Here are my reflections after mingling with 15,727 Web Summit attendees.

Gen Z

These discussions led to my biggest aha moment. Their age segment covers 1997 to 2012, which puts them at 13-28 years old (I live with two), and these digital-native humans are making big waves in media, marketing and across the world.

I realize I’ve been underestimating the importance of the Gen Z segment. In radio and TV advertising, selling an d buying is largely A25 – 54 / 64. There’s an accepted culture of regaling and highlighting the purchasing power of consumers, 30+. 

Meantime, digital marketers are eyes wide-open and leaning into the importance of Gen Z consumers; not just for their purchases, but their impact on marketing going forward.

In the words of Chief Marketing Officer Charlotte Mostaed of Health-Ade, whose background includes brand management for Procter & Gamble and POM beverages, “Gen Z creates tension. They call us out and demand transparency while not having the buying power of the older segments. They’re inspirational and authentic.”

In these circles, Gen Z is respected for being values-driven, socially responsible and diverse. They expect two-way communication and for brands to be responsive and authentic. 

The advice is for companies to be very active in the DMs (Direct Messages) and chats. Hasn’t radio been great at this for decades? Personalities and newsreaders are one-to-one communicators, taking listener calls and requests and delighting people at community and client events.

Also, here’s a fun fact: in broadcast buying terms, Gen Z already represents four years of the A25-54 demo. In five short years, they’ll represent 1/3 of this key demo.

AI

Who knew there’d be hundreds of AI references and discussions across four days? Everyone! Prior to Web Summit Vancouver and the Canadian Telecom Summit in Toronto, I generally felt naïve and worried.

Thanks to excellent speakers and presentations, I now have a sense of framework for open-minded learning going forward. Every time AI was mentioned, the human factor quickly followed. As one panelist said, “Responsible innovation starts with responsible innovators.”

The well-known IBM story was highlighted. In early 2023, they let go of 8,000 workers and automated 94% of standard HR needs, which was followed by a natural backlash. CEO Arvind Krishna later spoke of investing cost-savings into high-value roles, stating “our total employment has actually gone up, with hiring in areas like sales, marketing, software engineering and client-facing roles.”

These distinctions will be noteworthy for me going forward:

(1) AI utilization internally by companies & staff for efficiencies & quality enhancement versus customer-facing, external uses 

(2) Companies & industries leveraging AI for role cuts & staff reductions versus investments to support staff, customers & industry improvements

Advertising & Marketing

I was emboldened by the timely affirmation that paid advertising is number one for marketing ROI (SEO and email rounded out the top three). The slide, by Neil Patel, co-founder of NP Digital, showcased what percentage of revenue each marketing channel drives.

In this noisy, social media world, I say hold on tight to this status and proudly represent the industry of paid advertising!

Second, if you’re like me, the notion of predicting or articulating what the future of marketing looks like is hard to fathom. I was comforted to hear two experts provide their quick prediction for five years from now.

“I think we have no idea what’s next, and our job is to just stay current,” Mostaed asserted, while SYLVAIN CEO and Co-Founder Joey Camire told the audience “I think it’ll probably be 50% the same and 50% different”. 

Radio or Television in the convo?

It may be scary or even obvious, but I didn’t hear a single mention of either radio or TV. Yes, it’s the “Web Summit”, but even the “Where Media Goes Next” panel was comprised of the respective Editor-in-Chiefs for Newsweek and the San Francisco Chronicle, along with the Executive Editor of digital news site, Axios.

Per the common pitch by most legacy media companies, they detailed how they’re protecting and leveraging their core, while pursuing digital extensions.

Each stage had an MC/host handling a couple of hours of transitions between sessions, thanking the past speaker and setting up the next panel. That’s where I discovered Vancouver content creator, Sam Levin, known as @OMGHeySam on the socials. She’s personable and comfortable speaking on a big stage with an impressive audience. I can think of dozens of talented radio and TV on-air folks who would also be fully capable, but I wondered if broadcasters seeking this new reach and venue are even being thought of?

Is there a bridge to be built between radio and TV stations and these modern-day storytellers (content creators with 50K, 100K or much larger followings)? It’s new reach with fresh voices and would be a win-win.

If you have Canadian spirit, you have a leg up!

