Global Omnichannel Media Company × Canada Market Reset
Global Omnichannel Media Company × Canada Market Reset
Year
2024-2025
Year
2024-2025
Type
Market Strategy · Competitive Intelligence · Commercial Advisory
Type
Market Strategy · Competitive Intelligence · Commercial Advisory
Timeframe
4 weeks
Timeframe
4 weeks
Overview
Overview
A global omnichannel media company was struggling to gain traction in Canada, with minimal revenue and limited agency penetration.
Despite strong product capabilities, the business faced entrenched competitors and complex agency deal commitments that restricted access to budgets.
I was engaged to help diagnose the market dynamics and reset the Canadian strategy.
A global omnichannel media company was struggling to gain traction in Canada, with minimal revenue and limited agency penetration.
Despite strong product capabilities, the business faced entrenched competitors and complex agency deal commitments that restricted access to budgets.
I was engaged to help diagnose the market dynamics and reset the Canadian strategy.
/01
/01
Challenge
Challenge
Zero meaningful sales momentum in Canada
Dominant incumbents embedded within agency deal structures
Limited differentiation versus competitors
No clear staffing strategy to support growth
The issue wasn’t product — it was positioning, incentives, and market access.
Zero meaningful sales momentum in Canada
Dominant incumbents embedded within agency deal structures
Limited differentiation versus competitors
No clear staffing strategy to support growth
The issue wasn’t product — it was positioning, incentives, and market access.
/02
/02
Approach
Approach
Conducted competitive SWOT analysis against key incumbents
Mapped agency deal commitments and buying incentives
Identified structural barriers to budget access
Reframed the go-to-market strategy to unlock upsell opportunities
Advised on team structure and staffing to support execution
Conducted competitive SWOT analysis against key incumbents
Mapped agency deal commitments and buying incentives
Identified structural barriers to budget access
Reframed the go-to-market strategy to unlock upsell opportunities
Advised on team structure and staffing to support execution
/03
/03
Results
Results
Clearer competitive positioning in the Canadian market
Improved agency engagement strategy
Defined cross-sell narrative to drive Undertone growth
Strengthened commercial structure and local team strategy
Clearer competitive positioning in the Canadian market
Improved agency engagement strategy
Defined cross-sell narrative to drive Undertone growth
Strengthened commercial structure and local team strategy
Increase in Canadian media revenue
+15%
+15%
Incremental CTV budgets
+100%
+100%
/04
/04
This engagement wasn’t about importing a US model into Canada — it was about earning relevance locally.
By simplifying the offering, anchoring it in dOOH and CTV, and respecting the realities of the Canadian market, we created a credible pathway for expansion without overreaching.
This engagement wasn’t about importing a US model into Canada — it was about earning relevance locally.
By simplifying the offering, anchoring it in dOOH and CTV, and respecting the realities of the Canadian market, we created a credible pathway for expansion without overreaching.
Positioning · Stakeholder Strategy · Platform Partnerships
Global Video Partner × YouTube Buying Behavior Shift
A global YouTube partner was struggling to shift buyers away from low-impact, rinse-and-repeat platform targeting. The opportunity lay in changing buying behavior — from broad channel-level placements to moment-level relevance inside the content itself.