketing Officer, RBCx): Shared insights on tech, retail marketing, and adapting established brands.<\/span><\/li>\n
  • Kate Torrance<\/strong> (VP, Head of Brand, Content & Comms, SickKids Foundation): Provided a mission-driven perspective on building trust and brand.<\/span><\/li>\n<\/ul>\n

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    Four Forces Reshaping Marketing<\/b><\/h3>\n

    Brand Building Makes Its Comeback<\/strong><\/h4>\n

    The pendulum is swinging back from pure performance marketing. Data now proves the tangible dollar value of investing in brand reputation and trust. As Kate explained for SickKids Foundation, “Brand work brings in the love, while performance work provides the tactics that close the donation gift.” Jon emphasized the need to rebuild: “We must extend our brand story and invest in the long-term equity that drives organic discovery and recommendation.”<\/span><\/p>\n

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