The agency and marketing world is undergoing a strategic shift, with M&A activity surging in AI, experiential, and sports sectors. AI is no longer optional—firms like R/GA, Real Chemistry, and The Shipyard are acquiring to integrate automation, content generation, and efficiency into operations. Experiential marketing is also bouncing back, with global spending surpassing $128 billion and deals like BeCore and JetFuel reflecting renewed momentum. Meanwhile, sports marketing is booming, with Publicis and M&C Saatchi expanding to capture rising media rights value and digital viewership. Across sectors, the common thread is impact: marketers want scalable, measurable solutions that deliver real results.
Almost half (49%) of worldwide marketers use AI daily for image and video generation, according to January data from Canva and Morning Consult.
The news: WPP’s CMO and CEO of its Coca-Cola agency, Laurent Ezekiel, will depart the company to join Publicis, adding to a string of high-profile losses for the struggling holding company. Our take: With Ezekiel’s and Read’s departures, WPP is at an inflection point as it struggles to reinvent itself and keep pace with competitors. The company faces mounting pressure as other holding companies develop stronger digital and data-driven capabilities. WPP’s future depends on how well its new CEO can close gaps in modernization, build its AI investments, and enact significant operational changes.
Tesla is officially in the restaurant business following the much-hyped opening of the Tesla Diner in Los Angeles. The futuristic concept could be the template for additional openings in the US as well as abroad, CEO Elon Musk said—helping the company boost brand awareness, engagement, and sales. The diner’s launch—and the accompanying wave of press and social media posts—could help reset consumers’ perceptions of the Tesla brand at a particularly tumultuous time for the company. But it could also, given the company’s increasingly polarized reputation, become a focal point for protests, which might deter would-be customers from stopping in.
The news: The Trump administration unveiled a sweeping AI action plan that trades oversight for acceleration—seeking to supercharge US dominance in artificial intelligence by dismantling regulatory guardrails, undercutting state authority, and fast-tracking infrastructure and development, per Wired. Our take: For marketers, this could mean an influx of new tools, looser content moderation, and shorter time to market for AI-driven campaigns. Marketers should audit their AI tools, implement AI best practices and safety training, and prepare for faster deployment cycles in a looser regulatory environment.
The news: Magnite and Dentsu are expanding their partnership in the Europe, Middle East, and Africa (EMEA) region to streamline video and connected TV (CTV) capabilities, per a press release. The agreement will use Magnite’s SpringServe video platform across markets like the UK and Spain to support Dentsu’s programmatic CTV offering, Total TV. Our take: Magnite and Dentsu’s partnership marks a critical expansion, giving advertisers a better opportunity to deliver impactful, precise, and measurable video and CTV experiences at scale across key markets.
The trend: Brands are ramping up investment in women’s sports to attract diverse audiences in an underserved sector. Snapchat partnered with Togethxr, a sports media company focused on women in sports. Kim Kardashian-owned Skims partnered with League One Volleyball in a deal that will see Skims become the official sleepwear, loungewear, and intimates partner of the league. Our take: Smart, forward-thinking brands will follow in the footsteps of Snapchat and Skims, capitalizing on women’s sports as an undersaturated market with strong potential to drive action before hitting its ceiling.
The news: Google’s AI Overviews feature gets users offline and out of search quickly, making it harder for brands and websites to capture attention and clicks. Only 8% of Google users whose search triggered an AI Overview clicked on a link, per Pew Research. Among those who didn’t see an AI summary, nearly twice as many (15%) clicked a link. Our take: Google’s AI tools offer fast answers, but they’re cutting off engagement before it can begin. For publishers, brands, and creators, that means fewer opportunities to connect, convert, or even be seen. Prioritize visibility on platforms favored by AI Overviews, like YouTube and Reddit, and strengthen owned channels like newsletters and apps to help boost appearance in results while reducing dependence on traffic from Google.
Q2 2025 earnings highlighted a widening gap among the major advertising holding companies. Publicis Groupe posted 5.9% organic growth and won major accounts from WPP and IPG, including Mars and Paramount. Omnicom remained stable at 3% growth, while Interpublic shrank 3.5% organically but improved margins ahead of its acquisition by Omnicom. WPP fared worst, slashing its full-year forecast and citing client losses and macroeconomic uncertainty. As brands tighten budgets and demand results, winners like Publicis are doubling down on performance and AI tools. The sector is consolidating—and only the most adaptive players are poised to thrive.
The news: We’ve recently covered a fintech, a stablecoin issuer, an auto manufacturer, foreign banks, and credit unions that are considering, applying for, or in the process of acquiring US banking licenses. Some have already succeeded, inspiring others to follow suit. And according to the Office of the Comptroller of the Currency, banking charter applications have increased 70% since 2024. Our take: We predict traditional banks will push for regulatory changes that prevent the steady inflow of new banks that haven’t had to follow the more stringent requirements of the past. Banks’ long-standing customer relationships will be a central pillar of their defense strategy. Banks must increasingly leverage their established trust, extensive branch networks, and comprehensive product suites to highlight their stability and one-stop-shop convenience compared to specialized fintechs or more limited new entrants.
