What Canadian Marketers Should Expect Going Into 2025
Marketing is a finicky thing. You’re expected to consistently stay on the cutting edge – utilising new technologies in the best way possible while embracing trends, cultural moments and innovation, all with the hopes of ensuring your product stands out amongst what is, ultimately, a very competitive space. Oh, and that’s not to mention, your approach is going to vary by region, and what you do in one country may not exactly garner success in another at a one to one scale.
To this end, one of the key things many marketers stay on the lookout for yearly is Dentsu Creative’s ‘CMO Report’, an annual global survey of 950 chief marketing officers designed to offer insight into what’s working, what isn’t, and where marketing – both regional and international – needs to head within the coming year.
So, where exactly is marketing going in 2025? And specifically, what does this mean for Canada? According to the report, there’s several key themes worth investigating. For a start, there’s the discussion of how one actively engages with local culture. With 79% of CMOs, recognising the importance of strong alignment, it’s more important than ever that brands engage with their audiences’ conversations authentically. Unsurprisingly, the subjects of AI usage and innovation are also important touchpoints, with 44% of Canadian marketers investing over 20% of their budgets into the latter. And then of course, there’s the rise of collaborative marketing we’ve seen in recent years, which doesn’t appear to be going away any time soon. It’s clear that redefining brand narratives through strong partnerships between brands, creators and platforms is working, with the report highlighting that 76% view this to be the future.
So, to properly unpack all these things, and truly get a glimpse of where Canada is heading in the coming year, LBB’s Jordan Won Neufeldt sat down with Dentsu Creative Canada’s chief client officer Dimitra Georgakis for a chat.
LBB> From the top, the report highlights significant marketing shifts across the past year. At a glance, where are the biggest areas of change, and what factors are contributing?
Dimitra> Our annual survey reveals that CMOs are under more pressure than ever to provide foresight for their organisations. They’re expected to anticipate rapidly changing consumer demands and evolving technologies. To this end, how content is created, consumed, and distributed has fundamentally shifted, pushing marketers to adapt how they engage with audiences. And, the exponential rise in creators and the acceleration of AI in automating creative processes has led to significant advances in our ability to personalise content at scale.
Fundamental changes in how work is created, consumed, and distributed are pushing marketers out of their comfort zones and needing to evolve how they engage with audiences. Content models are being challenged by the exponential rise in the number of creators with a platform. In addition, a dizzying acceleration in the ability of AI to automate the creative process has enabled exponential leaps forward in our ability to personalise at pace and scale. We can no longer rely on outdated methods to reach new customers. For example, broadcast media is reaching a generational tipping point, forcing marketers to find new ways to scale and share their brand stories. Moreover, 77% of CMOs surveyed want their marketing efforts to not only drive business results, but also have a positive impact on society. This adds urgency for brands to unite in reinventing the global economy for sustainable growth.
LBB> Building on this, we’ve seen an uptick in Canadian brands attempting to embed themselves in local culture. What makes this so important, especially as of late?
Dimitra> This has become especially important recently because being culturally relevant can boost brand engagement, trust, and authenticity. While influencer partnerships and user-generated content have been popular for a while, brands are now realising that those who help shape culture - rather than just participate in it - are seeing even better results.
It’s no surprise that 88% of CMOs think it’s vital for brands to be part of the cultural conversation, but at the same time, 74% admit they struggle to figure out how to do that effectively. This is where new partnerships are coming in, helping brands break into the cultural moment in fresh and innovative ways. A great example of this is in TV and entertainment, where streaming platforms are looking for new ways to monetise their content. Brands now have opportunities to collaborate and enter new cultural spaces, allowing them to connect with local audiences in a deeper, more meaningful way.
LBB> Given the diverse population of Canada, does this look different depending where a brand is located within the country? How can brands meaningfully market to everyone, in an authentic fashion?
Dimitra> The reality is that only a few events and properties, like ‘Barbie’, the Olympics, and the billion-dollar phenomenon of Taylor Swift, can still dominate the global cultural agenda. We have moved far beyond a world of monoculture, both here in Canada and globally. Culture is powered by communities; not so in the classic sense defined by geography, but brought together by shared passion and interest. How brands engage with these communities is crucial, as consumers are increasingly interacting with entertainment, brands, and businesses on their own terms.
To market authentically across such a diverse landscape, brands must invest in understanding the unique cultural nuances of their audiences and ensure their marketing efforts reflect this. It’s not just about translating a message, but about truly connecting with the distinct needs and desires of each community, whether it's through language, shared values, or regional interests.
