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Your brand is visible. Your content is being consumed.
And yet, clicks are becoming increasingly rare.

When an AI-generated summary appears in Google, users click on traditional links almost twice as little. (Pew Research Center)

In some categories, nearly 7 out of 10 searches already end without a visit to a website. The same dynamic applies to AI platforms: users stay within the interface the vast majority of the time, and fewer than 5% of interactions lead to an external site. (Search Engine Roundtable)

In this context, discoverability is no longer just about driving traffic to a site. It’s about winning the storefront then earning the door opening.

What This Means in Practice

• Traffic is becoming an uncertain outcome, even when you’re visible
  A growing share of value now lies in exposure, presence within answers, and citations, without necessarily generating a session.

• Traditional dashboards tell an incomplete story
  CTR and sessions still matter, but they underestimate true performance when interfaces provide direct answers, whether in AI-enhanced search engines or conversational platforms.

• Competition is shifting
  It is no longer just about ranking position. It is about being selected as a source, and about how your brand and content are represented within generative responses across both search engines and AI platforms.

Why This Matters Now

Informational queries are the most impacted, as they are highly conducive to summarization. Yet these are often the queries that build brand perception, trust, and consideration.

The most exposed content types include:

• How-to queries

• Definitions and explanations

• Comparisons and “best” product or service searches

• Guides and reviews

These are exactly the types of needs that are naturally shifting toward environments where users expect answers, not lists of links.

Rethinking Visibility

For a long time, discoverability could be summarized with a simple equation: be found, get clicked.

Today, it also depends on:

• Being selected as a source

• Being cited

• Being recommended within a generative response

• Being associated with the right topics, framed the right way

• Being present wherever the question is asked, across search engines and AI platforms alike

his is where GEO (Generative Engine Optimization) becomes critical: increasing the likelihood of being selected, understood, and surfaced in responses beyond traditional rankings.

Strategic Priorities to Win the Storefront

1. Expand how performance is defined
Complement traffic metrics with measures of presence and representation within answer environments. This includes share of voice, quality of citations, and message fidelity.

2. Focus on the visibility territories that truly matter
Define a limited set of topics and intents where your brand must be recognized as a reference. Dispersion is more costly than ever, as summarization favors sources perceived as obvious.

3. Invest in credibility beyond the site itself
The key question becomes: why would a search engine or AI select this brand as a source? This comes down to expertise, proof points, consistency, clarity, and the strength of the surrounding ecosystem.

4. Align the organization around multi-environment visibility
SEO, content, PR, brand, and paid all influence the same reality: how the brand is understood, summarized, and recommended. Impact often comes from alignment rather than isolated optimizations.

5. Protect brand clarity in a world of answers
When interfaces summarize, your brand must be ready to be accurately distilled: value proposition, proof points, differentiation, decision criteria, and key messaging.

Key Takeaway

The goal is no longer just to be discoverable. It is to be chosen.

As interfaces answer before users even visit, and zero-click behavior continues to grow, brands win when their content becomes a cited source and a credible answer, even without a click.

The website remains the foundation, but the conversation is happening elsewhere. Brands must win the storefront by shaping how they are understood and represented, then convert when the door finally opens.

This is precisely the approach we are advancing at Omnicom Media through AI Optix, our proprietary framework designed to help brands navigate visibility in generative environments, as well as through solutions co-developed with partners like Google, including the Consumer Prompt Insights Agent, to better understand emerging consumer behaviors across search, exploration, and decision-making.

The storefront is no longer just there to attract. It is there to convince. And the door? To convert, when the user finally decides to step in. In this new reality, our role is to help brands better understand, manage, and strengthen their discoverability.

Who remembers having to go out and get content? Physically. Hop in the car, we’re heading to the video store to pick out two tapes for the weekend. A free rental of an older movie included with any new release. New arrivals were prominently displayed, and the journey was simple: walk along the wall, browsing movie covers organized by category. There wasn’t much debate in my family, we always went for the big blockbuster of the moment. The trailers had already done their job before we even arrived.

Choosing the second, “older” movie was more complicated.
A full negotiation, a game of influence, and an overwhelming variety spanning decades… navigating the middle rows could quickly become exhausting. That’s also where personal tastes came into play.

Today, access to content is far more passive. No need to go out - Netflix takes care of it. ChatGPT saves me from digging through obscure blogs. We’re no longer talking about stacks of copies, but rather unlimited, democratized access to content at any time.No more laborious searching through scattered rows, technology now personalizes, structures, and recommends results in less time than it takes to rewind a tape (much, much less).

For brands, the “trailer strategy” can still deliver results, but is it enough in today’s media reality of constant personalization and search? Brand growth is no longer driven solely by share of voice. Brands must also be heard, trusted, and relevant. Other voices must complement that of the advertiser to deliver that relevance effectively. The concept of “brand influence” better captures the full spectrum of expertise required to gain a competitive edge and drive growth.

This influence is often delivered in the third person through proxies: content creators, LLMs, reviews and ratings, and more. A brand’s positioning, values, and product recommendations now depend on its ability to make content accessible wherever consumers seek answers. Brands must stand out in the middle rows. A brand’s discoverability depends first on a deep understanding of the consumer and the needs it can legitimately fulfill and be considered for. Then comes the ability to produce and position content effectively across formats, platforms, cultural codes, timing, and iterations that maximize opportunities to engage. Sometimes, it means stepping away from targeting so you can be found.

45% of people say AI matters more than advertising in their decision-making journey.*

Letting go of control. An art that actually requires greater rigor, knowing how to select the right creators, understanding GEO levers, anticipating and measuring impact, aligning with broader media efforts, integrating owned and organic content… all of this demands advanced marketing capabilities, supported by unified and reliable data. These new capabilities are being developed at Touché and are already being put into the hands of clients, co-developed with media partners at the forefront of innovation.

Brands that succeed in being discoverable in these “middle rows” unlock the potential for authenticity and relevance in consumers’ daily lives and even meaningful contributions to communities. If you expect consumers to come to you, hoping they’ll find the last copy hidden behind a sleeve on the bottom shelf, you’ll end up paying late fees. The quality of your content and your discoverability strategy will make your brand a classic that’s always in view.

A head start in discoverability begins with a clear view of your brand’s positioning across influence platforms - something our experts deliver every day. Looking forward to being a partner in your growth.

*Source: OMG Survey, U.S., Fall 2025

The Super Bowl remains one of the rare moments where culture and advertising collide at full speed. It’s not just a tentpole moment for sport and entertainment – it’s one of the only times advertising is genuinely anticipated. Viewers don’t skip the ads; they debate them, rank them, and share them. For brands, that makes the Super Bowl both a cultural jackpot and a pressure cooker.

