Published May 22nd, 2025
The 2025 UpFront/NewFront season is officially underway, with publishers, broadcasters, and platforms gearing up to showcase their latest offerings to advertisers and media buyers. But behind the scenes, economic uncertainty, shifting consumer behaviour, and increasing demand for data transparency are shaping how agencies are approaching this year’s commitments.
Ahead of the season’s big presentations, our Director of Media Buying, Jennifer Young, sat down with Dave Forde of Profectio for a grounded and insightful conversation about how her team is navigating this complex environment, and how media strategies are evolving in response. She discusses how clients are weighing flexibility versus efficiency, and how tactics like CTV, retail media, and digital audio are earning a stronger place at the table.
From balancing reach and measurability to adjusting spend in response to tariff pressures and rising support for Canadian-made products, Jennifer offers a practical and honest look at the tough decisions brands and advertising agencies are making right now.
If you’re preparing for the 2025 UpFront/NewFronts or simply want a clearer view of where the industry is headed, this interview delivers valuable context and a thoughtful perspective.
Read the full interview with Jennifer Young here
