The Pivot by CMO lab: Recent Episodes
APEX Public Relations Inc.
The Chief Marketing Officer (CMO) is fast emerging as one of the most influential roles in an organization – and increasingly becoming a key agent in overcoming sector disruption across the globe.
It was with this in mind that APEX PR, ruckus Digital and research partner MaruBlue launched the CMO Lab project, a research-driven project to equip senior-level marketers with the actionable insights they need to help their organizations succeed in a disrupted environment.
Our motivation was to determine if Canada’s marketers are genuinely keeping up with the pace of change, but the results are not what we expected. Despite massive change, new competitive pressures and technological disruption, only one-third of Canada’s CMOs have changed their strategies in the last few years.
In this podcast, host Ken Evans will discuss the insights coming out of our CMO Lab project, and chat with some of Canada’s top marketers about the evolving role of the Chief Marketing Officer and the importance of an integrated communications approach.
As the biggest and busiest library in North America, the Toronto Public Library exemplifies community and connection in ways that few other organizations, brands and institutions do.
And beyond enriched book borrowing, access to physical and digital resources and quiet study spaces, the Toronto Public Library actively partners with local community organizations such as newcomer organizations, senior organizations, youth agencies supporting at-risk youth and public health.
Tune in now to learn more from Director, Communications, Programming & Customer Engagement, Linda Hazzan.
Visit Toronto Public Library: https://www.torontopubliclibrary.ca/
What does it mean to live outside of norms, and break, experiment and play with them? How can we push the limits of what we think we know about the world around us?
Behind the power of Buddies’ creative programming and yearning in bringing stories to life, it's no surprise that folks from all across Canada are making the time to see their shows and experience the essence of theater. Queering the form of theatre and queering performance art in fun and cutting-edge ways!
Fact: Buddies is the largest and longest running queer theatre in the world and a central hub and cultural destination for artists and queer-trans people!
Tune in as we explore these questions and more with special guest Katie Clarke (they/them), Marketing Manager at Buddies in Bad Times Theatre.
Follow Katie: https://www.instagram.com/buddiesto/p/C-LlyjWylJf/
Visit Buddies: https://buddiesinbadtimes.com/
Mohit Rajhans returns to The Pivot to discuss all parts artificial intelligence. Where we are, what we can expect and how AI adoption and practices have rapidly evolved in the race for efficiency. Mohit breaks down the opportunities from both marketing and technological lenses that teams and organizations would find useful. Also discussed: Automation disruption, co-pilots, and the Gen Alpha effect tied to AI and office culture.
Teams must prepare themselves for the disruption they’re going to see. The question is, how do you want to see it disrupt what you do?
We're going to see cost pressures associated with infrastructure that AI has been committed to within the last three years. We have to start thinking about how different companies are using information and resources. Speed to iteration, speed to market and speed to being able to adjust to your client needs are going to be critical in the next 12-18 months. Amid the AI arms race, Deepseek is a reminder that it can be used in so many different ways that aren’t as clear as initially thought.
Follow Mohit: https://www.linkedin.com/in/mohitrajhans/
Mediologist, Mohit Rajhans is a nationally syndicated subject matter expert with over 20 years of experience in media, technology, and digital transformation. His unique blend of corporate and media expertise has driven his success as a media consultant, helping companies, students, and associations navigate the rapidly evolving digital landscape. Mohit contributes weekly to both national and international industry programs, providing insights on the intersection of media, AI, and content strategy.
An avid film culture enthusiast, and the founder of Dadspotting.com, a platform dedicated to the parenting market. Through his website ThinkStart.ca, Mohit teaches microskills designed to help professionals stay ahead in the digital age.
As the author of multiple books, including the Amazon Canada #1 Book Rethinking Your Content and Navigating the Social Media Shift, Mohit's currently finds himself working with briding legacy media to new opportunities with his program Rethinking with AI. His recent accomplishments include winning Best of the Stage in the Innovation category from Smart Meetings International and delivering a keynote on AI workflows at IBC in Amsterdam. Recognized as a trailblazer by the ReelWorld Festival, Mohit serves on the iEmmys jury and has collaborated with The Walrus to release the podcast The Future of the Internet.
Amid timely Canadian macroeconomic updates, we chat with Patrick Gill of the Canadian Chamber of Commerce to explore some of the present shocks and potential challenges Canada faces. From labour disruptions and technological advancement, to much-needed business investment and population changes, this is a taping you’ll want to pay close attention to.
As we move in 2025, we expect tension and inflationary pressures as we aim to solve our productivity problem, enhance our competitiveness and fuel Canadian business success. Through informed data analysis, we can make smarter policy-making decisions and navigate turbulence with greater grit and effectiveness.
Plus: Really cool tidbits on the Canadian Chamber of Commerce’s Business Data Lab, helping connect Canadian business owners and businesses to useful resources and information. And, the democratization of data, powered by artificial intelligence.
In this latest installment of The Pivot, we sit down with Wes Wolch to explore the essence of luxury retail marketing, and the moves Holt Renfrew is making to transform the consumer experience. An expressive dialogue that helps us rethink how we should define and drive marketing of today and tomorrow.
In this episode of #ThePivot, Ruth and Ken discuss some of the challenges newcomers to Canada face in seeking employment in the media communication sector. Listen to learn more on how to build your professional presence, use the power of storytelling, and relevant strategies on how to navigate the job market of today and tomorrow. Ruth draws on her professional experience as an employment counsellor and her personal journey.
Ruth Javier Friesen is a Career Development Professional with more than five years of experience working with post-secondary students, women, and newcomers. In this time, Ruth has provided employment advice, settlement assistance, and facilitating connections to services and organizations. Ruth is also skilled in one-on-one career coaching, motivational training, workshop design and facilitation.