This year, the stakes were higher than ever. A 30-second spot in U.S. broadcast reportedly costs $10 million, up $2 million from last year. At that price point, there is absolutely no room for dull, forgettable work. Every second has to earn its place in the cultural conversation.

 As expected, several usual ad suspects showed up. Brands like Budweiser, Pepsi, and Volkswagen once again claimed their seats at the advertising’s most expensive table, reinforcing their long-standing belief that the Super Bowl isn’t just media – it’s legacy.

 As always, the post-game analysis followed quickly. Third-party rankings from players like System1 and Ad Meter offered their verdicts on which ads truly landed.

What Stood out this Year

One of the most striking patterns: 7 out of 10 brands released their ads before kickoff. Pre-launching serves two strategic purposes. First, it minimizes the risk of being missed during the broadcast. Second, it gives the work a chance to build momentum – and even go viral – ahead of game day. Pepsi, Anthropic and Instacart were particularly strong examples of brands whose spots broke through early and generated viral traction before the first whistle even blew.

Another notable shift, this year leaned into humanity, emotion, and shared experience. Among the strongest emotional storytellers:

• Lay’s – Last Harvest: A powerful meditation on legacy

• NFL – Champion: Centered on empowerment

• Dunkin’ – Good Will Dunkin’: Tapping into pure 90s nostalgia

• Google – New Home: Made AI feel genuinely human

And while the Seattle Seahawks vs. New England Patriots showdown was the game’s official rivalry, the real Super Bowl drama spilled into the ad breaks – with Pepsi poking fun at its long-running tussle with Coca-Cola, and in this year’s most unexpected subplot, Anthropic taking a cheeky swing at OpenAI, proving that at the Super Bowl the competition isn’t just on the field – it’s in the commercial breaks too.

Still, the biggest cultural winner of the night wasn’t a brand – it was the halftime show. Bad Bunny delivered a performance rooted in Puerto Rican culture, inclusion, and joy. It portrayed the craft of music and entertainment, energetic, and unapologetically authentic – and it had everyone dancing, regardless of language.

The takeaway? At the Super Bowl, advertising works best when it tells a story people feel. With the Big Game behind us, the focus shifts to another global sport stage: the Milano Cortina Olympic Games – another moment where culture, patriotism, and brand storytelling intersect. Personal standouts to watch? Canadian Tire, Bell Media, Intact Insurance and Michelob Ultra.

 Because whether it’s football or the flame, the rule remains the same: tell a great story – or don’t show up at all!

For decades, the advertising industry thrived on a simple formula: bold creative ideas powered by media reach. Creativity was the domain of instinct and craft, while media delivered scale and efficiency. But in 2026, this paradigm has shifted. Creativity is no longer a one-off spark — it’s a living, adaptive system, engineered to thrive in a world of complexity, data, and constant change. 

When intuition meets intelligence

Historically, creative excellence was synonymous with human intuition — the ability to spot cultural currents, craft compelling stories, and connect emotionally. Today, that intuition is still essential, but it’s no longer enough. The most effective agencies now operate at the intersection of human judgment and machine intelligence. 

Real-time data, advanced measurement, and AI-assisted ideation have become core components of the creative process. Ideas are not simply launched and left to run; they are tested, personalized, and refined in real time. This fusion of intuition and intelligence transforms creativity into a dynamic system — one that learns, adapts, and delivers a strategic Head Start for brands seeking to outpace competitors. 

Creativity as an Engine, Not a Moment 

The era of the “big idea” campaign is giving way to always-on creative frameworks. Instead of a single hero asset, brands are building modular ecosystems: core narratives supported by flexible content that adapts across platforms, audiences, and formats. Creativity is no longer a moment in time; it’s the engine that powers ongoing relevance and resonance. 

Technology enables this scale and speed, but it’s creativity that drives meaning. In 2026, the most powerful ideas are designed to evolve — to live, breathe, and perform across hundreds of touchpoints. The modern agency’s role is to orchestrate these systems, ensuring that every interaction is purposeful and every connection is meaningful. 

AI as a catalyst for creativity

The rise of AI and automation is often seen as a threat to creative craft. In reality, technology is expanding creativity’s reach and impact. By removing friction, enabling rapid experimentation, and powering personalization, intelligent systems free creative teams to focus on higher-level strategy and storytelling. 

Human insight remains at the core, now amplified by data-driven tools that accelerate learning and innovation. The result is not the replacement of creativity, but its redefinition: a partnership between human imagination and machine intelligence that gives brands a continuous Head Start in both performance and innovation. 

The New Mandate for Agencies 

In this new era, agencies are no longer defined by traditional labels like “creative” or “media.” Success depends on the ability to build frameworks that live across platforms, adapt in real time, and drive both brand equity and measurable performance. Agencies must evolve into orchestrators of influence — blending storytelling, data, technology, and ecosystem design to deliver growth through connection, clarity, and creativity. 

Looking Ahead 

The transformation underway in advertising is not incremental; it’s structural. Creativity in 2026 is engineered for complexity, integration, and intelligence. For brands willing to embrace this new reality, the reward is clear: a lasting Head Start in an age where creativity is not just imagined but orchestrated for impact. 

Every CMO faces the same paradox: fragmented ecosystems create many blind spots. In fact, 65% of CMOs use different performance metrics than their CEOs—meaning misalignment starts at the top (McKinsey, The CMO’s comeback, 2025). More data. More tools. More channels. Yet less clarity on what actually moves the needle.

The technology stack grows. The silos multiply. And meanwhile, the pressure for results and accountability intensifies: grow revenue, optimize costs, prove ROI. In this environment, clarity isn't a luxury. It's the difference between a strategic leader and a noise manager.

The truth is, others don't simplify complexity. They add to it.

At Touché, we believe a true strategic co-pilot cuts through this—not with more process, but with pristine clarity. Clarity on what matters. Why it matters. And how to act on it methodologically.

What Clarity Actually Means

Clarity is giving your business a sharp ambition. It means identifying what influences for your growth, understanding why, and transforming that into powerful, measurable action. It's the bridge between strategy and results—and it's built on three foundations.

1. Simplified Connection: Consultation That Creates Fluidity

Clarity starts with listening. Real listening. We don't just absorb your brief. We see the big picture —understanding your ecosystem, your pressures, your constraints, and your ambitions. Through close partnership and ongoing dialogue, we connect the dots that are otherwise siloed: your technology stack, your data sources, your teams' workflows.

The result? Less friction. More fluidity. Faster, better decisions. Proven outcomes.

