17512: On Juneteenth In Adland 2026.

In Adland 2026, Juneteenth has been impacted by restructurings, redundancies, and RIFs—like White holding companies and White advertising agencies throughout the global industry.

 

The anti-DEIBA+ vibe in Adland means Juneteenth further loses its performative priority, plummeting far below organizational rejiggering, shareholder appeasing, and AI capabilities overhyping.

 

Juneteenth is seemingly deemed redundant to celebratory events such as Black History Month and MLK Day—both of which are also ignored and/or viewed with indifference.

 

In recent years, White holding companies and White advertising agencies have quietly diminished ERGs, downsized DEIBA+ teams, and dismissed Chief Diversity Officers. So, delegating diversity duties for Juneteenth is disregarded.

 

Will Adland ever experience freedom from systemic racism?

17471: ADCOLOR Progresses While Adland Regresses.

 

Adweek reported ADCOLOR is celebrating its 20th anniversary while Adland is celebrating its never-ending commitment—and renewed dedication—to systemic racism.

 

Adding indifference to insult, Adweek couldn’t even bother to spell the organization’s name right—according to the website, ADCOLOR is all caps.

 

This year, ADCOLOR is revamping its program and pushing its annual awards soiree to 2027. Hard to guess if the changes are intentional or resulting from reduced White advertising agencies’ sponsorship. After all, the anti-DEIBA+ vibe impacting Adland—and corporations in general—diminishes any sense of obligation to support heat shields.

 

Additionally, the ADCOLOR website currently lists IPG/FCB as Community Group Partner. Did the Omnicom acquisition of IPG create redundancies affecting partnerships on a financial level?

 

ADCOLOR Founder Tiffany R. Warren’s mood has shifted from Pollyannaish to hopeful melancholy. Although Warren insists her dream of a more diverse creative field—especially at senior levels—has surpassed her original expectations, which indicates delusional thinking or low expectations. Probably a combination of both.

 

Regarding ADCOLOR Nation, the organization’s Vice President of Partnerships gushed, “This is a true community of people who believe in the mission in a way that they’re not just talking about it, they are acting on it.”

 

Okay, except Adland is acting too—that is, the few remaining DEIBA+ initiatives continue to be performative stunts.

 

Adcolor Marks 20 Years With a New Program for a Changed DEI Landscape

 

Year-round events, a new awards approach, and a 2027 conference are among the evolutions to this year’s program

 

By Hannah Bowler

 

As Adcolor celebrates its 20th anniversary, founder Tiffany R. Warren acknowledges there have been “setbacks” in the fight for representation across the industry. That’s why reaching its two-decade milestone is a moment worth celebrating.

 

The organization focused on diversity, equity, and inclusion (DEI) in advertising has unveiled an expanded slate of programming for 2026 that addresses the shifting landscape and evolving needs of its community. 

 

Since its launch two decades ago, Adcolor has built its community around an annual flagship conference and awards hosted in LA. Now, the organization is shifting to year-long event programming and making changes to its awards and mentorship initiatives.

 

“It can’t just be another year that we celebrate, particularly during these times when we have to remind not only our community, but the world how important and how beautiful it is to build and support a diverse community,” Warren said.

 

The activities will kick off at Adcolor’s annual networking event at Cannes Lions in June, followed by gatherings in New York in August and LA in October. The program will culminate with the Adcolor Awards and conference in LA in early 2027, pushed out from its usual early November date.

 

The format of the annual Adcolor Awards has also been updated. Instead of a traditional nomination process, winners will be selected by a jury of alumni. Warren positioned the shift as both a way to thank the community that has supported it over the past 20 years and to spotlight its own alumni. 

 

The nomination process will return in 2027. 

 

“We’re turning 20, and for a good 19 of the 20 years we have been going, going, going, and I’ve not realized how much of a milestone 20 years is,” Warren said. “We needed to take a step back and look at what we created and celebrate that in the way that it deserves.”

 

There will also be changes to the Adcolor Futures (early career) and Leaders (mid to senior-level career) programs. Instead of running within the main conference, both will have dedicated, immersive programming in LA in 2026. Applications for both are already open.

