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Category: MAM

  • EMVIE Awards turn 25 with a grand celebration of advertising brilliance

    EMVIE Awards turn 25 with a grand celebration of advertising brilliance

    MUMBAI- Mumbai’s advertising elite gathered under one roof as The Advertising Club marked a spectacular 25 years of the EMVIE Awards, widely regarded as the Oscars of the media world. The milestone edition, held at the Jio World Convention Centre on 28 March 2025, celebrated the finest in media strategy, innovation, and brand storytelling, honouring industry leaders who have redefined the advertising landscape.

    With an unprecedented 1,779 entries from 33 agencies, a record-breaking feat, the competition was fierce, culminating in 443 shortlisted campaigns. The night saw a grand total of 191 winners, including 1 Grand EMVIE, 46 gold, 71 silver, and 73 bronze trophies.

    Best Media Agency of the Year 2025 - Wavemaker India

    Wavemaker India dominated the night, clinching the title of Best Media Agency of the Year with 665 points, while Mondelez India Foods Pvt. Ltd. took home Best Media Client of the Year with 380 points.

    The coveted Grand EMVIE was awarded to Initiative Media (India) Private Limited for their innovative use of AI-driven interactive storytelling for Amazon Prime Video’s Mirzapur, bagging the trophy in the Best Media Innovation: Best Use of AI for a Media Solution category.

    Other big winners included Mindshare India, finishing second with 570 points, and Essencemediacom, securing third place with 275 points.

    The EMVIE for Diversity, Equality & Inclusion (DE&I) was awarded to Interactive Avenues for their impactful campaign ‘Ek Macchhli Paani Mein Gayi’ for Chhanv Foundation, shedding light on the resilience of acid attack survivors.

    The Young EMVIE of the Year went to Navneet Kabra from Wavemaker India, who crafted a winning hand for Cadbury 5 Star & Cadbury Celebrations with ‘The Joker Who Got Cadbury the Winning Hand’.

    Havas India, group CEO for South East, and North Asia & and The Advertising Club, president Rana Barua, said, “As we celebrate 25 years of the EMVIES, it’s a moment to acknowledge how these awards have become a true reflection of our industry’s relentless pursuit of innovation, creativity, and excellence. The EMVIES have consistently evolved to capture the spirit of transformative storytelling and the power of effective media strategies. This milestone is a tribute to the passion and dedication of media professionals who continue to raise the bar with their groundbreaking work. Congratulations to all the winners of the 2025 EMVIE Awards — your achievements are an inspiration, driving our industry forward. Here’s to the next 25 years of pushing boundaries and setting new benchmarks.”

    EMVIES Committee chairperson Punitha Arumugam said, “The EMVIES have played a crucial role in shaping India’s media landscape by setting new benchmarks in effectiveness and innovation. As we mark 25 years of this incredible journey, we recognize the immense talent, creativity, and strategic brilliance that elevate industry standards. This year’s winners exemplify the best of what media can achieve when insights, strategy, and technology come together.”

    With support from The Times of India & UltraTech Cement Limited, the EMVIE Awards 2025 once again proved why they remain the gold standard of advertising recognition. As the industry looks ahead, the only thing certain is that the future of media will be bold, boundary-breaking, and built on brilliance.

  • Bajaj Electricals appoints Sanjay Sachdeva as MD & CEO

    Bajaj Electricals appoints Sanjay Sachdeva as MD & CEO

    MUMBAI:  Bajaj Electricals Limited has announced the appointment of Sanjay Sachdeva as its new managing director & chief executive officer, effective 15 April 2025.

    With over three decades of experience at Hindustan Unilever, Sachdeva has held key management roles across Brazil, China, the middle east, north Africa, Turkey, and Russia. His most recent role was as managing director & CEO of Unilever Japan.

    In his new role at Bajaj Electricals, he will oversee all business verticals and operations, bringing his extensive global expertise to the company.

