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The Senior Sales Manager, Corporate Experiences is responsible for proactively soliciting business and accountable for converting event opportunities with significant revenue potential. The ideal candidate has superpowers in aligning customer profiles with the appropriate product. An integral part of C2 International’s Growth and Partnerships – Corporate Experiences division, the Senior Sales Manager assists in leading all day-to-day sales-related activities while always keeping a focus on building long-term, value-based customer relationships that enable the achievement of sales objectives.

Reports to: Director of Corporate Experiences – Growth and Partnerships

Duration of the mandate: Permanent full-time position

Core areas of activity

Understanding market opportunities and driving revenue

  • Understands the overall market—competitors’ strengths and weaknesses, economic trends, supply and demand, etc.—and knows how to sell against them.
  • Targets prospects, markets, or segments with heavy emphasis on proactive solicitation.
  • Identifies and closes the best opportunities for C2 aligning with client objectives, target audience and growth potential.
  • Partners with in-house team members to effectively manage business opportunities and develop creative ideas/proposals.
  • Handles complex business negotiations with significant revenue potential as well as significant customer expectations.


Building successful relationships that generate sales opportunities

  • Builds and strengthens relationships with new and existing customers to enable future bookings. Activities include sales calls with new and existing clients, entertainment, sales trips, networking events, etc.
  • Provides accurate and complete information to aid strategy team in developing pitches
  • Builds strategic briefs and proposals based on client goals and presents them to their upper management.
  • Provides accurate, complete and effective turnover of confirmed opportunities for execution.
  • Leads and participates in sales calls with members of the sales development team to acquire new business and/or close on business.
  • Executes and supports the operational aspects of business booked (i.e. keeping CRM up to date and organized, generating proposals, writing contracts, handling customer correspondence).

Providing exceptional customer service 

  • Supports the company’s service and relationship strategy, driving customer loyalty by delivering service excellence throughout each customer experience.
  • Services our customers in order to grow relationships and revenue potential.
  • Sets a positive example for team members.

Education and experience

  • Bachelor’s degree in Business Administration, Communications, Sales or other relevant field
  • 6-8 years of relevant experience in international business development, sales and/or partnership management
  • Project management experience (major asset)
  • Event, experiential marketing and creative agency experience (major asset)
  • Partnerships-related experience on an international level and/or in customer relations, luxury and hospitality (asset)


Professional and interpersonal skills

  • Bilingual French-English (essential – both spoken and written)
  • Other languages (asset)
  • Excellent organizational skills and attention to detail
  • Ability to manage several projects simultaneously while respecting short deadlines;
  • Ability to prioritize tasks and adapt quickly to change
  • Ability to travel 25%-30% of the time
  • Top-notch professionalism
  • Team player
  • Positive outlook
  • Open-mindedness and sociability
  • Versatility and intellectual curiosity
  • Highly resistant to stress
Why C2?

There’s more to working at C2 than a stimulating work environment—you also get access to a full suite of competitive benefits:

  •       Comprehensive group insurance coverage
  •       Flexible holidays
  •       Access to Econofitness passes
  •       Breakfast service offered

At C2 Montréal, we look beyond your CV. Tell us what you can bring to the team. If this opportunity interests you, send your CV and a short cover letter to Jessica Gibbons: jgibbons@c2.biz

The deadline to submit your application is august 2nd. 

N.b. Only shortlisted candidates will be contacted.

About C2 International

C2 International is the creator and producer of the most forward-thinking business events in the world, combining progressive and inspiring content with a highly creative, collaborative and immersive context that turns guests into engaged participants. Born out of the idea that business events have not yet entered the 21st century, C2 aims to gather leaders to collaboratively explore the creative intersections of commerce, science, technology, society and sustainability. C2 International has been credited with driving the “festivalization” of business events and has been highlighted by the trade press as a standout leader revolutionizing the event business. Its flagship C2 Montréal event was voted “Most Innovative Conference” and “Best conference” multiple years running, and the 2018 edition took home awards for “Canadian Event,” “Sustainable Event“ and “Kick A** Experience.” Now C2 lends its creative savvy to organizations the world over, building events for businesses in North America, Europe, Asia and the Middle East. C2 has produced events in close to 40 cities for global leaders such as Michelin, Microsoft, EY, Google and YPO, to name a few. See c2.biz for more information.

The post Senior Sales Manager, Corporate Experiences – C2 International appeared first on C2 Montréal.

