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.
Apr 7, 2022
14 min
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.
Mar 17, 2022
29 min
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.
Mar 3, 2022
34 min
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.
Jan 27, 2022
33 min
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.
Dec 16, 2021
33 min
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.
Dec 2, 2021
30 min
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.
Nov 18, 2021
33 min
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.
Nov 9, 2021
38 min
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.
Oct 21, 2021
39 min
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.
Oct 7, 2021
37 min
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