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The ad-spend pie is evolving and digital is now capturing a large portion of marketing dollars. This week we’re joined by Vistar Managing Director, Scott Mitchell and NOVUS Media President, Debbie Benadiba, to talk about how they are moving the needle with digital out-of-home. 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. Listen and share with your networks: Guest Bios Scott Mitchell is Managing Director for Canada at Vistar Media, the leading global provider of programmatic and software solutions for digital out-of-home. Since joining Vistar in 2017, Scott has launched the Canadian office and grown operations to a fully staffed team with strategic partnerships across the entire programmatic landscape. Prior to joining Vistar, Scott held positions at TubeMogul (now Adobe) opening Canadian operations and working with agencies, as well as in the Enterprise (SaaS) business working with brands directly. Scott also worked at Yahoo! Canada leading the CPG vertical. Debbie Drutz is the President of Novus Canada, North America’s premiere Print and OOH Specialist agency. Novus leverages media services, geo-spatial planning and analytic capabilities to provide comprehensive media strategy programs to allow brands to reach their audiences where they are. Bringing over 22 years of extensive knowledge in the industry, Debbie joined Novus to shape the strategy and vision of the company, and to lend her expertise to driving growth for Novus and its partners. FOLLOW Scott: https://www.linkedin.com/in/scott-mitchell-a9728327/ Debbie: https://www.linkedin.com/in/debbiebenadiba/ Ken: https://www.linkedin.com/in/kenneth-evans-1484082/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp

With Canadian sport continuing to be at the forefront of many recent headlines, some key questions are arising. How can we raise the standard in sports development to ensure the right balance between fun and competitiveness? How do we integrate EDI forward? 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 and developmental pipeline? Find out in our first episode of season 7, where Ken is joined by Matt Young and Paul Beirne to open the curtains on true sports development, what it means and how we can leverage it in 2022 and beyond. Whether you’re heading an organization or looking for brilliant, salient ways to foster community in your every day sport, amatuer and professional, you will want to tune in! Listen and share with your networks: Guest Bios Matt Young is globally recognized as THE expert in turning Long-Term Athlete Development Framework theory into strategy that works for organizations ranging from grassroots to professional & Olympic levels of sport. Matt’s ability to distill complex constructs into bite-sized pieces that can be understood has made him a sought-after business consultant. Young is also a Guinness World record holder with $6,000,000.00+ raised for charity to date. Paul Beirne is one of Canada’s leading soccer executives and one of the people who brought the Canadian Premier League to life. As a serial sports start-up and turnaround specialist he has been part of many tremendous sporting successes: Toronto Raptors, Toronto FC, Toronto Maple Leafs, Ottawa Senators, and the Brighton & Hove Albion Football Club. 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/ Listen to The Pivot: https://open.spotify.com/show/0XWhUqTDDj5uyFZEXNAtOp

After years of hosting virtually, we were excited to join the CPRS for its return to an in-person award ceremony for the CPRS ACE Awards! On the evening of May 30, 2023, our APEX Public Relations and ruckus digital teams proudly took centre stage at the CPRS Toronto Awards ceremony at The CARLU, collecting a total of six awards, on behalf our clients; Walmart Canada, DoorDash, Mattel and RE/MAX Canada. The night celebrated exceptional talent, innovative campaigns, and remarkable achievements for Toronto-based public relations professionals. Recognizing Excellence 1. Marketing Communication Campaign of the Year (GOLD): Walmart Canada Back to School 2022 A strong strategic vision and impactful execution helped secure the prestigious Gold designation in the Marketing Communications Campaign of the Year category. The team’s comprehensive approach, coupled with their ability to meaningfully engage audiences, set the campaign apart. The recognition affirmed our expertise in creating and implementing seasonally-based campaigns that leave a lasting impression. Photo: APEX PR x Walmart Canada CPRS ACE Awards: Back-to-School Campaign 2022 (left) and Holiday Preview 2022 (right) 2. Best Use of Social Media and/or Influencers (SILVER): DoorDash Courageous Conversations 2022 Our work on DoorDash’s Courageous Conversations program brought to life visually compelling content and authentic storytelling to spark meaningful conversation around the topic of EDI during Pride. to the forefront resulted in significant community awareness and engagement. This accolade further solidified ruckus digital’s position as a leader in leveraging digital platforms to drive successful campaigns. Note: Courageous Conversations also won an IABC/Toronto Award of Excellence (Gold-equivalent) in 2023. Additional