Wx Workshop

The signal and the storm

Weather isn’t just a forecast — it’s a mood. Join us to uncover how weather rewires the human brain and the ‘buy signal’. Leave with a blueprint that shows you how to turn weather into your next high-performance marketing strategy.

Mar 31, 2:30 – 5 p.m., Toronto | Seats are limited

Why you should attend

Decode the human response

Go inside the consumer’s mind with Dr. Michael Platt to see how the atmosphere flips the switch on spending. This isn’t just marketing — it’s neuroscience.

Peek inside the ecosystem

See how we turn meteorological complexity into clear, actionable business signals that actually move the needle on your ROI.

Preview the future

Get an exclusive first look at Advanced Weather Optimization. See proof-of-concept data that redefines how brands win in 2026.

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 - Inside the data engine

Meet the minds behind the data. Explore how our proprietary data science turns weather from a random variable factor into a strategic advantage — guiding every step from the first weather signal to final brand 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 | VP - Meteorology & Content

One of Canada’s most trusted voices in weather, Chris leads Pelmorex’s meteorological strategy, ensuring our insights are accurate, credible, and grounded in real science.

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.

Tami Coughlan | Head of Sales & Operations

With 20+ years of cross-functional leadership, Tami brings the “marketer’s POV” to the stage, ensuring every data point aligns with the real-world needs of Canada’s biggest brands.

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

Register now

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Date	Tuesday, Mar. 31, 2026
Time	2:30 – 5 p.m.
Location	Startwell Main Campus 786 King Street West, Toronto, ON M5V 1N6.