A guest speaker at IABC/Toronto and George Brown College, Ruth is passionate and dedicated to working with people, especially newcomers, to assist them with their professional development journey.
For over a decade, Lucas Solowey has built relationships with communities, non-profits, changemakers, entrepreneurs, athletes, celebrities, politicians, authors, and ethical brands.
Toronto Humane Society is more than an animal shelter - they are an educational resource and support system, a leading voice in animal welfare and accessible care. The organization is also a centre of excellence, a space where best practices and boundary-pushing knowledge meet with unyielding optimism and a love for animals to create something special. Toronto Humane Society is like no other.
If you’re seeking clarity on how to creatively shape customer experience design – this is the podcast episode for you.
Up next on The Pivot, we chat with Dr. Markus Giesler, renowned consumer researcher and Professor of Marketing at the Schulich School of Business. We explored many themes, from the data experience dialectic and notion of the paradox to bigger-picture questions and the power of social science.
Dr. Markus Giesler also shares what led him to customer experience design, along with his experiences with the Kellogg School of Management and Columbia Business School. Tune in now!
If you’re curious about the power of storytelling in sport and the joy it brings – this is the podcast episode for you.
Up next on The Pivot, we chat with Jonathan Chang, Head of Sports Marketing at the CBC. We explored a number of relevant topics, such as the evolution of integrated brand campaigns in Canada, a closer look into the mindset of our athletes, and diversity, equity, and inclusion in sports.
Jonathan also shares his take on what we can expect in the next three to five years in the sports landscape, and a cool campaign he’s recently worked on, with voiceovers from Michael J Fox (English) and Celine Dion (French) ahead of the 2024 Paris Olympic Games!!
In our Season 8 opener, we welcome legendary Canadian Olympians Diana Matheson of Project 8, and Jayna Hefford of the Professional Women’s Hockey League, to chat about the important work they’re leading in advancing women’s sport. From rapidly rising viewership to fandom participation, broadcast strategy, and strategic sponsorship, the growing market and demand for women’s sport has opened a plethora of opportunities. Brands can take the lead, live their values, and double down on their advocacy, rather than shy away from it.
Gain deeper insight into the world of Canadian Women’s sports in this latest conversation between host Ken Evans, and Canadian Olympians Diana Matheson and Jayna Hefford. Listen now.
...and that's a wrap on Season 7! Our end of week treat features our Greatest Hits throughout this season, where we reflect on a season filled with salient moments, from inclusion in sport and out-of-home advertising to AI disruption and crisis communication.
What were some of your favourite moments from the season? Comment below or DM us.
Catch us in the new year when we return with season 8!
About 50% of all ad spend is digital. Of that, only 5-6% is within the Canadian local media market. As we explore why and work to earn the attention of our diverse audiences, it's more important than ever to really consider what kind of world we are creating, and how we are supporting Canadian owned and operated media, especially local news.
Learn about how we can meaningfully move the needle on this, and so much more in the latest conversation between Ken Evans and Sarah Thompson.
In this timely episode of the Pivot, Ken and Ethan dive into the Bill C-18 (Online News Act)/tech giant conflict and what it means for Canadians and newsrooms. Also offering a closer look and exploration of the media business as a whole, alternative approaches to regulatory sanity, and how we can explore different avenues of news.
Dean is a seasoned communications specialist with a decade's experience across radio, television production, print and digital news, strategic communications, and media studies facilitation.
During his journalism years, Dean reported extensively about issues impacting LGBTQ+ communities, bringing that same passion for community to his communications role now at The 519 - Canada’s most prominent 2SLGBTQ+ multi-service centre and a City of Toronto agency. He recently presented the Communicator’s Guide to Gender Diversity and Inclusion at the IABC World Conference 2023 in Toronto.
Dean continues to explore how his South Asian roots and queer identity interact with his life now as a settler, and for that, he finds himself turning to writing, art, and music.
Want to learn more about The 519 and their work? Check out the links below.
See their main website here and some of their resources and advocacy work below. Click here to donate to or support The 519.
- The 519's Army of Lovers advocacy work: Anti-2SLGBTQ+ extremists are escalating their attacks on our communities – in Toronto, across Canada, and the world. Generations of 2 Spirit, queer and trans people have fought for our right to live in the light with pride and dignity. This Pride season, let’s get one thing straight: we’re an Army of Lovers, and we won’t back down.
- The 519 Media Reference Guide: Co-created by The 519 with 2SLGBTQ+ community activists and leaders, the guide is informed by community conversations and will support anyone who wants to produce better journalism, champion inclusion, and expand their learning and allyship.
- Creating Authentic Spaces: A Gender Identity and Expression Toolkit: This resource is designed to support screen readers. Our Creating Authentic Spaces toolkit and education program is part of our efforts to challenge transphobia and to foster environments that are inclusive of gender identity and gender expression.
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Follow The 519 on social media:
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Want to connect with Dean Lobo? You can find him on Linkedin here or Instagram here.
Jill Burgin and Aisha Mayne of AFC Toronto City and Project 8 join The Pivot to dive into women's sport and soccer - walking us through their progress, projects, goal attainment and much more. Leaning into their dedication to community and brand humanisation, we cover moving parts around role modelling, talent, team-building, two-way conversations, community, grassroots support and much more. Truly, raising the bar through open dialogues, dismantling misconceptions and meeting deep and visceral needs of our communities.
As the trusted spokesperson and industry leader you want during the good times and the really, really bad times, Anne Marie Aikins (she/her) joins The Pivot on this week’s episode. Leaning into her dedication for public service, we dive into her community engagement experiences and how to proactively foster thought-provoking goodwill, and partnership. We also weave through the do’s and don'ts of solid issues management and crisis communication, when to deploy an area expert versus a spokesperson and much more.
