Globe event focuses on Canada’s leading role in the new economy

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The consensus at a recent gathering of the country’s most prominent thought leaders is that Canada is now in the vanguard of innovation and application.

The Globe and Mail’s Innovation Outlook event, sponsored by Siemens Canada, saw more than 250 influencers and decision-makers visit The Globe’s new event space.

With floor-to-ceiling glass walls in all directions, the 17th-floor space offers a commanding view of the city and was a fitting venue for a forum on forward thinking and innovation.

Moderated by Globe journalists, panels comprised of speakers from the academic, public and private sectors, explored a broad range of topics with implications that will shape the future.

Business writer Sean Silcoff moderated the discussion Digitalization and the Internet of Things. Alex Bozikovic, who writes on architecture, led a panel on Smart Cities, and Sean Stanleigh, managing editor of Globe Edge Content Studio, presided over a talk on Corporate Innovation Labs.

Following the panel discussions, business editor Derek DeCloet moderated an informal chat with the keynote speakers, blockchain gurus Don and Alex Tapscott.

The summit was the highlight of a vigorous ten-week content marketing campaign, which utilized the full complement of Globe Edge’s services.

The multi-faceted campaign, which began on May 30 and runs through to July 31, includes a six-part series of custom editorial and native content for print and digital. Each of the three print pages appearing in the Report on Business section features one-third editorial content, one-third floating ad and one-third native content, down page. The material is being repurposed on The Atlantic and The Guardian.

The series, which delves into topics such as utilities of the future, filling the talent gap and the phenomena of superclusters, serves as a lead-up to a Canada Day front-section special print execution, featuring editorial produced by the business department, tied to Canada’s 150th celebrations.

This broad spectrum of content featured in the series was reflected in the array of talent and ideas that emerged during last week’s event.

The social media component of the campaign covered the event with on-site live Facebook interviews, as well as video cuts and photos.

These are also being promoted in custom ad units during the July 1st and July 2nd Globe home and business home pages takeovers. They are all set up on Globe and Mail digital pages, and the links are being amplified through paid social.

Elizabeth Holland is a senior editor at The Globe Edge Content Studio.

Photos by Thomas Bollmann <thomasbollmann@mac.com>

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