 

The goal is to create a more focused environment for mentorship, professional development, and community-building among the industry’s next generation of diverse leaders, Warren said.

 

Changing winds

 

When ADCOLOR was established in 2006, DEI conversations were “nascent,” Warren told ADWEEK. “Multiculturalism was growing, but it was still very unique, and you didn’t see it in various places within the industry. It was very much marginalized and siloed,” she said.

 

Reflecting on the current pull back on corporate DEI initiatives, Warren said the past two years have been “tough” but that her “dream” back in 2006 of a more diverse creative industry, particularly at senior level, has surpassed her expectations.

 

She said the current moment makes her “a little sad” because of the “swiftness of the change in temperature” of how people feel about “providing opportunities for underrepresented communities.” While she described her outlook as “melancholy,” she added that she has hope this moment is temporary. 

 

“I hope to look back and say that that was a moment in time and that joy returns again and support returns again,” she said.

 

For Adcolor’s part, Ana Leen, vice president of partnerships, said the community is only growing stronger. 

 

“What we’re seeing with these community groups is there is such a hunger to connect to learn from each other to support each other. The networks that the Adcolor community builds are really strong and supportive,” she said. 

 

People are also becoming more vulnerable, Leen added, pointing to individuals asking for help on LinkedIn amid layoffs and job uncertainty. “We are seeing people very willingly help out a stranger just because they’re part of this community,” she said. 

 

This sense of mutual support will sustain Adcolor through challenging periods, she said. 

 

“This is a true community of people who believe in the mission in a way that they’re not just talking about it, they are acting on it,” Leen added.

17450: Campaign Wins Best DEI Coverage Of Worst DEI Industry…?

 

Campaign announced its US publication won Best DEI Coverage at the 72nd annual Jesse H. Neal Awards.

 

Okay, but covering DEIBA+ in Adland—as a trade publication—involves presenting content to a disinterested, indifferent, and/or insular audience.

 

Campaign US wins Best DEI Coverage at 2026 Neal Awards

 

The prestigious editorial award marks a first for the US business publication.

 

By Campaign Staff

 

Campaign US won a top honor at the 72nd annual Jesse H. Neal Awards in New York City on Tuesday.

 

The U.S. advertising publication received the award for Best DEI Coverage in the category of brand revenue of less than $3 million. The Jesse H. Neal Awards are deemed the most prestigious editorial honors in the field of specialized journalism, often referred to as “Pulitzers of B2B journalism.” Named after Jesse H. Neal, the first managing director of American Business Media, the Neal Awards were established in 1955 to recognize and reward editorial excellence in business media. 

 

“We are proud to receive this award and be recognized for our efforts to ensure our editorial coverage is a reflection of today’s world,” states Luz Corona, editor of Campaign US. “As the only all-women reporting team in the advertising industry, Campaign US organically brings forth diverse expertise and lived experiences in its reporting. We are united in our commitment to tell the stories of the creatives behind breakthrough work and hold the industry accountable in important areas such as diversity and equity, workplace policies and issues and cultural blunders.”

 

Campaign US takes a sharp focus on the U.S. advertising market, backed by the power of a global network of journalists and leading industry brands. Its mission is simple yet critical: In a volatile, uncertain and divided world, Campaign makes sense of the things that matter in the advertising industry and “help our people solve problems, be inspired and be better informed.” This mission reflects the larger commitment to impact and sustainability shared by its parent company, Haymarket Media Group, which recently earned B Corp certification.

 

Examples of Campaign coverage include:

 

The Cannes Lions inclusivity report: Who’s really being seen — and who’s still missing?

Data journalist Cecilia Garzella examines 50+ winning/shortlisted U.S. ad campaigns from the 2025 Cannes Lions International Festival of Creativity, based on SeeMe Index's responsible AI analysis.

