Bensimon Byrne

Thank you to Wealth Professional Canada Magazine for including me in their list of the Top 50 Leading Women In Wealth, among many amazingly accomplished women. While a marketer is not a traditional person to include on a list like this, I like to think we are a really important part of the wealth industry - we're the ones who put a human face on wealth brands, who craft the stories that connect customers to companies. And when those stories and images reflect the true face of wealth in Canada - one that is increasingly diverse, younger, and very female - they can drive breakthrough business results too. I'm also so proud to be on this list with a special client of ours - Stephanie Wolfe - and many others who are making such a difference in the wealth industry. You can view the entire list here: https://lnkd.in/gWE9dxBN

I told myself I was leaving agencies. Today I'm launching one. Meet Super Proper. A studio built for the age of AI launching to scale brands with purpose, precision & experimentation. We're a growing team of experts fluent in Social, SEO & CRM, Performance Media, Production Design, Content Marketing, AI, Data & Insights and more. Trained as leaders in all and to connect the dots between. Whatever people call you - multi-hyphenate, unicorns - if you're passionate about where the industry's headed, we're building a home for you to let it rip. Why come back? I got a call from a group of people building to solve tomorrow's problems. Big things coming. Thank you to Amin Todai Sarah Spence Max Sawka Kurt Krumme Joseph B. Colleen Peddie Laura Robinson Cathy Mitchell Meredith Klapowich Erin O'Connor Claudia Milord Get to know partners in crime Matt Bayliss Sanjay Mangar Jamie Kaiser John Hotts and more from the team soon. And hat tip Sarah Brekelmans + Lionel Wong for saying good things years ago so I picked up the phone. The future? It's Super Proper. #launch #advertising #performancemedia #media #creative #content #ai #data #insight #seo #crm #marketing #production #design

Last night, Bensimon Byrne at The Combine hosted an event with Account Planning Group of Canada - APG Canada and AgencyCoLab AI where human strategists competed with AI-trained strategists to craft sexual health briefs for Rexall. The human strategists, Amy Badun and Julian Morgan, delivered a bold brief (we were expecting nothing less from these strategic powerhouses). The AI-trained strategists, Scott Suthren and Sarah Hassanally, delivered something that was thoughtfully on-brand. As the strategic lead on the Rexall business and a steward of the brand, my vote ultimately went to the robots; however, I believe the real brief lives somewhere in between. Bold for the sake of bold, without an intimate understanding of the brand, can do more damage than good. Strategically sound but lacking boldness is wasted money at best. To me, the experiment only reinforced my belief that AI is an incredible enabler for human strategists who can think laterally and make unexpected connections to push the inputs to a bold and strategically sound place. Shout out to Michelle Lee and Reuben Greenspoon for masterminding this event and to the other judges (Nichol Noorirad, Michelle Campbell, Pedro Izzo, Jeremiah McNama, Dré Labre) for their diverse and interesting perspectives. And to Rexall Pharmacy Group ULC for agreeing to be part of this fascinating experiment. Team Human + AI all the way.