Humans of Digital spotlights the people shaping Canada’s digital advertising industry, celebrating their expertise, insights, and personal stories.
Meet Joanne Crump
Job Title:
EVP Integrated Media
At IAB Canada:
Board Member
Outstanding Digital Citizen 2020
Social:
Company:
I oversee the Media Team at Active International. As the EVP of Integrated Media, I help brands unlock hidden value of their excess assets into working media and marketing investments.
What’s one project, campaign, or achievement you’re most proud of in your career so far?
The launch of the Mini Cooper (I am dating myself) was the most innovative campaign I have worked on. The campaign was the first to ever have fiberglass vehicles adhered to walls of key targeted buildings. The Canadian launch was the most successful, outside of the UK.
What’s the best piece of professional advice you’ve ever received?
While the industry might seem large, it is small, so don’t burn down any bridges.
What excites you most about the future of digital advertising in Canada?
That it is ever changing, never static. There is always something new to learn- brand new platforms, technology that we never envisioned.
If you could change one thing about the industry overnight, what would it be?
Less reliance on Global players. Get marketers and media agencies to truly commit to supporting Canadian Media. It’s time to stop talking and take action.
What role do you think collaboration through IAB Canada plays in driving industry growth?
IAB Canada is wonderful at ensuring the Industry is at the table when new legislations are proposed. Collaboration between IAB Canada and its members is key to aligning on best practices and developing tools that build trust.
Getting Human
Coffee, Tea, or Something Stronger?
A glass of wine
Creative boost go-to?
A Soul/R&B playlist to get the ideas flowing
Complete the sentence – “The future of digital advertising in Canada is…”
…like a great bottle of wine — the more it ages, the better it gets.
Joanne’s perspective is a reminder that our industry thrives when bold ideas meet shared purpose. From unforgettable creative to smarter standards and stronger Canadian investment, real progress happens when we build it together.
Ready to lean in? Read more Humans of Digital stories and join IAB Canada to get involved in our committees, working groups, and cross-industry initiatives.