LBB> Moving to the topic of AI, the report highlighted a sense of optimism surrounding this technology. Why are brands now less wary of it than in the past?
Dimitra> For one, the fear of being replaced is fading. In 2024, only 46% of respondents expressed concern that AI might take their jobs, down more than 10 percentage points from 57% in 2023. This shift likely reflects a deeper understanding of AI's role in collaboration and co-creation. AI is now seen as an enhancement to human creativity, providing ‘superpowers’ to deliver bold, emotional ideas at an unprecedented scale, with personalised and responsive execution. Progressive writers and art directors are working hand in hand with AI, amplifying their talents far beyond what was once possible. And, with 78% of marketers agreeing that content must be produced at scale and seamlessly across multiple channels and territories, AI adoption has reached record levels. As competition intensifies and market saturation grows, many marketers are turning to AI and machine learning to anticipate trends and provide foresight, helping drive growth in an economically challenging environment.
LBB> Building on this, have successful campaigns in the Canadian market reinforced the validity of using AI within creative? And if so, are there any particular ones that served as great case studies for this?
Dimitra> Absolutely, successful campaigns have highlighted AI’s growing role in creative work. While 67% of CMOs in 2023 doubted AI’s ability to create impactful ads, that number dropped to 49% in 2024, showing increased confidence in AI’s creative potential.
To this end, we're particularly proud of our work with Tentree this past summer, leveraging AI to detect early indicators of forest fires through social media posts. As a result, 79% of CMOs now plan to allocate significant budget portions to AI-driven innovation.
LBB> The report also found that the future of brand marketing lies in collaboration. What makes this such a popular approach? And is this something that’s true globally, or just in the Canadian market?
Dimitra> Collaboration is key, with 76% of Canadian CMOs (77% globally) agreeing that the future of marketing lies in partnerships between brands, creators, and platforms. However, 63% of Canadian CMOs are concerned about losing control in this collaborative process, slightly more than the global average of 60%.
As commercial and societal challenges become more complex and interconnected, it makes sense for talent, partners, and creators to join forces. Marketing’s role is also evolving, increasingly seen as a driver of business transformation. This calls for a more inclusive and collaborative approach – one that not only impacts people and businesses, but also benefits society.
LBB> In the same vein, innovation has been a heavy point of investment in the past year. Why is this the case? What makes it so important to long-term brand growth?
Dimitra> Innovation has been a major focus of investment over the past year because achieving growth has become more challenging and product advantages are increasingly easy to replicate. As a result, brands need to find other ways to stand out. Innovation allows businesses to tap into new sources of sustainable growth by integrating creative ideas not only into their marketing campaigns, but also into operations, sustainability efforts, and customer experiences.
The importance of innovation for long-term brand growth lies in its ability to keep companies relevant in a constantly changing market. Brands that invest in innovation - whether through AI, immersive experiences, or creative partnerships - position themselves for future success.
LBB> What are some of the best examples of this? And do you think this upsurge means that the Canadian population is going to keep raising its standards for what’s expected from brands?
Dimitra> A great example of innovation in action is the growing use of AI and machine learning among Canadian brands. More and more companies are leveraging these technologies to deliver personalised experiences and anticipate consumer needs. Of CMOs, 41% plan to integrate AI into their strategies to fine-tune content and gain better foresight, which is essential for staying competitive. Alongside AI, immersive experiences like virtual try-ons and gamification are becoming popular ways for brands to engage consumers and stand out.
Looking ahead, this surge in innovation is likely to lead to higher consumer expectations. As brands continue to deliver more advanced and tailored experiences, consumers will come to expect this level of personalisation and creativity as standard practice. As such, innovation investment will likely keep increasing over the next few years. This isn't just a short-term trend – brands are seeing innovation as a key driver for long-term success, especially as they face growing competition and market saturation.
LBB> Finally, with all this in mind, what should Canadian advertisers and brands be looking to do right now, going into 2025? What do you expect to see across the coming year?
Dimitra> As Canadian brands prepare for 2025, the key focus should be on embedding creativity, innovation, and cultural relevance at the core of their strategies. The latter will allow them to react to the winds of change and remain agile, creative, and responsive. Sustainability will also remain a central focus. Consumers are expecting brands to contribute positively to society, with 76% of CMOs agreeing that sustainable brands are worth paying more for.