Artificial intelligence (AI) continues to be at the epicentre of many conversations. We see it changing how people work, create and explore, but it comes with many questions. For instance - what could be the unintended consequences of AI? How can we effectively coalesce and harness real knowledge in our teams and organisations while leveraging intelligent evolving tools? What about untapped information, lessons and space, which still have yet to come into the pipeline?
Dive into Ken and Mohit’s thought-provoking conversation as they dissect all of this and much more, through an added lens and deeper thinking of the good, the bad and the ugly.
Media consumption and evolution are more relevant than ever as the landscape continues to evolve. But why? What does being informed truly mean in 2023 and beyond? What makes one type of media appear more relevant than another? How can paid social be leveraged when building an online community? And where does legacy media fit in this space?
This week, we are joined by Co-Founder of The Peak and Host of the Peak Daily, Brett Chang, to answer all of these questions, and much more. We also discuss Brett’s non-linear journey into the world of media and his passion and approaches for sustaining The Peak Daily and The Peak, Canada’s most daily read newsletter.
The Pivot Greatest Hits: As we launch into 2023, we bring to you a past Season 4 conversation with Sabaa Quao, Chief Creative Officer at Cossette and Co-Founder at Wealthie Works Daily. Tune in for relevant insights on the shifting consumer mindset, how the digitization of money presents risks to younger generations, and the need for persistent and consistent financial literacy.
If we look to generation Z, and even generation alpha, there is some hope. Generation Z are confident creators and less burdened with self-conscious expression, but for this potential to blossom, they need the financial independence and liberty to truly unleash their creativity, business savviness and activism.
The Pivot with Ken Evans will return in February 2023 with continued marketing-focused content. We are excited to be exploring new topics and developments with industry leaders. Wishing you and your families a Happy New Year!
Episode originally aired October 2020.
Inclusive cultures are evolving and more and more organisations are taking note. But, what does it really mean to foster equal and equitable opportunity? Why are listening, soul-searching and actionable leadership so important in marketing and messaging?
This week, we are joined by key leaders from the Billie Jean King Leadership Initiative, Dr. Sofia B. Pertuz and Therese O’Higgins to dive into these topics. We also chat about the importance of trailblazers like Billie Jean King and specific steps organizations can take to address real issues, both internal and systemic, as we strive to create greater equitable opportunities, access, representation and inclusive cultures across the board.
The ad-spend pie is evolving and digital is now capturing a large portion of marketing dollars. This week we’re joined by industry leaders, Scott Mitchell and Debbie Benadiba, to talk about how they are moving the needle with digital out-of-home, one of the oldest and newest forms of advertising. From data to measurement to automation, we take a closer look at the evolution of these key pillars in out-of-home and discuss the steps marketers are taking as they leverage technology to generate omnichannel approaches that resonate with audiences.
FOLLOW
Scott: https://www.linkedin.com/in/scott-mitchell-a9728327/
Debbie: https://www.linkedin.com/in/debbiebdrutz/
Ken: https://www.linkedin.com/in/kenneth-evans-1484082/
With Canadian sport continuing to be at the forefront of many recent headlines, some key questions are arising. From raising the standard in sports development to ensure we have the right balance between fun and competitiveness to integrating EDI forward practices and modernizing governance. And what does it—really—mean to foster community? How do we create greater accountability to ensure the betterment of our partners, team members, support systems, sponsorship dollars and developmental pipeline?
In this episode of The Pivot, we are joined by Matt Young, Partner, FSQ Sport, and Paul Beirne, Managing Director, Pacific Football Club,who discuss these incredibly pervasive topics. Given the marketing dollars in play and the reputations on the line, it’s time we take a sober new look at sports.
FOLLOW
Matt: https://www.linkedin.com/in/matt-young-3a133310/
Paul: https://www.linkedin.com/in/paul-beirne/
Ken: https://www.linkedin.com/in/kenneth-evans-1484082/
#ThePivot with Ken Evans IS BACK and better than ever! Tune in now for a tip-top teaser of what you can expect in our seventh season, including a sneak peek at Episode 1: True Sports Development, with Matt Young, Partner, FSQ Sport, and Paul Beirne, Managing Director, Pacific Football Club.
In the coming months, expect salient content and industry insight from key senior marketing experts around a number of provocative topics. We will look at how marketing continues to evolve in the modern world!
Listen now: http://thepivotwithkenevans.libsyn.com/
And it’s a wrap! What started in 2018 as a bit of an experiment is now in its 6th season. In this series of episodes, The Pivot engaged in conversations with a variety of compelling guests who truly embodied the meaning of Pivot ─ from municipal politicians to mental health scholars. Season 6 has been about showcasing not only the work and creativity of marketers but the parts of everyday life that can impact their practice and careers. Stay tuned for season 7 where we delve back into a full marketing and brand reputation series of shows.
Join us in this episode of the Pivot to wrap up an exciting season and talk about some salient episodes from this season.
The importance and practice of marketing has evolved in profound ways over the past couple of years, making the CMO an ever more important role in organizations. Having a big brand purpose and driving all your content towards it is the key for both B2C and B2B marketers. In this episode of the Pivot, we are joined by Drew Neisser, CEO and Founder of Renegade, a B2B marketing agency, and CMO Huddles to talk about how marketing and the role of the CMO have evolved over the past two years of living in a pandemic. He also shines a light on the micro-messaging vs the big brand idea, driving purposeful content, and how CMOs can be thought leaders not only externally for a brand but also internally for its people.
Join us in this episode of the Pivot to learn more about the CMO and their many faces.
