Marketing is not just brand or performance anymore — it’s both, all the time.

At a recent Brand Innovators session at Paramount HQ in NY, Canvas CEO Paul Woolmington delivered a masterclass in where the media and marketing world is heading... and what marketers must do to stay ahead.

From championing a "performance mindset" across the entire funnel to pioneering the role of data storyteller inside organizations, Woolmington laid out a powerful vision for how agencies and brands must evolve.

Here are 3 key takeaways:
✅ Full-funnel is non-negotiable: Every media and creative decision must ladder up to outcomes — brand and sales.
✅ Data storytelling is the new superpower: Agencies must turn fragmented data into business impact through emotionally intelligent communication.
✅ Culture is not a trend — it’s infrastructure: Multicultural, local, and fandom-driven strategies aren’t optional anymore — they’re foundational.

Paul also shared Canvas’ winning approach to sports marketing, creator partnerships, and how campaigns like Zillow’s data-led success prove that premium environments outperform cheap reach.

Read the full CommPRO article here.