As we begin the new year, Media in Canada is reaching out to media leaders to take stock of the trends that will shape the year and the opportunities that media will offer advertisers in 2025. Helen Galanis, CEO of Initiative, is the first leader of our New Year’s series.

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

The greatest media opportunity for advertisers lies in integrating media into the broader communication strategy. Marketers who understand this interconnectedness will have the most success in the short and long term. Harnessing the power of a complete marketing ecosystem is a significant opportunity and, frankly, an age-old challenge. In the face of ever-evolving tech and media landscapes, it is critical to get this right. The solution lies in a human-centric approach, particularly in how teams and agencies are structured and incentivized. Like-minded individuals working towards a common goal is a simple concept that is inherently difficult to achieve. It takes work and commitment from all sides, but in my experience, we get to the best work when we get this right.

What do you think are some of the most interesting changes or trends from 2024? What is your New Year’s resolution to adapt to that in 2025?

I was pleased to see the approach to local, new business pitches significantly improve in 2024. There was a notable shift to more strategically focused reviews, with thoughtfully designed processes that allowed clients to assess what really matters: the calibre and chemistry of the talent, systems and tools. I’d like to believe it’s a sign of the pendulum shifting back from an overly commoditized process to one that recognizes that strong strategic partnerships deliver better long-term value than cheap media rates. 

We can be an industry of shiny-object chasers. While it’s important to keep looking forward to new developments in technology like AI, it’s equally important that we don’t become myopic in that focus. Marketing and media are more complex than ever, and we can sometimes shortcut the difficult work of diagnosing the job to be done by assuming that the answer lies in the latest tech. I believe a more nuanced and balanced approach is the key to navigating the opportunities and challenges that lie ahead for brands.