In the latest episode of Canadians Create, we speak with Dave Hale, founder and CEO of RDEL Group, about the urgent need for evolution inside the advertising industry - and what that means for today’s CMOs.
Dave doesn’t romanticize the past. Instead, he outlines how structural pressures like fragmentation, in-housing, procurement scrutiny, and talent churn have fundamentally changed the economics and expectations of agency relationships. The result is an industry at an inflection point, where old models no longer align with modern client needs.
From a CMO’s perspective, Dave argues that the question is no longer “agency or in-house?” but rather “how do we build the right ecosystem?” One that balances strategic thinking, creative excellence, operational discipline, and adaptability. According to Dave, the agencies that will thrive are those that stop defending legacy structures and start designing themselves around how marketing actually operates today.
The conversation also touches on leadership - not just inside agencies, but across client organizations. Dave emphasizes that clarity of vision, trust in partners, and an openness to experimentation are now prerequisites for growth. In a world where complexity is the default, CMOs need partners who can simplify decision-making without dumbing down ambition.
For marketing leaders navigating constant change, this episode offers a grounded, experience-driven perspective. It’s a reminder that evolution isn’t optional - and that the brands and agencies willing to rethink how they work together will be the ones best positioned for what comes next.