    Bajaj Electricals chairman Shekhar Bajaj, said, “I am delighted to welcome Sachdeva as our new MD & CEO. Having worked in various countries, including India, he brings a fresh perspective and a strategic vision that aligns with our goal of delivering exceptional value to our consumers and stakeholders. We are confident that under his management, Bajaj Electricals will continue to thrive and achieve new heights, and I look forward to working with him in building a global organisation.”

    Sachdeva said, “I am honoured to join Bajaj Electricals, a company with a rich heritage and a strong reputation for innovation, quality, and ethics. I look forward to working with the chairman, Shekhar, and the talented team at Bajaj Electricals to drive sustainable growth and create significant long-term value for all our stakeholders.”

  • MaxIQ plugs in AI ace Sastry Malladi as CTO to power up its next big leap

    MaxIQ plugs in AI ace Sastry Malladi as CTO to power up its next big leap

    MUMBAI: MaxIQ didn’t just hire a CTO; it summoned a Silicon Valley warlock. With three decades of engineering sorcery under his belt, Sastry Malladi has joined the AI startup as chief technology officer—and he’s not here to play nice with traditional revenue models. Backed by Dell Technologies Capital and Intel Capital, MaxIQ just added a whole lot of firepower to its AI engine.

    The appointment of Malladi comes at a time when MaxIQ is gearing up for hypergrowth. He will lead the company’s product and engineering teams as they expand their Revenue AI platform—a brainy beast designed to help B2B SaaS teams turn messy sales pipelines into clean, predictable growth machines.

    Malladi is no stranger to the startup trenches. He co-founded FogHorn Systems (later snapped up by Johnson Controls), built large-scale platforms at eBay and Oracle, and holds the kind of AI chops that make recruiters weep with envy. Now, he’s bringing that playbook to MaxIQ.

    “I’m thrilled to join the leadership team at MaxIQ during this pivotal growth phase. Today’s revenue teams are operating in silos—disconnected tools for sales and success lead to inaccurate forecasts, missed handoffs, and lost opportunities. With Revenue AI, we have the chance to change the game. I’m excited to build the platform that brings it all together,” said Malladi.

    At MaxIQ, he’ll lead the development of its Agentic AI capabilities. That includes forecasting, onboarding, product adoption, and revenue expansion—all in one unified dashboard that’s less spreadsheet, more smart rocket.

    His arrival follows MaxIQ’s recent $7.8 million seed round, led by Dell Technologies Capital and supported by Intel Capital. With fresh funding and a battle-tested CTO in place, the company is ready to turbocharge its R&D roadmap and hire globally.

    CEO Matt Hickey didn’t hold back on the praise. “Sastry’s track record of technical excellence and entrepreneurial success speaks for itself. He’s the right leader to help us scale the next-generation platform that today’s GTM teams have been waiting for.”

    As B2B SaaS companies scramble to align sales, customer success, and RevOps, MaxIQ is rolling out the AI red carpet. From deal qualification to onboarding and renewals, it’s offering a one-stop revenue command centre—and with Malladi now at the helm, the platform is only getting sharper.

  • Anil Agarwal embraces Ghibli AI trend, showcasing digital innovation

    Anil Agarwal embraces Ghibli AI trend, showcasing digital innovation

    MUMBAI: Vedanta Ltd. chairman, Anil Agarwal, has joined the viral Ghibli AI trend, aligning himself with global figures such as Elon Musk, Sam Altman, and Assam’s chief minister, Himanta Biswa Sarma. His participation brings an Indian corporate head into the evolving digital landscape.

    Vedanta has long championed a tech-driven, digital-first approach, leveraging automation and innovation to enhance efficiency and operational excellence. Now, engaging with this AI-powered trend, Agarwal said, “Today the youngsters in my office were trying a new feature on Chatgpt jisse Ghibli-style art banta hai. So, I asked them to make one for me too. Zamana toh AI ka hi hai and I have started using it recently. It comes up with such amazing results.”