On our TVs, our laptops, and even on our phones, we can stream almost anything anywhere. Since the start of the pandemic, we’ve been streaming more and more. As marketers continue to find ways to reach audiences where they are, how can we tap into these moments where many are already paying attention? In this episode Ken is joined by two experts from Roku, an APEX PR client, to discuss the state of streaming in Canada, including the rapid decline of traditional linear TV, and the streaming opportunities that are available to advertisers, marketers, publishers, and content producers. Listen in and hear from Mary-Anne Taylor, Head of Content Distribution – Canada, Roku Inc., and Christina Summers, Regional Sales Manager, Roku Canada.
Since recording this episode, Roku is now the #1 Streaming Platform in Canada and has well over 100 FAST channels in TRC.
In the early days of the pandemic Samanta Krishnapilai found herself working in Starbucks while she completed her master’s degree in public health. During this time, she was struck by the way formal communications seemed to ignore marginalized groups and failed to address the concerns of less privileged communities. With this in mind, Samanta founded the On Covid Project, a community intended to share critical information in a way that was accessible and applicable to everyone. With empathy and community as their driving force, The On Covid Project was eventually renamed as the On Canada Project, and expanded to include consulting services.
In this episode of The Pivot, Samanta and our host Ken Evans discuss the ways public health and government communications fell short during the pandemic, and what the On Canada Project is doing to fill the gap.
Dr. Tracy Vaillancourt, Tier 1 Canada Research Chair in School-Based Mental Health and Violence Prevention at the University of Ottawa has conducted research on the impact of the pandemic on schools and how can they recover from it. In the latest episode of the Pivot, she talks about how children and teachers are affected and sheds light on how our mental health has changed over the course of the past two years.
Tracy breaks down stressors and their effect on our mental health, not limited to adults but also for kids. Much of Tracy’s research is primarily focused on bullying in school and how the shift from in class to virtual and now back in class affects kids and teachers. Join Ken Evans and Tracy Vaillancourt in this invigorating episode.
In this episode of The Pivot, our host, Ken Evans, sat down with Sarah Krafman, Sr. Director of Brand Strategy and Communications from one of Canada’s favourite start-ups, Endy! Join us as we dive into the world of ecommerce marketing and learn what it takes to change consumer buying habits for big-ticket purchases like mattresses, traditionally bought in store. Sarah gives us an inside look in to how Endy came to be and how the brand captured their target audience’s interest through digital marketing, influencer content and subway ads. Endy has become a disruptor in its industry and is an excellent example of how a holistic marketing and PR approach can help brands shake up consumer expectations and become a fan favourite.
Ritesh Kotak has dedicated his career to exploring how technology could be used to create public safety and trust between our communities and public institutions. He quickly realized there is a gap in the public’s knowledge on how to protect themselves from cybercrimes and the importance of cybersecurity. Ritesh joined us on The Pivot to share his knowledge about maximizing the benefits of technological advancement to connect communities while learning the key role cybersecurity plays in protecting us from some of the pitfalls of technology. As our society relies on technology more than ever to facilitate connections between communities and institutions, whether that be online education, telemedicine or accessing legal support digitally, we must learn to build a digital first infrastructure focused on the safety of users.
Every politician knows the importance of careful listening. But how do you ensure you’re hearing everyone – not just those whose voices are the loudest?
A self-proclaimed optimist and community advocate, Toronto City Councillor Brad Bradford has harnessed the power of social media to create a solid connection with constituents from all different backgrounds. However, addressing complicated and nuanced political issues, especially in the often black and white digital landscape, is not a responsibility he takes lightly.
On this episode of The Pivot, Brad tells our host Ken Evans about the importance of a strong communications plan, and how he ensures he is meeting the needs of all the members of his community.
When your number one marketing tool is taken away by a global pandemic, how do you make sure your product ends up in front of the right people?
This week on the Pivot Ken is joined by Tony Ayala, President of Queen Street Bakery. With a background in finance and a passion for food, Tony brought Queen Street Bakery products into 1000 grocery stores across Canada, and 200 in the US. Tune in to hear how he used creative thinking and community spirit to grow the business and do some good.
As communicators, we can’t stress enough the importance of storytelling. That’s why we sat down with a master storyteller herself, Colleen Stewart, President of Perfect Pitch, and author of The Story Compass! Storytelling is key for businesses to achieve their objectives and Colleen shared some great tips on connecting with your target audience to get your key message across. The most important takeaway? Start with the “Why” before the “What”. Good leaders know how to capture their audience from the get-go because once an audience understands “why”, they’ll be asking “what” and “how” themselves.
In the latest episode of The Pivot, we are joined by Branick Weix, CEO and founder of Aryeo, to take a deeper dive into real estate marketing.
Branick is the CEO and founder of Aryeo, a company created with the mission of streamlining access to marketing content across the real estate industry for photographers, agents, and brokers. With a strong background in entrepreneurship and photography, Branick shares his thoughts on the marketing of real estate and shares insight that allowed his practice to flourish despite the changing needs of realtors and their audiences throughout the pandemic.
In 2021 we’ve seen many organizations move forward to adopt inclusion and diversity into their key pillars. They are increasingly trying to build and create a space where their employees who are black, people of colour, indigenous and/or LGBTQ2+ can feel a sense of belonging and genuine inclusion. This does not just mean having a seat at the table but having valuable input.
What steps have these organizations been taking and how can we all work to offer diversity, equity, and inclusion in our workplaces? In this episode of the Pivot, we are joined by Anne-Marie Pham, Executive Director at the Canadian Center of Diversity, and Inclusion (CCDI).
As the world continues to move towards increased accessibility and reliance on technology, the best marketers are looking at changing trends and reliable data to better cater their strategies towards target audiences.
How has research changed since the world shifted to increasingly more virtual spaces?
Find out in the latest episode of the Pivot, where Ken is joined by Lisa.
