Canadian media attribution study


Want to grow your business by 3.5% – without spending an incremental dollar?

The Canadian Media Attribution Study is a deep-dive on the Canadian advertising market, posing (and answering) questions like:

  • Are Canadian companies getting the most out of their media plans?
  • Are simple media mix models misleading?
  • How are our media plans different from the US market?
  • The small shift in media that could drive billions in additional revenue

This thinktv-commissioned research assessed $700M+ of media spend in Canada, covering 105 brands across four verticals. It clearly underscores the ways different advertising channels impact sales, how that varies by industry, and how TV and digital work together.



Brent Chaters

Managing Director,
Digital Customer & Marketing Practice – Canada

Josef Hrebik

Canadian Media & Entertainment
Strategy Lead – Canada

Craig Macdonald

Managing Director, Communications,
Media & Technology Lead – North America


Brent Chaters is Accenture’s Managing Director Digital Customer & Marketing. He has over 20 years of Digital Marketing experience across both client side and consulting side through multiple industries working for some of the largest fortune 500 brands around the globe. He is the author of Mastering Search Analytics and co-author of Multichannel Marketing Ecosystems: Creating Connected Customer Experiences. He has taught for ISDE & Harvard’s Global Executive Master Digital Business on both Social CRM and Customer Experience. Josef Hrebik is Accenture Canada’s Media & Entertainment Lead. Josef has worked with some of the leading Communications, Media, Entertainment and Digital companies in North America. His roles have focused on helping clients restructure existing legacy businesses to drive growth, expand into new products and services, and evolve existing capabilities to more competitively compete in their respective markets.  Josef graduated with a MBA from the University of Toronto – Rotman School of Management.  Craig Macdonald is Managing Director within Accenture Digital, overseeing work globally on the effectiveness of media and marketing programs for advertisers and publishers.  Craig has over 20 years of experience in media and marketing on the clients side (HP, Citibank), with publishers (Google, Microsoft), and with agencies (Dentsu). Craig also oversees much of Accenture’s work in digital transformation for communications, media and technology firms across North America.