Next in Media: Should Brands Care More about Sports, Creators, or Creators Who Care About Sports
Released on June 4, 2025
Host: Mike Shields
Guest: Paul Wilmington, CEO of Canvas Worldwide

Introduction

In the June 4, 2025 episode of Next in Media, host Mike Shields engages in a compelling discussion with Paul Wilmington, the CEO of Canvas Worldwide. The conversation delves into the evolving landscape of media, marketing, and advertising, particularly focusing on the rising prominence of sports and creators. As technology and data continue to reshape the industry, Wilmington provides valuable insights into how brands can navigate these changes to optimize their strategies.

The Dominance of Sports in Media

The episode kicks off with an analysis of the recent upfronts, where sports took center stage. Paul Wilmington observes that sports have become a critical anchor for media platforms, significantly influencing live viewership and cultural engagement.

Paul Wilmington [05:18]: "Sport is going to, it's almost, I mean sport used to be treated by the networks almost as a separate entity but obviously it's their leverage, so to speak. You know, so they really integrated sport into the totality of their upfront."

Wilmington emphasizes that sports not only drive live viewership but also create enduring cultural moments that brands can tap into. The integration of sports into media upfronts signifies its growing importance as a central marketing focus.

The Creator Economy and Its Challenges

Shifting focus, the conversation explores the burgeoning creator economy and its intersection with sports. Wilmington highlights the complexity of balancing authentic creator content with scalable, data-driven strategies.

Paul Wilmington [21:39]: "The beauty relative to our size is that we are involved in global. So FIFA World Cup, we're in national, like NBA, NFL, MLS, et cetera, et cetera."

He points out the challenge of maintaining authenticity in the creator space while leveraging technology to scale influencer marketing effectively. The discussion underscores the potential of micro-influencers in driving localized and authentic brand engagements, a strategy that Canvas Worldwide is keen to exploit.

The Current Economic Climate and Its Impact on Media Planning

Addressing the broader economic uncertainties, Wilmington discusses how factors like tariffs and fluctuating consumer sentiment are influencing media planning and budget allocations.

Paul Wilmington [12:26]: "I think a lot of the deal making will be not just how much money, but also the flexibility."

He notes that in a softer buyer’s market, flexibility becomes paramount. Brands are increasingly seeking adaptable media strategies that can respond swiftly to economic shifts, highlighting the need for outcome-based planning over rigid commitments.

The Importance of Outcome-Based Planning and Data Storytelling

A significant portion of the episode is dedicated to the shift from traditional metrics to outcome-based planning. Wilmington introduces the concept of the "data storyteller," a role that bridges the gap between complex data analytics and actionable business insights.

Paul Wilmington [17:12]: "We are creating a new discipline called the data storyteller...They have the EQ to be able to do that. They're able to actually work across the organization and down and up the organization."

This approach emphasizes a holistic understanding of the customer journey, integrating various metrics to provide a comprehensive view of campaign effectiveness. By advocating for data storytellers, Canvas Worldwide aims to enhance internal alignment and optimize client strategies through cohesive narrative-driven analysis.

The Role of AI and Technology in Media Agencies

The discussion then shifts to the impact of AI and technology on media agencies. Wilmington contrasts Canvas Worldwide’s agile structure with the more cumbersome processes of large holding companies.

Paul Wilmington [23:15]: "No, but my impression is there's a lot of talk at the front end but a lot of the... we're going to protect that goddamn revenue."

He critiques the holding companies for their fragmented approaches and highlights Canvas Worldwide’s integrated model, which enables faster adaptation and more efficient use of technology. This flexibility positions Canvas as a formidable player capable of navigating the rapid technological advancements reshaping the industry.

Canvas Worldwide's Approach and Differentiation

Wilmington elaborates on how Canvas Worldwide differentiates itself through a combination of cultural alignment, technological innovation, and a focus on localized market engagement.

Paul Wilmington [29:12]: "I need to activate at a local level. I can understand that geography in a way that a 25-year-old planner in New York City could never understand it."

With six offices and a strong emphasis on understanding diverse geographical markets, Canvas leverages both global reach and local insights to create nuanced marketing strategies. This dual focus allows the agency to activate fandoms and engage audiences in a manner that is both scalable and authentic.

Conclusion

In wrapping up the conversation, Wilmington reflects on the profound cultural impact of sports and the transformative potential of integrating sports sponsorship with creator-driven content. He envisions a future where sport serves as a new form of communal engagement, akin to a modern-day religion, offering brands unparalleled opportunities to connect with diverse audiences.

Paul Wilmington [30:25]: "What does it mean to be a planner today in an ad agency? And it makes the difference."

Mike Shields and Paul Wilmington conclude with a mutual appreciation for the dynamic nature of the media industry, emphasizing the need for adaptability and innovative thinking in the face of ongoing technological and cultural shifts.

Notable Quotes:

• Mike Shields [03:36]: "If you didn't know any better, you'd say it was the 90s in the way, in some of the ways they execute these things."

• Paul Wilmington [09:34]: "We've got a new red carpet, haven't we? The red carpet is now, you know, the WNBA, wonderful women coming into the stadia..."

• Paul Wilmington [17:12]: "We are creating a new discipline called the data storyteller...They have the EQ to be able to do that."

• Paul Wilmington [21:39]: "The beauty relative to our size is that we are involved in global. So FIFA World Cup, we're in national, like NBA, NFL, MLS, et cetera, et cetera."

• Paul Wilmington [30:25]: "What does it mean to be a planner today in an ad agency? And it makes the difference."

This episode of Next in Media offers a deep dive into the strategic considerations brands must weigh when choosing between leveraging sports, creators, or the intersection of both. Paul Wilmington’s insights provide a roadmap for navigating the complexities of modern media landscapes, emphasizing the importance of flexibility, data-driven storytelling, and authentic audience engagement.