This piece was originally published in the Summer 2024 issue of strategy magazine

It’s not new news that we’re facing lightning speed transformation. Traditional roles are once again being upended, pushing us to think outside the box.

However, this time around we’re seeing that the fragmentation of media has fundamentally altered the landscape. We no longer rely on a handful of channels to deliver a unified message that reaches a mass audience. Instead we are navigating a myriad of platforms across linear and digital. While each demands a tailored approach, the challenge facing the marketing community is maintaining a cohesive brand narrative, while also preserving valuable, trusted media sources.

Yet, this fragmentation also presents an opportunity to rethink how we are reaching consumers. Is the message really lost in the medium, or do we need to re-evaluate how we’re sharing the message?

We recently sat down with brand and media agency heads for our annual Media Roundtable Dinner Series to find answers and discuss the issues impacting marketers and the media ecosystem. We cover what the future of media holds from spend trends to safeguarding trusted media, talent investment and the use of artificial intelligence. While the tools and platforms we leverage may evolve, the core principles of effective communication remain steadfast.

In response to pressures, agencies are undergoing their own transformations. They are retooling, and some are even becoming strategic consultants and integral business partners. This shift is crucial as marketers seek partners who understand the broader business context and can offer insights that drive not only marketing success, but overall business growth.

This year’s Agency A-Listers are living up to these expectations. They are investing in new data analytics, consumer insights, and cutting-edge tech to stay ahead of the curve. They’re embracing a more holistic approach, integrating creative excellence with strategic acumen. This evolution positions them to provide the guidance and partnership brands look to them for.

And as we talk about transformation, strategy is no stranger to change. As we head into our 35th year, we have plans and celebrations that are set to roll out this summer and fall. Keep your eyes peeled to strategy‘s website in the coming weeks as we unveil our new look and series from the archives, sharing highlights from three-and-half decades of unparalleled coverage. (If you have stories from over the years, we’d love to hear those too.) We’ll be celebrating this milestone in person at our annual Agency of the Year gala, so mark October 30th in your calendars.

We’ve also just announced the launch of the 2024 Media Innovation Awards. We’ve added some important new categories this year, like the Best Use of Local Media, Best Collaboration and Media Agency Innovation, which looks at the new thinking and evolving strengths across Canada’s media agencies. Make sure to share your plans and media thinking that highlight the immense talent across this country before August 16.

On the conference side, our CMO Forum returns October 1 and will dive into the evolving role of the CMO and how marketers are responding to the pressing challenges they’re facing today. It’s a full day of learning and high-level networking, followed by the Strategy Awards that celebrate the strategic plans and blueprints of successful brands.

So as we look to the future, it’s clear the industry will continue to evolve. While the specific challenges may differ, the need for innovation, strategic thinking, and strong partnerships remains constant. And we’re here for all of that.

Enjoy the sunshine and slow down this summer.