When an agency truly understands how your business operates, it can position marketing not as an isolated function, but as an integrated engine for growth. That clarity—the knowledge of how everything connects—becomes your competitive advantage.

2. Strategic Coherence: Speed to insights

Insights without perspective are just noise. That's why clarity demands both stepping back and moving forward. Our role isn't just to move fast—it's to give you the strategic vantage point you often don't have time to climb to. We take the step back. We analyze the market, your competitive landscape, your business model, and your growth drivers with rigorous research and structured thinking. Then, we design a clear trajectory: here's where you are, here's where you need to go, and here's why.

That clarity of direction is what enables speed.

Yes, we built an omni-channel marketing orchestration platform that empowers teams to combine relevant data with real-time decisioning. But tools are only as powerful as the humans who use them. That's why our approach pairs intelligent workflow technology with strategic guidance—your teams can move faster and move with confidence, because they understand your bigger picture.

Strategic coherence means deep market research + transformational insights + clear trajectory = knowing exactly where to go and why.

It's the difference between reacting to opportunities and anticipating them. Between executing campaigns and building meaningful growth strategies.

3. Results: Clarity in What Counts

Here's what separates good intentions from real partnership: we measure what matters.

 Too many agencies report vanity metrics. That's not something we settle for. We work with you to identify the performance indicators that truly drive your business—whether that's customer acquisition cost, lifetime value, market share, or profitability. Then, we apply those metrics rigorously to every recommendation we make.

Clarity on results means every action we take is connected to an impact you care about. No guesswork. No misalignment. Just measurable, accountable growth.

A Head Start Difference

Clarity isn't just about seeing the landscape. It's about moving through it faster and smarter than the market expects. When an agency delivers clarity—through genuine consultation, strategic structure, and a relentless focus on meaningful results—clients don't just get better campaigns. They unlock a partner who thinks like a co-pilot: anticipating turbulence, connecting ecosystems, and delivering the growth that matters.

Clarity is not a nice-to-have. In today's market, clarity is how you win.

And at Touché, it's how we deliver a head start for our clients.

The strongest business partnerships are not built on contracts, scopes, or frameworks alone. They are built on intention- on a deliberate choice to show up as a true business partner, a strategic copilot, and an extension of a client’s marketing team, fully invested in their reality, pressures, and ambitions. 

Over the past years, what has fueled our most meaningful successes has not been a single tool, platform, or media innovation. It has been a mindset. A belief that the best way to give clients a true head start is to understand their business before they have to explain it.  

Going beyond the brief is where a head start begins.  

It means understanding not just what clients want to achieve, but why. What drives their leadership teams. Where growth is expected and where risk feels personal. It means caring deeply about the nature of their business: how value is created, where margins are under pressure, what competitors are doing differently, and how brand, operations, and culture intersect in the real world. 

When an agency works this way, the relationship fundamentally changes. Conversations move from media plans to business decisions. From isolated campaigns to sustained growth. From execution to shared accountability for outcomes. 

Being a strategic copilot means earning the Head Start, not claiming it.  

It requires humility as much as expertise. Listening before advising. Challenging when necessary – always in the service of the client’s success, never ego. Taking responsibility for results, not just deliverables. And having the courage to say, ‘this is not the easiest path, but it’s the one that will position your business mores strongly tomorrow.’ 

What makes this approach difficult to articulate is that it doesn’t live in a process. You can’t bullet-point posture. You can’t automate genuine care. A Head Start is often created in the margins: an extra question asked early, a weak signal spotted before others see it, a proactive recommendation made before an issue becomes a problem.  

And yet, clients feel it immediately.  

They feel it when their agency speaks their language.  
When they don’t have to re-explain their category every six months. 
When recommendations reflect their constraints as much as their opportunities.  
When the agency’s success feels inseparable from their own. 

This is the difference between a good media agency and one that truly delivers a head start. 

Great partners don’t wait for briefs – they anticipate.  
They don’t protect silos – they connect dots. 
They don’t chase relevance – they earn trust.  

In a world where choice is abundant and differentiation is increasingly difficult; a head start doesn't come from what you promise. It comes from how you show up – day after day – obsessed with creating real, durable, value for your clients’ businesses.  

That is the work.  
And that is the privilege. 

By a CEO who has seen it all—desktop computers, banner ads, and algorithms with a mind of their own.

In 1995, when our agency first opened its doors, media was a simpler place. Planners worked with physical rate cards. Post-buys were reviewed manually. Desktop computers stayed on desks. Work stayed at the office.
Thirty years later, media is an always-on, data-powered ecosystem. Laptops replaced desktops. Mobile collapsed the distance between work and life. Messages became instant. Decisions became real time. And media became inseparable from business performance.

“For 30 years, our strength has never been about mastering a single era of media, but about embracing every transformation with curiosity and boldness. That is what has allowed us to evolve — and it is how we will continue to redefine what a true media partner can be.”

To mark our 30th anniversary—here’s a look at the eras that reshaped paid media.

1. 1995–2000 · The Broadcast Era
(Reach at scale)

Media planning was built on mass reach. TV, radio, and print dominated. Buying meant negotiating. Measurement meant trust.

Technology played a limited role—mostly operational. Media moved on fixed schedules, just like the audiences it served.

It is in this era that Touché! was founded. Since it’s beginnings, Touché! has stood apart by its ability to see beyond current trends, question the assumptions and use creativity as a lever of growth and performance for it’s clients.

2. 2000–2007 · The Early Digital Era
(When intent entered the equation)

Search, display, and email introduced accountability. Clicks became currency.

Laptops replaced desktops, allowing work to travel. Email became the professional default. Excel became the planner’s home base. Media shifted from static plans to ongoing optimization.
Touché! was at the forefront of the digital revolution. We were among the first to invest in data analytics and marketing science, to integrate automation and to rethink how we measure impact.

3. 2007–2013 · The Social & Mobile Era
(When media became personal)

The iPhone changed everything. BlackBerry buzz gave way to apps, feeds, and constant connectivity. Texting crossed into professional life.

Audiences became participants. Brands learned to engage, not broadcast. Media buying shifted from placements to people.

In this era, Touché! transformed its practices, trained our talent and supported our clients through this audience-first era, where each message had to resonate authentically with it’s audience.

 
4. 2013–2018 · The Programmatic Era
(When automation scaled precision)

Programmatic buying introduced real-time bidding, advanced targeting, and machine-led optimization.

Cloud tools replaced static reporting. Decisions could be made anywhere, anytime. Speed became an expectation, not a bonus.

It is in this era that agencies invest in orchestration platforms that gives birth to a world of automated best practices. At Touché!, our tool is called Omni (named Source at the time). This ever-evolving tool becomes central to our way of working.

