The transformation that led Media Experts to its spot on the Agency of the Year podium began – as many big changes do – with a period of major reflection.

That contemplation began in April 2023, shortly after Karel Wegert joined the team as Canadian CEO. Wegert’s designation as head of the Canadian shop marked a return to the agency, as he had previously worked at the agency for over 15 years earlier in his career.

Wegert explains the team’s evolution: “Media Experts has a long history in the Canadian marketplace with deep regional expertise, but the branding and positioning had not changed for many years. The agency needed a reboot to examine who we were in the marketplace and as part of the IPG Mediabrands’ network.”

Wegert initiated a project to reexamine and redefine the agency’s brand identity, values, mission and market differentiation. The result is a refreshed brand that the CEO says highlights the shop’s uniquely Canadian position. “We don’t look like any other media agency because we don’t act like every other media agency. Media Experts was born and raised in Canada and continues to grow here,” he says.