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Media Planning & Buying

Media Planning & Buying
Performance Driven by Data and Insights

Combining targeted data and thought-out buying strategies, our integrated Media Buying team helps maximize your media outcomes without compromise. With the right mix of talent and technology, our marketing insights offer up solutions customized to your brand.

A Strategic Process Maximizes Results

We know that collaboration is key to success. We work alongside your agency to fully immerse ourselves in to your brand identity. Our integrated approach aids the strategy so you can achieve more.

Our in-house expertise and experience from across the media landscape is partnered with our commercial innovation to deliver custom solutions to both our clients and media partners.

By working with Active, you will not pay more for your media or receive media of a lower quality. Our independence means your agencies are in control to plan and buy your media as normal, with all the same quality and value guarantees. Active works in collaboration with your agency to simply enable you to pay for Media in a different way, and to go beyond what you thought possible.

A Strategic Process Maximizes Results

Active Canada’s Media department brings together a wealth of talent and experience, spanning agency planning / buying and media owner sales (all channels).

We hold Trading relationships across the Canadian media landscape and across all channels and formats to deliver greater efficiencies to our partners.

An HVAC company was looking to generate qualified leads to their dealers for a rebate program.


Active provided incremental media value to the client through a Trade Credit solution. The client was able to triple their return on the inventory, while using trade credits earned to offset the cash outlay for their media buy by 15%. Active’s extensive knowledge of search engine optimization, behavioral/content & retargeting was able to over deliver against targets. The campaign had over 50 million impressions and saw a 38% reduction in customer cost of acquisition.

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The Active Media Difference

We purchase media in the same way traditional agencies do; the difference lies in our trading relationships with media vendors, and our M.O.R.E. approach to media.

Active’s M.O.R.E. Approach to Media Planning & Buying

Our data-driven approach is rooted in understanding the customer journey and touchpoints that drive purchase decisions.

Trading vs. Volume Negotiation Models

Our negotiations with media are based on trading, not volume media deals.

Synergistic Relationships with Media

Our media partners are also our clients – this provides opportunities that may not otherwise be available.


We are not owned by any agency holding company. This independence enables us to collaborate all other agencies without conflict of interest.

Corporate Trade Options

We help brands Achieve More™ with a variety of inventory trade-in options to partially fund media.

Meet The Expert

Susanne Morello

Susanne Morello is SVP, Media for Active Canada. In this role, she is responsible for the management of media strategy execution for all of Active’s clients, ensuring best practices for media innovation in the use of both traditional and interactive channels. As a member of the senior leadership team, Susanne oversees the strategic growth of the company’s media organization in Canada and growing relationship with clients, partner agencies and national media vendors.


Thought Leadership (1)


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