    Beyond its own operations, Vedanta actively promotes technological advancements, integrating AI and automation while fostering innovation across industries. The company’s commitment extends beyond business, embracing cultural and digital shifts that shape the future.

  • Gulf Oil fuels its sales engine with Biresh Singh in the driver’s seat

    Gulf Oil fuels its sales engine with Biresh Singh in the driver’s seat

    MUMBAI: It isn’t every day that a seasoned sales general straps in for another ride. But when the road ahead promises a high-speed transformation and a pit crew hungry for growth, the engines are bound to roar. Gulf Oil Lubricants India Ltd. (GOLIL) has shifted gears and brought in a new navigator. Meet Biresh Singh, a 26-year industry vet with a history of turning sluggish sales machines into slick, high-performance units.

    Gulf Oil confirmed Singh’s appointment as senior vice president – channel sales. The move is more than a standard hire; it’s a full-throttle play to supercharge Gulf’s B2C growth and dig deep into the digital trenches. Singh, who cut his teeth at Castrol India, knows a thing or two about sales transformation, route-to-market revamps and keeping the channel engine humming.

    In his new role, Singh will steer Gulf Oil’s B2C channel expansion strategy, fine-tune route-to-market efficiencies, and plug in digital tools to maximise sales output. And timing? Spot on. The lubricants game is changing, with India’s auto and industrial sectors demanding faster, smarter, cleaner solutions.

    Singh brings a decorated toolkit. With a resume stretching over two and a half decades, he’s led business units clocking over Rs 1,000 crore, partnered with top-tier consultants, and built future-ready sales models. From pushing digital enablement to reshaping how field teams hit targets, Singh has done it all—without stalling.

    “We are delighted to welcome Biresh Singh to the Gulf Oil family,” said Gulf Oil Lubricants India Ltd MD & CEO Ravi Chawla. “His deep expertise in channel sales, sales transformation, and digital integration aligns perfectly with our vision of strengthening our go-to-market strategy. With our expanding presence across automotive, infrastructure, and industrial sectors aligning with India’s growth story, we have an exceptional opportunity to revolutionise and future-proof our channel sales strategy. As the lubricants industry continues to evolve, Biresh’s leadership will play a crucial role in expanding our channel footprint and driving sustainable business growth.”

    Singh, equally revved up, responded, “I am thrilled to join Gulf at such a pivotal moment as the brand reshapes its marketing approach and leads the way in product innovation with customers at the core. I look forward to leveraging my experience in sales transformation, digital adoption, and strategic execution to enhance Gulf Oil’s market reach and deepen customer engagement.”

    Armed with a mechanical engineering degree and polished at IIM Ahmedabad’s MDP programme, Singh also boasts credentials from BP’s elite CAPS leadership programme. He isn’t just here to man the wheel—he’s here to redesign the car.

    Gulf Oil’s move signals a strategic shift: out with business-as-usual, in with velocity, vision, and some digital grit. With Singh calling the sales plays, GOLIL is banking on smarter routes, stronger connections, and serious market mileage.

  • Types of Business Insurance You Should Have if You Own a Commercial Fleet of Tractors

    Types of Business Insurance You Should Have if You Own a Commercial Fleet of Tractors

    Logistics, construction, and agricultural businesses need tractors for seamless business operations. Having a commercial fleet of tractors makes it easier to run the business, but owning tractors also comes with a burden. To reduce risk, it is necessary to cover your fleet of tractors with appropriate business insurance.

    Since work can be interrupted due to accidents or machinery failure, appropriate business insurance can save you time and money. Keep reading to learn about the essential business insurance policies that all commercial fleet owners should have to ensure the safety of their tractors and their users.