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Top up your inspiration while filling up on relaxation this summer with some of the best reading under the sun. For this year’s list — 20 stimulating picks perfect for beach, balcony or bedtime — we collected the team’s favourites, recent books by C2 speakers, and the titles that most often interested participants at C2 Montréal 2019’s onsite bookstore in May. We hope you enjoy!

Brain food

Everything is F**ked: A Book About Hope, by Mark Manson

The bestselling author of The Subtle Art of Not Giving a F*ck, Mark Manson looks at our relationships with money, entertainment and the internet, and how too much of a good thing can psychologically eat us alive. He openly defies our definitions of faith, happiness, freedom and even of hope itself, challenging us to be more honest with ourselves and to connect with the world in ways we haven’t considered before.

The Creative Curve: How to Develop the Right Idea, at the Right Time, by Allen Gannett

Big data entrepreneur Allen Gannett overturns the mythology around creative genius, revealing the science and secrets behind achieving breakout commercial success in any field. A thoroughly entertaining book that shares the stories and insights of everyone from the Chief Content Officer of Netflix to Michelin star chefs.

Reader Come Home: The Reading Brain in a Digital World, by Maryanne Wolf

This deeply informative epistolary book considers the future of the reading brain and our capacity for critical thinking, empathy and reflection as we become increasingly dependent on digital technologies. In the past decade, the ways we process written language have changed dramatically with many concerned about both their own changes and that of children. New research on the reading brain chronicles these changes in the brains of children and adults as they learn to read while immersed in a digitally dominated medium.

Le Montréaler

What would the cover of a magazine called Le Montréaler look like? Sixty Quebec artists were invited to express their vision of the city by imagining covers and written content for this fictional publication. A tribute to the New Yorker‘s covers, Le Montréaler offers eclectic and surprising interpretations of the city.

The Art of Gathering: How We Meet and Why It Matters, by Priya Parker

Drawing on her expertise as a facilitator of high-powered gatherings around the world, Priya Parker takes us inside events of all kinds to show what works, what doesn’t, and why. The result is a book that’s both journey and guide, full of exciting ideas with real-world applications.

Beach reads

Out East, by John Glynn

TIME’s Best Book of May 2019 and Oprah Magazine’s Best LGBTQ Book of 2019, Out East offers a gripping portrait of life in a Montauk summer house — a debut memoir of first love, identity and self-discovery among a group of friends who became family.

The Lonely Hearts Hotel, by Heather O’Neill

In the  gloominess of a Montreal orphanage, two stars shine: Rose and Pierrot. The two orphans perform for rich Montrealers during the Roaring Twenties, and dream of founding the world’s largest circus. With its extravagantly imagined world, Heather O’Neill enchants us with a magical novel that puts us under its spell.

My Brilliant Friend, by Elena Ferrante

The first installment of the highly successful Neapolitan Novels tetralogy by Elena Ferrante (which was recently adapted into an HBO miniseries), My Brilliant Friend follows the friendship between Elena and Lila since childhood, covering over 60 years of Italian history.

Life Will Be the Death of Me, by Chelsea Handler

Chronicling the unexpected death of her brother, epiphanic therapy sessions and her own personal shortcomings, comedian Chelsea Handler’s first memoir keeps the laughs coming even as it inspires us to look within and ask ourselves what really matters in life.

Searching for Sylvie Lee, by Jean Kwok

A poignant and suspenseful drama that untangles the complicated ties binding a Chinese immigrant family. It explores what happens when the eldest daughter disappears — and a series of family secrets emerge. From The New York Times bestselling author of Girl in Translation.

C2 speakers

The End of Animal Farming: How Scientists, Entrepreneurs and Activists Are Building an Animal-Free Food System, by Jacy Reese

A bold yet realistic vision of how technology and social change are creating a food system in which we no longer use animals to produce meat, dairy or eggs. The book outlines a strategic roadmap to a humane, ethical and efficient food system.

In Guns We Trust, by Jean-François Bouchard

Deep in the heart of America, one feels transported to the war-torn regions of the Middle East. The recreational use of military-grade weapons has become a cherished pastime for many gun aficionados. C2 founder Jean-François Bouchard’s photographs show this reality from a new perspective by documenting the leftover relics of this recreational activity.

Age of Union: Igniting the Changemaker, by Dax Dasilva

Age of Union is a compelling guide for igniting the passions of the changemakers of today. Grounded in four pillars — leadership, culture, spirituality and nature — the book advocates that the time for change is now, and that our choices are the catalyst.

