Massive Insights

⦿ Growing a best-in-class team of data, analytics and AI experts to help clients achieve better outcomes with strategies that drive optimal decision-making.  

⦿ Implementing #EOS (Entrepreneurial Operating System) to maximize team cohesion and effectiveness.  This enables Massive Insights to deliver client solutions with greater speed and higher confidence.

Partner & Chief Strategy Officer

The Well Home

Advisor on commercial strategy, marketing, customer experience, and growth efforts.

Strategic Advisor (Fractional)

Klick

Executive level advisor on growth strategy.  Areas of focus include brand extensibility and adjacency planning, capabilities expansion, corporate development, and more.

Acted as a Swiss Army Knife to help scale Klick from an early-stage challenger to the dominant market leader in its space.  Ultimately added zeros to revenue and headcount.  I rose my hand anytime there was a problem that was new, undefined, and high impact.  Enough mistakes and triumphs to write an exciting book (or maybe a movie).  DJ'ed a party or two.  Here's where I focused most of my time:

1. Business Development 
- Revenue:  market analysis and targeting | pitch development and coaching | sales solution architecture and articulation  
- Authority:  keynote speaking | thought leadership writing 
- Differentiation:  architect of multiple award-winning marketing campaigns

2. Client Service & Strategy
- Service:  C-level & senior client relations | annual commercial planning | marketing investment allocation recommendations  
- Planning:  brand planning facilitation | market research | journey mapping | creative & program brief development  
- Activation:  digital strategy design | multichannel ecosystem strategy | tactical strategy (SEO, SEM, Social, Website, CRM, etc.) 

3. Capabilities & Market Expansion
- Pivot:  commercialization partner evolution | U.S. market expansion
- Expansion:  new craft expansion | strategy, analytics, media, CRM, brand, etc.
- Integration:  cross-functional operational improvements 
- Innovation:  innovation support | Labs & Ventures

4. Corporate Strategy 
- Positioning:  competitive analysis & differentiation | brand extensibility | value proposition evolution 
- Talent Evolution:  hiring Interviewing | case development | candidate journey/experience mapping
- Organizational Design:  new OD structures | modern architecture (holocracy / responsive orgs)

5. Leadership Development
- Manager Growth:  launched the first leadership development program
- Mentorship:  1:1 coaching | group training 
- Mental Health:  advocate | certification in mental health first aid

Partner & Executive Vice President

Executive Vice President, Interactive Services

Focus on traffic generation activities including display advertising, search engine marketing (SEM), search engine optimization (SEO), social media, email marketing, media buying/planning, etc.

Director of Audience Development

Devlin eBusiness Architects

Managing Director, Client Services

Foote Cone & Belding

Division head leading the 30+ person interactive group within an integrated marketing communications company.

Director of Interactive Services

I'm on a mission at Massive Insights to help grow an exceptional team that harnesses the power of data, analytics, and AI to make the world a better place through improved decision making at scale.

Our 10 year target is audacious, yet clear:

👉 Positively impact the lives of 1 billion people.

⦿ Energy & resource usage efficiency
⦿ Supply chain / transportation optimization
⦿ Demand forecasting to reduce over-production 
⦿ Consumer understanding to increase relevance
⦿ Improving the performance of sustainability-focused brands
⦿ And so much more

We truly believe that business success and positive impact can be achieved simultaneously.  📈 + ❤️

It all comes down to decision intelligence.

Better outcomes begin with better decisions.
And better decisions begin with Massive Insights.

Brian O'Donnell ☘️

Karla Congson

agentiiv

Technology Enabling Talent ~  Agentiiv helps teams leverage advanced technology to maximize their potential. 

Imagine a world where artificial intelligence doesn't just respond to requests, but actively collaborates with humans to break down complex problems, generate innovative solutions, and drive better business outcomes. At agentiiv, we're not just imagining this future - we're creating it. By harnessing the power of advanced language models like GPT-4, Claude-3 Opus, and Gemini Pro 1.5 and transforming them into highly specialized AI agents, we're ushering in a new era of intelligent automation that will redefine what businesses can achieve.

The key to our groundbreaking approach lies in what we call "agentic workflows." Unlike traditional AI that simply processes inputs and generates outputs, our agents engage in dynamic, multi-step collaboration to tackle challenges in ways that mimic human expert reasoning. By breaking down high-level objectives, seeking out relevant information, generating solutions, and iteratively refining their work, agentiiv's agents can take on cognitively demanding tasks at a scale and speed that would be impossible for humans alone.

