UPS engaged APEX to heighten the multi-billion dollar company’s profile as a facilitator of international trade and commerce. Fuelled by a deep understanding of geopolitics and current events, the APEX team devised an ambitious thought leadership strategy that partnered UPS with officials from the U.S. State Department and relevant trade experts. The result was a highly publicized roundtable discussion on North American cross-border trade and border security that attracted high-profile current and prospective customers, generating on-message coverage in targeted influential Canadian media.