Beyond Loyalty: Designing Media Strategies That Build Lifelong Customers
Customer Lifetime Value (CLV) isn’t just a formula, it’s a strategic compass for marketers navigating rising costs, channel fragmentation, and increasingly fickle loyalty. At its core, CLV measures the total profit a brand can expect from a customer over the course of their relationship. While the basic formula—average order value × purchase frequency × customer […]
Antitrust and Ad-Tech Regulation in Canada: What CMOs Need to Know Now
Canada’s Competition Bureau is no longer just monitoring false claims in advertising—it’s challenging the infrastructure that underpins how digital media is bought and sold. The lawsuit against Google’s DoubleClick/AdX signals a turning point: auctions may be reshaped, hidden fees exposed, and access to premium inventory broadened.
For Canadian CMOs, the implications are immediate. Vendor portfolios that once leaned heavily on walled gardens will need diversification. First-party data strategies must be reinforced to withstand both privacy regulation and competitive pressure. And measurement frameworks will need to evolve beyond last-click to hybrid models that balance accountability with compliance.
This isn’t just about avoiding risk. As recent case studies show, marketers who diversify their ad-tech stack can unlock lower CPMs, better transparency, and stronger bargaining power. In other words: regulatory scrutiny can become a catalyst for performance gains—if leaders act now.
Why Strategic Brand Investment Matters Now More Than Ever
This year, global ad spending is expected to reach $1.16 trillion, with growth projected to accelerate to 6% in 2026. While these figures seem promising, the underlying narrative is more complicated, raising important questions for marketing leaders to consider. A Shifting Advertising Landscape The most significant takeaway is that just three companies, Alphabet, Meta, and […]
Navigating a Cookieless Future: The Big Picture Tools to Drive Marketing Success
For years, third-party cookies were the silent workhorses of digital marketing. They tracked user behavior across websites, stitched together complex customer journeys, and gave marketers a sense of control and clarity in an increasingly fragmented digital landscape. But those cookies? They’re crumbling. Thanks to tighter privacy regulations (hello GDPR and CCPA), browser restrictions (looking at […]
How Software Companies Are Redefining In-Store Experiences
Imagine walking into a store, not as a stranger, but as a known entity, your preferences, past interactions, and unspoken desires woven into a seamless tapestry of understanding. This is no longer a fantasy but a reality crafted by software companies unifying data to bridge digital and physical worlds. The result? Immersive in-store experiences that […]
Creative Marketing in 2025: Walking the Tightrope Between AI and Human Insight
In 2025, the advertising world finds itself at a crossroads. Artificial Intelligence (AI) promises efficiency and innovation, yet the heart of great marketing—human connection, emotion, and intuition—remains irreplaceable. How do brands navigate this digital age without losing their soul? Insights from industry leaders like Shawn King, Vice President and Executive Creative Director at National, reveal […]
When Worlds Collide: The Art of Strategic Collaboration
Enterprises and brands have traditionally focused on growth through sales and marketing optimization. While historically successful, businesses are now increasingly turning to partnerships to meet and exceed their growth goals. Why? The data shows that strategic collaborations are a transformative force that creates extraordinary value through synergy and unexpected cultural connections. When organizations with different […]
Think Smarter, Not Harder: How AI Redefines Marketing—5 Lessons for 2025
In 2025, artificial intelligence isn’t just a new tool in the marketer’s toolkit—it’s a total paradigm shift. AI has the power to take marketing beyond the limits of human capacity, uncovering insights we couldn’t see, crafting strategies we hadn’t considered, and executing ideas at a speed we couldn’t match. But here’s the paradox: while AI […]
Why Storytelling Wins in Marketing
Storytelling aims to build connections and subtly convince an audience to set aside their skepticism, encouraging them to embrace a particular emotion or perspective. An effective narrative is crafted with relatable characters, a compelling plot, and a satisfying resolution, all of which mirror the audience’s own experiences and emotions, thereby captivating them. In the context […]
The Buying Power of the New Canadian Segment
Canada has long been known for the melting pot of cultures and backgrounds of its people and this only continues to be the case as immigration numbers rise. According to Statista, annual immigration in Canada amounts to almost 500,000 new immigrants – one of the highest rates per population of any country in the world. […]