Lisa Covens is Vice President at Leger, the largest Canadian owned market research and analytics company in Canada. With over two decades of experience focusing on research for the purpose of public relations campaigns, Lisa shared her insights on changing trends in research and analytics.
In a year that has brought on new challenges for industries across the globe and completely changed the way we work in teams; has the way we lead changed? And what does it take to be an effective leader today?
In this episode we are joined by Alain Hunkins to open the curtains on leadership in 2021. Alain is the CEO of Hunkins Leadership Group and recent author of Cracking the Leadership Code: Three Secrets to Building Strong Leaders. With 20+ years of leadership coaching under his belt, Alain shares his insights on how leaders can build collaborative workforces, why leaders must make their implicit assumptions explicit, and how intention plays a role in more effective leadership.
In the past year and a half, the growth of TikTok has been explosive, with Generation Z dominating its user base. Many have turned to TikTok as their main source of entertainment during the pandemic, and now brands are starting to catch on.
Angela Nader, Head of Beauty and Luxury Partnerships at TikTok joins us in this episode to discuss how brands can be successful on the platform, the companies she feels are doing it right, and how brands need to shift their marketing strategies to cater to well-informed and well-researched Generation Z.
The views, thoughts, and opinions expressed by Angela in this episode of The Pivot are entirely her own and have zero affiliation with TikTok and are not representative of the views of the company.
Some may have the perception that the “marketing” of DEI initiatives is – by default – performative… but is it?
As discussed in previous episodes, marketers and communicators need to have a seat at the table, this is especially relevant when it comes to DEI efforts. How can brands effectively tap into the expertise of marketers when it comes to marketing DEI?
Tune in as we discuss this and more with Susan Diaz, CEO and Editor-in-Chief at c+p digital and Rohini Mukherji, Vice President of Integrated Communications at APEX PR. Susan and Rohini co-host the recently-launched podcast, ABCDEI, which explores the topics of diversity, equity and inclusion through stories of distinct and powerful lived experiences.
Any brand’s effort to gain public trust and maintain its reputation is a never-ending cycle, and if the last year has taught us anything, its that communicators need to have a seat at the table. As we continue to navigate a global pandemic and ongoing social justice issues, marketers and communicators have risen to the challenge in an effort to adapt to the situation quickly, and help inform decisions to maintain public trust.
In this episode of The Pivot, we chat with Russell Baker, president of IABC/Toronto. Part of his mandate is to modernize the Toronto Chapter – by placing an emphasis on data to help inform decisions. Tune in to hear the discussion on Russell’s mission to modernize the profession, the IABC’s DEI initiatives, and his key learnings on being a communicator during the pandemic.
True diversity and inclusion are about genuinely listening to others while unlearning negative stereotypes towards certain people groups that society presented us with. We sat down and spoke with trans advocates and educators Angel Glady and Virgin Mariana Cortes from The Milkshake Sisters to learn more about what inspired them to launch their LGBTQ2S+ training program.
When thinking about initiatives to foster a more diverse and inclusive workplace, it’s promising to see that it’s become more of a priority for brands and organizations. The ongoing conversation of DEI will only lead to tangible change – and we remain optimistic it will lead to more representation of diverse voices.
In this episode of The Pivot, we chat with Cam Gordon, head of communications at Twitter Canada, and founder of The Communicators Collective. We’re also joined by Oindrila Hazra, a member of the collective and communications manager of Softchoice. Tune in to hear the discussion on DEI in communications, the need for diversifying who we communicate to, and how driving inclusion can empower employees. Plus, Oindrila shares her hard fought journey to landing a job in communications after immigrating to Canada from India.
Founded in 2020, The Communicators Collective is based on the need to better reflect the diversity of our country in terms of its culture, demographics, and geography in our sector. The collective is also fostering open access to tools, networking opportunities, and dialogue among communicators from all levels and background.
Representation matters. No matter what industry, having diverse voices and leaders shows there’s a path to leadership for all. When it comes to mentorship, there’s a ton of value in having young professionals of diverse backgrounds having a mentor who looks like them and may have shared similar experiences. And for this to happen, we need platforms that bring people together to share their experiences, especially in a time where we may feel more disconnected from our peers more than ever.
In our first episode of Season 5 of The Pivot, we’re joined by Daanish Ahamed, Founder of PR Ramp, to discuss the inspiration behind PR Ramp, creating its flagship mentorship program and the importance of having diverse voices speak about their experiences to up and coming communications students.
PR Ramp, a Toronto-based public relations association helping students and recent grads jump start their career in communications. Founded in the summer of 2020, PR Ramp’s flagship mentorship program connects newcomers with communication practitioners for a one-hour session over Zoom.
In the spirit of staying connected to the wider world (as we continue to stay put in our ever-shrinking ‘bubbles’), Ken re-tells his story of a recent online purchase from Nigeria-based menswear line, Russell Solomon. The customer experience from the brand was both unusual and exceptional – what started out as a purchase from the website, resulted in a conversation via Instagram DMs between Ken and the team at Russell Solomon.
Today, Russell Solomon founder, Gabriel Ugochukwu, joins on us on this episode of The Pivot. Tune in to hear about the initial meeting between Gabriel and Ken, establishing the Russell Solomon aesthetic and how it has evolved overtime, and the inspiration behind the new Russell Solomon collection, AFLOAT.
In this episode, Ken is joined by his friend and Toronto-based actor Oscar Moreno.
As an actor, Oscar has juggled multiple side gigs in between auditions – something very common in the entertainment industry. Tune in to hear his stories on the realities of juggling side hustles since moving to Canada from Columbia, his acting career, auditions in the COVID era and his hopes in seeing more Latin and queer actors cast in leading roles.
Oscar appears in the film Stage Mother starring Adrian Grenier and Jackie Weaver, now available on Amazon Prime.
