Canadian Ad Insider

 What to Wear: Dressing the Part (Without Overdoing It)

While you’re not walking a runway, how you present yourself still speaks volumes. You’ll be meeting with sales execs, brand leads, and even top brass from networks and media companies, so aim for polished but comfortable.

Women:

• Business casual with a fashion-forward twist 
• Layers are your friend—venues can go from chilly conference halls to rooftop happy hours.

Men:

• Business casual works well
• If there’s an after-party or cocktail hour, consider a sharp blazer to transition seamlessly.

Pro Tip: Always check if the event has a dress code. When in doubt, go slightly more formal than casual.

 How to Start a Conversation (Without Sounding Salesy or Awkward)

The best networkers aren’t pushy—they’re curious. Here are a few low-pressure openers:

• “What did you think about [Network]'s new lineup?”

• “Is this your first Upfronts, or are you a regular?”

• “Curious—what kinds of placements are your clients focusing on this year?”

• “Any media partners you've been impressed with lately?”

From there, you can segue into relevant insights, trends, or shared challenges. Keep it conversational, not pitchy.

 Great Conversation Topics for Media Buyers

You don’t have to talk shop the whole time—but when you do, keep it timely and insightful.

• Retail media growth and what it means for linear buys

• Shift in measurement models (Nielsen, alternative metrics)

• AI’s role in planning and optimization

• Content alignment and brand safety trends

• Diversity in media vendors

• How layoffs or consolidation at holding companies are affecting deals

• New formats—streaming audio, shoppable video, in-game advertising

Don't be afraid to share your POV. People remember strong opinions (when delivered respectfully).

 How to Start a Conversation (Without Talking Business)

Sometimes, the best connections happen when you don’t talk shop. Non-business topics can make conversations more relaxed and human—especially in casual parts of the Upfronts like cocktail receptions or after-parties.

Here are some safe, engaging openers:

• “Where are you visiting from?”

• “Tried any good restaurants or bars in the city while you're here?”

• “Have you been to any other Upfronts events this week?”

• “What show or series are you most excited to watch from this year’s announcements?”

• “Is it just me, or has the coffee been the real MVP today?”

These questions break the ice, reveal shared experiences, and often lead naturally into deeper conversations. And remember: laughing together builds rapport faster than geeking out over CPMs.

 Networking When You’re an Introvert

Not everyone thrives in loud rooms full of strangers—and that’s okay. If you’re an introvert, networking at the Upfronts doesn’t have to be overwhelming.

Go in With a Plan

• Pick specific people you want to connect with (3–5 is a good target).

• Attend smaller sessions or breakout discussions—these tend to feel less chaotic.

• Set a “networking goal” for yourself: e.g., talk to 2 new people before lunch.

Use Structure to Your Advantage

• Approach booths or people standing alone first—these interactions are lower pressure.

• Ask a question during a Q&A or post-panel—then follow up with a quick conversation.

• When attending mixers, arrive early before things get crowded and noisy.

Recharge Without Guilt

Take breaks. Step outside for fresh air. Review your notes quietly between sessions. It’s not about being on the whole time—it’s about making a few high-quality connections.

Tip: Prepare a few go-to phrases like “Mind if I join you?” or “I really liked your point during the session”—these make it easier to get a conversation going when your social energy is lower.

 Don’t Forget to “Network Up”

Yes, it’s great to swap cards with your peers. But also aim to connect with:

• Senior media execs from networks/platforms

• Emerging vendors and startups you haven’t worked with yet

• Agency holding company leaders (yes, some attend these events too)

• Panel speakers or moderators—many are open to chats post-session

Follow up within 48 hours via LinkedIn or email with a short note:

“Great meeting you at the [Network] event during the Upfronts. Enjoyed chatting about [topic]. Would love to stay connected as we plan Q3/Q4 buys.”

 Prep Like a Pro: Before You Walk In

• Review the attendee list (if available) and identify 3–5 people you must meet.

• Know your agency’s/brand’s talking points for the season: budget outlook, focus channels, priority KPIs.

• Practice your elevator pitch: Who you buy for, what your buying priorities are, and what makes a good media partner for you.

 Social Settings = Networking Gold

Many Upfronts events end with cocktails or social mixers. These are prime time for informal connections—just don’t go overboard on the drinks. One to two max is the sweet spot.

Remember: Even casual conversations often lead to professional opportunities.

 Bonus: Tools That Help You Network Smarter

• LinkedIn App: Have it open for quick connects

• A Digital Business Card (like HiHello or Blinq)

• Notes app or voice memo: Jot down who you spoke to and what you talked about so you can follow up meaningfully later

Final Takeaway

Networking at the Upfronts isn’t about collecting the most business cards—it’s about planting seeds that grow into partnerships, insights, and deals. Be intentional, be curious, and show up ready to listen and engage.

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