Local Publisher × Agency Revenue Growth
Local Publisher × Agency Revenue Growth
Year
2024 - PRESENT
Year
2024 - PRESENT
Type
POSITIONING · AGENCY STRATEGY · COMMERCIAL PARTNERSHIPS
Type
POSITIONING · AGENCY STRATEGY · COMMERCIAL PARTNERSHIPS
Timeframe
18 months
Timeframe
18 months
Overview
Overview
A Canadian publisher network representing local media brands had genuine audience value and strong industry support for buying local — but couldn't convert that goodwill into agency insertion orders. I was brought in to change that.
A Canadian publisher network representing local media brands had genuine audience value and strong industry support for buying local — but couldn't convert that goodwill into agency insertion orders. I was brought in to change that.
/01
/01
Challenge
Challenge
Despite direct outreach and a competitive rate card, the network wasn't getting traction inside agency buying teams. Budgets were locked into existing deal structures, and broad sales approaches weren't moving the right people. The challenge wasn't the product — it was access, timing, and positioning.
Despite direct outreach and a competitive rate card, the network wasn't getting traction inside agency buying teams. Budgets were locked into existing deal structures, and broad sales approaches weren't moving the right people. The challenge wasn't the product — it was access, timing, and positioning.
/02
/02
Approach
Approach
Drawing on deep knowledge of how Canadian agencies structure deals and control IO decisions, I reoriented the go-to-market strategy away from broad rate cards toward focused, client-specific packages tied to real advertiser opportunities. I identified the right stakeholders, the right timing, and the right commercial framing to get the network in front of decision-makers who could actually act — across three agency holding groups.
Drawing on deep knowledge of how Canadian agencies structure deals and control IO decisions, I reoriented the go-to-market strategy away from broad rate cards toward focused, client-specific packages tied to real advertiser opportunities. I identified the right stakeholders, the right timing, and the right commercial framing to get the network in front of decision-makers who could actually act — across three agency holding groups.
/03
/03
Results
Results
Drove incremental media revenue
Broke into 3 agencies, including a major holding group local account
New brand accounts closed in Auto, telco and retail
Engagement is ongoing on a revenue share basis
Drove incremental media revenue
Broke into 3 agencies, including a major holding group local account
New brand accounts closed in Auto, telco and retail
Engagement is ongoing on a revenue share basis
Increase in media revenue
+2M
+2M
Agency partnership activation
5 new clients
5 new clients
/04
/04
If your product is strong but agency budgets keep passing you by, the problem is rarely the product. It's the path in. That's exactly the kind of problem I work on — let's talk.
If your product is strong but agency budgets keep passing you by, the problem is rarely the product. It's the path in. That's exactly the kind of problem I work on — let's talk.
Market Strategy · Competitive Intelligence · Commercial Advisory
Global Omnichannel Media Company × Canada Market Reset
A global omnichannel media company was struggling to gain traction in Canada against entrenched competitors. I advised on competitive strategy, agency deal dynamics, and market positioning to reset the go-to-market approach.