awards we proudly collected on behalf of our clients: Best Use of Media Relations (Under $50,000): Hot Wheels Legends Tour 2022 Mattel (Silver) Best Use of (Media Relations Over $50,000): 2022 Media Relations RE/MAX Canada (Silver) Best Publication: Unlocking the Future: 5 Year Outlook RE/MAX Canada 2022 (Silver) Best Use of Special Events or Experiential Marketing: Holiday Preview 2022 Walmart Canada (Bronze) The recognition we received in various categories showcased our commitment to excellence, innovation, and strategic communication on behalf of our clients. As the APEX team exited the ceremony with hearts of gold, we were reminded of the significance of our work in shaping perceptions, delivering exceptional results for our clients and our position as trailblazers in the ever-evolving field of public relations. Interested in chatting about how to apply our lessons for high growth to your business? Drop us a line: hello@apexpr.com

For APEX’s 25th anniversary, our team took a leap and landed in Iceland for four days! This trip was a golden opportunity for us to take much-needed time to reflect, rejuvenate and bond with our teammates in ways we hadn’t done before, while also absorbing new cultures and lessons in problem-solving. An extraordinary place filled with majestic beauty, history, food, culture, tours and things to do, here are some key learnings our teammates took away from our life-changing experience: Jen: We hadn’t spent 3-4 days straight with each other since 2019. This trip allowed the group to bond, learn more about each other and create new friendships. Mishel: Locals both young and old consume print media (news papers, journals and magazines) regularly. I had seen it happen at a coffee shop a few times! Linda: If you think something might not be fun/interesting (like walking in the rain), reframing it in your mind as to the positives is helpful, and you end up enjoying yourself + building resiliency! Raph: Embrace and celebrate what makes you different. Taylor: Geyser is the most popular Icelandic word in the English language! Cindy: Bring extra layers and overdress for the weather – the sun only pops out 15 days in a calendar year! Hannah: Seems as though everyone has different last names! Jacob: Iceland has a creek where you can make a wish, so bring extra coins with you so you can make your wish come true! Aadya: Come *extra* prepared with more than you think you need – the climate is super windy and rainy! Leah: Even though we spend hours together on a regular basis, truly putting the work in to get to know your colleagues (and clients!) is what takes relationships to the next level. Tara: While Icelanders only fly their flag on special occasions, the Pride flag is always flying. Also, there are more sheep than people! With the new-found knowledge and energy we've captured and brought back to the office, we can’t wait to share more with you about our future milestones. Follow our LinkedIn, Instagram and website for our latest announcements.

A Q&A With Mariana Cortes (she/her/they/them) of The Milkshake Sisters Since 2009, March 31st has been recognized as International Transgender Day of Visibility, a day to celebrate and amplify trans voices. This year, APEX sat down with our training partner, Mariana Cortes of the Milkshake Sisters, for a Q&A about the importance of recognising this annual event, and what it takes to be a good ally. Q: Can you tell us a little about yourself and the work that you do? A: I go by she/her/they/them. I’m from Colombia, and have been here in Canada for over four years. I have been working in social services for the last four years and have been involved as an activist in human rights for the last seven years of my life. Right now I’m a social service work student as well. Q: At APEX we know you as part of The Milkshake Sisters – what’s that project? A: The Milkshake Sisters is a really cool project I developed with Kenneth from APEX and my peer Angel Glady. I met Angel through The 519, where we used to work on a Trans people of colour project, and at that time, about three years ago, we realised how many service providers were unaware and lacking information about what is to be trans and how to treat trans people. We developed this module with the support of Kenneth to educate service providers and business partners, employees, whoever is willing to learn and educate themselves about how to treat a trans person and understand our community a bit more. Q: What does Trans Day of Visibility mean within the trans community? A: I can’t say for the whole community because it‘s a pretty broad population, but for me it’s a day to make people understand that we exist; that we are humans who deserve respect, rights, support and access to education and housing, health, and to be able to build our lives. It’s a day to remember those ongoing challenges and to be visible, to show people that we are pretty average – you know, we go to work, we go to school, we sleep, we eat, we work out. I think a lot of people have this really stereotypical idea of what a trans person is, so it’s important to keep in mind that we are all human. We are diverse in different ways and we deserve respect like anyone else. And