Looking ahead to 2026, Ben Seaton, CEO, UM Canada, and Richard Fofana, EVP Strategy, UM Canada, take stock of the trends that will shape the year and the opportunities that media will offer advertisers.
Ben and Richard discuss how the media industry must shift from prioritizing mere efficiency and short-term tactics to embracing bold creativity, strategic long-term brand building, and deeply understanding consumer behaviour to earn preference and create meaningful impact.
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