Publicis sharpens sports marketing focus with 160over90 acquisition

Publicis CEO Arthur Sadoun described sports as the firm’s “next big bet” as it tries to bring cohesion to an increasingly valuable but fragmented market.

By Peter Adams • April 2, 2026

How brands and agencies are operationalizing AI as the tech matures

Yum Brands and WPP officials discussed what is and isn’t working with artificial intelligence during IAB’s annual Public Policy & Legal Summit.

By Chris Kelly • March 31, 2026

Explore the Trendline➔

Top 5 stories from Marketing Dive

From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

By Marketing Dive staff

PubMatic offers agentic platform access to indie agencies in new deal

A partnership with the Untapped Growth media collective could offer a welcome boost for independents amid ongoing holdco consolidation.

By Jessica Hammers • March 30, 2026

How brands and agencies are strategizing CTV investments in 2026

Nearly 70% of CTV advertisers plan to increase their spending this year, according to a new report from Advertiser Perceptions and Premion.

By Aaron Baar • March 30, 2026

P&G’s Pritchard on how brands must navigate a new epoch in marketing

The brand chief at one of the world’s largest advertisers credited the speed of recent campaigns to the use of AI tools and its in-housing strategy.

By Chris Kelly • March 27, 2026

How CTV advertising prepped for next-gen reinvention at NewFronts

Samsung, Comcast and Tubi rolled out measurement and AI innovations, plus deals with Amazon, at the IAB’s annual showcase for brands and agencies.

By Chris Kelly • March 25, 2026

Unilever taps influencer agency for food biz as potential spinoff looms

Samy is tasked with developing a global influencer strategy for the CPG giant’s food business, which Unilever is in talks to sell to McCormick & Co.

By Chris Kelly • March 24, 2026

Martin Sorrell’s outlook on AI, media transparency and agency upheaval

The S4 Capital founder and executive chairman sounds off on the Publicis-Trade Desk spat, the “brutality” of Omnicom’s IPG takeover and more.

By Peter Adams • March 23, 2026

5 ways advertisers can optimize women’s sports investments

New research from WPP Media highlights the unique qualities of women’s sports viewers and how athlete-led creative can improve brand outcomes.

By Jessica Hammers • March 23, 2026

Principal media buying: How marketers can safeguard themselves, per ANA

The practice, wherein agencies both buy and resell media to clients, is proliferating despite many marketers lacking concrete governance guidelines. 

By Peter Adams • March 19, 2026

Beverage marketer sees cost savings with agentic media-buying test

Completed with PubMatic and Butler/Till, the campaign’s fully automated media buying and optimization process reduced buy-side costs by 5.5x.

By Sara Karlovitch • March 17, 2026

PMG eyes expansion with AI-focused repositioning, Freewheel partnership

The independent agency is piloting an AI agent infrastructure from Freewheel designed to streamline premium video transactions.

By Jessica Hammers • March 16, 2026

Publicis acquires AdgeAI to sift quality creative from content glut

The startup uses AI to track which creative or video assets are driving engagement and conversion to help optimize campaigns in real time. 

By Peter Adams • March 13, 2026

How Procter & Gamble got ‘good buzz’ by briefly retiring Mr. Clean

Publicis shop MSL spearheaded the socially driven effort to refresh the brand’s mascot and introduce new product innovations.

By Chris Kelly • March 10, 2026

Horizon Media pilots AI solution to detect cultural shifts mid-campaign

The tool developed by Sightly and Vurvey Labs helps brands quickly respond to news developments that could affect perceptions of campaign messaging.

By Jessica Hammers • March 9, 2026

Burger King names 2 new agencies following viral Whopper bite moment

Mojo Supermarket, now the chain’s U.S. social AOR, claimed credit for a video swiping at McDonald’s CEO Chris Kempczinski’s awkward Big Arch review. 

By Peter Adams • March 9, 2026

CMOs face risks locking brands into agency AI platforms: Gartner

The researcher predicts that half of agencies’ proprietary AI platforms will become obsolete by 2029 and emphasized the value of human talent.

By Peter Adams • March 4, 2026

Trade Desk ups bid to improve CTV advertising value with Ventura Ecosystem

The new industry collaboration is meant to deliver a more transparent marketplace and includes initial partners Nexxen and TV operating system V.

By Jessica Hammers • March 2, 2026

Kantar Media enters new era as Fifty5Blue following $1B sale

Along with aesthetic changes, including a new visual identity, the rebranded measurement firm is stepping up investment in artificial intelligence. 

By Peter Adams • March 2, 2026

How WPP aims to cut down agency complexity with its Elevate28 strategy

A cost-savings plan will impact jobs, but the agency network plans to reinvest in talent in areas like commerce, analytics and influencers, executives indicated.

By Peter Adams • Feb. 27, 2026

Campaign Trail: Bosch builds cute robots to push windshield wiper innovation

Created with agency Bailey Lauerman, “Impressive Innovation” demonstrates how the company brings precision and performance to wipers and beyond.

By Chris Kelly • Feb. 27, 2026

WPP abandons holding company model in major strategic overhaul

The Elevate28 plan creates a single company with four units and introduces a talent framework meant to foster a “high-performance culture.”

By Peter Adams • Feb. 26, 2026

Waterloo Sparkling Water names Dentsu Creative social AOR as brand expands

The nearly 10-year-old beverage marketer is looking to social as a national awareness driver and prioritizing quality interaction over content volume.

By Peter Adams • Feb. 23, 2026

Dentsu Entertainment, Iconic Arts partner to create brand-oriented IP

The companies will help brands develop original IP tied to culture, with a focus on anime and serialized entertainment.

By Aaron Baar • Feb. 23, 2026

Omnicom plans to reduce labor costs by $1B following IPG acquisition

The figure, larger than previous overall cost-savings targets stemming from the deal, will be realized by reducing duplicative roles, offshoring and outsourcing.

By Peter Adams • Feb. 19, 2026