of course, as a population that has been historically marginalised we need special care and special support in order to level up and reach the same category as everyone else. Q: What are some ways for individuals to be good allies? A: I feel like being an ally is an ongoing process – you can’t just take a workshop one day and be an ally. A good way to become an ally, and be one ongoing, is to educate yourself – don’t wait for a trans person to educate you. There are plenty of resources online! Begin with just understanding the terminology, and then after you have done your research you might be able to ask a trans person if they are willing to explain something to you further. But, always keep in mind that not every trans person has to be willing to teach you. Also, always be mindful of the spaces where you’re going to ask questions – you don’t do that at an office Christmas party, you know? Be mindful of the space you’re in. It’s also really important to be a defender – when a trans person is being vulnerable you need to stand up, you can’t just pretend it’s not happening. If you hear a co-worker being misgendered, don’t keep quiet! Be a good ally by correcting the person in a kind and educational way. And if you have a business, hire trans people! Be open to know us and to get to know us a bit better. Q: How can organisations be good allies? A: I strongly believe that, when they have the capacity, organisations need to create peer support or educational programs to create a path for trans people to be hired. Integrate trans-friendly policies like gender neutral washrooms, pronoun training for employees, legal understanding or legal aid in the sense of understanding the difficulties that trans people have to deal with, especially concerning identity – legal identity and self-identification can be a bit challenging sometimes. Create peer-led programs where you have a trans individual with specific skills and you can train them to be part of your organisation. I think that’s a great way to promote inclusion and be an agent of change. Just wearing the t-shirt for one day is kind of like not doing anything. I think it’s really important to create mid and long term plans that will actually make changes. Q: Can you recommend any resources for people who want to learn more? A; Honestly this sounds cliché but we all have access to a phone or computer - just google how to treat a trans person. If you want to be more specific, The 519 has pretty good resources here in Canada, they have a good website with a lot of terminology and programs. There are plenty of programs specific for trans people, but as an ally I think just google it! And then if at some point you still have doubts or some questions, you will be able to find a person when it’s appropriate – just don’t come expecting that they will give you a speech, you have to earn that. Q: Where can we find you and your work? A: If you want to follow us, my partner Angel and I have an Instagram account – it’s @themilkshakesisters, or you can contact us through APEX if you want to hire us for a workshop or to review a policy or give more information. If you’re interested in Mariana and Angel’s training, contact APEX PR’s managing partner Kenneth at kevans@apexpr.com.

Until just a couple years ago, we were in the age of millennials - anyone who was born from 1981 to 1996. Recently, Gen Z, those born between 1997 and 2012, surpassed Boomers and Millennials in size. As of 2019, Gen Z makes up 32 per cent of the world’s 7.7+ billion population, making them the next powerful consumer force. Connecting with Gen Z is key to your brand success in today’s world! Here are our top three insights into marketing to this powerful generation: 1. Gen Z care about your brand’s values This generation often chooses brands which aligns with their value set. It is essential to take the time to understand what Gen Z cares about and how you can incorporate it into your brand. Despite being more 'pessimistic' than their millennial counterparts, Gen Z seek to make purchasing decisions which are true to their value set, and are incredibly vocal when they feel a brand’s values do not align. For instance: 66 per cent of young Canadians do not think the economic situation will improve in 2021 70 per cent of young Canadians do not think that the political and social situation will improve in 2021 75 per cent of young Canadians do not think that the environmental situation will improve in 2021 What does this mean for your brand? If you want to win the loyalty of this growing population, see where you can match your brand’s initiatives and products to Gen Z’s value set. We recommend focusing on one or two problems this generation cares about, then work towards real, sustainable change. 2. Authenticity matters We know, you’ve been hearing “authenticity matters” for years. But hear us out! You’ll need to allow for a little more creative freedom when working with this generation’s favourite influencers. It can be a little scary as a brand not having full control over influencer generated content, but trust us, Gen Z will know and are not afraid to show it when they feel content is overly curated. 3 of 4 people say TikTok is a place where they can openly express themselves. 