The evolving media landscape makes mapping out a blueprint for future-proofing brands a complex task. For marketers to drive business results both today and tomorrow, we need to understand this current transformation while keeping a steady eye on the digital horizon. 

Armed with the drive and expertise to strike that balance, Media Experts and IPG Mediabrands welcomed 230 top-level marketers from 56 brands, industry partners, and agency talent to their second annual client summit, Navigating the New Reality. 

The content served as a blueprint for what opportunities lie ahead, and how brands can seize the right tools to leverage success. Thought leaders contributed their insights for how to enrich the marketing narrative, with an agenda covering everything from world-first neuroscience brain studies to the rise of AI to how marketers and agencies should partner for next-level fusion of data and doing good. 

This year’s summit proved successful in achieving its core objective: assemble leaders with diverse backgrounds and perspectives to launch a stimulating discussion on how to go beyond today’s priorities to offer smart, agile strategies that prepare brands for tomorrow. Pinning down an overarching theme was difficult, but one narrative surfaced above the rest: embrace these swift shifts in consumer behaviour and technology, because the pace of change is only accelerating. 

“Marketers are continually asked to do more with less; to deliver greater numbers of transactions at a rate that outpaces their media budgets. We’ve teetered past the tipping point already,” said Robert Jenkyn, President of Media Experts. “Now, more than ever, we need to count what counts for our customers – to focus our attention to outcomes that matter rather than inputs. Part of that solution is tackling tomorrow’s industry challenges with open dialogue, thought leadership, and insight sharing. That’s what this summit is all about.”  

Thank you to our clients who carved out time to attend and engage, as well as to our partners at Facebook, Google, Snapchat, and Spotify for sharing their perspective on the marketing opportunities that lie ahead. Visit www.navigatingthenewreality.ca for an extensive library of content recap materials.