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What’s the story with Upstairs Amy?


From the producers of global phenomenon Carmilla, Upstairs Amy is a scripted comedy that will also feature real-life digital influencers curated by APEX Public Relations.

The grass is always greener on the other side – or, in Amy Zhang’s case, on another floor.


Upstairs Amy follows the lives of three millennial moms on a journey through friendship, motherhood and self-discovery. When Amy’s apartment floods, she, her husband Dean, and their toddler are forced to move upstairs while the damages are repaired. There, Amy meets her captivating new neighbour Kaavya, the “it-girl” from the 26th floor. When a white lie turns into a new life, Amy and her best friend Veronica find themselves surrounded by Kaavya’s world of beauty, glamour, mystery and men – and so begins Amy’s transformation from average accountant into social media superstar “Upstairs Amy.”


ruckus Digital knows brands need storytelling and relatable characters that resonate with their target audiences. Before, commercials were the standard way of serving content to consumers. Now, consumers are in control – they decide when and how to interact with brands. This is why we are so excited to be working with Kin Community and their talented group of influencers, whose participation in-show will extend to their own channels and beyond. The influencers will be posting weekly content on their own channels relating to each week’s episode. ruckus Digital will lead the development on media buying and social content for the series.

The series is scheduled to launch
in November 2017 on a dedicated Upstairs Amy YouTube channel.

APEX Public Relations/ruckus Digital joins BCMA

TORONTO, ON – October 2 2017

APEX Public Relations/ruckus Digital announces that it has joined the Branded Content Marketing Association (BCMA), the global regulating body for marketing professionals producing branded content.

Becoming part of the BCMA will provide APEX/ruckus with the latest industry insights. APEX/ruckus will also have access to the BCMA’s new Content Monitor system, a vital tool that provides PR and social agencies with knowledge to help them remain at the forefront of the industry, including data on how to optimize a program’s ROI.

“Our membership solidifies our passion for producing engaging content for audiences across a variety of platforms.  The BCMA has an outstanding reputation within the branded content industry and we are delighted to join them as a member,” notes Jennifer Stein, vice president, integrated communications at APEX.

APEX/ruckus digital is an award-winning, full-service agency, tackling a variety of topics from social and issues management to fashion and lifestyle. An industry-leader for almost two decades, with an impressive roster of corporate and consumer clients like Walmart, Planet Fitness, New Balance, Levi’s and RSA.

Read “Branded content group touches down in Canada” in Media in Canada (September 12, 2017).

Linda Andross secures IABC Canada’s highest honour: Master Communicator

On September 28, 2017, the International Association of Business Communicators Canada Regions (IABC Canada) named its 2017 recipients of the prestigious Master Communicator (MC) designation (one per region in each east and west).

The IABC Master Communicator designation is the Association’s highest honour in the country, and this year’s recipient in eastern Canada was APEX Public Relations / ruckus Digital managing partner Linda Andross, ABC.

“With 25+ years’ experience in public relations and fifteen of them at APEX, Linda’s role as Co-Managing Partner includes her being actively involved in each side of the business of APEX and ruckus – bringing her experience from the world of communications to the widely changing business of digital, social, content + kitchen sink. She oversees the effectiveness of APEX/ruckus’ many capabilities, enhancing client service and bolstering innovation to provide added value to their numerous blue-chip clients.”

Laurie Dawkins, ABC of Vancouver was the western Canadian recipient.

“Both Linda and Laurie are accomplished communication professionals who have made significant contributions to our profession in numerous ways throughout their careers,” said 2017 Master Communicator Selection Committee chair, Anna Willey, ABC, MC, IABC Fellow. “We are proud to honour them with this IABC Canada lifetime credential.”

The selection for both recipients was made by Master Communicators from across Canada.

More information on the awards program is available on the IABC Canada website

Meet our interns

Over the years, APEX Public Relations and ruckus Digital have taken in two interns every year to integrate them into the world of communications.

This year, we have the pleasure of adding four interns to the team. Each intern brings their own set of unique and diverse skills, but there’s no better way to get to know our interns than having them write a little bit about themselves.


Kevin Behar

Twitter: @KevinBehar

Instagram: KevBehar

My name is Kevin and I am a 25 year old from Toronto. I just moved back from the USA after living there for seven years (I was there for my Bachelor’s degree, MBA, and I worked for two years). I was lucky to be given this opportunity to work for APEX/ruckus and I jumped on it. This may be cliché, but this is a place where everyone is actually nice to everyone, and they really want you to grow professionally and personally. Reach out if you like to talk about the news, playing and/or watching sports, and eating food (especially trying new foods).


Kristina Mikhalkova  

Twitter: @mikhalkovakris

Instagram: MikhalkovaKris

I’m Kristina, a recent graduate from the Humber Public Relations program. I’ve always admired communications and last year earned my degree in Business Communications from Brock University. APEX Public Relations has always been a front running agency when it came to applying for an internship position. I’ve respected the culture and atmosphere crafted by the APEX team since first visiting the office six months ago. Inclusivity, sharing knowledge and happiness are just some of the daily things you experience when interning at APEX Public Relations. There is never a dull moment and you are constantly absorbing new and exciting things about working in public relations.


Alison Chiu  

Twitter: @alichiuchiu

Instagram: ahhhchoo

I’m Alison and I’m the newest intern at APEX Public Relations and ruckus Digital. I had the opportunity to work in store communications at a retail corporation through a co-op internship prior to coming to APEX. This co-op placement was completed with the Public Relations and Corporate Communications postgraduate program at Seneca College. I also have a background in psychology, film, digital media, and production design – which I intend to use towards developing my career. Before I started my last internship, I already had APEX on my radar. I wanted to engulf myself in the fast-paced, craziness of the agency world and knew that it would be an amazing learning experience. I’ve always wanted to be in a creative environment, which I have found here at APEX/ruckus and I’m grateful for being able to work with such a friendly and supportive team.


Kristia Pavlakos

Twitter: @KristiaPavlakos

Instagram: kristiapavlakos

Hi! I’m Kristia. I’ve been with APEX for about four months now, and I love it! I didn’t start out wanting to get into PR, though – in university, I actually specialized in English and majored in Criminology with the hopes of becoming a lawyer. I soon realized that I loved writing and creating narratives, so after I graduated, I continued my studies and completed my Master of Arts in English at McMaster. Something just wasn’t clicking for me, though – I wanted to tell stories, yes, but I wanted something a little less abstract and a little more real-world. So, I found myself at Ryerson, doing my Master of Professional Communication. Here, I found my niche, and I was able to apply my love for telling stories to create engaging narratives around brands.

Working within an agency is a completely new and different experience for me – every day I’m given the opportunity to try new and exciting things, like coordinating blogger campaigns! This is truly an amazing group – everyone is willing to help each other out, and I’m always learning new things from my clients and colleagues.  We truly love what we do, and I’m so happy to be a part of this team.


(From left: Kristia, Kristina, Kevin and Alison)

Also published on apexpr.com