As the FIFA World Cup 2026 approaches, UM Canada’s Ryan Hunter, EVP, Client Business Partner, UM Canada, emphasizes the importance of strategic flexibility in sports marketing. “We are seeing clients deploy a more balanced approach where sports are viewed as an anchor in their planning and carved out as a commitment from their annual budget,
Category: Thought Leadership
At UM Canada, we know an inclusive strategy starts long before a campaign goes live. It begins with understanding the evolving realities of the audiences their clients’ brands serve every day. In her latest WARC piece, Katey Gault, VP of Strategy at UM, explores key lessons from Canada’s BIPOC Inclusion Hackathon—hosted by the Account Planning
Women’s sports in Canada are entering a new growth phase, with rising investment and evolving audience behaviours expanding opportunities for advertisers. But the bigger shift is how audiences are being measured. As viewing fragments across streaming, social and highlights, traditional metrics are undercounting engagement. Including digital audiences, leagues like the PWHL, NSL and WNBA are
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
Economic uncertainty is reshaping how Canadians spend, and how brands need to respond. In his article for The Drum, Richard Fofana, Executive Vice President, Strategy, UM Canada, explores how marketers can navigate a downturn by leaning into culturally attuned, distinctive, and value-driven strategies. He highlights practical approaches for cutting through market volatility, engaging consumers meaningfully,
Introducing Innovation Outlook 2025: The Canadian POV, IPG Mediabrands’ annual report exploring the key themes shaping the media landscape and influencing how brands connect with people today and in the years ahead. Featuring insights from leaders across IPG Mediabrands and UM, this year’s edition highlights four emerging trends: Tailored Media—a move toward more intentional content
Kelvin Mak, VP, Innovation and Intelligence, UM Canada, joined fellow industry leaders for a roundtable moderated by Media in Canada to discuss the future of the digital ecosystem. Amid antitrust lawsuits, data restrictions, AI content overload, rising misinformation, and weaker moderation, the roundtable explored how these shifts are reshaping the internet, what it means for
On October 2nd Richard Fofana, EVP, Strategy, UM, joined fellow industry leaders for the CMA NXT Marketing Careers Night to discuss their marketing careers and all the stops along the way. The event provided students and new marketers with valuable insights into the diverse opportunities in marketing and offered a glimpse into the day-to-day life of marketing professionals. Click here to learn
Jeenal Patel, Senior Director, Strategy, UM, has been selected to join the distinguished panel of judges for the 2024 Festival of Media North America. She will join fellow industry experts to celebrate and select the industry’s most compelling work that drives innovation and creativity. Click here to learn more.
We are thrilled to share that Ben Seaton, CEO, UM Canada, has made Marketing News Canada’s list of 24 Marketers to Watch in 2024. The selected leaders cement their position as key influencers in the marketing world, actively shaping the future of the field and inspiring marketers across Canada. As a leader, Ben is known