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National launches marketing technology practice

National Public Relations of Toronto has launched a new marketing technology practice that will specialize in artificial intelligence and analytical tools as they can be applied to communications programs. According to the company, this technology will be applied to communications issues such as calculating return on investment and determining when target audiences will be most receptive to a message.

"The purpose of PR is not only to raise awareness, but to influence opinions and drive action," said Jonathan Litwack, vice-president of marketing technology in the agency's Toronto office and head of the new practice. "We're eliminating the borders between marketing and communications, science and technology to help clients communicate to audiences at the right time and in the right place, and ultimately drive action that is measurable."

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