 

PSAs from CoorDown, Ad Council and AARP sound off on ‘Pretirement’ and World Down Syndrome Day

Senior reporter Leslie Blount highlights Public Service Announcements addressing "Pretirement" (relevant to Black women’s low retirement savings) and World Down Syndrome Day, also covering organizations promoting accessibility, a compelling issue amid political cuts to disability benefits.

 

6 Black executives sound off on the obstacles and opportunities ahead

Blount gauges how top Black ad execs have managed day-to-day business in the face of the Trump administration’s strident anti-diversity rhetoric in early 2025.

 

The Best DEI Coverage award was presented to the Campaign US staff, which includes: Luz Corona, editor of Campaign US; Leslie Blount, senior reporter; Cecilia Garzella, data journalist; Julia Walker, reporter; Emma Thumann, reporter.

 

Campaign’s sister publications in the Haymarket Media portfolio also brought home Neal Awards. MM+M was awarded Best Single Issue of a Tabloid/Newspaper/Magazine for a brand with revenue between $3 million and $7 million for its 2025 Agency 100 issue. PRWeek won Best Podcast for a brand with revenue between $3 million and $7 million helmed by senior producer of podcasts Bill Fitzpatrick.

17449: Putting The Anal In Analyst.

Advertising Age presented content titled, “3 misconceptions fueling pessimism about ad agencies—and signals that they’re overblown.”

 

Okay, except the article is based on a report published by an advisory and consulting firm’s industry analyst whose CV includes stints as a senior executive at IPG and WPP.

 

Given that IPG was erased and WPP is a flaming dumpster, what is the value of perspectives from a White man who toiled at such places?

 

In Adland, those who can, do; those who can’t, analyze for consultancies.

 

3 misconceptions fueling pessimism about ad agencies—and signals that they’re overblown

 

By Ewan Larkin

 

Ad agencies have taken a beating in perception, battered by AI anxiety, restructurings and a string of layoffs. In a report published today, Brian Wieser, principal at advisory and consulting firm Madison and Wall, argues the sector is being misread.

 

The prevailing narrative that automation, in-housing and client cutbacks are slowly hollowing out the agency business is largely a story about a handful of struggling public companies, not the industry as a whole, Wieser said. His analysis, which draws on a new data set covering 17 publicly traded agency groups and hundreds of independent, privately held companies, claims that the industry is more profitable and durable than many believe.

 

Ad Age dives into Wieser’s key takeaways below.

 

The agency sector is growing, just not like it used to

 

The struggles of agency holding companies including WPP and Dentsu have shaped what Wieser sees as a misinterpretation of the U.S. industry’s health. Revenue at private independents—which account for roughly two-thirds of the U.S. agency business—grew about 2% in 2025, compared to just 0.5% growth across all publicly listed agencies, Wieser wrote.

 

“Many people conflate public companies as being the industry,” Wieser said in an interview.

 

Excluding political agencies, which skew industry data in election years, Wieser forecasts roughly 2% revenue growth annually through 2030, compared to approximately 1.5% growth in 2025. While that’s up, it’s also a deceleration from the 4% to 6% growth the industry enjoyed in the pre-pandemic years, which Wieser acknowledges is unlikely to return.

 

AI isn’t gutting the agency business, at least not yet

 

The inexorable rise of generative AI has prompted long-term concerns about ad agencies, putting pressure on the shares of the industry’s biggest players. Agency holding companies have attempted to quell the damage: Stagwell ramped up its share buyback program to signal confidence in its growth, while Publicis Groupe Chairman and CEO Arthur Sadoun drew a sharp distinction between his company and rivals, which he accused of squeezing margins to please Wall Street.

 

Wieser sees the anxiety around AI as overblown, at least in the short term. A Madison and Wall report published in March, based on direct conversations with senior technology and strategy leadership at most of the largest agency groups, found that clients are not cutting budgets in response to AI, but asking for more. “The tools are real. The investment is real. The financial impact, so far, is not,” Wieser wrote in the March report.

