How crowd sourced cannabis data is redefining patient care

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.


New tactics to curate and report quality Canadian content

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.


Cannabis: why customer-centric education is on the rise

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 and analytics 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.

 

 


Values-based branding strategies for B2B

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:

 

 


A decade of disruption: the evolution of Canadian ad-agency models

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.

 

 


Letting go of convention to maximize profit

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.

 


SickKids’ $1.3b fundraising supernova: VS Limits

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.

 

 


The Pivot podcast peels the onion on today’s marketer – tear-free

How do you creatively manage mass change without dinging your brand’s credibility?

TORONTO, ON, January 17, 2019 – Data from CMO Lab™, a joint research project from APEX Public Relations, ruckus Digital and Maru/Blue launched in fall 2018, showed that a surprising number of Canadian marketers have been slow to respond to the proliferation of digital media and the so-called disruptors.

Newly launched podcast, The Pivot, aims to dive deeper into that data, bringing qualitative insights in an engaging format to the  CMO Lab™ project. Every two weeks, host Ken Evans, Managing Partner at APEX Public Relations and ruckus Digital, is joined by senior industry professionals and marketing experts to discuss the evolving role of the CMO and the art and science of marketing generally.  The podcast also puts a particular spotlight on the organizational, as well as behavioural barriers senior marketers face in engineering brand “pivots” within their organizations.

“A third of marketers are breaking new ground, disrupting and using integrated communications to create a whole new programing to engage their target audiences” said Evans. “Amplifying and increasing integration across brand reputation, creative, social and beyond is evidently one of the biggest challenges marketers face and this podcast is aimed at helping them discover news avenues for success.”

In addition to sharing ongoing quantitative and qualitative research from CMO Lab™, The Pivot will feature first-hand insights from top Canadian and global marketers highlighting how they are responding to change. The first episode features an interview with Lori Davison, Vice President of Brand, Strategy and Communications at SickKids Foundation who discusses the very successful Sick Kids VS campaign and how it has brought new energy to the foundation.

The Pivot is available on all major podcast platforms and at CMOLab.ca.

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About the CMO Lab survey

The online survey, conducted in May 2018, polled 100 Canadian CMOs or other decision makers in the marketing function using Maru/Blue’s Maru Voice Canada online panel.

Additional details are available at: www.cmolab.ca

About APEX Public Relations and ruckus Digital

APEX and ruckus Digital represent a collective of experienced, smart and creative communicators. Our unmatched 20-year track record of award-winning campaigns, client retention and client satisfaction are a testament to our ability to get it right, over and over again. Our work extends to all sectors, with a concentration on consumer brands, corporate and B2B, technology and reputation management. The key to our success is a fusion of senior level strategists, creative ideas, a passion for our work, client collaboration and a disciplined focus on achieving results that impact our clients' bottom lines. For more information visit www.apexpr.com and www.ruckusdigital.ca.

About Maru/Blue

Maru/Blue is a premium quality data services firm that provides reliable global data connections for brands, agencies, and market research. We create value for our clients by connecting them with expertly profiled known respondents. The result? Reliable, reproducible insights. We deliver instant access to the general population, specific markets, and your or your competitor’s customers.

Springboard America, and Maru Voice Canada, established more than a decade ago, are a testament to our commitment and depth of engagement. More recently we developed the Maru Voice Business Canada and Springboard America Business Forum, both an excellent source for business to business research. Maru/Blue also recently announced the launch of its exclusive Qualitative Community and acquisition of Hispanic panel Tú Cuentas.

APEX PR/ruckus Digital media contact

For further information: Kenneth Evans at kevans@apexpr.com / 416-934-2114