Self-driving cars, delivery drones, robot hands and fields full of solar panels are all starring in a video that marks a rebrand from TMX Group that highlights the importance of public equity to entrepreneurs.
The one-minute clip, dubbed “The Future Is Yours To See,” made its debut last week and almost completely fills the TMX Group’s home page. It has been followed by OOH ads throughout Toronto’s financial district and beyond that suggests the world needs more female CEOs and that disruption is the “new normal.” The firm is also using the hashtag #futureisyours in its social promotions.
Michael Kousaie, TMX Group’s head of Business Development, Technology, told B2B News Network the rebranding is part of a journey that began with the arrival of CEO Lou Eccleston in 2014. As more startup founders have moved away from public equity in favour of venture capitalists, Kousaie said TMX Group wants to present an alternative narrative that demonstrates its ability to help emerging firms grow.
“The influence of the (Silicon) Valley is huge. We repeatedly hear what the Valley is doing,” he said. “Hopefully this reminds the unicorns that we can be a critical path. It’s all about trying to reinforce that consistent message of being forward-thinking.”
The TMX Group recently brought on Alison Simpson, formerly with luxury retailer Holt Renfrew, as its senior vice-president of marketing, and the campaign assets were developed with its creative agency, the Garden Collective.
Besides the video and billboards, Kousaie said TMX Group is developing thought leadership-style content such as blog posts from Eccleston and speaking engagements at tech industry events. The overall results of the marketing effort will be measured on a long-term basis, he added, given that the decisions founders make about funding are also time-intensive. So far, however, TMX Group is already seeing the tech sector as its most active on the exchange this year.
“We’ve already started to see success of this journey,” he said. “The renewed efforts here is to act as a future catalyst.”