C2 Participant’s top 5 faves

21 Lessons for the 21st Century, by Yuval Noah Harari

21 Lessons for the 21st Century provides a kind of instruction manual for the present day to help readers navigate the 21st century, to understand it and to focus on the really important questions of life.

This Is Marketing: You Can’t Be Seen Until You Learn to See, by Seth Godin

For the first time, Seth Godin shares the core of his marketing wisdom in one compact, accessible, timeless package. This Is Marketing shows you how to do work you can be proud of, whether you’re a tech startup founder, a small business owner or part of a large corporation.

Legacy: What the All Blacks Can Teach Us About the Business of Life, by James Kerr

In Legacy, bestselling author James Kerr goes deep into the heart of the world’s most successful sporting team, the legendary All Blacks of New Zealand, to reveal 15 powerful and practical lessons for leadership and business.

Educated, by Tara Westover

Born to survivalists in the mountains of Idaho, Tara Westover was 17 the first time she set foot in a classroom. A coming-of-age memoir that chronicles a young woman’s efforts to study her way out of a tough childhood and find herself through books.

Rebel Talent: Why It Pays to Break the Rules at Work and in Life, by Francesca Gino

Rebels have a bad reputation. We think of them as troublemakers, outcasts or contrarians. But in truth, rebels are also those among us who change the world for the better with their unconventional outlooks.

Rad magazines

Green Screen, BESIDE, Journal #1

Instagramming your weekend at the cottage. Meditating with a mobile app. Our modern lives are increasingly marked by a tension between connection and disconnection, between new technologies and nature. Green Screen, the inaugural issue of the new BESIDE Journals collection, casts a curious, comical and common sense gaze on this new reality.

Monocle, Travel Annual 2019

Need inspiration for choosing your next destination, or ideas for ways to fill your long weekends? Monocle‘s annual special travel edition is packed with recommendations of places to eat, sleep, shop or go on an adventure. This superb magazine also features in-depth reports on the must-see countries to visit this year, as well as their Travel Top 50, honouring the best services in the travel industry.

Keep the reading going

Looking for more summer inspo? Dive into The Takeaways — top learnings, thinking and inspiration that emerged during the three days of C2 Montréal 2019.

Questions or comments? Drop us a line at editorial@c2.biz

The post Book time on the beach: C2’s annual summer reading list appeared first on C2 Montréal.

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Under the direction of the Director of Strategy, the Strategist is responsible for developing solutions and corporate event services to respond to the business issues of potential clients of C2 International.

Description of the position

 Supporting C2 International’s business development initiatives through the following actions:

  • Carrying out and documenting the necessary research to adequately understand the client’s business context
  • Writing project briefs to communicate the client’s business issues to internal teams (creative, production, marketing, finance, IT, legal)
  • Establishing, respecting, and executing work plans for each business opportunity defined by the executive and sales teams, or for each call for proposals to which the company is invited to submit (deliverables, internal resources, budget, deadlines, etc.)
  • Collaborating with internal teams and consolidating the various contributions required for producing the deliverables identified
  • Contributing to offering a five-star experience to clients, at every stage of the business development process

Participating in reflection on C2 services and solutions proposed to clients:

  • Establishing and executing work plans for the creation of new C2 services and solutions based on the client business issues identified, in collaboration with internal C2 teams
  • With the brand strategist, contributing to discussions about market entry plans for services and solutions / C2 corporate experiences

Contributing to the strategy service offering:

  • In collaboration with account managers, establishing and executing the strategy mandates obtained by the company (development of business models, event strategies, competitive analysis, etc.)
Candidate profile Education and experience
  • Bachelor degree in communications, business administration, cultural production, or other relevant field
  • 6 to 8 years of relevant work experience
  • Substantial experience in strategic consulting and project management
  • Agency experience is considered an asset
Qualification and skills
  • Very strong abilities in business analysis, strategic and creative proposals
  • Excellent knowledge of business issues related to brand positioning
  • Excellent organizational skills
  • Rigour, precision, attention to detail
  • Excellent ability to manage multiple files simultaneously while respecting short deadlines
  • Capacity to rapidly adapt to changing situations
  • Ability to perform well under pressure
  • Excellent interpersonal skills
  • Bilingual, French-English (ESSENTIAL – spoken and written)

Interested parties are invited to send their application to jdorelli@c2.biz by July 12, 2019.


Permanent full-time position. Start date: as soon as possible.