    Must-have Business Insurance for Individuals Owning Commercial Fleets of Tractors

    Accidents and several other unfortunate events are bound to happen while running a commercial fleet of tractors. Business insurance covers these events regarding tools and vehicles used in the business. While there are many types of insurance to secure your commercial tractors from the associated risks, here are some of them:

    1.  Commercial Tractor Insurance

    According to the Motor Vehicle Act of 1988 provisions, vehicles purchased for business purposes must be insured through commercial vehicle insurance . This type of insurance is intended for companies that use tractors to conduct business activities.

    Through this policy, your tractor will be insured against several risks, ensuring that in case of an accident, you will not have to bear the costs involved.

    The following are the key features of commercial vehicle insurance:

    ●    Third-party Liability Coverage:It covers the business against third-party property damage or physical injury caused by the insured tractor while the tractor is on a public road.  
    ●    Own-damage Coverage: This policy covers the costs of repairs if your tractor is in an accident (the fault of a policyholder is irrelevant), is damaged by natural elements, a fire, or vandalism.  
    ●    Theft Protection: This is insurance coverage in case your tractor is stolen, and you are compensated for the loss.

    Getting commercial vehicle insurance for your fleet is important, as it protects the fleet from monetary loss in case something untoward happens.

    2.  Comprehensive Coverage

    Although a basic insurance policy for commercial vehicles provides coverage against thefts, accidents, and third-party damages, comprehensive coverage is there to offer more. It offers protection against wider skirts from any unknown risks.

    When a fleet owner takes out this policy, they know that its coverage encompasses a broad spectrum of risks and is broad in cases such as damage by possible natural calamities and the vandalism caused.

    Here are some of the key features of a comprehensive business insurance policy:

    ●    Protection Against Natural Calamities: Comprehensive coverage protects your tractors from damages caused by natural disasters such as floods, earthquakes, storms, and lightning.  
    ●    Accidental Damage:This covers incidents not involving other vehicles, such as if falling objects, such as trees or debris damage your tractor.  
    ●    Fire Damage: If your tractor is caught in a fire, this policy will cover the cost of repair or a replacement if the vehicle is beyond repair.  
    ●    Personal Injury Coverage:It protects against medical expenses and other liabilities if the driver or anyone involved in an accident is injured.  
    ●    Natural Disasters: Commercial tractor insurance covers damage to your vehicle caused by natural calamities like floods, earthquakes, etc.

    Comprehensive coverage is excellent for business owners who want to protect their fleet from common and rare risks.

    3.  Fleet Insurance

    For businesses operating multiple tractors, fleet insurance is an efficient and cost-effective way to protect their entire fleet under one policy. With fleet insurance, all their vehicles, whether trucks, tractors, or other commercial vehicles, are covered under a unified insurance policy.

    Key features of fleet insurance include the following:

    ●    Cost-effective:Fleet owners can often save on premiums compared to insuring each tractor individually by insuring multiple vehicles together.  
    ●    Easy Management: You only need to manage one policy, reducing administrative complexity.  
    ●    Customisable: Fleet policies are flexible, and you can tailor coverage to meet the specific needs of each tractor in your fleet, depending on its usage.

    Fleet insurance is particularly useful for large-scale operations, offering simplicity and savings for businesses with many vehicles.

    4.  Machinery Breakdown Insurance

    Like all heavy machinery, tractors are susceptible to breakdowns over time due to wear and tear or mechanical failure. Equipment breakdown insurance helps cover the cost of repairs and maintenance for your tractors in case of unforeseen breakdowns.

    This coverage can be critical for keeping your operations running without expensive disruptions.

    Check out what it covers:

    ●    Mechanical Failure: If your tractor breaks down due to mechanical or electrical failure, this insurance covers repair costs.  
    ●    Spare Parts: This covers the cost of replacing the parts necessary to get your tractors back in operation.

    This coverage is a safeguard against costly repairs and operational delays for businesses that rely heavily on their tractors for day-to-day operations.

