Agencies
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Dentsu doubles down on integration strategy as Q1 revenues decline
Still expecting 1% organic growth for the year, the holding group last week launched a new global brand platform, “Innovating to Impact.”
By Aaron Baar • May 20, 2024 -
Netflix plans to in-house ad tech, adds measurement partners as ad tier surges
The streaming platform announced during its upfront that its ad-supported plan now has 40 million global monthly active users — up from 5 million a year ago.
By Chris Kelly • May 16, 2024 -
Trendline
Top 5 stories from Marketing Dive
A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.
By Marketing Dive staff -
Gap Inc. selects Omnicom as media AOR, reorganizes key media functions
The apparel marketer created a Marketing Shared Services organization to unite core media functions as it works to revitalize its brands.
By Chris Kelly • May 15, 2024 -
Inside Expedia’s plan to be the world’s travel media network
An expanded offering combines first-party traveler insights with a host of capabilities and comes as more players enter the media network space.
By Chris Kelly • May 14, 2024 -
Omnicom shakes up Sparks & Honey amid Omni platform push
The consultancy is being more closely aligned with Omnicom Media Group while practices like its popular Cultural Briefings are winding down.
By Peter Adams • May 6, 2024 -
BarkleyOKRP acquires Adlucent to boost performance marketing capabilities
The deal is the first since since Barkley and OKRP merged in March to create a “big indie” agency.
By Aaron Baar • May 6, 2024 -
Deep Dive
Digital’s media-buying bonanza wrestles with an industry at crossroads
Cookie deprecation and a potential TikTok ban cast this year’s NewFronts in a different light while attendees noticed fewer pitches centered on content.
By Peter Adams • May 6, 2024 -
Why video is key to Roblox’s evolving advertising strategy
The wide rollout of immersive video ads is accompanied by measurement partnerships that underpin the platform’s growing advertising ambitions.
By Chris Kelly • May 1, 2024 -
Warner Bros. Discovery unveils first-party data platform to unify video
OMG, RPA and Wayfair are early partners for the company’s new Data-Driven Video offering, with IPG Mediabrands to begin testing in Q3.
By Aaron Baar • April 29, 2024 -
WPP lags agency peers amid China, tech spending pullbacks
The loss of major accounts like Pfizer also affected performance during a period when rivals largely made gains and touted renewed optimism.
By Peter Adams • April 29, 2024 -
Cookies get another stay of execution — but have marketers already moved on?
Marketers shouldn’t cancel their post-cookie plans, especially as Google faces antitrust action, the possibility of a nationwide data privacy law and its own shifting priorities.
By Chris Kelly • April 24, 2024 -
Firehouse Subs deepens agency bench to ignite ‘creative firepower’
The sandwich chain is stepping beyond a single-agency model for the first time since its founding as parent RBI eyes a global expansion.
By Peter Adams • April 23, 2024 -
IPG, Zefr address social media misinformation with new tools
Among social media users studied by the groups, 47% indicated a brand’s integrity is compromised when its ads appear alongside misinformation.
By Aaron Baar • April 22, 2024 -
Omnicom’s bets on precision marketing contribute to growth bump
Flywheel Digital, the group’s largest acquisition to date, is a key piece of its evolving pitch around digital commerce and retail media.
By Peter Adams • April 22, 2024 -
Q&A
Meet the agency behind some of CPG’s splashiest brand refreshes
From M&M’s to Manischewitz, JKR has had a hand in high-profile overhauls that try to balance reverence for legacy with modernity.
By Peter Adams • April 15, 2024 -
Publicis credits new business tailwinds, tech rebound for continued strength
CEO Arthur Sadoun attributed the group’s performance to three key factors, including data-driven marketing.
By Peter Adams • April 15, 2024 -
WPP and Google partner to integrate martech and gen AI tools
The sheer size of the partners and the scope of the collaboration could be a tipping point for generative AI within agencies.
By Aaron Baar • April 15, 2024 -
J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands
After handling the CPG giant's business at Publicis, Gail Hollander now leads the marketer's in-house efforts to modernize brands for new audiences.
By Chris Kelly • April 15, 2024 -
On-site search data comes to CTV planning via Captify, Magnite deal
Captify will analyze search terms from millions of publisher websites and categorize them into profiles, interests and moments.
By Aaron Baar • April 8, 2024 -
Snap expands perks for ‘leaned in’ agency partners with new program
VaynerMedia, Horizon Media and Gale were among the shops that piloted the features, while Snap is seeking large global agencies to sign on.
By Peter Adams • April 8, 2024 -
Deep Dive
Meet the 4 firms setting the agenda for measuring TV ads amid rapid change
Battles around big data and panels continue as currency certification efforts pick up and the possibility of consolidation looms.
By Chris Kelly • April 8, 2024 -
How marketers can navigate the legal pitfalls of generative AI
Panelists at the IAB Public Policy and Legal Summit outlined some of the issues marketers must contend with while using the technology.
By Chris Kelly • April 3, 2024 -
Deloitte Digital rebrands itself to show off new generative AI tool
The Orb Foundry tool enables teams in 30 international markets to generate fully rendered 3D brand assets for various channels and campaigns.
By Aaron Baar • April 1, 2024 -
How Home Depot is renovating its retail media network to reach more advertisers
The retailer gave suppliers an inside look at consumer insights, business strategies and a road map for a growing ad channel at its first “InFronts” event.
By Chris Kelly • March 28, 2024 -
GroupM doubles down on women’s sports, with support from major brands
A new dedicated marketplace will be a part of the agency's upfronts strategy, aided by clients including Adidas and Unilever.
By Peter Adams • March 28, 2024