Ten years ago, Bruce Neve arrived at True Media Canada to build its Toronto office from nothing: no space, no staff, no clients. He'd spent the previous two decades running holdco agencies, including serving as chair of the Canadian Media Directors' Council, which brings together the country's biggest agency leaders. A decade on, True Media counts Cenovus Energy and the Toronto Zoo among its clients, and Neve has a blunt read on what changed in between: size has stopped being a measure of strength. In the early days, True Media Canada worked with brands such as Questrade, Mattamy Homes, Movember, and Muskoka Brewery, entrusting them with strategic advice and guidance for their business growth.
Canadian Ad Insider sat down with Bruce to discuss his journey over the last decade and how he's seen the agency landscape change.
What are you most grateful for as you look back?
Bruce - I am grateful for the fresh opportunity to start with a blank slate - no office, no staff, no clients in Toronto and the positive response I get from past clients, former employees, and small creative shops.
Away from the boardroom, what's something about you that would surprise people who only know you as 'the president of True Media Canada '?
Bruce - Well, many may know that I am a wanna be “artist. I paint large, expressionist-style portraits and like nothing better than spending a day in my studio with music playing, working on a canvas. (see one of Bruce's paintings)
What are 2 or 3 of the biggest things you have learned - about yourself? About the industry?
Bruce - I realized that I like being closer to and in the work – I missed the collaboration with media partners and agencies. After spending over 20 years with large, global holding companies, I had no idea of the depth and breadth of fantastic small (and not so small) creative, digital and media agencies. Mid-sized clients in particular should open their aperture to the talent at independents.
Running something you built is different from running something you inherited. What did that teach you about yourself that CEO life at a holdco never did?
Bruce - At the big agencies, I was very distanced from actual media work, and I realized I thrived on that. I also love the pressure and adrenaline of pitching new business, with autonomy, not a global run process. I like to work with people I like -kind, curious, collaborative, creative.
Ten years later, True Media Canada has grown significantly — new clients, billings up sharply. What part of that growth validates the original bet, and what part surprised you?
Bruce - This is a people business and an idea business. Although data and tech are important, they are not differentiators in the long term. Size and number of employees are no longer indicators of strength and capabilities, especially now as AI empowers individuals and teams to be faster and focus on insights and creativity.