    5.  Cargo Insurance

    If your tractors are used for transporting goods, cargo insurance is a critical policy to protect the goods in transit. Whether you’re transporting agricultural products, construction materials, or other freight, cargo insurance will cover the costs in case of loss, damage, or theft.

    Here’s what is covered under this insurance policy:

    ●    Theft: If the cargo you’re transporting is stolen, cargo insurance will compensate you for the loss.  
    ●    Damage During Transit:It covers the damage or destruction of goods caused by accidents, fire, or rough handling during transit.  
    ●    Loss of Goods: If the cargo is lost or destroyed beyond recovery, this insurance will help mitigate the financial loss.

    Cargo insurance protects the goods being transported by your tractors, keeping your business financially secure in case of accidents.

    Managing a commercial fleet of tractors involves significant risks and responsibilities. The right business insurance policies can protect your assets, employees, and operations from financial losses due to accidents, breakdowns, liability claims, etc.

    To ensure comprehensive protection, it is crucial to have a combination of commercial vehicle insurance, comprehensive coverage, liability insurance, and workers’ compensation policies. By working with an experienced insurance provider, you can customise a plan that fits the specific needs of your tractor fleet.  
     

  • First glance leaves a glow as Mrunal Thakur becomes the face of Dyna

    First glance leaves a glow as Mrunal Thakur becomes the face of Dyna

    MUMBAI: Mrunal Thakur is all set to make first impressions even more striking this time, as the face of Dyna. The premium beauty soap brand has roped in the movie actress as its brand ambassador for the latest campaign, “Pehli Jhalak Kare Khoobsurat Asar” (First Glance Leaves a Beautiful Impact). And much like Mrunal’s journey from television to the big screen, Dyna, too, is stepping into a new era of premium skincare.

    The partnership is a strategic move for Dyna, a brand known for its 76 per cent TFM Grade 1 soap with 0 per cent fillers marking it as a superior choice in the beauty segment. With a growing demand for indulgent skincare that doesn’t compromise on quality, the brand aims to reinforce its position as the go-to beauty soap for those who prioritise both nourishment and elegance.

    “Mrunal Thakur represents everything Dyna stands for grace, poise, and timeless beauty. Her journey from television to Bollywood mirrors our brand’s evolution, making her the perfect ambassador. We are excited about this collaboration and believe it will elevate Dyna’s appeal among beauty-conscious consumers,” said Anchor Consumer Products director Karan Shah.

    “I am thrilled to partner with Dyna, a brand that truly understands the essence of beauty and confidence. The new campaign beautifully captures the magic of first impressions, and I love how Dyna empowers women to feel their best every day. It’s an exciting journey, and I’m looking forward to being a part of it,” said Mrunal Thakur.

    Directed by Uzer Khan and produced by 30Sec of Fame, Dyna’s latest TVC showcases Mrunal as the epitome of effortless beauty, leaving a lasting impact wherever she goes. The visual narrative seamlessly ties into the brand’s tagline, reinforcing the idea that true confidence begins with the right skincare.

    To amplify the campaign, Dyna will roll out extensive promotions across television, digital platforms (Youtube, Instagram, Facebook, and OTT), in-store branding, and influencer collaborations. Mrunal’s presence will also extend to product packaging, reinforcing her connection with the brand at every touchpoint.

    With a blend of premium elegance and sustainability thanks to recyclable packaging Dyna’s latest campaign is more than just about beauty; it’s about embracing confidence with conscious choices. As the brand expands its footprint across modern trade, general trade, and e-commerce, this partnership with Mrunal Thakur is set to make waves, proving that the first glance really does leave a lasting glow.

  • De Beers unveils unique second piercing ritual to boost diamond demand

    De Beers unveils unique second piercing ritual to boost diamond demand

    MUMBAI: De Beers Group has introduced an innovative gifting occasion to enhance the appeal of natural diamonds among younger consumers—the second ear piercing. Rooted in India’s traditional and modern rituals, this initiative seeks to strengthen consumer connections with natural diamonds.