Better collaborations. Better outcomes.  Better ways of working. Welcome to the future of work.

CTO & Co-Founder

openGravity

OpenGravity is a Tactical Consultancy. We use data, analytics and storytelling to transform marketing activation. Delivered through a unique service model that brings an agile structure, expert teams and advanced technology to enable uncommon speed to value from strategy to tactical implementation.

Our offering is driven by our core belief, which defines every decision we make: today, more than ever, collaboration is the new competitive advantage. Our goal is to blend great strategy with powerful execution to transform the way our clients’ brands communicate and how their businesses are run. 

Our extensive portfolio of carefully curated professionals enable us to solve tough problems, fast. We work with clients to define the problem they truly need to solve then architect the team to get to the solution. Think of us as the "Ocean's Eleven" of data and marketing services.

CEO & Founder

collective.iq

Founded, scaled and successfully exited a freelance marketing agency.

CEO & Founder (Exited 2019)

Dundee Corporation

Senior Executive responsible for marketing strategy and execution in support of Dundee Corporation and its subsidiaries.

Vice-President, Chief Marketing Officer

Twist Image

Twist Image is an award-winning digital marketing agency.  Responsible for the leadership of the Toronto office and management of the Strategic Planning team nationally across all clients, serving clients spanning the Financial Services, Retail, Winery, CPG, Pharmaceutical and Not-For-Profit sectors.

Achievements included:

> Elevated Twist Image from social media supplier to Lead Integration Agency for Walmart Canada, responsible for integrating the efforts of all agency suppliers across digital marketing, traditional advertising, flyer, signage, media, shopper events and PR; effectively doubling Twist Image's revenue for this client and significantly expanding mandate
> Led the digital roadmap development for Novartis Oncology 
> Brought in Sun Life Financial as a new client to Twist Image
> Restructured the Strategic Planning team to expand capabilities and mandate to include Digital Brand Strategy & Consumer Insights, Integrated Go-To-Market Planning, Analytics

Executive Strategy Director & Managing Director

Reporting to the CEO of Y&R Canada, responsible for the stewardship of the Ford brand.  Mandate was to lead a team of 89 direct FTE’s supporting both the dealer retail business and corporate brand efforts while integrating the activities of additional cross-partner media, CRM, web and social agency teams.  

Achievements included:

>	Guided the CEO and Executive Team of Ford of Canada in the development of a 5 year vision and a strategic plan to achieve that target state, followed by a communication program to the national dealer body
>	Managed group agency revenue of upwards of $20MM
>	Managed the development and production of activities to support a marketing spend of upwards of $200MM  
>	Nurtured an out-of-the-ordinary client partnership, wherein Agency plays a very strong strategic advisor role driving activities like the marketing plan development process, the development of vehicle launch plan reviews, aiding in the development of 2015 country vision
>	Operational oversight of a wide variety of marketing communications initiatives spanning branded content integrations, original TV, print, digital productions, global adaptations, website maintenance and retail traffic promotions.  
>	Facilitated alignment of domestic communication with global efforts through active participation in several global WPP forums (product launches, analytics, digital leadership)
>	Established strong employee engagement and low attrition through a vision of creating a “culture of extraordinary”

Executive Vice-President, Client Leader - Ford

Y&R contracted me, via Blue Sky Marketing, to manage the strategic planning department for Ford of Canada on a half-time basis. Mandate included discrete projects as well as managing and mentoring a strategic planning team of five people which provided brand strategy, marketing planning and customer insight support for the corporate brand and new vehicle launches.  Team delivers significant qualitative and quantitative research analytics.  

Achievements included:

>	Grew Strategic Planning team to over 10% of the Agency fee base and consistently achieved top rating in Client Performance reviews
>      Launched and led a comprehensive consumer segmentation study working in conjunction with Ford global client leads
>	Working directly with the Ford of Canada CEO established & managed a customer experience research & strategy development initiative, leading to a realignment to customer experience as a top priority for the company
>	Established corporate brand and segment communications strategies and executions which have contributed to the highest brand health scores in the company’s history in Canada

Head of Strategic Planning - Ford

Blue Sky Marketing Communications

Owned and operated Blue Sky Marketing, an independent consultancy specializing in brand strategy development, marketing communications and strategic planning. Clients included Ford of Canada, Empire Life, Homemakers Magazine, AGF Investments, CanWest, CAA, KOBO, Gardiner Roberts LLP, MD Physicians Services and BMO.

