On the TechTO stage ×1
First seen on the TechTO stage in 2017. Every talk is searchable — ask the archive about Alan ↗
In their words
If you look at a lot of the studies over the last 30 years, the long game is much better. Brand building, emotional connections — all the research shows is twice as efficient, twice as effective, will drive a lot more profit over the long term.
Let's not talk about product, let's just engage people in topics.
Our culture's about trying things. If they go well, keep pushing; if they don't go well, shut it down quickly, move on. Don't be afraid to fail.
Around the web ×1
Quick answers
What is Alan Depencier's role at RBC?
He is Chief Marketing Officer for Personal & Commercial Banking and Insurance at RBC, leading marketing strategy for Canada's largest bank.
What did Alan Depencier talk about at TechTO?
How RBC rebalanced its marketing from short-term, bottom-of-funnel tactics toward long-game brand building and content marketing, using partnerships and lower-cost content production to break through advertising clutter.
What else has Alan Depencier done in marketing?
He recently served as chair of the Canadian Marketing Association and holds an MBA from the Schulich School of Business at York University.