This panel considers: The media strategies in response to Trump II economic volatility, and whether the ‘Buy Canadian’ impulse is a short-term disruption or lasting realignment of brand favourability; Whether Canadian brands invest enough in media and TV, and if television has earned the right to take more performance budget from larger brands; How agencies serve clients better and differentiate themselves from rivals; The arguments for and against principal media trading, and how much it could scale; The impact on media effectiveness and efficiency if local media was removed from plans; Where savings get re-invested if AI enables the same media-driven business outcomes with less spend (does budget go to more media or shift to CRM, CX and product innovation?); Innovations in tech and thinking that will help you grow brands during 2025-27 – and what would make TV a boardroom hero.