Key achievements Included the full corporate rebranding of Empire Life, Homemakers Magazine and Gardiner Roberts as well as significant employee branding projects for CanWest and CAA.

“Karla was instrumental in leading and shaping our new brand framework. She brought rigor and discipline to the process delivering a superior solution on time and on budget. Karla brought a powerful combination of strategic insights, diverse marketing experiences and outstanding communication skills. She effectively listened and engaged with a diverse set of constituencies garnering a high level of credibility, confidence and trust with all. Karla is simply the best.”

Drew Wallace, EVP Retail | Empire Life

"Karla Congson is a Tier One brand strategist.  She asked the right questions to get to the heart of our business,  developed an insightful strategy that created focus out of many seemingly  different and conflicting messages, and was able to build consensus and  immediate credibility among a group of senior  partners in our firm.  Our senior  partners were very impressed with the strategic work that Karla did for us.  I wouldn't hesitate to  recommend her consulting services to other organizations seeking to find  clarity, vision and focus for their brand."

Tracy Ross, Director of Operations | Gardiner Roberts LLP

Principal

AIM Trimark

Reported to the EVP Marketing and managed a cross disciplinary marketing staff of 63 and advertising/media agencies.  Led global working group in a major branding initiative.

Key achievements included defining and launching the domestic brand strategy for AIM Trimark,  planning and executing award winning and business building campaigns, and leading a global initiative with the mandate to define the global brand strategy and architecture for INVESCO.

"Throughout its history, INVESCO (formerly AMVESCAP) had employed a loose holding company structure with multiple brands operating across our global businesses. Karla Congson led the company's first global project team tasked with the responsibility of establishing a unifying brand strategy and identity. Working with independent marketing executives from across the various lines of business, Karla built bridges of trust among her colleagues that allowed the group to effectively collaborate and reach consensus around fundamental issues of positioning and strategy. Throughout our work together, I was always impressed with how Karla's commitment, expertise and "calm enthusiasm" promoted the best effort of the group and bridged potential issues of division. Working against an aggressive deadline, Karla's operating efficiency and advanced interpersonal skills were as important as her significant branding expertise in leading the team to a successful conclusion."

Doug Kidd, Executive Managing Director Communications & Corporate Affairs| INVESCO

Vice-President Marketing

Publicis

Led significant brand strategy projects for a number of major Canadian and international brands.  

Key Achievements included leading brand strategy development for CIBC Wood Gundy, CIBC Private Banking, CIBC Imperial Services, Canada Post and Celestica Inc.

"When Merrill Lynch and CIBC Wood Gundy merged into one entity we engaged Karla Congson to help us define a new positioning for the firm. Karla's deep branding expertise, disciplined and thorough process and strong interpersonal skills enabled her to quickly build credibility within our organization and among our senior executives. We were extremely pleased with the results of this process and with Karla's strategic and project leadership throughout the initiative.”

Lawrence Ferron, formerly Executive Director Brand Marketing | CIBC Wood Gundy

"Not only is Karla, in my opinion, one of the strongest brand strategy experts in the industry, she is also rigorous in her application of the brand, bringing strong project management skills and discipline to the table. With a business-centred approach, coupled with strong people skills, Karla instantly gained credibility and buy-in from our senior leadership team whom she worked closely with - again, no easy task!"

Dervla Kelly, formerly Marketing Communications Manager | Celestica

Planning Director

I'm privileged to have been part of the Canadian business community for the past two decades. A seasoned business leader and entrepreneur with over 20 years of experience in brand, strategy, marketing and digital technologies, I'm passionate about the future of work, the power of culture and driving business results. 

From leading AI training and providing AI consulting for leading Canadian and US organizations, defining the brand framework for companies like Canada Post, CIBC, Invesco and Empire Life to leading large, matrixed teams at Invesco and WPP, my ability to build bridges among senior executives and engage stakeholders to a common purpose has consistently driven results.  

I believe that harnessing the power of uncommon collaborations and transformational technologies can create significant competitive advantage - and is the underpinning of the most successful teams. 

Specialties:  AI Consulting Future of Work, Leadership, Strategy, Customer Experience, Innovation, Marketing, Brand Strategy, Digital Strategy & Creating Connections

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The Battle

Brian O'Donnell ☘️

Karla Congson

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