Web Summit didn’t just stimulate my pride, it showcased that Canadians should have and feel swagger. 

Web Summit has previously been hosted in Lisbon, Rio De Janeiro and Hong Kong. Vancouver leaders worked hard to stand out this year. Web Summit Founder Paddy Cosgrave seemed genuinely impressed and was very complimentary of Canadian talent, character and our tech and media savvy. 

Most Canadians tend to be diplomatic and understated…until they really want something, they’re pushed, or the puck drops!

If you’re looking for that spark of confidence before a big meeting or presentation, write down “Grateful to be Canadian. We rock creativity, innovation, entertainment & media!”

Rob Brimacombe is VP of Sales + Partnerships at Momentum Media. With over 30 years of experience in media sales leadership across Canada and international markets, he’s held senior roles at Corus Entertainment, Rogers Sports & Media, and Discovery Channel. Rob now drives strategic revenue initiatives across Broadcast Dialogue, Cartt.ca and other Momentum properties. Contact Rob >

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Rob Brimacombe has joined Momentum Media Marketing, the parent company of Broadcast Dialogue and its sister publication, Cartt.ca, as VP, Sales & Partnerships. Up until last spring, Brimacombe spent the last eight and a half years with Corus Entertainment as Manager of Sales for the B.C. Market, working as part of the Corus Radio Vancouver and Global BC management teams. Prior to Corus, he was the General Sales Manager at Rogers Sports & Media for seven years, preceded by six years with Corus as Manager of Local Sales. He’s also the Past President of the B.C. Association of Broadcasters (BCAB). Read more here.

Casey-Jo Loos, afternoon host at 102.1 The Edge (CFNY-FM) Toronto, is among those parting ways with Corus Radio, as part of another round of efficiency cuts impacting both the audio division and Global News. Those departing the company include Sue Deyell, who had co-hosted Mornings with Sue and Andy on Calgary news/talk station 770 CHQR for the last six years, and Darryl Law, the longtime morning show host at 107.5 Dave Rocks (CJDV-FM) Kitchener, who had been with Corus for 24 years. Behind-the-scenes staffers leaving the company include Kelsey Campbell, Senior Manager, Network Radio Programming & National Client Integrations, who had been with the company since 2016, starting as an on-air host at Edmonton’s CISN Country, in addition to Amanda Sittrop, Executive Assistant, Global BC, who had been with Corus for the last seven and a half years. Read more here.

Travis Dhanraj’s lawyer has addressed the journalist’s quiet disappearance from CBC News Network last year. As the network ushers in the debut of new primetime Ian Hanomansing vehicle, Hanomansing Tonight, renewed questions were raised about what had become of Canada Tonight with Travis Dhanraj, which launched in the same 7 – 9 p.m. ET time slot in January 2024. Dhanraj’s lawyer Kathryn Marshall issued a statement this week saying her client had been “compelled to step away for a time” due to “ongoing systemic issues” at the public broadcaster. Read more here.

Belle Puri has officially retired from CBC Vancouver after 48 years as a journalist. Puri had been with CBC since 1991, holding roles from serving as the B.C. Legislative Bureau Chief to business reporting for Newsworld, and more recently contributing to CBC Vancouver’s Impact Team, highlighting stories impacting those in the local community.

Matt Marshall is leaving CTV Edmonton after more than two decades to run his boxing gym, Marshall Boxing Club, full-time. Marshall has worked at CTV Edmonton in various capacities since 2002, starting out as a floor director, robotic camera operator, and live truck operator, before getting out in the field as a ENG news shooter and photojournalist. 

Emily Haws is leaving CPAC to join the Globe and Mail’s Ottawa bureau as a reporter. Haws had been the producer of Primetime Politics with Michael Serapio for the past year. She’s previously held roles as a reporter, editor and producer with CBC News in Nunavut and Ottawa.

Stephanie Gosine has joined Stingray as Manager, Content Operations, Stingray Business. Gosine was Corus Entertainment’s Program Manager, Content & Diversity, Equity & Inclusion Lead, up until last April. She’s also held roles with CBC, Rogers Sports & Media, WildBrain, and Blue Ant Media, and teaches part-time in Humber College’s Faculty of Media, Creative Arts & Design.

