The Pivot with Ken Evans

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.