May 28, 2024
Navigating the Ever-Changing Media Landscape according to Samantha Kelley, CEO at Touché!

This article is inspired by the interview given by Samantha Kelley to Patti Summerfield - Media in Canada.

Original article:


In an era characterized by constant technological evolution and shifting consumer behaviours, the role of media agencies is more crucial than ever. At the forefront of this dynamic landscape is Samantha Kelley, the CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal. With a career spanning 17 years, Kelley's journey from a media strategist to CEO reflects not only her personal growth but also her commitment to keeping her agencies at the pinnacle of industry innovation.

Kelley's transition to CEO nine months ago marked a pivotal moment in her career, culminating years of dedication and strategic advancement within Touché. Having held various roles, including a stint as president, Kelley's tenure prepared her well for the challenges of leadership.

Reflecting on her journey, she notes, "It has been a consistent period of growth, both for me professionally as well as the agency." This growth trajectory equipped her with the necessary skills to lead Touché! Canada and OMG Montreal into a new era of success.

Central to Kelley's mandate as CEO is the expansion of her agencies' scope and capabilities. With a keen eye on emerging technologies and evolving client needs, she emphasizes the importance of staying ahead of the curve. "Under my leadership, the teams are embracing our network in a much more meaningful way", Kelley states. This entails unlocking modern capabilities beyond traditional paid media partnerships, including data analytics, technological integration, and influencer marketing.

In response to the dynamic demands of clients, Kelley has spearheaded innovative programs aimed at educating and empowering them. One such initiative is the "Data for Breakfast" quarterly program, designed to keep clients abreast of industry trends and emerging technologies. Through these educational efforts, Touché! aims to equip clients with the knowledge and tools needed to navigate the ever-changing media landscape successfully.

Kelley identifies several key areas of client interest, including artificial intelligence (AI), audience targeting, and diversity in media representation. As the industry continues to evolve, she emphasizes the importance of adapting to the evolving preferences and behaviours of diverse consumer demographics. Moreover, Kelley underscores the need to address pressing societal issues, such as environmental responsibility and cultural preservation, within the context of media practices.

Despite the formidable challenges posed by economic pressures and the temptation to prioritize performance-based approaches, Kelley remains steadfast in her commitment to creativity and responsible media practices. "Creativity will always play an important role when it comes to advertising and marketing," she affirms, highlighting the enduring value of innovation amidst an increasingly competitive landscape.

In line with her forward-thinking approach, Kelley advocates for a diverse and skilled workforce. She emphasizes on the importance of curiosity, data literacy, and analytical acumen in potential hires, reflecting the evolving skill sets required in today's media landscape.

Looking ahead, Kelley sees a future defined by responsible media practices, cultural preservation, and diversity at all levels of the industry. As Touché! Canada and OMG Montreal navigate the complexities of an ever-changing media landscape, Kelley's visionary leadership ensures that they remain at the forefront of innovation, adaptation, and client-centric excellence.