In an industry rushing toward automation, there’s one thing no algorithm can replace: the human ability to connect, persuade, and inspire. 

On November 18th, IAB Canada is teaming up with Dale Carnegie for an exclusive, unplugged seminar that will reignite the spark in Canada’s media sales community. Taking place in Toronto, this immersive session is designed to sharpen the skills that matter most right now — influence, empathy, and the ability to turn complex specs into meaningful client conversations. 

Why This Matters Now 

As data, workflow, and AI reshape the way media is bought and sold, sales professionals are facing a new kind of challenge: how to stay relevant in conversations that increasingly sound mechanical. 

This session is designed to tackle that head-on. Together with Dale Carnegie, we’ll explore how to: 

• Move beyond defending machine attributes like data, targeting, and scale. 

• Pivot to stories that connect those attributes to real business growth. 

• Re-establish trust, curiosity, and human connection as competitive advantages. 

It’s time to stop trying to out-machine the machine — and start re-humanizing the media sales conversation. 

What to Expect 

In true Dale Carnegie fashion, this won’t be a lecture. It’s a hands-on, high-energy skills lab that mixes live demonstrations, interactive exercises, and real-world reframing of tough client scenarios. 

You’ll also get an exclusive look at IAB Canada’s 2025 Media Sales Attributes — the essential capabilities defining success in our rapidly evolving market. 

Whether you’re new to the business or a seasoned pro, you’ll walk away re-energized, inspired, and ready to lead sales conversations that stand out in 2025 and beyond. 

Seats are limited — and this is one you’ll want to be in the room for.