Empowering tomorrow’s marketing leaders

For Mount Royal University students Dane Driedger, Anastacia Davydov Vargas and Judy Gu, attending The Gathering conference in Banff was a game-changer. The fourth-year marketing students were encouraged to volunteer at the event by Dr. AnneMarie Dorland, PhD, assistant professor in the Bissett School of Business. Widely recognized as one of the top marketing summits in the world, The Gathering showcases the strategies behind the success of "cult" brands — companies that foster extreme customer loyalty and emotional connection, such as Coca-Cola, The NFL, Disney, YETI, Marvel, Netflix and Amazon.

Over the conference’s three days, these students gained new perspectives on marketing that will undoubtedly shape their academic and professional journeys. We spoke with Dane, Anastacia and Judy to hear more about their experiences and how it’s changed their views on the marketing world.

What initially drew you to a marketing degree at Mount Royal University?

Dane: "I always wanted to be at Mount Royal. I applied to MRU and another school and got into both. My dad told me 'You will not regret going to Mount Royal. Just trust me on this.' I've never looked back and have never regretted that decision almost four years later. I came here, not sure what to expect, but it just kept getting better. I started my degree in Finance and during my second year, I had a marketing class with Dr. Kendra Hart, PhD. I was sitting there, and halfway through the first class, I knew I was switching my major."

Judy: "I know this is a little cliche because I feel like everybody says it, but it was the small class sizes. A lot of my friends go to other universities and they all wish they could have a hands-on experience like we do here at MRU, where we get the opportunity to work with companies and agencies locally. I also really like the interaction between the professors and how they're all very friendly and approachable. We learn a lot from them and they know your name."

Anastacia: "Two of my uncles are in marketing, so I grew up around it. Being so involved and seeing what they do made me interested in a career in marketing. I grew a passion for marketing and the creativity it requires, and I like that the industry is always evolving. I always viewed MRU as a school with a lot of real-life experiences built into the coursework, which is similar to the real world, so that's why I applied!"

What made you want to volunteer at The Gathering?

Anastacia, Judy and Dane: "AnneMarie Dorland!"

Judy: "She's just such an amazing professor. I think she could have told me to do anything and I would have done it!"

Dane: "She told us that it would be a great experience to get into the world and see things on a completely different scale than you would see them at school or online. Being in that space, surrounded by marketing professionals, is truly unique, and the opportunity to connect with them is rare. It was an incredible experience!"

Anastacia: "I thought it would be a great opportunity to get involved in the industry in another way. And it just sounded like a cool experience to learn more about marketing."

Anastacia Davydov, right, with a fellow volunteer at The Gathering conference.

Was there a moment during the conference that stood out to you or made you think about marketing in a new way?

Judy: "They talked a lot about vulnerability and human connection, which is so unique to the business industry. A lot of the speakers that I listened to talked about how we're all individuals trying to navigate through life and what you can learn from the people around you. Regardless of your title or your position in the company, we're all just humans having an experience together and marketing can provoke those feelings and emotions."

Anastacia: "I was able to have a lot of conversations and hear about different people's experiences in marketing. A lot of the attendees have their own companies, are founders or CEOs, or they're doing something in the world of marketing. It was special to hear everyone's perspective and how they got to these places in their careers. It was compelling to hear how they have influenced society and become inspired by their stories!"

Dane: "My volunteer position was as a driver. In a networking sense, I hit the jackpot! I drove conference guests from the Calgary airport to Banff and had the chance to have one-on-one time with these professionals. That was by far the best part. I was able to have an in-depth conversation with the Vice President of Marketing and Growth at Paramount+, Matthew Cowling. We spoke a lot about his journey to such a high-powered position, his drive and determination. He gave me some pretty simple tips on how to succeed, including just being yourself. He told me that what I'm doing at MRU is important and will translate into my professional life. That resonated, because I graduate in the spring, and I'll be transitioning into a part of my life that I'm not familiar with. I'm very grateful that I signed up and got that amazing experience."

How did your coursework at MRU prepare you for the challenges and opportunities you encountered while volunteering at the conference?

Judy: "The Gathering requires so many volunteers to run the event and involves a lot of cross-communication. In my classes, there are a lot of group projects where you have to delegate tasks and learn how to communicate, so this was a key skill that I used while volunteering."

Anastacia: "MRU is very hands-on and you get exposed to a lot of real-life experiences, which translated to my time volunteering. It gave me a deeper understanding of what marketing is. It's not just about how you sell a product. It's so much more than that. Listening to the conference speakers, I got a better understanding of what I learned in school, and how they utilize those learnings and take it even further. They emphasized being different and creative, which is something I learned a lot in all of my courses."

Dane: "At MRU it's a lot of group work, start to finish for the majority of classes. Sometimes you have friends in class and sometimes you don't, so it's prepared me to be comfortable walking up to a stranger and getting to work. Learning those soft skills from group work, especially in marketing, where you need to be able to communicate with everyone, was a very useful tool working as a volunteer.”

How do you think your experience at The Gathering will influence your future career plans and academic journey at MRU?

Anastacia: "It inspired me to get more involved and do things for fun rather than just as a professional goal to move forward in my career or academically. I think it's important to be more engaged and make new connections!"

Judy: "It made me reflect on how many paths people in marketing take. It's inspired me to try new things and to not be afraid of going out of my comfort zone and doing things thrown my way because why not?"

Dane: "It inspired me to want to work at a place where I can build an emotional connection with people. Regardless of what that company is, I want to go somewhere where I can follow my passions and values. That’s why I love marketing. I don’t think there are a lot of areas where I can translate those passions into a job!"

How do you hope to make an impact in the industry?

Judy: "I just want to be able to do what I'm passionate about and inspire others to do the same."

Anastacia: "My dream has always been to influence people in a big way. I think it's important to be relevant in a positive way and make a change in the industry. I would love to have my own agency."

Dane: "My path isn’t as sharp as others, but I know that I want to connect with people on a large scale. If I can inspire, create loyalty and get to know the customer without actually knowing them, that would be amazing! My impact will be building that emotional connection and loyalty with people."

As they finish their fourth year at MRU, Dane, Anastacia and Judy are eager to apply insights gained from The Gathering to their studies and future careers. Whether it’s focusing on brand authenticity, building genuine connections or embracing bold innovation, they’re ready to put their learning into action. More than just a conference, The Gathering marked the beginning of a new chapter in their marketing journeys.

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