The insights: Electric vehicle owners are ideal targets for out-of-home (OOH) advertising and foot traffic. Chargers bring in foot traffic to surrounding areas. Half (50%) of EV drivers go grocery shopping while waiting for their vehicles to charge, per a JOLT Audience Insights survey in Australia. Our take: Here’s how retailers, brands, and advertisers can get ahead in this space: Install charging stations outside brick-and-mortar locations to capitalize on both foot traffic and OOH ads. Add QR codes to EV charger advertising that provide discounts to nearby or online businesses. Offer store credits or gift cards that cover the cost of charging fees to boost loyalty and word-of-mouth referrals.
The news: A report from DoubleVerify unveiled insights on the state of the digital ad landscape as audiences and brands go digital-first. More than three-quarters (77%) say short-form vertical videos (think Reels) perform better than marketers’ campaign baselines, while 75% say the same for social media feeds, 69% for connected TV (CTV), 67% for commerce media networks, and 58% for audio and podcasts. Our take: As time spent with digital grows, advertisers are pushed to invest—but with ad blockers and brand safety remaining concerns, advertisers must rethink how they earn attention and invest in meaningful, trustworthy, and well-placed experiences.
The news: Netflix and Fox are closing Upfronts on a high note, with ad success driven by live sports and original programming. Netflix anticipates that it will “roughly double” its ad revenues in 2025 from 2024 after a strong second quarter. Our take: Netflix’s and Fox’s success underscores that high-quality, tentpole programming still commands advertiser trust even as broader ad growth slows. Live sports remains a critical touchpoint for advertisers, delivering consistent audience growth and high engagement and attention. Channels that invest in sports—whether streaming or linear—will attract interest.
The news: A major security flaw in Microsoft SharePoint is actively being exploited by hackers around the world. The full impact is still unfolding, but 100 large companies, thousands of SMBs, and at least two US federal agencies have been breached, per The Washington Post. Our take: Microsoft’s restructuring toward AI and cloud has left cracks in its legacy infrastructure, now exploited at scale. For agencies and marketers, the risk is real: Compromised systems mean vulnerable campaigns and lost client IP, data, and brand reputation. For Microsoft, continued breaches could push customers to abandon SharePoint altogether.
40.6% of US adults have researched a product or company after encountering an ad for it in-store, according to March 2025 data from Placer.ai and EMARKETER.
The news: Forecasters are mixed on the future of Elon Musk-owned platform X after CEO Linda Yaccarino, whose experience as an advertising executive at NBCUniversal helped X reclaim some ad revenues, stepped down. But things aren’t all gloom and doom: We forecast that X’s ad revenues will increase by 25% YoY in 2025. Our take: While X’s ad revenues will likely grow in the short term, the shift toward AI could alleviate long-term struggles resulting from a turbulent few years for the platform—and even if some advertisers shift away, many will feel pressured to stay or face consequences.
Conversational analytics tools like Adverity’s Data Conversations are helping marketers bypass traditional data bottlenecks by enabling instant, plain-language access to performance insights. No longer dependent on engineers or BI teams, marketers can now ask natural-language questions and receive real-time analytics—reducing inefficiencies and encouraging deeper experimentation. This shift coincides with growing investment in AI and analytics, especially amid economic pressure to optimize spending. With autonomous agents and AI assistants poised to automate reporting and flag anomalies, the landscape is moving toward faster, more agile decision-making—so long as teams implement governance, training, and clear frameworks for responsible adoption.
The news: Salesforce’s Agentforce has handled over 1 million AI support chats from its customers in the past nine months, resolving 84% of queries and cutting customer support case volume by 5%. The impact on business? About 500 Salesforce support engineers were reassigned to higher-value service roles, per VentureBeat. Our take: For brands, the lesson is clear—automation alone won’t win loyalty. Build or refine AI that reflects a brand’s voice and emotional intelligence. Lean on clarity, empathy, and easy handoffs to humans to reinforce user experience, which in turns drives loyalty and satisfaction.
The news: OpenAI’s new “ChatGPT agent”, which started rolling out last week, goes beyond chatbots by acting as an autonomous “digital worker,” per TechCrunch. Available to OpenAI’s Pro, Team, and Enterprise subscribers for $200/month per user, the agent operates software, browses websites, fills out forms, and creates documents within a secure sandbox, potentially rivaling tools like Microsoft Office. Our take: As AI companies combine their models into autonomous tools, marketers, researchers, and pilots should test agents on repeatable, low-risk tasks like generating decks or summarizing reports. Exercise human oversight, track time saved, and evaluate ROI and output quality against legacy tools like Microsoft Office to determine if agents are a viable replacement.
AI is rapidly becoming foundational to marketing strategy, with 63% of teams now using it for planning—up from 28% in 2023, per Boathouse. Customer service and analytics have seen similarly sharp increases, supported by rising investments in CRM systems, CDPs, and automation tools, according to Twilio. As AI’s footprint grows, marketers are reallocating spend toward digital formats like social, CTV, and video, where AI can optimize targeting and performance. This trend reflects a broader shift: the most successful marketers are embedding AI into the fabric of their decision-making, not treating it as a plug-in. The gap is widening fast.