5. 2018–2022 · The Performance Era
(When accountability became universal)

Every channel was tied to outcomes. Dashboards ruled decision-making. Upper-funnel media had to justify its role.

Collaboration moved fully digital. Reporting became continuous. Media became inseparable from commerce.

At this point, Marketing Science is becoming central to our services at Touché!. We deliver MMMs (Marketing Mix Modelling) for over a dozen clients to unveil causality between marketing investments and business outcomes.

6. 2022–Today · The Privacy, Platform & AI Era
(When intelligence defines value)

Privacy regulation, platform fragmentation, retail media, CTV, and AI reshaped the landscape.

AI is now redefining expectations of media agencies themselves. Insight is expected faster. Planning is expected to be predictive. Scenarios are expected instantly. Agencies are no longer just buyers—we are strategic interpreters between technology, business ambition, and human behaviour.
The era of agentic AI arrives at Touché!. Our technology safely allows us to access an abundance of signals that provide cultural indicators, personalized audiences, optimized investments based on 1PD, all connected to a Canadian media marketplace. Our human talent becomes super human thanks to the tech that propels them, and it is our clients that get all the benefits.

What Thirty Years Have Taught Us

Media never stops evolving—so neither can we.

We’ve moved from desktops to laptops, from email to instant messaging, from static plans to living systems. Tools will continue to change. Platforms will continue to shift.

But the role of media—creating meaningful connections between people and brands—remains constant.

That’s how you last 30 years. And that’s how you prepare for what’s next.

We are proud to feature Jean Paul Langlois, a Métis artist from Vancouver Island and currently based in East Vancouver, as the creator of our badge in observance of the National Day for Truth & Reconciliation.

About the Artist

Jean’s work draws inspiration from television and cinema — particularly Westerns, 70s science fiction, and Saturday morning cartoons. Using ultra-saturated colors, references to art history, and familiar cinematic tropes, he explores the sense of alienation he feels from his own cultural backgrounds, both Indigenous and settler.

His art is a personal examination of his life, reinterpreting family stories through the lens of the pop culture that shaped him. The result is a distinctive and recognizable style: familiar figures inhabiting vibrant worlds of bright colors and flattened space.

Return of the Buffalo to Cypress Hills

The badge, Return of the Buffalo to Cypress Hills, was created using digital drawing and carries deep significance. Jean chose the buffalo as a symbol of truth and reconciliation. Its destruction was used as a tool in the displacement and genocide of Indigenous peoples across Turtle Island. Today, the return of the herds symbolizes resilience, healing, and renewal.

Visiting the Cypress Hills, where his great-great-great-grandfather Jean Baptiste Gariepy once hunted buffalo, became a moving pilgrimage — a way for Jean to reconnect with his family’s story and the larger history of his people.

Cultural Influences and Symbolism

Jean recently participated in a Métis residency at the Banff Centre alongside 18 other Métis artists. Many focused on traditional practices such as beadwork and weaving, inspiring Jean to integrate these patterns into his own work. You can see these details in the buffalo’s eye and the texture of its fur.

The landscape in the badge also carries meaning. It reflects the Métis sash, a fingerwoven, colorful belt from the fur trade era. The colors are drawn from the Cypress Hills, uniting history, culture, and the natural world in a single image.

Reflection and Significance

Return of the Buffalo to Cypress Hills invited our employees to consider colonization and its impacts from a different perspective. Beyond Jean’s personal journey, the work points to a larger story of truth and reconciliation. The near-extinction of the buffalo reminds us of deliberate attempts to sever Indigenous connections to land and culture, while residential schools sought to erase identity and language. Both are painful chapters — yet they also highlight the resilience and survival of Indigenous peoples.

Observing September 30

On September 30, we wear orange to honor the children who never came home, the Survivors, and their families. Sharing stories like Jean’s reminds us of the importance of restoring what was taken and walking together toward healing.

Just as the buffalo has returned to the prairies, reconciliation is about renewal, hope, and the strength to build a better future.

Summer is made for fun… but at OMG, it also rhymes with transformation. In an industry that’s evolving rapidly, we believe those with a clear vision of the future—and a strategy to get there—will be best positioned to create lasting value. With that in mind, we recently paused our day-to-day activities to reflect collectively on the future of our agency. It was a powerful moment, designed not only to fuel our creativity but also to strengthen our role as strategic partners to our clients. This initiative gave every team at OMG Montreal a chance to recharge with ideas, inspiration, and fresh perspectives. Here’s a look back at a day full of learning, sharing, and insight.

Three Levers to Build the Future
Throughout the day, our conversations centered around three key focus areas:

• Systematic integration of artificial intelligence, to become stronger growth drivers for our clients.

• Automation, to reduce repetitive tasks and maximize time spent on high-value thinking.

• Optimization of our workflow through Omni, our marketing orchestration tool, to bring even more intelligence to campaign planning.

These reflections will help us keep our clients’ needs at the core of everything we do and stay at the forefront of marketing innovation.

AI: A Daily Ally
Technology has always played a central role in media, and the arrival of AI adds a powerful new lever to the marketer’s toolkit. At OMG, we leverage our proprietary agent, Omni Assist—a secure, confidential environment for client data.
During the training, we explored the various AI models integrated into Omni Assist, learned how to use them effectively, and discovered how to craft quality prompts. Real-world examples showed how AI can support strategic planning, data analysis, and the simplification of complex concepts for clients. The result: a collaborative prompt library that our teams can now use in their day-to-day work.
But beyond technology, human intelligence remains essential. That’s why we invest in our talent—because it’s people who give meaning and value to what AI can deliver.

Automating to Maximize Time for Strategic Thinking
We all have routine tasks that are repetitive or low-value. Together, we identified ways to automate those tasks, freeing up more time to focus on activities that bring greater value to our clients—while also improving our quality assurance processes. The workshop also served as a forum to share updates on ongoing projects, including media budget management tools and upcoming integrations across our financial and digital operations systems. All of these initiatives are part of our drive toward greater automation—and greater efficiency.

Smarter Media Planning with Omni
To wrap up the day, we presented a case study showcasing Omni, our marketing orchestration tool. Able to analyze a brief holistically, it uses artificial intelligence to support campaign development.
Omni helps us think beyond the usual paths, with deep insights into brand and consumer context—while working hand in hand with human expertise. Its automated process allows us to carry an idea from brief analysis to campaign activation, encouraging greater collaboration across disciplines.

A concrete example of how AI and automation can support our teams and generate even more value for our clients.

