Paul Woolmington, CEO of Canvas Worldwide, discusses his extensive media experience and the agency's evolution over its decade in business. Canvas Worldwide blends upper- and lower-funnel insights, striving for a balance in a fragmented advertising landscape. Woolmington critiques the industry's atomization of channels and the growth of performance-driven, content-focused agencies, emphasizing the necessity of a holistic approach to marketing that incorporates diverse strategies rather than overspecialization. His perspective highlights the challenges of staying relevant and effective in media.
It annoys me when people appropriate language to say, "Oh, we're a performance agency." Well, aren't we all in the business of performance?
The atomization of channels, platforms, technology, techniques has meant that we just added more and more, and we've had to—the craft skills of each discipline expanded exponentially.
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