61 per cent of TikTokers believe advertising is unique and different on TikTok compared to other top social and video platforms When creating a TikTok ad, the following are the most desirable for a piece of content: relatable, aspirational, informative, and inspirational. You’ll get the best bang for your buck by focusing on developing partnerships with influencers who align with your brand’s values, and focusing on producing authentic content where the influencer’s personalities compliment your brand. Need more convincing? Here is a fun example from our client DoorDash. 3. Build a community and loyal customers will follow According to a study by Leger, 78 per cent of young Canadians say they have experienced at least one of the seven symptoms of depression. Brands that focus on building spaces where their communities can connect and flourish will develop a loyal customer base. Gen Z makes purchasing decisions based on emotional pulls towards brands that embody their values. More people are looking towards brands to step up and positively impact necessary change on varying social issues such as diversity and inclusion, poverty, climate change, and access to education. To meet the growing expectations of customers, brands should develop fully integrated plans focused on positively impacting the issues their target audience worries about. For more insights on connecting with and marketing to Gen Z, check out the recording below of the latest ruckus Makers: How to market to and connect with Gen Z – featuring panelists: Angela Nader, Manager, Beauty and Luxury Partnerships, TikTok Lisa Covens, Vice President, Communications and Public Affairs, Leger Kyla Doerig, Senior Manager, PR, Social Media & Creators, Inkbox Tattoos Samantha and Madeline Caleon, The Caleon Twins, Content Creators To learn more about how APEX PR or ruckus Digital can help build your brand or tell your brand story, hello@apexpr.com Sources Gen Z is set to outnumber millennials within a year Ruckus Makers, How to market to and connect with Gen Z

Seven key lessons for high growth After 21 years and hundreds of awards, to be recognized as one of ROB Canada’s Top 400 Growing Companies, is particularly meaningful to us. But it doesn’t stop there, to continue to be diversifying as a company and to still be Canadian owner-operated, is fundamental to our team of practitioners and to our clients – fostering even more growth. And, our lessons for growth are ones that we apply every day to our clients – from major brands to start-ups. Like many great agencies, we have extensive experience across multiple categories. We are committed to diverse work that breaks new ground – driving our clients’ businesses and reputations forward. But, it’s values-driven communications embedded within the culture that we believe fosters this growth for any organization. These values are our 7 key lessons for high-growth organizations: Be practitioners first. No matter what type of business you’re in, as a leader, how will you lead without understanding what happens on the front lines? We are what we call a working shop. Both of us consult, working both in and on our business. As leaders, this keeps us on top of our games and fosters trust. Remain curious and opinionated. No company has ever captured attention by doing it the ‘same way we’ve always done it.’ That’s why we are not yes people. We are genuinely interested in our clients’ businesses and how we can move the needle for them. By fostering an environment that invites differing opinions, leaders help everyone to up their games. Identify as a risk taker. This is the next step to being curious and opinionated, because many times what you discover will force you into new, unexplored territory. We embrace the uncomfortable…the unknown. It’s really the most powerful way to learn, innovate and self-motivate. Embrace agility. News, information and technology is lightning fast. Yet, our proprietary research of Canadian senior marketers shows that 53 per cent have not changed their marketing approach in the last few years. The evolving environment is a constant and the only way to thrive is by making change your ally. Maintain generosity. The best communicators know that communication is more than just words. The expression that ‘they may forget what you said, but they will never forget how you made them feel’ holds true in everything we do as leaders. We believe in giving back to our colleagues, our industry and our community with our time, our thinking and even our cash. Walk the talk. This lesson applies to all aspects of life, but as professionals means you’ll likely have mediocre or underperforming teams when it’s not present. For us it is by being key opinion leaders within our industry – through our CMOlab.ca research or The Pivot Podcast – where we delve into the finer workings of our diversified and changing profession. As a leader in your industry, how are you walking the talk? Be good people. Full stop. Linda Andross and Ken Evans are managing partners of APEX PR and ruckus Digital, and identify as entrepreneurs 2.0. Interested in chatting about how to apply our lessons for high growth to your business? Drop us a line: hello@apexpr.com