Because transformation doesn’t happen in silos—or in a single day—this experience reinforced our belief: it’s by investing in collective intelligence, proactivity, and collaboration that we’ll stay ahead of the curve. With agility, creativity, and a clear focus on the future.

Want to learn more about our Next-in-Class solutions? Get in touch: info@touchemedia.com

What does it take to move a jury of creative veterans? The answer surprised even us: human emotion, creative envy—and a strategic, not superficial, use of AI.

Envious of the Work (and the Role of AI)

One unspoken rule in the jury room was this: If the work made us jealous, it was probably great.

When we debated the Grand Prix, one juror summed it up perfectly: “This one made me f***ing jealous.” That was it. We knew.

While we evaluated work on clarity and craft, another thread kept tugging at us: AI. We aligned quickly—AI is a tool. Nothing more, nothing less. The real measure was whether it served a powerful idea. The litmus test was simple—if you removed the AI from the work, did anything meaningful remain? If the answer was no, it didn’t make the shortlist. AI for AI’s sake didn’t move us. AI that advanced an idea, elevated emotion, or added dimension? That had our full attention.

The work that moved us—emotionally and intellectually—used technology in service of storytelling. Not the other way around.

Data is Everywhere: A Decade of Creative Discovery

When the Creative Data category launched in 2015, some thought it was an oxymoron. One story from Cannes’ chairman stuck with me: someone once crossed out “data” on the jury room sign and wrote “impossible.”

Fast-forward ten years, and data is everywhere and essential.

This year, we judged work using data from forests, oceans, animals, forgotten furniture, even dry urine. Each dataset became a creative springboard. Each piece proved that data isn’t a constraint. It’s a catalyst.

This year’s work proves it: data is no longer a constraint—it’s a creative catalyst.

In the hands of the right minds, data doesn’t just explain the world. It reimagines it. And it gives us new ways to connect, to solve, to create.

Final Thoughts

Cannes 2025 reminded me of something vital: that when we combine data, emotion, and bold thinking, we don’t just make great campaigns. We make change.

What was once “impossible” is now indispensable.

And I, for one, am grateful to have had a front-row seat to it.

Serving as a jury member at Cannes is an honour—but it’s also a deeply human experience. What struck me most wasn’t just the brilliance of the work we reviewed, but the brilliance of the people I shared the room with.

Among Legends

Nothing prepares you for the sheer calibre of talent that gathers in the Cannes jury rooms. Our Creative Data jury included C-suite executives, creative titans, data visionaries, and brand leaders—from every continent and perspective.

The respect was immediate and mutual. Our debates were passionate, sometimes heated, but always driven by a shared desire to uphold the highest standard of creativity. More than once, I heard someone say, “Can you explain your point of view? I think it might change my mind.” That openness was the heartbeat of our process.

And yes—we laughed. We bantered. We bonded. By the end, we weren’t just a jury. We were a fraternity. The connections forged during those days of intense deliberation are relationships I know will last for years.

In the Jury Room: Where Debate Meets Decision

Cannes is no place for passivity. We gave tough scores. We sent real-time follow-up questions. We asked hard questions—of each other and of the work.

Our jury president, Tina Allan, led us with remarkable intuition. She gave space when we needed it. And she knew when to push us forward.

One moment I’ll never forget: a piece called the ACKO Tailor Test had been passed over early. But something about it stuck with me. I brought it back into discussion, made the case for its creativity, strategy, and impact. The room reconsidered. It made the shortlist. It won a Gold.

Later, a client on the ACKO team found me at the Palais and thanked me—not for the award, but for believing in their work. That moment was a reminder: great work needs advocates.

These debates aren’t just about judgment. When done right, they’re acts of creative advocacy. They elevate the work that deserves to be seen.

Coming in the final part: The role of AI, creative envy, and what 10 years of Creative Data tells us about the future of marketing.

Every once in a while, you’re given a front-row seat to something that shifts your perspective—not just on the work, but on the industry, on creativity, and on what’s possible when the right minds come together.

This year, I had the distinct honour of serving as a jury member for the Creative Data category at the 2025 Cannes Lions Festival of Creativity. In a room filled with visionary leaders—from creative chiefs to strategists to clients from every continent—we were tasked with something deceptively simple: identify and celebrate the most impactful creative data work in the world.

But as anyone who has sat on a Cannes jury knows, that process is anything but simple.

The gold standard, where only 0.5% survive

Judging the Creative Data category at Cannes was a masterclass in creative excellence—an exercise in celebrating brilliance while recognizing that only a rare fraction of work truly earns its place among the awarded. Out of 562 global submissions, our jury debated under 90 entries to form the shortlist. Only 18 medals were awarded, including the Grand Prix. Just 0.5% earned a Gold Lion.

This is a category where craft alone is not enough. Nor is insight. Nor even originality. The best work had to deliver all of those and demonstrate a deep, meaningful use of data as a creative driver—not an afterthought.

A critical insight: the category lens matters. Many outstanding pieces didn’t move forward because they weren’t a fit for Creative Data. This isn’t a checkbox—it’s a strategic decision that can make or break an entry. The most successful submissions deeply aligned craft and concept with the criteria of the category they entered.

What united the winning work wasn’t just polish—it was impact. These ideas transformed businesses, shifted brand perception, and drove real-world results. Creativity, when backed by data and insight, doesn’t just win awards—it builds the business case for brave, bold marketing.

This year’s Golds came from Brazil, Poland, Japan, and India—a reminder that innovation knows no borders.

Next up: What happens inside the jury room, and what makes a group of creative minds become a fraternity.

Netflix invited two members of the Omnicom Media Group Montreal team to attend the TUDUM 2025 event, held in late May at the Kia Forum in Los Angeles. It was an opportunity to dive into the platform’s universe, meet the content creators, and discover from the inside the trends that are redefining the entertainment industry.

Here are the key takeaways they gathered from these four days.

1.TUDUM: When Netflix Creates Its Own Cultural Super Bowl

The TUDUM 2025 event was far from a simple season launch. It was an immersive showcase designed for fans worldwide and broadcast live on the platform. It featured exclusive previews of cult series like Stranger Things, Wednesday, One Piece, and Squid Game—but also live performances, interactions with actors, and highly anticipated announcements.

In short, Netflix is turning its shows into cultural events, much like Comic-Con, with a global reach. And it’s no longer just digital: the experience extends into real life.

2. Content for Everyone, All the Time

Netflix reaffirmed a strong belief: to build loyalty, you must offer an extremely diverse range of content.

Why? Because the average user consumes between 5 and 7 different genres, depending on their mood, the time, or their viewing context. And every viewer is unique.

