Last week, Montreal played host to C2 (creativity+commerce), a three-day event that zeroes in on trends and major disruptions on the horizon. The atmosphere was electric and eclectic as ever-so-stylish creative types converged at Gallery Arsenal in Montreal’s Griffintown neighbourhood.

What makes C2 such a different type of conference?

Well to start, it’s not simply a litany of dry panels where speakers talk at you. There are no trade show booths. Networking opportunities (aka ‘Braindates‘) are driven by technology but are completely organic at the same time. Every bit of the space is interactive and intended to be experiential. You get to play and participate, whether it’s flying through the sky, workshopping on AI, lounging in beanbag chairs or baking a gigantic cake.

On May 26, 2017, The Globe and Mail’s content studio hosted a workshop at C2 on our data-driven approach to content marketing.

We walked attendees through our process: analyze, create, and deliver. And then we pushed our attendees to craft their own content marketing program using a ‘live’ case study. At the end of the session we asked small groups to pitch their concept and explain their logic behind their stories, formats and distribution plans. 

Another highlight of the C2 conference was when our managing editor Sean Stanleigh took to the airwaves in the along with the co-founders of ROSS Intelligence, which builds artificial intelligence (AI) tools for the legal sector.

Sean interviewed Andrew Arruda and Jimoh Ovbiagele in the ‘aquarium’ at C2, a glassed-in studio that simulcast on YouTube.

You can view the segment in its entirety here and learn more about the ‘hype’ surrounding artificial intelligence here.

Finally, we also hosted a panel that focused on how tech-driven organizations – Quietly, Washington Post and Facebook – use data to inform their content marketing campaigns.


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