“Mandy is a talented marketing professional and great teammate. She brings a trained eye, level of discipline and business centric approach to brand that is highly commendable and valued. I've really enjoyed working with her at Prophix.”
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With a dynamic background in brand marketing and agency-side experience, I thrive when…
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Nicole Lougheed
Nicole Lougheed
20+ years of experience in both B2B and Consumer marketing positions in a broad range of industries and roles - including wine and spirits, online automotive advertising and legal marketing. Strong background in social media marketing, market research, data analysis and training & development, with expertise in both the strategic planning and the implementation of marketing programs.<br><br>Specialties: Strategic marketing, social media marketing, market research, data analysis, project & program management, marketing communications, and training development & delivery,
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Naziye Musajan
While chatting about Toronto’s “epic marketing battles” since Christmas🎄, one insight hit me hard: Many campaigns focus on the Key Message, but often stop at “Did it get exposure?” or “Are the keywords big enough?” Rarely do they ask: how does this message actually drive action?🤔 Take some supermarkets here—“Huge Snack Selection” or “Anniversary Live Sale” are eye-catching, but are they compelling enough to move someone from “I saw it” to “I want to buy it now”? In Toronto, I often see great concepts that never translate into behavior🥲. That’s why in my own Marketing Strategy proposals, I focus not just on the idea, but on: perception, memorability, and execution. Marketing isn’t just about spreading the word—it’s about creating clear reasons and pathways for the audience to act. In 2026, this is the one thing I’ll continue being meticulous about in every project.💪
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Hannah Pavalow
TLDR: the industry has solved outcomes measurement. Good work team. I was at the Fifty5Blue (formerly KantarMedia) Summit in Montreal last week and got to go back to my roots, spending time thinking about things from a research, and not a product, perspective. One of my conclusions: the industry has solved outcomes measurement. What do I mean by solved? As an industry we now know what outcomes are, how they can be measured and who should do that measuring. While there are complexities in implementing those frameworks within an organization, that is about applying context and nuance, not a gap in frameworks or tools. What are outcomes? With the proliferation of digital data, the industry has been able to map a series of proxies, or signals, to revenue. Whether it’s an attitudinal metric, or a shopping funnel metric like branded search, the question is never “is this metric an outcome?”. The question has become “is this the right outcome metric to measure for me?” How do we measure them? MMM, MTA and causal methods. Yes, there are flavors of all of the above, and yes each of them does some things better than others, but importantly we know what those things are. So again it’s not a question of “what methods exist to measure my outcome?”. The question is “what method should I apply for this specific question?”. Lastly, is the question of who? In the twenty-teens the answer appeared to be media companies and platforms. Their argument was “we own the audiences that drives the outcomes, so only we can tell you precisely what’s happening.” There was an explosion of first party measurement solutions from brand and conversions lift to attribution modeling. But in the post-ITT and AI world their message has shifted to “how can we help you measure? What do you need from us to help you triangulate?” And who is the “You”? The marketer. Marketers own outcome measurement, as they should, because even with all the AI at the media and platform companies, marketers will always know their business better. More importantly they know how decisions in their businesses are made, and outcomes measurement has moved from “how do we do it?” to “how do we use it to make decisions?”, something only marketers know. Yes, vendors, media companies and agencies will all play important parts. But ultimately marketers are driving the future of outcomes measurement.
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