The platform therefore prefers to accumulate niches rather than rely solely on a few universal "blockbusters." The result: from stand-up comedy to true crime, from K-drama to Japanese animation, it covers everything. It’s not just a mass strategy—it’s a large-scale ultra-personalization strategy.

3. Creating Connection: Fandoms, Gen Z, and Immersion in Show Universes

What makes a show strong today is not just its audience size but community engagement.

Netflix bets on creating fandoms—passionate communities that embrace a universe, share it, remix it, and defend it. The perfect example: Squid Game, a South Korean series that became the most-watched of all time on the platform in just a few weeks, thanks to organic spread supported by powerful visuals, simple codes, and addictive storytelling.

This phenomenon is even more true with Gen Z, who—contrary to popular belief—watch more "TV" (broadly speaking) than the previous generation. But they do it differently: they want to experience it, identify with it, express themselves. TUDUM is designed for them: a gathering place, a space for participation, not just passive consumption.

4. Netflix Steps Outside the Screen: Live, Sports, Events

While Netflix has long embodied "on-demand" VOD, the platform is evolving. It is now embracing live broadcasting, with a clear strategy: offering real-time cultural events where its subscribers already are.

Notable examples include:

• Streaming Monday Night Raw (WWE) starting January 2025, as part of a 10-year deal.

• Streaming NFL games for the Christmas Day Game.

• Women’s boxing matches and more live events announced for 2025.

Netflix is becoming a serious competitor in the live space, until now dominated by traditional TV channels and social networks.

5. An Advertising Model in Full Transformation

On the advertising side, Netflix has also accelerated. In two years, they moved from a 100% direct-buy approach to a more segmented platform, with multiple formats and access levels.

But for major franchises (like Stranger Things, F1, etc.), sponsorship remains very selective. Brands are not just buying visibility—they are chosen based on their fit with the series’ universe. The goal: to preserve storytelling and enhance immersion.

This model is still largely global but could adapt locally, opening the door to more regional partnerships. For example, Canadian productions like North of the North or Who Killed the Expos? could eventually attract local brands wishing to associate with quality content rooted in local culture.

6. Meanwhile, in Los Angeles...

This trip also revealed a striking fact: Hollywood’s face has changed.

On the famous billboards of Sunset Boulevard, no more films. It’s now series and streaming platforms that dominate the space. Netflix, Prime Video, Paramount+—they showcase their shows, characters, and slogans. There are even "For Your Consideration" posters targeting Emmy and Golden Globe voters.

The movie capital has become the streaming showcase.

Conclusion

TUDUM 2025 confirms that Netflix is no longer just a distributor: it’s a universe creator, a community connector, and a central player in global popular culture. Behind all this lie exciting opportunities for brands, creators, and agencies like ours.

📺 Watch: The TUDUM 2025 replay
👉 Watch on Netflix: https://www.netflix.com/title/81969517
📚 Read the official recap: https://about.netflix.com/en/news/tudum-2025-the-live-event-recap

With Google Marketing Live just around the corner, Google has started to announce their latest product rollouts, beginning with AI Max for Search campaigns.

What is AI Max?

Rolling out as a global beta later this May, AI Max is touted as a one-click solution featuring the most advanced targeting and creative tools available for Search campaigns. While details are still emerging, the feature suite of AI Max includes several familiar tools for search practitioners:

• Search Term Matching: AI Max expands on existing keywords using broad match and keywordless technology to discover relevant and high-performing search terms. Google will use the provided signals (e.g., keywords, creative, URLs, etc.) to serve ad messaging to a broader audience, similar to the controls on Search and Performance Max campaigns.

• Automatically Created Assets Redefined: “Text customization” is an enhanced version of automatically created assets that advertisers can use to generate new headlines and descriptions tailored to a searcher’s query.

• Enhanced Controls: Locations of interest allow advertisers to target searchers based on geographic intent, and brand controls enable the inclusion or exclusion of specific brands from targeting considerations. Enhanced reporting is also expected, providing more transparency on search terms and creative performance.

Going Beyond the Keyword: Potential Impact to Search

AI Max is designed to elevate Search campaigns by going beyond traditional keyword strategies, identifying new and potentially untapped audiences. This approach builds on a theme that has been developing for some time as AI solutions continue to grow and evolve.

When considering the potential impact on Search, it's still early days, and it remains unclear how this solution will interact with previous ones, especially for brands already invested in similar products like Performance Max and Broad match.

What is clear, however, is that the need for more relevant, personalized ad experiences is becoming increasingly essential. As the competitive landscape becomes more saturated and advertisers continue to rely on automated tools, it’s crucial for search practitioners to adapt their targeting and creative strategies to stay top of mind.

What’s Next

While the impact of AI Max is still unfolding, the continued push for AI-powered solutions indicates that advertisers will need to act strategically to test and integrate these solutions into their media plans. While AI Max’s potential to scale quickly and help brands stay competitive is promising, many questions still surround its efficacy. Like Performance Max and Broad match before it, advertisers will need to test, learn, and challenge AI Max’s capabilities to understand its true potential.

Earlier this year, OMG Canada proudly launched the pilot of our Badges of Belonging program - a celebration of creativity, inclusion, and connection - designed to unite us as #OneOMG. This initiative showcases the power of art, culture, and community by spotlighting local artists whose work reflects the diverse identities that shape who we are and the strength we find in our differences. 

In honor of Celebrate Diversity Month, we are thrilled to feature Teddy Kang and his stunning artwork, The Colours We Call Home. Teddy is a Shanghai- and Toronto-based illustrator and creative art director known for his unique storytelling and vibrant artistic style. His work has received international recognition.  

Teddy’s piece for Celebrate Diversity Month, The Colours We Call Home, beautifully captures the essence of belonging and shared experiences. 

Set under the afternoon sun, the scene unfolds—people from different backgrounds cross paths, share quiet moments, and enjoy the simple joys of the day. The illustration captures a peaceful yet lively atmosphere, where warmth and comfort naturally blend, fostering a sense of connection. 

In this world full of colour and movement, cultures and experiences come together effortlessly. Children run past, their joyful energy serving as a reminder that the future is shaped by the moments we create today. Nearby, a woman carries a shopping bag with intricate patterns, while in the distance, people sip coffee and chat, enjoying the warmth of the day. A totem pole stands tall under the sunlight, its vibrant colors reflecting the diverse influences that shape our daily lives. The illustration’s rich palette symbolizes Canada’s diversity—where everyone can embrace their identity and celebrate life in their own way. The scene is both calm and full of life—a reflection of how different communities come together as one. Thoughtfully composed, the piece incorporates subtle elements of Vancouver, Montreal, and Toronto, ensuring each region is part of the story. 