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We are looking for a receptionist to join our Montreal team. Under the supervision of the Talent & Culture Director, the receptionist is responsible for receiving visitors and providing administrative support to other departments at C2.

Main responsibilities:
  •   Manage reception (9 am to 5 pm): welcome visitors and provide directions
  •   Answer the phone, take messages and transmit them to the relevant parties
  •   Create and maintain an up-to-date phone list
  •   Provide support to executive assistants for a range of tasks (printing documents, organizing client meetings, various administrative duties, etc.)
  •   Process invoices via the Docusign platform
  •   Manage the email inboxes for info@c2.biz and the Movin’On Summit
  •   Institute procedures for visitor reception at C2
  •   Provide support to the office manager for various tasks
  •   Ensure the reception area and coatroom are kept clean at all times based on the changing seasons (e.g., umbrellas, mats for winter boots, etc.) 
Qualifications and skills
  •   DEC in administration, communications or a related field
  •   Experience in a similar position is an asset
  •   Knowledge of G Suite and Slack is an asset
  •   Proficiency in French and English, spoken and written
  •   Dynamic and enthusiastic
  •   Customer-service oriented
  •   Initiative-taker, resourceful and able to work independently
Why C2?

Working at C2 is so much more than a stimulating work environment, it’s also having access to a range of competitive benefits:

  •   Complete group insurance coverage
  •   Flexible holidays
  •   Access to Éconofitness passes
  •   Regular 5@7 and Chips & Beer
  •   Breakfast service offered
 About C2 Montréal

C2 Montréal brings together the worlds of commerce and creativity to explore major trends, opportunities and shifts on the horizon. C2 aims to reinvent the concept of the international business conference by presenting a wide array of innovative experiences, including interactive exhibitions, multimedia presentations and collaborative workshops, as well as traditional conference talks by renowned speakers.

At C2 Montréal, we look beyond your CV. Tell us what you can bring to the team. If this opportunity interests you, send your CV and a short cover letter to Fannie Villeneuve: fvilleneuve@c2.biz.

*Only candidates selected for an interview will be contacted.

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Welcome to The Takeaways — top learnings, thinking and inspiration that emerged during the three days of C2 Montréal 2019. Tech-savvy artist will.i.am, “badass” marketing superstar Bozoma Saint John, filmmaking revolutionary Spike Lee, Apple Retail titan Angela Ahrendts, hard-charging climate activist Jamie Margolin and top chef/diversity champion Marcus Samuelsson are among the many sharing their insights and expertise in these essential readings.

In The Takeaways you will find:
  • a selection of the top action items and themes that came out of C2 Montréal 2019
  • insights into the hot topics, trends and forces shaping business and society
  • learnings to help you spark important conversations with your teams, clients and stakeholders
  • big ideas that leaders of industry, art and business are talking about right now while providing a window into tomorrow
  • the inspiring stories of many who have overcome significant obstacles in their personal and professional journeys


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Credit: Arianne Bergeron


Founder and CEO, I.AM+


“This shit is hard. [Tech] isn’t like making beats or writing raps — this is some hardcore shit.”

As far as will.i.am’s concerned, disruption is passé — the real action is in transformation.

A futurist with a passion for technology, the entrepreneur, innovator and artist has flourished in recent years, moving fluidly between the creative and tech worlds. As Founder and CEO of I.AM+, will.i.am’s been active in merging voice computing, artificial intelligence and intelligent devices with the goal of creating tech that empowers and transforms not only businesses, but people and communities.

In AI, attitude is everything

will.i.am is interested in machine learning because he’s still optimistic about it. 

“Jobs we can’t imagine are around the corner,” he says. “That’s what I hope. I don’t want to live in fear of what I know is coming. I gotta let my optimism lead my passion… It’s gonna be turbulent and [we] are at a really, really tough crossroads, but in the 2008 financial crisis, Apple launched the iPhone and so many entrepreneurs were born… I think we’ll have a similar situation.”

Companies we cannot imagine, technologies we cannot fathom have always been around the corner, he reminds us. “What the fuck was a developer in 1920? New jobs are coming. I don’t know what they are, but they are coming. I have to think that way or else I get depressed and I don’t want to be depressed.”

Take a seat at the AI table

A lot of concerns about AI are valid, he acknowledges, “but it’s going to be built and deployed anyway. If we sit [out] then a lot of those bad things can come to fruition.”

