Last week, as we gathered for the Canadian Media Directors’ Council (CMDC) holiday event, I reflected on what a year it’s been. Navigating the fast-paced world of media often feels like tackling a challenging ski run, full of sharp turns, shifting conditions, and those exhilarating moments that make it all worthwhile. The year 2024 brought plenty of twists and turns, but it also delivered incredible momentum and achievements. One thing is clear: Canada’s media industry has so much to celebrate.
This year reminded us of media’s unmatched power to connect Canadians and drive economic impact. The Olympic Games brought 27 million Canadians together, with 13.3 million tuning into the Opening Ceremony, moments that inspired and unified us as a country. And then there was the Eras Tour and its “Swiftonomics” effect, delivering a potential $287 million economic boost, energizing local businesses, and creating exciting opportunities for brands to tap into cultural moments.
On the global stage, Canada made its mark, winning 57 Cannes Lions and earning the title of the fourth-most creative country among 52 nations. This success speaks to the bold creativity, talent and business impact of advertising. This year, we broke records and proved Canada is a true creative powerhouse. A big thank you to our industry talent and to The Globe and Mail for 20 years of championing Canadian creativity.
At CMDC, we continued our advocacy for local media through the Canadian Media Manifesto and Digital Services Tax initiatives, while collaborating with the ACA on a new AI Council. Artificial Intelligence is more than just transformative tech, it’s a $230 billion growth opportunity for Canada. As CMDC board and AI Council member Jodi Peacock, president of EssenceMediacom, noted: “In 2025, the big trends will include AI revolutionizing media planning, optimization, and measurement; the rise of Connected TV; and the ubiquity of shoppable ads.” While AI and tech open up exciting possibilities, it’s our human ingenuity, our creativity, critical thinking, and business problem-solving that truly sets media talent apart.
Equally important is investing in the next generation of media talent. This year, our Youth Ambassador (YA) program thrived, empowering rising talent through annual awards, mentorship and higher learning programs. By championing their achievements and supporting their growth, we’re not just building careers, we’re shaping the future of Canada’s media industry.
Looking to 2025, we’re doubling down on what matters most: our people, our partners, and the issues at the heart of Canada’s media industry. A key priority for CMDC is reimagining the pitch process. In 2024, pitches became faster, more complex, and more costly, placing unsustainable pressure on people and profits. Next year, we’re committed to fostering a healthier, more sustainable pitch ecosystem.
As CMDC Chair Karine Courtemanche, EVP and president of the media group at Plus Company, so powerfully said: “By rethinking the pitch process, we have a unique opportunity to set a new standard, one that establishes the foundation for healthy, thriving, and sustainable partnerships. Now is the time for change, but this transformation will only succeed through collective effort.”
As we close out 2024, I’m filled with Canadian pride for what we’ve accomplished and energized for the opportunities ahead. Wishing you all a joyful holiday season and a bright, inspiring start to the new year.