At OMG Canada, The Colours We Call Home is more than just an illustration—it represents who we are. It’s a celebration of our shared stories, cultures, and the connections that unite us. 

This initiative reminds us that no matter where we come from, we are all part of the same community—one that grows stronger through the stories we share and the moments we create together. As we continue to highlight incredible artists and the narratives they bring to life, we reaffirm our commitment to diversity, inclusion, and the creative spirit that connects us all. 

Each year since 2004, Omnicom Media Group’s CMUST (Canadian Media Usage Study) has provided an in-depth analysis of media consumption trends in Canada. The 2024 edition highlights notable changes in Canadians' habits, particularly the growing adoption of digital technologies and the ongoing transition to streaming content.

The Rise of Streaming and Connected Television

One of the main takeaways from this edition is the rise of Smart TVs and streaming services. Television remains a central feature in Canadian households, but its use has transformed. While linear TV continues to lose ground, on-demand video platforms like Netflix, Amazon Prime, and YouTube are capturing an increasing share of viewership.

The numbers back this up: in 2024, linear TV still reaches 83% of Canadian adults weekly, but the average time spent is decreasing. In contrast, platforms like YouTube reach 53% of adults, followed by Amazon Prime (42%) and Netflix (34%). Ad-supported streaming television services (BVOD) are beginning to emerge, although their adoption remains limited for now.

Consumer Preferences by Age Group

The study segments consumers into different age groups and analyzes their media preferences. Canadians under 30, along with those aged 30–45, are increasingly turning to digital content for video consumption. Both groups have similar video habits—though linear TV still holds a central place, platforms like YouTube, Amazon, and Netflix are closing the gap.

This shift toward digital content is also evident in audio platforms, though age-based differences are more pronounced than with video. Those aged 30 and under spend more hours each week listening to online music than to the radio, and over 50% listen to podcasts weekly. Meanwhile, for those aged 30–54, radio remains the most listened-to medium, ahead of online music and podcasts.

The Evolution of the Advertising Market: Retail Media on the Rise

Another highlight of the 2024 edition is the rapid growth of Retail Media. Forecasts indicate this trend will intensify, offering brands new and more targeted ways to reach consumers.

While e-commerce and Retail Media are distinct concepts, the former drives significant growth for the latter. After a surge in e-commerce during the pandemic, growth has since stabilized. Amazon remains the dominant player in e-commerce, accounting for nearly 43% of all online purchases. This trend is expected to continue, opening up new and more precise marketing opportunities for brands.

The Impact of Meta’s Policy on Online News

In 2023, Meta's decision to block access to Canadian news on Facebook and Instagram raised concerns about the future of online news consumption. The 2024 CMUST edition reveals that this measure has not led to a significant decline in local news consumption. On the contrary, traffic to local news websites has stabilized and even seen a slight increase.

Consumers have found other ways to access news, notably through the websites of traditional media outlets. This trend could encourage local media groups to strengthen their digital presence outside of social networks.

The Future of Canadian Media

Canadian media must continue adapting to a changing market but often do not receive the recognition they deserve, as the impact of major global players tends to be overestimated. The emergence of Retail Media and the growing dominance of streaming services are among the key trends that will reshape the industry in the years to come.

At Touché! and OMG, the diversity of backgrounds and profiles is seen as a strength within our teams. Did you know that 15 to 20% of the population is neurodivergent? It’s highly likely that people around you—or even you yourself—experience this reality, even if it often goes unnoticed.

Recognizing that most neurodivergent individuals may not feel comfortable sharing their condition, OMG’s approach is not about identifying who is neurodivergent but rather about adapting its practices universally. The goal is to implement inclusive measures that benefit all employees, particularly those with invisible needs, without stigma.

Concrete Actions

To foster an inclusive work environment, several initiatives have been put in place.

First, experts were invited to train and educate managers on the specific needs of neurodivergent individuals. These training sessions equip them with the tools to adopt inclusive communication and foster a respectful and supportive workplace for all.

The agency has also introduced universal inclusive measures designed to meet a wide range of needs. Flexible work hours and arrangements allow employees to adapt their schedules based on personal constraints, promoting a better work-life balance.

Workspaces have been redesigned to create an accommodating environment. Cubicles are available for those who need a quiet space to focus, minimizing distractions and noise. Additionally, dedicated team areas encourage collaboration and strengthen team cohesion.

A key focus is structured and transparent communication. From the moment new employees join, they benefit from a clear and detailed onboarding process to ease their transition. Throughout their careers, weekly check-ins with managers and regular performance reviews help clarify expectations and ensure ongoing support. To go even further, a monthly anonymous survey gathers employee feedback, helping to continuously refine and improve workplace practices.

Touché! and OMG also recognize that every career path is unique. The company values non-traditional professional journeys and provides development opportunities tailored to individual aspirations. Whether an employee aims for a leadership role or wants to specialize in a specific field, they are encouraged to grow at their own pace, based on their skills and goals.

An Inclusive Environment in Everyday Life

These initiatives are seamlessly integrated into daily operations, without being explicitly labeled as neurodiversity-focused. This approach fosters an inclusive environment where all employees can thrive without feeling singled out. The agency has ensured that these measures benefit everyone by respecting individual differences without creating unnecessary distinctions. If these efforts blend naturally into the work culture without drawing attention, then the mission is accomplished.

A Vision for the Future

Inclusion is a long-term commitment at Touché! and OMG. The company continues to learn and evolve, developing practices that celebrate diversity in all its forms, including neurodiversity. By maintaining an open dialogue with its teams, Touché! and OMG strive to create a workplace where everyone feels valued and included. Because inclusion isn’t a destination—it’s a journey!

The next badge in our Badges of Belonging initiative celebrates Women’s History Month, highlighting the power of collaboration and the strength of women supporting one another. 

This latest badge, Interwoven, is a stunning collaboration with French-Canadian artist Isabelle Feliu, whose work embodies themes of creativity, connection, and empowerment.  

Five figures stand arm in arm around blooming flowers, symbolizing the flourishing of ideas and creativity through shared energy, growing stronger together. - Isabelle Feliu

To bring this vision to life, Isabelle combined both digital and traditional techniques. She began by sketching the illustration on Procreate with her iPad before hand-painting it with acryla gouache on paper. The result is a vibrant and expressive piece that reflects the resilience, unity, and impact of women everywhere. 

As we continue to expand the Badges of Belonging initiative, Interwoven serves as a powerful reminder of the importance of inclusion, representation, and the collective strength of women. Let’s celebrate their achievements, creativity, and contributions, today and every day. 