There aren’t many people of colour thinking and working in AI, which is why will.i.am says he’s hustling so hard, in order “to make sure the future is bright for us, so history doesn’t repeat itself and so racism doesn’t [become] ‘machine-ism,’ where machines are looking ill upon blacks because that is how we train the systems based on human behaviour. Why does it have to be that way?” he asks, and how can we think about mitigating bias in tech? “It starts with leadership.”

He also thinks a fear of AI is due to lack of regulation.

“Governments can’t move at the speed of innovation, so it takes leadership and awesome, human-first executives and developers to be self-regulated,” he says. “So I try to look at companies to invest in and advise so the biases don’t affect people that look like me or come from areas that I come from. They are the ones who are going to be affected by it the most.”

He believes tomorrow’s businesses are going to move and behave differently. “I don’t say it in a kumbaya, cliché way, but these tech companies could learn a lot from the music community on how to keep things people-first.”

will.i.am’s advice:

“You will always make mistakes. If you are not making mistakes, you’re not learning, and if you run from your mistakes then you’re surrendering… You can’t be stubborn — you have to have an open mind and you can’t be afraid of making mistakes.”

Transform to create trust

will.i.am also says a new type of entrepreneur will rule the markets tomorrow.

“People are gonna move past the disruption wave,” he predicts. “Companies and new entrepreneurs are gonna come to a place where transformation is first: I want to transform communities for the better, I want to transform society. Trust is the currency tomorrow.”

Disruption is detrimental, he adds. “That’s old school, like invention is old school. People talk about innovation now. I have to create some shit that never existed, innovation is to improve shit that exists… Disruption is rude. If the person at the end of the day doesn’t add to what they disrupted, fuck you for disrupting.”

For will.i.am, trust and AI go hand in hand. “The giants today are not the giants tomorrow,” he says. “There is a 15-year-old out there who is going to build tomorrow’s company that is mindful of people first.”

What is will.i.am going to teach his kids in the future?

“The same things my mom taught me. That is, first you are your vocabulary, so express yourself. If you have an idea, be able to share it with passion in order to inspire people to see what you see. Turn strangers into friends and friends into family so you won’t have any enemies. Surround yourself with people that reflect your dream… and be flexible to collaborate with folks that aren’t exactly like you.”

Watch will.i.am LIVE in the C2 Aquarium

Questions or comments? Drop us a line at editorial@c2.biz

The post Future technology with will.i.am: A people-first approach to tech’s uncertainties appeared first on C2 Montréal.

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Whether you’re a creative, a coder, a numbers whiz, a change-maker or decision-maker, your mindset is the starting point for success. Have a peek inside the headspace of some of C2 Montréal 2019’s field-leading speakers to see what powers their achievements and aspirations.

Mindset (noun) maɪnd.set/

​A person’s way of thinking and their opinions. Synonyms: mentality, outlook.

2. “You’re okay with being uncomfortable. You have to push yourself to practice being uncomfortable.” — Sabrina Geremia, Country Director Google Canada 3. “Have a really flexible mind, an open mind. What got me here today might not get me there tomorrow.” — Isabelle Depatie, Director of Applied Research, Element AI 4. “From whatever end you need to attack this thing, just start attacking it and making a wave through it.” — Stephanie Dinkins, transdisciplinary artist 5. “I was never ashamed of asking questions and being curious.” —  David Saint-Jacques, Canadian Space Agency Astronaut

7. “I didn’t get to a place of influence because I was quiet. None of us will have any impact or influence if we are quiet. So don’t be quiet. Be loud as hell.” — Bozoma Saint John, CMO, Endeavor 8. “Nobody’s overly wedded to a way of doing things, and that drives a willingness to experiment and a willingness to try something else to improve performance.” — Jacomo Corbo, Chief Scientist and Co-Founder, QuantumBlack 9. “A lot of times in science people just say no. Pairing that with a culture of people that are trying to say yes to ideas that change the world, to me, is truly what breakthrough science is really about.” — Justin Sanchez, Director Biological Technologies Office, Defense Advanced Research Projects Agency (DARPA)

11. “Not even the force of gravity can hold me down.” — Anousheh Ansari, CEO of XPRIZE and former astronaut 12. “There is no one way to do anything. I tell people from the jump: What I did might not work for you. You have to try to customize what your path is.” — Spike Lee, filmmaker  13. “Expect that things should constantly be better than they were yesterday or a year ago.” — Samarth Athreya and Ayaan Esmail, Co-Founders, Genis 14. “We can’t disconnect technology from imagination. If we can’t imagine how we want the future to look, we can’t get there.” — Daan Roosegaarde, artist and innovator, Studio Roosegaarde

Feeling inspired? What was your favourite quote from C2M19? Drop us a line at editorial@c2.biz

The post Mindsets for success: Inspiring words from C2M19’s big thinkers and doers appeared first on C2 Montréal.

