Ninety-nine percent of C-suite marketing and media executives nationwide are expressing concern about advertising dollars not going to Canadian media, according to the 2025 leadership survey report published by Globe Media Group in partnership with the Canadian Media Directors Council (CMDC).

The report, “The Leadership Innovation Imperative,” was officially launched in Toronto on April 30 at the CMDC Media Leadership Dinner and “Voices” Summit.

Now in its third edition, 100 of Canada’s top media and marketing executives were surveyed on their outlook for the year ahead. The report includes insights from C-Suite and industry leaders on the evolving issues shaping the Canadian advertising landscape, focusing on the future of leadership in a rapidly changing environment. Though the year ahead remains uncertain, the survey can be used as an indicator of what the most senior leaders believe lies ahead, the CMDC says.

Key findings of the survey include that 61% of leaders think innovation is the most critical leadership trait, which is up 17% from 2023. Additionally, 96% of senior marketers use AI in some capacity, with 84% seeing AI as a major area for investment; growth is now the top business challenge, surpassing talent retention; and 28% of leaders see themselves as realists, while 25% see themselves as accelerators and 22% as adaptors.

The survey also found that innovation (51%) and digital transformation (47%) have emerged among the top three company strengths for the first time. These shifts mark a decisive move away from maintaining the status quo toward building future ready organizations and teams.

This year’s report highlighted the evolving mindset of Canada’s media and marketing leadership, providing a forward-looking perspective on navigating economic uncertainty, fostering talent and driving growth. Despite economic headwinds, most leaders are planning to maintain or increase their investment levels in the year ahead, according to the report’s findings.

“Innovation and confident leadership are no longer optional – they are imperatives,” CMDC president Shannon Lewis said in a release. “This year’s report reinforces that the leaders shaping our future are those who lean into change, invest in people and lead with clarity. It’s a powerful reflection of the resilience and ambition across Canada’s media and marketing community.”