What’s one project, campaign, or achievement you’re most proud of in your career so far?

One of my proudest recent milestones has been being selected to serve on the MIA Awards pre-jury. Representing the Quebec market on a national stage was a rewarding experience — not only to contribute to recognizing great work, but also to witness firsthand the passion and creativity that continue to push our industry forward. It reminded me that despite the challenges, incredible things are still being done in Canadian media.

What’s the best piece of professional advice you’ve ever received?

Stay curious. The industry will always change, and inspiration or knowledge can come from anyone, junior or senior.

What excites you most about the future of digital advertising in Canada?

I’m inspired by the next generation of marketers. Their curiosity, adaptability, and the way they challenge norms keeps the industry fresh and evolving. Watching society shift and seeing how brands respond and how young marketers are leading that change, makes our work feel endlessly dynamic and far from redundant.

In your view, what’s the biggest opportunity for our industry right now — and what’s the biggest challenge?

The rise of AI is both a challenge and an opportunity for agencies. While there’s understandable concern about its role, I see it as a chance to become wiser and more efficient. By embracing AI as a tool, we can free up more space for human creativity, strategic thinking, and meaningful storytelling, essentially, the things that truly differentiate great campaigns.

If you could change one thing about the industry overnight, what would it be?

I’d shift the focus away from chasing quick wins and short-term metrics, and back to building meaningful, long-term brand relationship.

Which trends, tools, or innovations are you keeping your eye on this year? 

There’s a few, I’m definitely learning a lot about AI tools and how they help agencies, again, not simply on an efficiency aspect but how we can work smarter. I’m also really leaning into data & measurement, in a world where media is so fragmented, it’s interesting to see how consumer behaviours are shifting.

What role do you think collaboration through IAB Canada plays in driving industry growth?

IAB Canada is all about bringing people together. Whether it’s agencies, brands, or platforms, collaboration gives us the chance to share, challenge each other, and push the industry forward in ways none of us could do alone. At the end of the day, collaboration really is the spark for growth.