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Credit: Myriam Baril-Tessier

Spike Lee

Film Director, Producer, Actor and Author


“As an artist, you should be able to wet your beak.”

On their first day at NYU, film professor Spike Lee always tells his students that “there is no one way to do anything, so you have to pick and choose what’s best for the way you want to maneuver or navigate the industry.”

For Spike, that meant focusing on stories that expanded narrative spaces for the black experience in America. Fresh off an Oscar win for his film BlacKkKlansman, and launching season two of his Netflix show She’s Gotta Have It, the prolific filmmaker took the stage at C2 Montréal 2019 to share some of the wisdom he’s accrued throughout his remarkable career.

Finance is an art of its own

The multitalented director first showcased his “Brooklyn hustle” selling t-shirts outside screenings of his 1986 breakout hit, She’s Gotta Have It. At the time, there wasn’t money to promote the film so Spike learned at an early age how to market himself.

“You know who I learned from? Madonna… She’s a genius,” Spike says. “Musically, but also the way she marketed herself. I learned a lot, a lot, from Madonna.”

Spike was also deeply influenced by his jazz musician father, Bill Lee, once a go-to bassist for Bob Dylan, Peter, Paul and Mary, and Gordon Lightfoot. When Dylan decided he wanted to go electric, everybody he played with went electric, too. “But my father refused to play electric bass,” explains Spike. “He had five kids, but he was not playing electric bass. If you saw the film Crooklyn, that was my family growing up.”

After witnessing his father’s dilemma firsthand, and his mother struggling to be the breadwinner, Spike decided it wasn’t what he wanted for himself as a filmmaker. He knew his career would have to be a balance between principles and getting paid.

“I understand why my father didn’t want to do it,” says Spike. “He had standards, beliefs. At the same time, he had five kids… That’s one of the things we’re dealing with in season two of [She’s Gotta Have It]. Nola Darling is a young artist trying to navigate herself and stay pure to her art, but as the character Opal tells her, ‘There’s nothing romantic about being a starving artist.’”

Fight power with power

Spike says he’s understood, “from the very beginning, in film school, that directors get all the credit, but you need people around you. [Like] a GM of a sports team, you gotta put the best people into place to perform.”

The American film industry was never set up for people of colour to succeed, he adds, “so I made sure that in my films there was diversity amongst gender and race… It was going to be my decision and I had the power to hire who I wanted. When you are in a position of power, utilize that… I knew I had to if I wanted to have an impact in changing the complexion of this industry.”

So where does Spike get his superpowers?

“I’ve come to understand that we can draw power from our ancestors, who went through stuff we couldn’t even imagine, and I have used that personally,” he explains. “Any time I’m going through rough times, I step back… put my hands on the ropes and just pick myself up knowing that what I’m going through is nothing compared to what my ancestors were.”

The name of Spike’s production company, 40 Acres and a Mule, is a historical reference to the U.S. government’s promised reparations for slavery — reparations that very few former slaves received. He says his company is a vehicle to give people of colour opportunity in an industry that’s “not set up for us to win.”

Creating 40 Acres gave him the chance to tell stories he was not taught, such as how the United States of America was built on genocide and slavery. It also allowed him to surround himself with fellow artists and “to tell different stories and give a different narrative.”

“I’ve always felt this has to be a steady thing and not a fad,” Spike says of African American cinema. And especially with the success of Black Panther and BlacKkKlansman today, “we’re in a moment where a lot of different voices and films getting made are being acknowledged.”

Want more Spike Lee?

Check out this frank, in-depth interview with Spike recorded in C2 Montréal 2019’s onsite media studio, the Aquarium.

Questions or comments? Drop us a line at editorial@c2.biz

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Credit: Arianne Bergeron

Angela Ahrendts

Former Senior Vice President, Apple Retail


“If you are a leader, you listen.”

Brand transformer Angela Ahrendts knows what’s next for retail.

Named one of the most powerful women in business by Fortune this year, the former SVP of Apple Retail (2014-’19) and CEO of 150-year-old British outerwear company Burberry (2006-’14) understands what it takes not only to transform a brand from the inside out, but also how to strategically position it to succeed in the future.

