How indie agencies could benefit as Omnicom’s mega-deal for IPG shakes up adland

Analysts agree that independents, which have already started picking up more business, will receive a boon, while overall dealmaking may spike.

By Peter Adams • Dec. 10, 2024

Nostalgia-washing: How brands can look back without getting hung up to dry

As marketers continue to look for inspiration in campaigns and culture of the past, the savviest will focus on brand truths to make meaningful connections.

By Chris Kelly • Dec. 10, 2024

IPG acquires commerce marketing company Intelligence Node

The holding company will leverage Intelligence Node’s artificial intelligence know-how to provide clients with real-time product and market insights.

By Aaron Baar • Dec. 9, 2024

Omnicom acquires IPG to create advertising agency behemoth

The deal, with an estimated value over $13 billion, has industry-rattling implications — but may not address client demands for simplicity.

By Peter Adams • Dec. 9, 2024

Mediaocean deepens ties to IPG, Omnicom and WPP as ad-tech ambitions grow

A new partner program that allows agencies to integrate Mediaocean’s solutions follows the firm’s acquisition of Innovid last month.

By Sara Karlovitch • Dec. 5, 2024

7 top campaigns from 2024 and the tactics that drove success

These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.

By Peter Adams , Jessica Deyo , Sara Karlovitch , Chris Kelly • Dec. 3, 2024

Pizza Hut adds Deutsch, VML to agency roster

Deutsch will lead mass media brand and creative strategy while VML will handle omnichannel strategy, loyalty and CRM efforts and more.

By Aaron Baar • Dec. 2, 2024

How Sierra Nevada’s AI-powered CTV campaign captured consumer attention

The brand is an early adopter of Kargo’s Narrative format that uses artificial intelligence to generate connected TV ads from images and scripts.

By Chris Kelly • Nov. 25, 2024

Publicis Sapient teams with Google Cloud to boost AI marketing efforts

The agency will enhance its AI usage in marketing areas including retail media networks, customer data platforms and content supply chains.

By Aaron Baar • Nov. 25, 2024

Mediaocean acquires Innovid to sharpen focus on creative, CTV

Innovid will be merged with Flashtalking to create a new omnichannel platform that can act as an independent alternative to Google, executives said.

By Peter Adams • Nov. 21, 2024

How Kleenex’s new visual identity serves as a platform for storytelling

The Kimberly-Clark brand tapped Turner Duckworth and FCB for a brand refresh and new campaign, respectively, as it marks its 100-year anniversary.

By Chris Kelly • Nov. 20, 2024

MediaSense acquires R3 to expand global footprint, service capabilities

The U.K.-based media advisor, which recently aided reviews for Amazon and Unilever, acquired a marketing unit from PwC earlier this year.

By Peter Adams • Nov. 18, 2024

Viant seeks CTV edge with IRIS.TV acquisition

IRIS.TV uses an artificial intelligence-enhanced proprietary video content identifier that provides contextual and brand-suitability data to advertisers.

By Aaron Baar • Nov. 18, 2024

‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers

Amid record spending intentions by shoppers, holiday marketing campaigns reflect more diverse media mixes and experiments with artificial intelligence.

By Jessica Deyo • Nov. 13, 2024

Netflix helps brands deepen NFL integrations with new ad partnerships

The streaming platform, which now boasts 70 million global ad-tier users, also collaborated with Kia in Korea around the upcoming season of “Squid Game.”

By Chris Kelly • Nov. 12, 2024

Trade Desk’s strong Q3 underscores key strengths as digital marketing evolves

The advertising platform has posted a 20% revenue gain for 11 straight quarters.

By Aaron Baar • Nov. 11, 2024

DoorDash puts fresh spin on family meals for Hispanic Gen Zers

The delivery platform’s first work from Gut Miami puts a refreshing spin on the common childhood occurrence of being told there’s food at home.

By Jessica Deyo • Nov. 11, 2024

How Oreo’s new DTC platform fits into Mondelēz’s evolving data strategy

The cookie brand’s work with digital commerce agency Goodness is at the core of its marketing transformation agenda.

By Chris Kelly • Nov. 5, 2024

Nielsen gets shot in the arm from MRC’s livestream accreditation

Advertisers increasingly rely on multiple sources for insight into viewing habits, but Nielsen remains the leading TV currency despite recent setbacks.

By Aaron Baar • Nov. 4, 2024

GroupM doubles advertiser spend on women’s sports within months

Over 20 brands in the agency’s portfolio leveraged its dedicated marketplace to prioritize and monetize women’s sports advertising.

By Sara Karlovitch • Oct. 29, 2024

VML unites design capabilities, talent under new studio offering

A dedicated agency design unit, one of several to launch this year, could help VML capitalize on ongoing demand for brand refreshes.

By Peter Adams • Oct. 28, 2024

WPP bounces back from tough H1 with key new business gains in Q3

Drivers of the holding group’s strong quarter include growth from top 10 clients and big wins like Unilever’s media, retail media and creative accounts.

By Aaron Baar • Oct. 28, 2024

Columbia revamps creative strategy with new top marketer, agency

Matthew Sutton, previously of digital-first brands like The Black Tux, is tasked with bringing product strategy and marketing closer together.

By Peter Adams • Oct. 25, 2024

Publicis again raises guidance as personalization bets attract clients

Account wins from marketers like Hershey underpinned a positive quarter that delivered 5.8% organic growth and saw two large acquisitions.

By Peter Adams • Oct. 21, 2024

California Pizza Kitchen’s new agency roster arrives for milestone year

The chain under new chief marketer Dawn Keller has lined up agencies Iris, Blue Engine, Acadia and Push ahead of its 40th anniversary next year. 

By Aaron Baar • Oct. 21, 2024