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More partnerships, more deals, and we have a new game that will challenge you and your knowledge about who’s working in the Canadian advertising industry - Guess Who? Scroll down below and see if you can guess who this week’s surprise guest grew up to be. We also caught up with Alicia Petralia, who shares some of her secrets to getting it done.
Horizon Media Canada is undertaking a significant expansion initiative, enhancing its team with new talent and strengthening its technological capabilities.
Dave
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🤙 Quick Hits
Guess what? Statistics Canada dropped some thrilling news! Labour productivity at Canadian businesses skyrocketed by 0.9% in the third quarter! That's right, folks—Canadian firms have ramped up their output per hour worked, bouncing back from the initial productivity dip caused by the trade conflict with the U.S. It's a comeback story you don't want to miss!
New data from AutoTrader shows affordability is taking the wheel in Canadians' 2025 vehicle choices, with slight price stabilization in new vehicles but used vehicle prices remaining high.
The Federal government announced new Express Entry categories and immigration measures to simplify the path to permanent residence for international doctors, which is part of a broader push to attract high-skilled talent to Canada
📰 News
Industry Vets Break Down The Netflix-Warner Bros. Deal, Impact On Advertising
Profectio reached out to Bruce and Devon for an interview about Netflix's latest acquisition, discussing its impact on the media buying industry and potential implications for advertising.
Paramount Launches Surprise Hostile Takeover Bid for Warner Bros, Escalating Post-Netflix Streaming War
Paramount is going nuclear all over Netflix as the entertainment giant has put. hostile bid for Warner Bros. Discovery directly challenging Netflix’s recent US$82.7 billion takeover agreement with the company.
CMDC Announces 2025 YA Future Impact Winners
CMDC announced the winners of its annual YA Future Impact Awards for 2025, marking the 10th anniversary of the awards program.
Shelley Smit Appointed CEO Of Omnicom Media Canada, Cam Reston Exits
In Canada, Shelley Smit has been appointed CEO of Omnicom Media Canada.
I’m Alicia Petralia, And This Is How I Get It DONE
You're tuning into This Is How I Get It DONE, the essential series dedicated to spotlighting the senior buyers, planners and strategists at agencies helping to shape the media landscape. We connect with readers to explore the personal and professional path—from where they started to the challenges they face in their current executive roles.
First up is Alicia Petralia, Head of Media at Zulumatic.
One word that describes your leadership style?
Alicia - Enabling. Creating the space for people and ideas to grow genuinely brings me joy.
What do you wish you had known about the media buying industry when you started
Alicia - I don’t particularly feel that there is anything I wish I had known. Learning media when fundamentals were non-negotiable gave me a strong base to grow from, and watching the industry evolve so quickly kept me energized. Early in my DR TV days I could see how quickly digital thinking was advancing, so I pushed myself to learn it. That mindset has shaped the way I lead and think today.
What's your go-to "shortcut" or life hack that helps you stay sharp and make faster, smarter media decisions throughout your day?
Alicia - I use AI to take care of the small things that pile up. With so much of the day spent in meetings, having help to summarize and stay organized frees me up to focus on what needs my attention.
When you feel stuck or overwhelmed by complexity, what are your go-to strategies for regaining focus and moving forward?
Alicia - My go to move is talking it out. I either grab someone from the team or you might find me talking to myself! Hearing the problem makes the solution a lot easier to spot. It saves my sanity some days.
👧 Guess Who?
Think You Know Canada’s Media Industry?
Prove It in the Weekly “Guess Who?” Challenge. Check out the new game now.
HINT: Before she found her curls and True passion as an Associate Media Director, she was rocking this vintage top.
📊 Platform Watch
Breaking Down The Bell Media And Loblaw Advance New Partnership
Bell Media and Loblaw Advance have launched a first-to-market, closed-loop measurement solution for linear and Connected TV advertisers in Canada.
Paramount Launches Surprise Hostile Takeover Bid for Warner Bros, Escalating Post-Netflix Streaming War
Paramount is going nuclear all over Netflix as the entertainment giant has put. hostile bid for Warner Bros. Discovery directly challenging Netflix’s recent US$82.7 billion takeover agreement with the company.
Netflix Acquires Warner Bros. Discovery For $82.7 Billion
Netflix, Inc. has announced a definitive agreement to acquire the Warner Bros. division from Warner Bros. Discovery, Inc. (WBD), which includes its film and television studios as well as the HBO and HBO Max brands.
PATTISON Outdoor Advertising Expands Transit Network In Montreal
PATTISON Outdoor has been very active expanding the company's presence in Montreal, as we reported here and here. Today, they announced their expansion into the Réseau express métropolitain (REM), extending transit service across Montreal. […]
Rep Finder - Do you find yourself exhausted from the hours spent hunting for the right sales rep or struggling to find their contact details?
🗣️ On The Move
Horizon Media Rolls Out MX In Canada, Appoints Emily Malloy As EVP, Client Value
Horizon Media is making a significant investment in MX, the agency’s principal-based buying division, and has appointed Emily Malloy as EVP, Client Value.
Shelley Smit Appointed CEO Of Omnicom Media Canada, Cam Reston Exits
In Canada, Shelley Smit has been appointed CEO of Omnicom Media Canada.
Omnicom Completes $13B Acquisition Of Interpublic, Day One Of The New Omnicom Starts Now
Omnicom has officially completed its $13.5 billion acquisition of Interpublic Group, making it the largest advertising and marketing holding company in the world by revenue and billings.
On The Move: Media Buyers Edition For November, 2025
Here are the latest changes at Spark Foundry Canada, Panoply Media, and Time & Space Media as of November 24, 2025.
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That’s It, That’s All
See you Thursday,
— Dave
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