2024 Media in Canada

As 2024 draws to a close, here are my headlines: cookies didn’t die; AI wasn’t the panacea we all thought it would be; regulation will reshape the social media landscape; and of course, mega-mergers and their impact on the industry.

Instead of transforming marketing overnight, we got random acts of AI. Tools popping up everywhere, promising everything, delivering… well, not much. The hype far outpaced the results. Marketers scrambled to use AI for everything—headline generators here, chatbot experiments there—but few had a strategy. Brands expected magic without asking the right questions: What are we solving for? How does this align with our voice? Will it move the needle? The result? A glut of generic content and frustrated audiences. AI promised personalization at scale, but we’re still in elementary school when it comes to using data to craft meaningful, human-first experiences.

Meanwhile, consolidation in the agency world created gaps that demand attention, especially for brands seeking more agile, creative partners. And then came the agency mega-mergers. While big agencies doubled down on scale, it will leave gap for brands that want strategic partners who move fast, think creatively, and deliver without bureaucracy. This is where independent agencies, especially in media, will thrive. Independents are perfectly positioned to fill the void by offering the agility and bespoke expertise that mega-agencies simply can’t match. (And clients will learn about principle buying, its benefits, its challenges, and the market will evolve based on the decisions of a handful.)

But the biggest wildcard? Regulation. Will TikTok be sold, and if so, to whom? The looming uncertainty has the potential to radically reshape the social media landscape. From platform ownership to privacy concerns, regulation will set new rules for how brands and audiences engage. One thing is for sure: in this industry, nothing is static.

Here are my hopes for 2025:

Stop the Random Acts. Start with Strategy. AI isn’t going anywhere, but it needs to move from a shiny object to an integrated tool that scales creativity and drives ROI. Brands need better content—more unique, more platform-specific, and yes, more human. Human in the loop starts with strategy and purpose. Double down on efficiency in areas that are easy to implement.

Creators Are the Bridge. The content gap is real. As brands demand more creative assets for more channels, we need to move beyond influencers to true creators—people who build with passion, not just popularity. UGC will take center stage as marketers embrace authenticity, but the big win will be blending this with a brand’s voice, not competing with it.

Personalization Will Grow Up. Personalization can’t just be “Hi [First Name].” Consumers are savvier. They want brands to know them—their values, their needs, their humor—and reflect that in every interaction. Can we finally deliver in 2025?

Video Will Dominate LinkedIn. The shift has already begun. Static posts are fading; video storytelling will take over LinkedIn feeds. It’s time to rethink how we connect in professional spaces.

Shoppable Media & Live Experiences Are the Future. The fusion of e-commerce with media continues to skyrocket. Every touchpoint should inspire action. And don’t underestimate live events—they’re coming back stronger, powered by the connections digital alone can’t provide.

Independents Step Into the Gap. With the mega-agencies consolidating, there’s room for agencies that can work flexibly and adapt quickly to meet client needs. Whether it’s media, creative, or experiential, independents have an edge in delivering authentic, tailored solutions.

Measurement becomes faster and easier. MMM's? We have the data. Lets find a way to make this simpler. What drives our results? We need to start with what is working then ask, what's next?

2025 can be the year we move from acts to impact, from tech experiments to meaningful outcomes. But it starts with being honest about what didn’t work—and being bold about what’s next.

What do you see shaping up for 2025? #AI #MarketingTrends2025 #AgencyLife #IndependentAgencies #ContentStrategy #ShoppableMedia