There’s a lot to consider when going through the home buying process, one of the most significant being location. Location not only impacts price, and the scale of the investment, but also quality of life. So how can technology play a role in the decision making process when it comes to enhancing our quality of life? After all, technology has transformed the way in which real estate is build, bought and sold.
In this episode, we’re joined by Vincent-Charles Hodder, co-founder and CEO of Local Logic, and head of marketing, Jillian Ruiz. Local Logic is a real estate AI company providing an innovative approach to buying and selling by applying location based data and algorithms to change the way cities are built and real estate decisions are made. Tune in to hear our discussion on Canadian real estate in the pandemic era, infrastructure and its impact on local businesses, and factors in a neighbourhood that contribute to our quality of life.
Today, marketers are being stretched like never before. Not only are they trying to sustain brand relevance in this crisis, but they are now tasked with navigating entrenched social issues that no campaign will ever do justice to.
But if we look to generation Z, and even generation alpha, there is some hope. Generation Z are confident creators and less burdened with self-conscious expression, but for this potential to blossom, they need the financial independence and liberty to truly unleash their creativity, business savviness and activism.
In this episode of The Pivot, we’re joined by Sabaa Quao, Co-founder at Wealthie Works Daily, to discuss the shifting consumer mindset in the midst of the pandemic, how the digitization of money count present risks to younger generations and the need for persistent and consistent financial literacy.
Well before the COVID-19 pandemic, education technology was gaining rapid influence with educators, policy makers, students and parents. Now, in the midst of an unpredictable pandemic, the relevance of the sector has exploded globally.
The pandemic has accelerated the need for a virtual learning experience across all levels of education. In this episode, we’re joined by Nick Stein, CMO of Top Hat, to discuss online education in the COVID-19 era, creating engaging educational content and how the education technology sector as a whole is keeping up with the demand of a virtual platform to enhance the learning experience overall.
As a society, we have spent considerable time lamenting the brutal impact the coronavirus has had on specific sectors - and there's a lot to lament. One key industry that has been reeling is the arts and entertainment industry. The television and movie production sectors in Vancouver, Toronto, and Montreal have been dormant since March. Theaters have been empty, and actors have nowhere to perform, let alone audition, and we're all the poor, emotionally and intellectually, as a result.
In this episode, we’re joined by Toronto-based actor and writer Nicole Nwokolo. Tune in to hear Nicole discuss the current landscape of the film industry, along with systemic racism and navigating a career in a pandemic.
The growth of eCommerce has been immense during the pandemic. From retail to alcohol, online sales have skyrocketed to all time highs, leaving many organizations scrambling to keep up.
In this episode, Corina Pardo of Sombrero Latin Foods discusses the logistical challenges her team faced while shifting their business from supplying restaurants, to delivering their products directly to consumers through a revamped e-commerce platform.
In recent weeks, we’ve seen companies such as Twitter and Shopify announce their workforce will continue to work from home either full time or in a modified fashion permanently.
However, the majority of people are actually looking forward to a return to office, opting against continued work from home. Host Ken Evans chats with Annie Bergeron, Design Director and Principal at Gensler Toronto about how the team at Gensler is planning office design to propel a safe and sustained return to work, which includes putting space and empathy at the forefront of the conversation.
For brands to go through an extreme organizational pivot, it usually takes several months. But when the pivot is in support of a greater community, one ravaged by an external force affecting millions, collaboration is essential and evidently contagious.
In our first episode in our new series, Host Ken Evans chats with Gerry Guitor, President and CEO of Spirit of York Distillery Co. about the company’s move to produce hand sanitizer to help protect their community from COVID-19 and address the growing need for the product.
The COVID-19 pandemic has undoubtedly brought new challenges to brands, and now there isn’t a brand or marketer who isn’t pivoting in fundamental and in some cases radical ways. Be it restaurants offering heat-and-serve meals or distillers shifting production to produce hand sanitizers, it has certainly been fascinating and inspiring to see. Host Ken Evans and producer Ashley Villarroel sit down (virtually!) and chat about the pivots made during COVID-19 and what’s next in season 4 of the podcast.
In the age of robo-advisors, same-day shipping and ordering lunch through an app, the birth of digital has allowed brands to provide convenient and affordable solutions to simple tasks. Now that we are well into the digital age, we see brands that are changing the game for milestone events – including estate planning. In this episode we chat with Erin Bury, CEO and co-founder of Willful. Tune in to hear Erin delve into the digital approach to creating a will and how legacy brands still struggle to adopt digital strategies. Erin shares her thoughts on the power of word of mouth, the importance of brand values and getting creative with content when talking about such a taboo topic.
To connect with a brand, consumers need to buy into the message and its image. The two go hand-in-hand - If one of these components is missing, the impact of the other is lost. The focus of all marketers should be on bringing a more visual approach to content, as well as well as processes. Xenia Muntean of Planable joins us to discuss the launch of the platform and the importance of an integrated strategic plan.
When asked by people outside of our area of expertise, "What really drives you professionally?” most communications and marketing pros would say, "A client or project where you can create real change.” While practitioners are finding clever ways to bring this potential to a greater range of programming, few sectors can literally and personally effect change like the wellness and nutrition space.
But with all the new technologies, theories and philosophies popping up seemingly by the hour, how do you differentiate and establish credibility in the sector?
Tune in as Ali Leung, Vice President, Marketing, at WW Canada and Ken discuss how WW has leaned in on a 57-year legacy, how it’s evolved with new science, data and analytic support, all while continuing to satisfy a legion of motivated, committed members.