    The centrepiece of this campaign is the ‘Love, From Dad’ collection, designed to honour the unique bond between fathers and daughters. De Beers Group envisions this as a symbolic milestone—a daughter’s decision to get a second piercing representing her independence, marked with a timeless diamond gift from her father.

    To expand its reach, the programme is integrated into the Indian Natural Diamond Retailer Alliance (INDRA), launched earlier this year in collaboration with the Gem & Jewellery Export Promotion Council (GJEPC). Retailers who register at www.indraonline.in can access and customise campaign materials, attend virtual training on natural diamonds, and utilise INDRA’s WhatsApp platform for seamless engagement.

    De Beers India MD Amit Pratihari remarked, “With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals. This program not only strengthens consumer connections to natural diamonds, but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”

    To further support Indian consumers, De Beers has launched a dedicated website, www.adiamondisforever.in, providing information on natural diamonds, a curated selection of diamond stud earrings for second piercings, and a store locator for participating retailers.

    The campaign employs a comprehensive, multi-lingual approach spanning television, print, OOH, radio, influencer marketing, and social media, ensuring deep consumer engagement. Conceptualised and executed by 82.5 Communications, it aims to highlight the special father-daughter relationship through storytelling that resonates across diverse audiences.

    82.5 Communications executive creative directors – south Sangeetha Sampath and Ravikumar Cherussola commented, “Relationships and diamonds have always been a rich space to explore. Our task was to identify a fresh take in this space. The world sees teenagers in a stereotypical way. But the dad sees his young teenager as an adult-in-training. Her overflow of emotions is a part of growing up, while she is figuring who she is and isn’t, like when she wants a second ear piercing. This campaign is a faithful portrayal of this dad-teenage daughter relationship.”

    Rolling out just ahead of the festive season, the ‘Love, From Dad’ campaign aims to establish natural diamonds as the perfect expression of love and celebration. 

  • Havas promotes Hagen to global tech czar, Seltzer steps up to helm media network

    Havas promotes Hagen to global tech czar, Seltzer steps up to helm media network

    MUMBAI: Havas has announced a double-header of senior appointments, shuffling its data and tech deck to turbocharge its “converged” strategy. Dan Hagen has been promoted to global chief data and technology officer, while Jamie Seltzer steps up to take the reins at Havas Media Network. Think of it as a digital power play, a  tech reshuffle.

    Hagen, previously the media network’s tech guru, is now tasked with developing Havas’s AI-powered “converged” operating system. He’ll be wielding the digital baton, ensuring the agency’s 23,000 employees are working smarter, not harder. He also will be responsible for “strategic data and tech alignment,” which, in plain English, means making sure all the digital cogs are turning smoothly.

    Havas’s CEO and chairman Yannick Bolloré, declared that “data and technology are the cornerstone of our converged global strategy.” He praised Hagen’s “award-winning audience planning platform,” suggesting he’s the man to lead Havas into the digital future.

    Seltzer, meanwhile, steps into Hagen’s old shoes at Havas Media Network, charged with developing the “converged media product and roadmap.” She’ll also be overseeing CSA, Havas’s global tech, data, and analytics consultancy arm. 

    Havas Media Network global CEO Peter Mears  said Seltzer has been “critical” in ensuring the agency is “data-led and outcome driven.” 

    Both Hagen and Seltzer bring a wealth of experience to their new roles, with over 20 years in the data and tech trenches. They’re tasked with ensuring Havas stays ahead of the curve in an increasingly digital world, where clients are demanding “future-forward” agency partners.

  • Global ad market to be hit by trade wars, tariffs, and turmoil, says Warc

    Global ad market to be hit by trade wars, tariffs, and turmoil, says Warc

    MUMBAI: The global advertising industry is set for a bumpier ride than expected thanks to Donald Trump’s recent trade pronouncements and the retaliatory measures by the countries  affected and the continuing conflicts in certain parts of the world. 

