We all understand the benefits to local economies, society and democracy from trusted news, local production and diverse voices, and the role of national media in delivering on this. But we focus here on the steely cold profit factor for brands and ask: what is the business case for ‘local’ beyond being a good corporate citizen? Does ‘Canadian’ give you trust and connections, and local talent and integrations, that would be lost in an increasingly U.S. dominated media market, and what are these worth to a CMO? Does Canadian digital media really deserve higher spend? Do clients jump onboard the Canadian Media Manifesto, or has it left agencies fighting a running battle to fulfill ‘The Pledge’? In TV, could clients achieve the same results if more content was U.S. made with U.S. owned distribution? What is the unique business value of Canadian TV that brands cannot do without?