Exclusive: Robert Jenkyn On The Media Industry, Then, Now And Tomorrow

May 4, 2023 in On The Move, One One One

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Last week we broke the news that Robert Jenkyn and Media Experts parted ways.

Robert is well respected individual in the advertising industry, it was no surprise to see hundreds of people turn to his LinkedIn to share their experiences having worked with him at Media Experts and other organizations over 20+ year career (so far).

We had a chance to catch up with Robert and gain some more insight into the changing media landscape. He also shared a few career nuggets that can help anyone working in the Canadian advertising industry.

Profectio - With 13 years at Media Experts, what are some of the things you are most proud of while you were there?

Robert -

I am most proud of maintaining the amazing company culture put into place by Media Experts founder Mark Sherman
Growing the business and team substantially during my tenure
Winning the agency’s first Cannes Media Lion.

Profectio - Knowing what you know about the media landscape today, if you could go back to Day 1 of Year 2 at Media Experts - what would you have done differently?

Robert - Although Media Experts has a great Audience and Analytics team led by Jen Douglass as well as solid development talent, if I knew then what I know now, I would have invested more and earlier in coders and analytics support.

Profectio - How did you get into this industry?

Robert - Half and half. I have a degree in Film Studies and media criticism from Brock University. I knew I wanted to be around media, perhaps more on the creative side, but discovered I loved media research and analysis and I fell into it.

Profectio - What are 2 of the biggest impacts on advertising in the last 10 years?

Robert -

We live in a golden age of content, but the delivery methods and business models have changed dramatically. Everything, everywhere all the time.
These changes have made redundant some of our terminology like TV and Digital Media. Almost all media and content delivery is digital. So, what is TV exactly? Is it watching Netflix on your mobile? Is it casting a show from your phone to your big screen?

Profectio - They are making a movie about your life - what song should be played? What is your jam?

Robert - Sabotage by the Beastie Boys. Chaotic and makes me smile every time.

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In the second part of our conversations Roberts shares: Career advice; industry predictions, advice for brands, and what his next move will be, login below.

Profectio - Is there any advice you got early on in your career that you still use today?

Robert - Never stop learning. Always adapt.

Profectio - How have you evolved as a leader?

Robert - In too many ways to count. 😁

Profectio - What will Twitter look like in June 2024? TikTok?

Robert - In the near term, AI will simultaneously make it harder for agencies to differentiate themselves and will create opportunities for start-up agencies to do a lot with a little. AI is already starting to optimize media performance, search copy, etc. Larger agencies will have to find a way to compete with smaller, leaner agencies and demonstrate value and uniqueness in a world of AI. I would imagine that in the long term, the nimble, AI agency start-ups will eventually be purchased by the larger, well capitalized agencies and holding companies.

Profectio - You have worked at all levels, as President and CEO you had the opportunity to oversee all aspects of a media agency - what advice do you have for someone who wants to excel in this industry? What does it take to be a ‘leader’ in this industry?

Robert - The ability to lead by example, put your ego in check and motivate people more than manage people. If you are secure with yourself, you will support someone who can create great work independently, rather than micromanage.

Profectio - We are approaching mid-2023 - answer these:

If I were a brand, I would do the following:

Robert - Invest more in brand advertising. For many advertisers, value of brand advertising seems to be less important than performance and retail marketing. The thing is, stronger brand advertising improves performance.

Profectio - In my 30’s looking to have an amazing career in advertising, I would: Robert - Not be afraid to take more on, insert your own personality into the work and ensure the value you bring is noticed by clients, colleagues and management.

Profectio - The higher you climb within a corporation, the harder it is - any secrets on what it takes to be successful on and off the court?

Robert - I don’t know of any secrets, but always stay true to your values, to your goals and be confident enough to hold yourself accountable.

Profectio - What’s next?

Robert - Travel, consulting project and volunteering.

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About the author

Dave Forde

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Dave “The Connector” Forde is a 20-year veteran of the Canadian marketing, PR, and tech industries. He is the founder of The Connected One network, including industry news sites Canadian Ad Insider and PR In Canada, and serves as a strategic business advisor. Connect with him on LinkedIn and X.

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