Marketing Communications Insights

AI has earned its seat at the marketing table.

It is brilliant at the “grind” work: desk research, data pulls, first-draft media lists and the fifteen headline variations you need before breakfast. That value is real. It gives teams back hours that used to be spent on process so they can spend more time thinking. It is also genuinely useful earlier in the strategic process, stress testing more directions and surfacing patterns in the data than a team could work through manually in the same time.

At PRAXIS, we often say, “We make your brand’s perception our problem.” That’s not just positioning — it’s how agencies should show up. When we take on a client’s reputation as if it were our own, our responsibility doesn’t end at the scope of work. We think about how the brand is talked about in rooms we’re not in, on platforms that weren’t in the brief, and by audiences who may never see a press release. That kind of ownership turns a relationship from transactional to collaborative.

Every marketer wants to launch the campaign people talk about. The campaign that breaks through, earns headlines, gets shared in group chats, shows up in industry roundups and makes competitors wonder why they didn’t think of it first. 
But not every campaign that gets attention earns trust. That is the difference between bold and reckless.

Everyone is talking about AI as a productivity tool.
The conversation makes sense. AI helps organizations move faster, work more efficiently, and solve problems in new ways. At PRAXIS, we use it every day, and the benefits are real.
But we spend too much time talking about productivity and not enough about reputation.

PRAXIS, the independent Canadian marketing communications agency, today launched a new brand positioning — Where Creativity Drives Credibility — alongside national consumer research and new client offering— The PRAXIS Credibility Lab— making the case for a category PRAXIS believes is missing: bold, yet credible marketing. 

PRAXIS, the independent Canadian marketing communications agency, today launched a new brand positioning — Where Creativity Drives Credibility — alongside national consumer research and new client offering— The PRAXIS Credibility Lab— making the case for a category PRAXIS believes is missing: bold, yet credible marketing. 

The idea that PR and digital can operate separately is outdated. Not because the channels have changed—but because credibility has. Today, credibility isn’t built in one place. It’s built across every environment where people are exposed to, interpret, and share information.

At PRAXIS, we’ve recently anchored our positioning around a simple belief: creativity drives credibility. That isn’t a new idea for us. It’s a clearer articulation of something we’ve believed for more than 25 years. In today’s environment, credibility isn’t something you declare in a headline or a slide deck. It’s something you build — deliberately and consistently.

If I had to sum up 2025 in one word, it would be credibility. Last year reinforced something fundamental for us: creativity only matters when it builds something meaningful and credible. It’s not creativity for creativity’s sake; it’s creativity that drives relevance, responsibility, and trust.

If 2024 was the year of AI hype and 2025 was the year of AI homework, 2026 is shaping up to be the season of execution. Everyone’s in the game now — from creative teams prompting briefs to clients demanding “AI line items” on scopes.  

The past year has brought a significant wave of consolidation across the marketing and communications industry. We’re seeing global networks merge across disciplines, agencies joining forces locally, and brands tightening budgets by bringing more work in-house.

For years, marketers have paid for clicks, impressions, and reach. But visibility is no longer strictly about who spends the most — increasingly, it’s about who earns the right to be cited.