The sports broadcasting landscape in Canada is undergoing a major transformation. Streaming platforms are rapidly encroaching on traditional TV territory, with Amazon’s entry into NHL and NBA broadcasting marking a significant shift. As Rogers' 12-year, $5 billion NHL deal approaches its 2026 expiration, the future of how Canadians watch their favorite sport remains uncertain. Will this shift benefit fans, or will it create new barriers? And what does this mean for advertisers who have long relied on traditional broadcast audiences?

Fan Experience vs. Casual Fans

A recent example of sports moving to streaming is the MLS, which signed an exclusive global broadcasting deal with Apple TV. While die-hard fans benefit from better access and fewer blackouts, casual fans face a financial barrier that could hinder the league's broader growth. The question is whether a similar trend will unfold in Canadian hockey.

Unlike MLS, hockey holds deep cultural significance in Canada, with a long tradition of broad TV accessibility. The NHL's fragmented broadcast rights, now involving Rogers, Bell, Quebecor and Amazon, mean that fans must navigate multiple platforms. This shift presents a potential pain point—while it may improve production value, it could make the experience more cumbersome and expensive for those unwilling to subscribe to multiple services.

There is also a stronger focus on interests and values beyond the game itself, where sports fans are also consuming content in different ways. Non-live sports content is a new way in. New fans emerge thanks to new ways of consuming sports content (ex. Drive to survive series on Netflix): it’s more accessible, more entertaining, and more personality-driven.

This shift is driven by the wants, needs and preferences of Gen Z – a cohort among which just 23% are sports fans in the US (compared with 42% of Millennials): it will be essential to meet modern fans on the platforms where they are spending time. We can expect fresh story formats to emerge, enabling fans to stay engaged even longer (Source: WARC, Sports marketing trends in 2024).

The "Mass" Appeal of TV is Changing

Traditional TV broadcasting has always offered advertisers unparalleled reach. Still the case today. A single campaign on a national network could capture millions of viewers, including both dedicated fans and casual audiences. This broad exposure was invaluable for advertisers aiming to build widespread brand awareness.

However, as sports shift to streaming platforms, audiences are becoming increasingly segmented. The model is shifting from mass exposure to highly targeted advertising, where brands can tailor their campaigns for specific demographics. While this allows for better precision, it also means a loss of reach—advertisers will no longer be able to connect with the large, casual audiences that TV provided.

How This Affects Advertisers in Canada

For advertisers, this new reality presents both challenges and opportunities. On one hand, streaming services like Amazon and Apple TV provide advanced targeting tools, allowing brands to reach highly engaged and affluent audiences. This could lead to higher conversion rates and more effective campaigns. However, this precision comes at a cost—CPMs (cost per thousand impressions) are likely to rise as advertisers compete for access to niche, premium audiences.

Moreover, the shift away from traditional TV means that casual fans—who once passively watched games and were exposed to ads—may no longer be part of the equation. This could significantly impact brand awareness campaigns that rely on mass exposure. Canadian advertisers will need to rethink their strategies, perhaps by investing more in digital and social media advertising to compensate for the lost TV reach.

The Future of Sports Broadcasting

With Rogers’ NHL deal ending in 2026, competition for broadcasting rights will intensify. Amazon’s entrance into the market signals that tech giants are increasingly willing to challenge traditional networks, potentially driving up costs and further fragmenting access for fans. If more platforms secure exclusive rights, fans will be forced to make difficult decisions about which services to subscribe to.

This shift could make sports broadcasting feel more like a premium, luxury product, catering primarily to those willing to pay for enhanced experiences. Features like behind-the-scenes content, interactive options, and athlete engagement could become standard offerings for streaming platforms, differentiating them from traditional TV.

Conclusion

The evolution of sports broadcasting in Canada reflects a broader transformation in media consumption. While streaming offers improved experiences for dedicated fans, it risks alienating casual viewers, reducing the overall reach of sports. For advertisers, this means adapting to a world where broad exposure is no longer guaranteed. Higher CPMs, more targeted advertising, and shifting audience behaviors will define the new landscape.

As live sports continue migrating to streaming, advertisers and fans alike must navigate an increasingly complex and fragmented world—one where the game may still be the same, but the way it’s watched and marketed is changing dramatically.

Image Source: Amazon Canada

We’re proud to officially launch the OMG-Wide IDEA Initiative in Canada, Badges of Belonging. 

Badges of Belonging is a bold and inspiring celebration of creativity, inclusion and connection that is designed to unite us #OneOMG. This initiative brings together art, culture, and community, reflecting the diverse identities that shape who we are and the strength we discover in our differences. These badges serve as symbols of our commitment to fostering a more inclusive and empowering organization – one where every individual is seen, valued and respected. A place where everyone truly belongs. 

Originally created by our Hearts & Science team in NYC three years ago, this initiative is about humanizing our brand, celebrating diversity, and living our values. 

To kick off this meaningful program in Canada, we’re showcasing “Roots to Roots”, a powerful piece of artwork created to honour Black History Month. Thank you to the talented artist, Sachiel Andre, who first joined OMG as an intern through the Black Student Summer Leadership Program, for sharing his vision and helping us reflect on the importance of amplifying diverse voices. 

"Titled Roots to Roots, this Badge of Belonging depicts the image of a quilt, a long-standing staple in African culture that represents various themes important to Black History Month. A quilt is a symbol of continued history, an infinitely expandable piece of culture that holds the memories of all who once contributed to it, while leaving room for future generations who wish to carry it on. The artwork seeks to embody its title by using the quilt’s association with preserving history to honor the lives and stories of Black Canadians that often go untold with representation for the stories of Africville, Little Burgundy, Hogan's Alley and more."

This badge, inspired by the rich symbolism of African quilts, represents the untold stories of Black Canadians, from Africville to Little Burgundy and Hogan’s Alley. It reflects on the past, embraces the present, and paves the way for the future. As the quilt transitions into the silhouette of a Black woman, through her hair, it serves as a reminder that history lives within us all and that the journey is far from over.  

"Transitioning from the past, the piece also leaves room for growth and the future. The journey of Black people in Canada is far richer and more complex than many believe – and it is nowhere near its conclusion. As the quilt meets its end, waiting for the needle and thread to be taken up by the next generation, the strands curl and warp into the silhouette of a Black woman, linking to the roots of her hair, hair which remains so important to Black culture today.

This artwork serves as a reminder that the roots of Black history in Canada are directly woven and connected to the Black people who live here today – rooted within us, always."

We’re proud to share that “Roots to Roots” will hang in all three of our Canadian offices, serving as a daily reminder of our commitment to inclusion and belonging.