“You gotta look backwards first”

Angela ushered Burberry through a remarkable period of global growth, tripling corporate revenues and profits in the process. Coming into an iconic organization, she asked herself: How do you respect everything it was built on? And how do you make it relevant for your tenure and for the next generation?

“Every great company that is going to scale over $1 billion needs a foundation, a core,” she says. “[Burberry] was a purpose-built company originally [to make coats for the] guys in the trenches at war… [so] we decided we were the only luxury brand born from a coat and that should be the backbone that permeated everything.”

So began a process of trenchcoat merchandising across every end use and for every different kind of customer, with the help of her teams in design, marketing and analysts.

At the same time, she adds, they realized Burberry had never leveraged its “British-ness,” and so made that a filter: from music to models, to the fact that customers would be greeted by a person with a British accent no matter where you walked into one of their stores worldwide.

Find a strategy, says Angela, and then stick to it. From there, “it’s about consistency, communication and celebration when you do achieve things, to get that momentum going.”


Then start looking around the corner…

With Amazon, immersive customer experiences, multiple entry points, a “slow-shopping” movement, the sharing economy, Instagram, thrifting and global tourism all primed to rock the retail landscape, betting on what’s next is the number one challenge for retailers.

“I think there are multiple ways to win the retail race in the future,” says Angela. How do you do it? Easy: “Ask the next generation… they think differently [and] they are digital natives. We’re not.”

When she moved to Apple, Angela says she immediately pulled “groups and groups of young teams together” and asked what they thought their community needed. More important than the iPhone, she learned, is what you do with it.

With the job market disrupted by tech, young consumers trusted Apple to teach them things like photo editing, filmmaking, music recording or app development. “Why not help make them better, if there’s not a traditional education system teaching them to do this?

“We wanted not to redesign the stores, but to aggressively evolve that experience.” 

One initiative, “Today at Apple,” sees creatives teaching over 18,000 sessions a week globally. Another led to the recrafting and modernization of the roles and benefits for 70,000 employees.

“My ego doesn’t need to say that every idea was my idea,” explains Angela. “It’s easier, the higher up you get, to say, ‘No, it’s too expensive,’ or ‘It’s too complicated.’ But we had a young council and they would dream and I would tell my direct reports, ‘It’s your job to execute those dreams.’”

This goes back to defining leadership, she says. “Is it a top-down dictatorship or is your job to listen, connect, enable? That’s kind of how I’ve looked at it: I’m there to serve the vision of the team.”

And remember: Talent is forever

A critical success factor in retail is figuring out how to hire, recruit and retain great sales people. Angela’s advice is pretty simple: remember “you are hiring people for a career, not just to stand in a retail store.”

“You want to find people who are culturally compatible,” she adds. “They are coming into your company, they are your brand ambassadors and they can make or break whether a customer comes back based on the relationships they build.”

So don’t delegate this task to HR, and be an arm’s-length away from the hiring process, she says. “Every brand has its own values and purpose, so you must find people who are aligned with that.

“You are building teams of people, you are not hiring individuals. You want that team to be so united, so empowered and so driven that they are going to make a difference. And, of course, they are going to drive revenue. That’s an output. But if they genuinely care about the customer and your company, they will be honoured to represent you every day… [many retailers see talent] as a cost but, to me, your headcount is your greatest enabler.”

Angela’s other predictions for retail…
  • We will always need places to connect: “We’re still humans. We still want to touch, feel, learn and connect with other humans. Retail has to evolve to create and welcome that.”
  • “Instagram is now the largest mall in the world” and that’s not going to change. “Our job as retailers is to keep pace… it’s not going back. It’s not going to slow down.”
  • The next generation’s attitude about owning things is different, which “will impact the consumption of everything.” That’s okay, says Angela, since “it forces every company to have a pure message, an even more unique product and to build an even better relationship with their customers. It forces everyone to up their game.”

Questions or comments? Drop us a line at editorial@c2.biz

The post What’s after Apple: Angela Ahrendts and the future of retail appeared first on C2 Montréal.

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Illustration: Daphnee Côté-Hallé

Jacy Reese

Co-Founder and Research Director, Sentience Institute


Isabella Grandic

Innovator, The Knowledge Society


“A decade or two ago, you had a bunch of vegans railing against the system, wanting everyone to adopt plant-based diets. But what you have now is meat executives increasingly identifying [their businesses] as protein companies rather than meat companies — and that is a huge precedent for change.” — Jacy Reese


Jacy Reese predicts we’ll see the end of animal farming globally by 2100.