A decade ago, Canada’s retail landscape revolved around the decision to invest in eCommerce and find that balance between bricks and mortar and online. It has since shifted into manufacturing practices and supply chain, and the rise of “fast fashion.” Today, we’re seeing a tension between luxury and artisanal on one side and value driven brands on the other, with the players in the middle getting increasingly squeezed out. Canada’s retail landscape is volatile but immensely fascinating industry to watch. Eric Matusiak, partner and national retail leader at BDO knows this all too well. Tune in as Eric and Ken discuss what’s next for the retail sector, what the heavy-hitters are doing right, and how retailers everywhere must consider a pivot, such as integrating more experiential in bricks and mortar shops.
Canada's cannabis sector has been fascinating to watch over the last 13 months as a fully legal and regulated sector. From the peak investor highs to the on again and off again rollout of the retail play, particularly in Ontario, to the release of edibles, beverages and topicals. It's certainly not been boring. Yet what often gets lost in all the market prognostications, regulatory laments, and the way in which retail opportunities are being allocated, is the manner in which marketers in the space are handling brand building and brand reputation in an entirely new industry. Tune in as Andrew Rusk, head of marketing, digital and communications at Canopy Growth discusses what’s next for the cannabis sector in Canada, delving into product innovation, strategic partnerships and the continued de-stigmatization and education that the sector continues to face.
Design, and designing with branding front and center, are fast becoming a vital part marketing and brand image. It can be both immensely in your face while also sophistically subtle and nuanced. Overall, an office space can do a lot for a brand, according to Gensler Toronto. Design director and principle Annie Bergeron and Marketing and communications director Tamarisk Saunders-Davies discuss how office design plays a role in marketing and storytelling, establishing a healthy office culture and provide an effective space with tactics like signage and wayfinding.
Experimentation, authenticity and humility. Wealthsimple sets an example of what marketers can achieve when they know who they are and have a clear vision of what they want. Despite disrupting the investing and financial advising market, they view themselves as filling a gap rather than a genuine disruptor. Tune in as Nick White, Head of Growth Marketing at Wealthsimple, explains the approach and vision behind the company approach to marketing, including how they separate, and then integrate, the art and science aspects of the practice.
Suddenly as a marketer, the stars align, the clouds part and everything comes up roses. That was certainly the experience of New Balance when they globally signed Kawhi Leonard, who went onto win the 2019 NBA championships for the Toronto Raptors. Marketers can only dream of an opportunity like this. Jon Purdy, Senior Marketing Manager at New Balance Canada led his team through this exciting challenge that captured the attention of the country. From fun guy t-shirts, to king of the north crowns, Jon’s team took advantage of the attention to cut through the clutter and keep his brand top of mind. Tune in to hear Jon’s insights into sports marketing, brand authenticity and taking risks.
Many believe that public relations and marketing can be two different but complementary practices, but merging the two together builds a better brand. Communicators must use their power of story and persuasion across all channels to see brand reputation management as a brand building thruster. On the other hand, marketers must put a greater emphasis and sensibility into risk managing their campaigns and decisions. During his time at the Toronto Transit Commission, Brad Ross not only managed the organization’s reputation, but played an integral role in growing the brand and earning the trust of its customers. Tune in to hear Brad’s insights into reputation management during his days at the TTC and how transparency remains a key element in communications.
Circumstances related to transparency, editorial integrity and ethics, are now shifting the whole ground within the influencer category. For brands and agencies, the way in which they work with influencers has changed and will continue to shift dramatically over the next few years. Tune in as Barry Choi, a Toronto-based personal finance and travel influencer discusses the growth of his own personal brand and outlines how agencies and brands can better choose the right influencers and work with them more effectively to achieve better results.
With the increasing access to data, it’s no wonder insights have become the fuel for just about everything in communications and marketing. From market polling to algorithm-based insights, data is only as objective as the content it's fed, which itself could be filled with bias. To influence decision making, marketers need a diversity of data and research. Tune in as Andrew Grenville, author and Chief Research Officer at Maru/Matchbox discusses market research and how marketing and communications practitioners can connect with insights partners to take a problem solution approach to data and insights. Andrew examines the trouble in the insights industry is facing with the explosion in data and information, the decreasing cost of doing it, and an increase in the need for informed decision making.
For many brands, selling a product or service can be purely transactional and straightforward – but it doesn’t have to be. When it comes to strategy for retention and new business leads, it’s important to keep brand tone and personality in mind. Using humour and enthusiasm has proven to be a good strategy for this episode’s guest – Shannon Lee Simmons. As a personal finance expert and co-founder of The New School of Finance, an advice-only financial practice, Shannon has used humour, enthusiasm and even real-life experiences to make the complex information of financial planning more digestible. Her team’s approach eventually led to the business growing from one employee to eight since 2012. Tune in for her insights into how she’s developed a personality for The New School of Finance and how brands should leverage their own personality to attract new audiences.
In the world of communications and marketing, we have no option but to learn, adapt and apply new techniques and technologies. In PR, we've evolved into integrated communication practitioners, to better understand and integrate social and digital plays into our storytelling. Marketers needed to master new digital platforms to amplify campaigns and access greater metrics and data. Now, we face artificial intelligence. It will change, upend, and influence like nothing before it. Tune in as Martin Waxman, artificial intelligence researcher and McMaster MCM instructor delves into the world of AI and how marketing and communications practitioners must understand the basics of artificial intelligence in order to develop strategies on how to approach it.
In this special edition episode of The Pivot recorded at the latest Ruckus Makers event, host Ken Evans chats with comedians Barry Taylor and Dena Jackson, Jacqueline Waters of the Royal Ontario Museum and Toni Shelton of Collective Arts Brewery, about brands taking the humorous route to their programming and content. Peeling the onion on comedy in marketing communications, the panel discusses how best to integrate humour into campaigns to connect with audience across multiple channels in powerful and genuine ways.