David Van Poppel has joined B.C.’s Knowledge Network as its new Senior Manager of Primetime Programming and Acquisitions. He’ll lead strategic sourcing, acquisition and scheduling of Canadian and global content for adult audiences on Knowledge Network’s broadcast channel and streaming service. He arrives from Spafax Canada, where he was the In-flight Entertainment Content Manager for Air Canada, and more recently, Lufthansa group. He succeeds the retiring Lawrence Tapley.

Duncan Kinney, Executive Director and Editor of Alberta’s Progress Report, is stepping away after nine years. Kinney has returned to school at Grant MacEwan University where he’s training to be a psych nurse. He discusses his departure from the publication here. Hijal De Sarkar has taken on the role of Director of Operations at the employee-run non-profit.  

The Canadian Film Centre (CFC) has announced the appointment of three new members to its Board of Directors: Toronto City Councillor Rachel Chernos Lin; Magali Simard, Cinespace Studios’ Director of Industry & Community Relations; and Owen McCorquodale, Head of Communications for Prime Video in Canada. They join recently appointed board member, Academy Award-winning director Guillermo del Toro.

Dylan Lalonde has taken on a new role with RODE Microphones and Mackie Audio, as part of the Freedman Group, as Production Validate & Field-testing Engineer. A new division of the company, Freedman Group is responsible for designing and manufacturing audio equipment across a number of brands. Lalonde, who also is the lead at Ottawa-based Lydian Studios, was formerly a radio and audio producer for Rogers Sports & Media stations in Ottawa, London, Victoria and Kitchener.

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“I am delighted that Rob is joining Momentum in the capacity of VP Sales and Partnerships,” said Shawn Smith, President and Founder of Momentum. “Rob’s stellar reputation as a highly creative media sales and marketing executive and his sterling reputation of providing value for his clients and teammates, make Rob the perfect fit for Momentum as we grow our roster of clients and advertisers.”

Momentum has been growing quickly with expansion of its trade publications, Broadcast Dialogue and Cartt.ca, alongside its other marquee management projects, Radioplayer Canada and Validate Audio Attribution. 

Key Highlights of Rob Brimacombe’s Career:

• Manager of Local Sales, Corus Entertainment: For eight years, Brimacombe worked with ad agencies and clients of Global TV, Corus specialty channels, 980 CKNW, ROCK101, CFOX, and globalnews.ca.
• Past President of the BC Association of Broadcasters (BCAB): Brimacombe has been a leader in showcasing the importance and community coverage of all broadcasters in BC. He continues to serve on the BCAB board.
• Manager of Local Sales, Rogers Media Vancouver.
• International Experience: Brimacombe lived and worked in Hong Kong and Singapore for 10 years, holding management positions with the START TV Network and Discovery Channel Asia. He has presented on Madison Avenue in New York and in Tokyo boardrooms with global brands like Toyota.
• Education: Rob is a two-time graduate of the British Columbia Institute of Technology (BCIT), with Diplomas in both Broadcast Journalism and Marketing Management.

“I’ve known Shawn for many years and been a big fan of his industry leadership and network,” said Brimacombe. “The challenges and opportunities in media and marketing are more complex and dynamic than ever and Broadcast Dialogue and Cartt are integral to sharing, learning and meaningful discourse. I’m excited to work with Momentum advertisers and partners to maximize their connection and messaging to leadership, management and all stakeholders in TV, Radio, Digital, Telecom, and Cable.”

About Momentum:

Momentum is a creator, developer, marketer, and licensor of brands, content, software, and tools for the broadcast industry, throughout Canada, the United States, and worldwide.

Momentum’s properties and brand partnerships include:

• Broadcast Dialogue: Canada’s broadcast industry publication of record since 1992.
• Cartt.ca: A leading source for Canadian cable, radio, television, and telecom news.
• Radioplayer Canada: A free radio streaming app, an online audio player.
• Validate Audio Attribution: An advertising measurement and audio attribution technology platform.

Momentum aims to provide best-of-breed products, tools, and services for today’s broadcasting industry. With a focus on delivering measurable outcomes and increased sales for its clients, Momentum embraces innovation and collaboration to forge rewarding long-term client relationships.

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