Media Council
The CMA Media Council shares diverse perspectives based on their wide range of experiences around issues facing various facets of media—including clients, agencies, partners, technology, broadcasters and content—to empower marketers to make informed decisions.
Council Members
Recent Articles Authored by Council
Retail media in Canada: what’s driving the growth?
Retail media has quickly moved from a niche shopper tactic to one of the most talked-about areas of the Canadian advertising market.
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Attention isn’t a metric. It’s a misunderstood advantage.
We've become exceptionally good at measuring what can easily be seen, including impressions, reach and viewability, but remain far less certain about what truly matters: did anyone actually pay attention?
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Are brands marketing to humans or to machines?
The defining headline for 2026 is the agentic shift. We are rapidly moving from an era of "humans who browse" to "agents that transact."
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Reclaiming media’s value: the evolving role of agencies in a more complex landscape
The media ecosystem has never been more dynamic—or more difficult to navigate. Inflationary pressures, the rapid rise of retail media, fragmented measurement, and declining confidence in attribution have all contributed to a growing sense of uncertainty among marketers.
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The evolving role of media agencies in Canada: from media buying to strategic orchestration
This article reflects themes and observations discussed among CMA Media Council members and captures shared perspectives on how the role of Canadian media agencies is changing. This is Part 1 of a two-part blog series.
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The AI revolution in Canadian marketing: Seizing the opportunity and charting the course
Following the upskilling of more than 1,300 professionals, the program’s second phase will focus on strengthening marketing expertise in sectors such as automotive, food processing and grocery retail
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