Tyler Turnbull

Publicis Groupe Canada is expanding its social and creator capabilities with the launch of a new social-first agency, appointing former We Are Social Canada leader Coby Shuman as managing director. Shuman will lead the build-out of a team focused on platform-native creative, creator partnerships and community engagement as the network looks to deepen its social offering. Read the story here: https://lnkd.in/eRdY2SM8

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💸Banking on Attention: How Canada’s Financial Industry Wins with OOH + Digital In a category built on trust, visibility = credibility. That’s why Canada’s leading financial institutions are doubling down on Out-of-Home (OOH), programmatic, and digital to stay top of mind—and top of wallet. 📊 Why It Works: • 77% of Canadians say they trust OOH ads more than online pop-ups or banner ads. (Vividata, 2024) • 65% of financial decisions are made within 5km of home or work—exactly where OOH dominates. • 71% of Canadians say they notice OOH near banks, retail hubs, and transit daily. 🔑 Smart Strategies for Financial Brands: 🏙️ Out-of-Home • Transit Shelters near Financial Districts – great for promoting mortgage rates, RRSP deadlines, or new branch openings. • Digital Billboards by commuter routes – timed messaging for tax season, GIC promos, or “Bank from anywhere” campaigns. • Mall Posters & Elevators in urban condos – prime for credit card offers and app downloads. 🧠 Programmatic DOOH • Geo-target high-net-worth neighbourhoods with flexible, real-time creative (e.g. “Markets up? Invest smarter with us”) • Trigger ads based on financial headlines, weather (e.g. “Rainy day? Save for one too.”), or stock market shifts. 📱 Digital Integration • Pair OOH with mobile retargeting and QR code opt-ins for lead gen. • Use Wi-Fi beacons at branches or events to track engagement and drive app installs. 💡 Example: One major Canadian credit union used wrapped GO Train cars + programmatic digital boards in suburban Toronto to launch their mobile banking app—resulting in a 23% increase in downloads in just 4 weeks. 🔁 OOH builds trust and awareness 📲 Digital drives action and conversion Together? It’s financial storytelling that actually pays off. BLOG POST: https://lnkd.in/g3q42Wi2 #OutOfHome #ProgrammaticDOOH #DigitalMarketing #FinanceMarketing #CanadianBanks #WilkinsMedia #OOHCanada #MediaStrategy #Advertising

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Did you know that when developing advertising creative, and especially in the healthcare space, there are directional tendencies depending on whether the creative is female led or male led? • Female led creative often excels in authenticity, nuance, and emotional intelligence. • Male led creative often excels in clarity, boldness, and conceptual sharpness. Neither is inherently better or worse, the strongest campaigns typically blend both modes. We invite you to hear more at this upcoming webinar and also welcome your thoughts!

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🚚✨ Beyond the Billboard: Why Branded Food Trucks Work in Canada Food trucks aren’t just for lunch—they’re rolling brand experiences. In a noisy ad world, they cut through with taste, visuals, and authentic human connection. 🇨🇦 Why it matters for Canadian marketers: • 91% of consumers say immersive experiences boost purchase intent (vs. 39% for static ads). • Interactive campaigns drive up to 70% higher engagement than static OOH. • North America leads the $4.3B global food truck market—and Canadian cities like Toronto, Vancouver, Calgary & Montreal are prime hot spots. 🎯 From festivals to frosty winter markets, branded food trucks deliver impact, flexibility, and social buzz that static media can’t match. 👉 Ready to roll your brand into Canada’s streets? https://lnkd.in/gKqDwiA6

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Retail Media for brand marketing? Naww, you're still in that holiday fog, Jonathan. Maybe. But it's worth reading this whitepaper from EY highlighting how RMN capabilities fit with brand marketing objectives and outcomes. There's also a healthy dose of case studies from Loblaw Advance, who are arguably out in front of everyone in Canada in terms of the sophistication of their offering. I'll add that even more meaningful opportunities are unlocked when you start to think about BYOData. 🔍 Enhance targeting precision and campaign messaging with your 1st party data and the RMNs 📊 Enable closed-loop measurement for media you run outside the RMN 🤝 Foster collaboration across your brand portfolio and retail partners without compromising data privacy And I'd argue this makes sense whether you're endemic to the retailer or non-endemic. How much will Canadian retail media mature in 2026? https://lnkd.in/gkUvCMC6

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What Separates Winning CMOs — Then vs Now When Jan Kelley recorded the Inside the Mind of the CMO webinar series a few years back, we surfaced five behaviours shared by high-impact CMOs: 1. Driving growth (and taking accountability for it) 2. Building purpose-led organizations (and building trust) 3. Leading with customer (not channel) thinking 4. Disrupting themselves (building organizational tech, data and insight muscle) 5. Driving Cross-Organizational Alignment McKinsey recently published a podcast on the changing role of the CMO.  Much is consistent with what we unearthed a few years back but a few key things have changed: 👉 Mandates tilt even harder toward growth. CMOs are under more pressure than ever to prove financial impact — by building brand and driving performance. 👉 Strategic exclusion is costlier. Exclusion from strategy is no longer just frustrating — it undermines growth.  CMOs must be at the C-suite table, shaping strategy. 👉 Courage is more demanded. The ask of CMOs is not just to operate differently, but to lead transformation in complex and volatile times. Your Turn, CMO Friends ❓ What’s changed most for you in the last 2–3 years? ❓ Which of those five behaviours has shifted, and how? ❓ What new behaviour would you add if we re-did that series today? 🤔 Drop your thoughts below — I’ll share a synthesis of your perspectives next week. https://lnkd.in/g6CBZ3sy https://lnkd.in/g3N7B4Ap Rob Assimakopoulos Sandra Sanderson Kristina Schaefer Ian Adler Melanie Robert Ilda Dinis Mangala Rao-D'Sa Christopher M. Paul Tedesco Greg Shelly Adine Carter (Fabiani) Christine Szustaczek, MCM, APR, SCMP, FCPRS (she/her) Steve Carter Tyler Lessard 🎯@

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Sparky and Rufus just broke the 4Ps Marketers once believed they controlled their brands’ destiny. AI agents are about to remind them—again—that control now sits elsewhere. My latest Free to Disagree column in Campaign Canada https://lnkd.in/eD36Ni2c

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COMMB Releases First-Ever Canadian Out-of-Home Industry Revenue Reporting the OOH market grew 5.8% year-over-year, with digital formats continuing to ...Digital OOH grew by 11.5%,...

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Recently, I had the opportunity to share my thoughts on how businesses can handle online negativity with empathy, clarity, and strategy for Canadian Business! 📰 From turning a bad review into a positive brand moment to knowing when to engage (and when to walk away), navigating online buzz requires more than a script—it takes human connection. Grateful to contribute alongside Zarin Tasnim on this timely piece by Liza Agrba: “How to Handle Negative Online Buzz.” 💬 ⬇️

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Great piece by Louise earlier this week! As an industry, we have access to more data than ever, but are we truly utilizing the best of it to make smarter decisions? A shift is needed from what’s easiest to report on to what actually drives growth. This means smarter testing, real accountability from partners, data discipline, and clear alignment on what success looks like with clients. I strongly recommend giving the article a read. 

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