    With this background in mind, Warc has slashed its ad spend growth forecast for 2025 by almost a percentage point to 6.7 per cent. The revised estimate pegs global ad spend at $1.15 trillion, down $20 billion over the next two years, thanks to economic stagnation, trade tariffs, and regulatory upheaval. The outlook for 2026 has also taken a hit, with growth now expected at 6.3 per cent.

    Warc director of data, intelligence & forecasting James Mcdonald put it bluntly: “The ad market is feeling the squeeze from tariffs, economic stagnation, and regulatory crackdowns, prompting brands to rein in budgets. Despite the volatility, digital ad spend remains robust, with Alphabet, Amazon and Meta set to control over half the market by 2029.”

    Automakers are slamming the brakes on ad budgets, cutting spend by 7.4 per cent as manufacturing stalls and supply chain woes deepen. Key players like General Motors and Ford have already slashed marketing budgets, focusing more on digital and social channels over traditional TV spots. Meanwhile, tariffs on Mexican, Canadian, and Chinese car imports threaten to worsen the crunch, with 40.7 per cent of the industry at risk, per the European Automobile Manufacturers Association.

    Retailers, too, are tightening belts. The sector, the biggest spender in global advertising, is set to cut ad budgets by 5.3 per cent this year, as rising costs and trade barriers squeeze margins. Chinese disruptors like Temu and Shein, which fuelled a retail ad boom in 2024, are expected to dial back their spending due to new trade restrictions.

    Tech brands, once the ad market’s golden child, are now facing a slowdown. The sector’s projected growth has been halved, down to 6.2 per cent, as new tariffs on semiconductors hit supply chains. Warc had previously forecast a 13.9 per cent jump in tech ad spend—now it’s looking at a much cooler landscape.

    Despite the broader slowdown, digital advertising remains a money-spinner. Search advertising will grab 21.7 per cent of global ad spend this year, rising eight per cent to $250 billion. Social media, the biggest single advertising channel, will rake in $286.2 billion—almost a quarter of all ad spend—powered by TikTok (+23.6 per cent), Instagram (+17 per cent) and Facebook (+8.6 per cent).

    Retail media, the rising star, is set to be one of the fastest-growing advertising formats, with a 15.4 per cent surge this year. However, trade barriers could dent ad receipts from consumer goods brands that rely on global supply chains. 

    Yet, there are storm clouds ahead. The EU has slapped Apple and Google with Digital Markets Act violations, putting billions in ad revenues at risk. UK courts could soon allow consumers to opt out of personalised ads, threatening the backbone of search and social media advertising.

    The US remains a bright spot, with ad spend expected to rise 5.7 per cent to $451.9 billion. But that’s a far cry from the 13.1 per cent growth seen in 2024. Warc predicts a stronger 2026, with a 6.5 per cent uptick, thanks to the FIFA World Cup and US midterms.

    China’s ad market, however, is losing steam. Growth is slowing to 5.3 per cent this year to $205.5 billion – compared to growth of 7.1 per cent recorded in 2024 – as weak domestic demand takes its toll. This year’s growth rate equates to a 3.5 per cent rise in real terms.

    Europe’s major economies, meanwhile, are teetering. The UK’s ad market is still growing—up 7.1 per cent to $52.6 billion—but inflation-adjusted figures tell a less rosy story, with real growth at just 5 per cent. Germany, bogged down by economic sluggishness, is heading for a 2.1 per cent decline in ad spend, while Japan is bracing for a 2 per cent drop. Japan’s market is set to grow 3.3 per cent this year when measured in local currency, demonstrating the current strength of the greenback against the yen.

    Trade wars, tariffs, and economic turmoil are reshaping global ad spend, forcing brands to rethink strategies. The digital giants remain dominant, but regulatory pressures are mounting. In a market full of uncertainty, one thing’s clear—advertisers will need to stay agile to keep ahead of the curve.