To be all things to all people is to ultimately be generic. And to be ultimately generic is the essence of risk aversion. In this episode, Ola and Mathieu of Hershey Canada delve into brand authenticity and the integrated approach behind recent campaigns like the Reester Egg and the Oh Henry 4:25 bar. Tune in as the pair discuss risk aversion, marketing to millennials and generation z and building consumer relationships.
Marketing touches many different areas of a business and in the future it’s clear that the problems companies face are no longer siloed by business unit. Be it a bank, a courier company or a retailer, many legacy brands now claim their core competency to be technology. In that context, all businesses are essentially technology brands because technology now influences just about everything we do and sell. Organizations must take a multi-pronged approach to the way they problem solve and doing so requires not just involvement by the marketing team but by the entire executive suite. Rubina Shaikh, founder of Centered, discusses an honest, thorough and effective re-discovery of a brand’s purpose. This isn’t about conventional organizational or corporate culture audits and change management strategies…this is more like brand therapy.
Data and science only played a little role in the marketing industry in the early 1990’s as art and creative lead marketing strategies until the digital disruption and democratization of media. Today’s marketers have seen a shift from art and creative leading marketing strategies, to data and science leading marketing decisions and measuring attribution fully across all channels. Duri Alajrami, head of marketing, communications and digital at Moneris, discusses the art and science of marketing and how data has driven the shift in balance between the two. Has the art of marketing suffered? How can we analyze and use data effectively? Delve into the big data talk on our season 2 premiere of The Pivot.
Over the course of our first season, we’ve explored what modern marketing looks like, how the industry has changed over time and how those who are willing to pivot from conventional marketing strategies often thrive. We’ve spoken to experts in health, tech, media, academia, advertising and even cannabis. And we look forward to continue exploring the art and science of brand building in our second season.
We’d like to thank you for listening to the first season of The Pivot. See you in June!
Journalism isn’t what it used to be. With shrinking newsrooms, newspapers closing its doors and a shift to a digital-first economy, more and more journalists have had to adapt to the new order. Tech expert Marc Saltzman discusses how he has managed to not only survive but thrive in the changing media landscape over the past 25 years via strategic sponsorships, media opportunities and brand deals, all while remaining authentic to his personal brand. Find out what’s working, what’s not and what’s next, on this episode of The Pivot.
For canna-curious marketer, Jessica Moran, Director of Marketing and Communications at leading North American cannabis intelligence company, Strainprint – legalization has proved to be the opportunity of a lifetime. Quick to sink its teeth into the power of crowd sourced data, Strainprint’s rapid growth has sparked more than 55 million data points and one million tracked medical cannabis outcomes – and rising every day. If it doesn’t exist, build it; Strainprint’s unique community of medical patients and recreational users is supplying research for clinics looking for better treatment guidance; LPs looking for marketing and growing insights; and government regulators looking to develop new policy. Take a listen, download the app and see the impact for yourself, on this episode of The Pivot.
While many mourn the death of traditional media, David Brown, co-founder and co-editor of The Message, reinvents the wheel to tactfully amplify important Canadian stories and profile thriving marketing and commercial creative initiatives. Media permeate every nook and cranny of our daily lives, curating our understanding of activism, politics, privacy law, celebrity and identity. However, not everyone is aware. Dive in as David dissects programmatic advertising, consumer media preferences and the power behind sharing real content with an unapologetic editorial agenda. Introducing a new voice, for a new age of Canadian marketing, on this episode of The Pivot:
While the tobacco, pharma and alcohol industries have had more than a century to mature, integrate and capitalize in global markets – an entirely new beast emerged on October 17, 2018. You guessed it: the billion-dollar Canadian cannabis industry. Daniel Davidzon, Director of Strategy and Education at Cannvas MedTech, a leading digital cannabis education company, is pioneering the highly regulated space. With so many questions in the air, Daniel couples scientific and medical research to dissect the nuances dividing medical and recreational consumption on this episode of The Pivot.
With more tools, platforms and ways to engage – the marketing playbook has quickly become a thing of the past. Maliha Aqeel, Assistant Director of Brand, Marketing & Communications at EY isolates the disruptive pressures facing both B2B and B2C brands, sparking incredible debate around the intersection of culture, content and customers. Whether you’re in financial services, banking or cannabis, this episode holds the key to driving innovation and shaping lasting brand experiences in a digital-first economy. Leverage some fresh values-based marketing tools here, on The Pivot:
The ad-agency model has endured drastic structural shifts over the last decade due to the rise of third-party influencers, social, digital and paid initiatives. Terry Drummond, Co-Founder of the independent agency, Good&Ready and the brains behind Viagra’s notable “Good morning” campaign discusses pushing the content creation envelope. We’re all thinking it; with communicators’ increased integration across the spectrum of advertising, marketing and public relations, making a fixed impact with target audiences means reinventing the marketing landscape as we know it. Terry’s new agency model is taking action by adapting to the changing needs and disciplines of the marketplace. Find out how Good&Ready is navigating ahead of the curve, in this episode of The Pivot.
For CMOs in a rut, class is in session! David Soberman, Professor and Canadian National Chair of Strategic Marketing at the University of Toronto’s Rotman School of Management, dissects the success behind marketing strategies so innovative; they’ve changed the trajectory of entire industries. From the iPod revolution to the soar of South West Airlines, David pinpoints how the exchange of information between companies and customers affect distribution channels and global markets. Listen now, on The Pivot.
In 2016, SickKids Foundation launched the largest fundraising effort in the history of Canadian healthcare. Lori Davison, Vice President of Brand, Strategy and Communications at SickKids Foundation and one of the masterminds behind the $1.3 billion VS Limits campaign joins us to explain how her team created an integrated marketing campaign that changed the charitable sector forever. Hear about how on this first episode of The Pivot.