As 2024 comes to an end, Media in Canada is reaching out to media leaders to take stock of which trends and innovations had created the most change in the industry this past year, and where the industry is moving, looking forward to 2025. Today, we feature Robert Jenkyn, president of Horizon Media, and Nikki Stone, CCO of GroupM Canada. Check out yesterday’s Year in Review with Plus Company’s Karine Courtemanche, and return tomorrow for more.

If you, or the industry, could go back and re-do one thing in 2024, what would it be?

Robert Jenkyn: While I’m not sure I would change anything outright, I do wish Canada could continue to expand its role as a global leader in content creation and export. This is a golden age for content, and our talent is one of our most valuable natural resources. Rather than relying on Can-Con regulations or protectionism, we should focus on greater investments in both short- and long-form content. Canada’s creative community – whether influencers with millions of followers or programs that resonate with international audiences – has consistently punched above its weight. By increasing our support for arts and culture, we can further solidify our global cultural influence.

Nikki Stone: One thing every agency leader will likely say they want to re-do in 2024 is increase the use of AI by hiring and training prompt masters 6-12 months earlier. The advancements in AI, particularly generative AI, have shown immense potential in transforming content creation, customer experience, and operational efficiencies. In a world moving at a pace of better, faster, more, by investing more in AI talent and training, we could have accelerated the integration of AI tools, leading to more innovative and effective advertising strategies earlier.

What did you observe as being one of the more surprising events, trends, shifts, or demands over the last year?

RJ: The merger of OMG and IPG was the most surprising development for me. While this consolidation may add shareholder value, I’m less convinced it will benefit clients. These two entities are so similar that their merger simply creates a larger version of the same. The primary value added here is scale – but scale alone can be fleeting without meaningful differentiation.

NS: One of the more surprising trends in 2024 was the rapid rise of retail media networks. While we expected retail media to trend, the supporting channels like social media, influencer marketing, and programmatic advertising also saw significant growth. These channels adapted well to the retail media boom, leveraging AI for better targeting and personalization. The integration of AI in these channels allowed for more precise audience segmentation and real-time optimization, enhancing their effectiveness.

If you could bet on the next big media opportunity for advertisers in 2025, what would it be?

RJ: For 2025, I’m betting on the resurgence of strategy and creativity as key differentiators. As AI increasingly drives efficiency, the need for bold, standout creativity will grow. Clients don’t just need optimized plans; they need campaigns that break through the clutter of fragmented audiences.

I predict a renaissance in comprehensive communications planning – not just media planning, but a holistic approach spanning media, creative, technology, content creation, PR, and more. Clients will demand “hero moments” – innovative, client-centric ideas delivered by agile agencies capable of integrating expertise across multiple disciplines. While those executing media buys will need to continually upskill in technical areas, strategists must elevate their game, leveraging advanced planning tools, data, and research to drive business outcomes, not just media metrics. The winners in 2025 will be those who balance technological precision with human creativity.

NS: For 2025, I would bet on AI and automation, coupled with real-time data. The ability to use AI for real-time data analysis and optimization will be crucial. This approach will help advertisers fill in the white spaces, ensuring fewer ebbs and flows in their campaigns. The focus will be on creating seamless, personalized experiences for consumers, driven by AI’s ability to process vast amounts of data and make instant adjustments.