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As the 2026 Upfront/Newfront season kicks off, we sat down with several senior-level media executives to discuss the evolving landscape of Canadian advertising. This exclusive Q&A series provides an inside look at the new programming, partnerships, and strategic investments shaping the year ahead.
First up in our Talking Upfronts interview series is Chimi Beaumont (née Nwagbara), SVP, Media Solutions, WPP Media Canada, who has 15+ years of experience driving brand growth, outcomes and innovation across Canada and the UK. Proven in shaping integrated media investment strategies, delivering P&L, and leading high-performing teams. The interview touches on a few key points, including:
What WPP Media is looking for from broadcasters and streamers; Chimi also shares some practical tips for first-time media buyers attending an upfront this year, and more...
Beyond just more 'premium content,' what structural or technical innovation does a streamer need to show you to win a larger share of your upfront budget this year?
Chimi - To capture a larger share of our upfront budgets, streamers must move beyond simply offering premium content and demonstrate meaningful innovation in three key areas:
