Wx Workshop

When weather changes,
so does the brain — and the buy

Join us for an afternoon workshop on the science of decision-making. We’re exploring how environmental conditions rewrite human decision-making — and give you the blueprint to turn those insights into your brand’s next high-performance strategy.

Feb. 24, 2:30-5p.m., Toronto | Seats are limited

Why you'll be glad you came

Understand the why behind the buy

Learn how changes in temperature, light and atmospheric conditions affect the brain — and how those shifts influence mood, attention and spending intent.

Witness the science behind the strategy

Go behind the scenes of advanced meteorological and data science systems that transform complex weather data into actionable business insights.

Unveil the next era of marketing

Get an exclusive first look at Advanced Weather Optimization — including early proof-of-concept results and real-world performance data.

Session 1: Keynote - From forecast to feelings

You’ll explore:

The brain’s barometer
How atmospheric shifts subtly influence mood and buying intent.
Neuro-forecasting
Using brain data to anticipate market-level behaviour
The “why” behind the buy
The biological link between environment and an ad’s emotional resonance
Digital twins
How AI models of the brain are optimizing creative sequencing

Speaker: Dr. Michael Platt
World-renowned neuroscientist and pioneer in neuro-economics. As Director of the Wharton Neuroscience Initiative, Dr. Platt’s research explains the biology behind decision making and brings cutting-edge neuro research to real-world business strategy.

Session 2: Expert panel - The signal and the storm

Meet the experts who design and operate the systems that convert weather from a random variable into a strategic advantage. This session explores the technical foundations behind climate-based marketing — from data ingestion to modeling, validation and activation.

Topics include:

How large-scale weather data is cleaned, structured, and analyzed
The science behind Climate Zone logic
Moving beyond basic triggers to intelligent, weather-aware marketing

Chris Scott | Chief Meteorologist

One of Canada’s most trusted voices in weather, Chris leads Pelmorex’s meteorological strategy, ensuring our business signals are scientifically grounded.

Dr. Raheleh Givehchi | Lead, Data Science

An expert in machine learning and geospatial modeling, Raheleh is the architect of the ‘Climate Zone’ logic that powers our more advanced marketing triggers.

Shannon Blaylock | Director of Product

Shannon translates complex weather science into intuitive B2B platforms that drive measurable marketing outcomes.

Session 3: Innovation - Beyond the zip code

Presented by: Celeste Mussio | Head of Pelmorex Weather Source

A leader at the intersection of data, media and commerce, Celeste drives the strategy behind Pelmorex Weather Source’s suite of weather-powered business solutions.

With 35+ years of meteorological leadership, Pelmorex Weather Source is redefining how environmental intelligence powers advertising performance.

In this session, we unveil Advanced Weather Optimization — a new approach to contextual reach that moves beyond standard weather triggers.

What you’ll see:

Real-world proof-of-concept data
Performance insights and early ROI indicators
How environmental context unlocks smarter reach and relevance

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Please note: While we cannot guarantee that every question will be answered live at the event, we will use your submissions to guide the discussion, and may follow up with direct answers in a post-event email.

Date	Tuesday, Feb. 24, 2026
Time	2:30 – 5 p.m.
Location	Startwell Main Campus 786 King Street West, Toronto, ON M5V 1N6.

When weather changes, so does the brain — and the buy