It’s about time, says the author, vegan and social scientist at the Sentience Institute, a think tank that researches social change. The meat industry has long been bad by pretty much every measure — for our public health, for the industry’s own efficiency, on the environment and for animal rights.

Livestock produces more greenhouse gas emissions than the transportation sector; all but 1% of farmed animals living in the U.S. are raised in factory farms, and with 80% of antibiotics being fed to animals, we’re increasingly at risk of drug-resistant superbugs.

“This represents something we would never accept in other industries,” says Jacy, “but because it’s been so ingrained in us to use animals for food, it’s very hard to get away from this… [We] are only now starting to see some companies reinvent agriculture [for] the next global agriculture revolution.”

In the United States, 3% of the population is vegan and about 5% are vegetarian, yet:

  • 47% of U.S. adults would support a ban on slaughterhouses
  • 69% think factory farming of animals is one of the most important social issues in the world today
  • 62% think protection of the environment should be given priority, even at the risk of curbing the economy
  • 32% think that animals deserve the exact same rights as a person to be free from harm and exploitation

According to a survey by the Sentience Institute.

Meat me in the middle: alternatives are poised for a takeover

The next wave of protein is twofold: plant-based and clean. While plant-made alternatives are engineered to taste indistinguishable from animal meat — succeeding to the extent that they gross out many vegetarians — lab-grown alternatives are, technically, real meat that’s grown outside of an animal’s body.

The big plant-based players have already cracked the fast food market with meatless burgers — like Impossible Foods’ collaboration with Burger King and Beyond Meat’s partnership with A&W. For the billions who aren’t as burger-obsessed as North Americans, Jacy says companies like Right Treat are stepping in with options like Omnipork to please non-beef-centric palates.

“Meat is a trillion-dollar industry globally… There are these moral issues and these ineffeciency issues that are vastly neglected [and] underexplored,” Jacy says. “So you have these companies that are taking their bites out of animal agriculture, not out of each other, and it’s very unique in the startup landscape right now.”

And you can bet Wall Street is watching. When Beyond Meat made its stock market debut in May, shares rocketed 163% on day one, making it one of the biggest IPO first-day spikes ever.

The massive meat companies are watching, too. Tyson Foods, a company that says it has a hand in one of every five pounds of beef, chicken and pork made in America, sold its share of Beyond Meat before the company went public, saying it has its own alternative protein in the works.

While plant-based meat producers have emerged as powerhouses, scalable clean meat is also on the horizon. With it, Jacy believes, is a force that could take on the global meat industry.

The race to a scalable clean meat solution and beyond

When she’s not in school, 15-year-old Isabella Grandic is busy experimenting in her basement. Like many researchers in Silicon Valley, she has been trying to create a cheap version of the components needed to grow real meat in a lab. While the process is known, no one has cracked the formula required to roll it out en masse… yet.

“I started looking into cultured meat, specifically the serum used within cultured meat… that is one of the ingredients that causes it to be so expensive, and is one of the reasons we can’t scale it,” explains Isabella, an innovator at The Knowledge Society.

She believes genetic algorithms and artificial intelligence might help us get to the “magic potion” we need. “I really want this product to be everywhere so we can end animal farming and actually create this revolution [to] solve one of the biggest problems, which is environmental destruction and not using our resources effectively,” she says.

And it’s not just meat that’s coming clean these days. Companies like Clara Foods have been working on animal-free eggs and Perfect Day is into milkless dairy.

“Basically, they are creating bacteria that can do exactly what cows do at a more sustainable rate,” says Isabella. Once we are able to produce these clean products at scale, she predicts the next step could be to start customizing them to our nutritional needs.

“We can literally edit things on a cellular level,” Isabella explains. “We can manipulate and make sure we have the right carbohydrates, lipids and fats, and design meat in a way that tastes better and that’s healthier for [us].”

So get ready for the age of health-driven hybrid proteins, because it’s coming.


A vegan activist, a spearfisher woman and a teenage scientist walk into a glass box… Check out what went down when this trio got together in the Aquarium with journalist Liz Plank to predict “What’s next for the hamburger?


The End of Animal Farming, by Jacy Reese

Questions or comments? Drop us a line at editorial@c2.biz

The post The protein revolution is upon us: What’s next for the hamburger? appeared first on C2 Montréal.

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