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What We’ve Seen So Far in 2025

As we cross the halfway point of 2025, TRIBBUTE has taken time to reflect on where we are, what we’ve learned, and how we’re preparing for what comes next. When we released 2024: A Look Back, the spotlight was on momentum. This year, it’s about navigating change while maintaining growth, especially as macroeconomic shifts and the rise of AI reshape how businesses operate.

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In this guide, TRIBBUTE shares practical strategies to help Canadian eCommerce brands adapt to tariff changes, maintain sales, and leverage the growing demand for Made in Canada products.

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Growth Remains Strong, with Broader Impact

The growth TRIBBUTE achieved in 2024 has not slowed down in 2025. Our early investments in people, technology, and internal innovation have delivered on their promise, allowing us to expand services, scale client engagement, and deepen our strategic partnerships.

But to us, growth is more than numbers. It shows up in:

• The evolving sophistication of the businesses we support
• The range of acquisition strategies we’re deploying
• The long-term value our clients extract from media and performance strategy

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This isn’t just about scale, it’s about compounding results that help our clients lead in their categories.

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The AI Shift Is No Longer Optional; It’s Defining

If there’s one theme dominating 2025, it’s the integration of artificial intelligence across every layer of business. What once felt like testing is now execution. AI is embedded in content creation, forecasting, ad personalization, and performance optimization.

At TRIBBUTE, we’ve made AI enablement a central pillar of our advisory and campaign design work. It’s no longer about whether or not to adopt AI; rather, it’s about how intelligently and ethically you integrate it.

To help frame this moment, we’re launching a new editorial series: The AI Shift.

Starting next month, this series will explore:

• How AI is transforming performance marketing and operational decisions

• What does it mean for eCommerce and lead-driven businesses?

• How TRIBBUTE and our partners are adapting in real-time

The AI Shift is about shared learning. We’ll showcase frameworks, tools, and real business cases that help you lead with clarity and confidence.

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Looking Ahead with Gratitude and Resolve

None of this growth or insight would be possible without the clients and collaborators who trust us with their business. Whether you’ve partnered with TRIBBUTE, shared our content, or followed our journey, we’re deeply grateful.

We’ll continue to bring energy, transparency, and strategic depth into the second half of 2025. Let’s evolve together.

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Read what other CMO’s have to say about H1 reflections