 

That agencies’ financial trajectories have arguably improved in 2026 rather than worsened, Wieser added in today’s report, only amplifies that point. There may come a time when AI’s financial impact on agencies becomes material, “but we’re still a long way away from that world,” he added. For now, he argued, agencies have adapted, deploying AI tools while leaning on what machines cannot yet replicate, the human judgment and knowledge required to sell ideas.

 

In-housing isn’t displacing agencies

 

Marketers have been building in-house agencies for decades; the share with internal capabilities nearly doubled from 42% to 82% between 2008 and 2023, according to the Association of National Advertisers.

 

Wieser, however, argues that the ANA’s figure obscures what’s actually happening: his own analysis of the trade group’s data suggests those marketers account for only around 10% of total agency-related work, despite years of in-housing efforts. “Lost revenues from in-sourcing have likely been offset by growing revenue streams from emerging marketers who historically performed all marketing in-house (as most companies do from their earliest stages),” he wrote.

17399: FYI COPPA 2.0 ICYMI.

 

MediaPost reported the US Senate unanimously passed a bill designed to further restrict online enterprises’ ability to collect and harness data from youth under 17.

 

If the bill becomes law, expect quite a bit of collateral damage in Adland, adversely affecting DEIBA+ progress.

 

First, digital ads targeting youth tend to be low-budget projects typically handled by entry- and junior-level staff. Indeed, such staffers are arguably best qualified to produce messaging that connects with youth audiences.

 

So, erasing digital ads targeting youth results in reducing the need for entry- and junior-level staff, an industry segment already experiencing declining job opportunities.

 

Second, entry- and junior-level positions have historically been the main gateway for non-Whites to access Adland; hence, there will be fewer racial and ethnic minorities—an already underrepresented group.

 

Should President Donald J. Trump ultimately sign the bill, he’ll greatly improve his chances to repeat as White Man Of The Year.

 

Senate Passes Bill Prohibiting Ads Targeting Minors Under 17

 

By Wendy Davis

 

The Senate on Thursday unanimously passed a bill that would impose new restrictions on online companies’ ability to collect and harness data from teens under 17.

 

The Children and Teens’ Online Privacy Protection Act (COPPA 2.0) introduced by Senators Ed Markey (D-Massachusetts) and Bill Cassidy (R-Louisiana), would expand the current children’s privacy law by prohibiting website and app operators from knowingly serving targeted ads to users under 17 — including ads based on those teens’ online activity.

 

The measure, if enacted, would continue to allow companies to serve teens and young children with contextual ads — meaning ads based on the content of the websites or apps where the ads are displayed.

 

The bill also would prohibit websites and apps from knowingly collecting personal data from users between the ages of 13 and 16 without their consent.

 

Currently, federal law prohibits online companies from knowingly collecting personal information from users under 13 without their parents’ consent.

 

The bill’s definition of personal information includes names, email addresses, biometrics, location information and pseudonymous identifiers like IP addresses and cookies.

 

The proposed law’s restrictions would apply if companies have “actual knowledge” of users’ ages, or “knowledge fairly implied on the basis of objective circumstances.”

Markey called the Senate’s move “a major step forward for protecting children and teens online.”

 

“Kids, families, and parents have waited far too long for Congress to pass legislation and stop Big Tech’s relentless tracking and targeting of children and teens online,” he stated Thursday afternoon.

 

The House Energy and Commerce committee on Thursday had been slated to consider a version of the bill, but Chair Brett Guthrie (R-Kentucky) withdrew the measure from the agenda in the afternoon, after learning of the bill’s passage in the Senate.

 

“Since we’ve been here today, our staffs have continued to work towards a bipartisan agreement, and both sides feel there’s been substantial progress towards a path forward,” Guthrie said. “To that end, I’ve decided that we will not consider COPPA today.”

17362: 2025 IPA Agency Census Data Exposes Delusional Denial.

 

The 2025 IPA Agency Census yields both obvious and obviously crazy results, demonstrating how data can be craftily interpreted and twisted—especially by those purporting to be data-driven enthusiasts.

 

Granted, IPA focuses on UK Adland; however, White advertising agencies in the UK and US tend to share fundamental characteristics.

 

The official report headline reads:

 

IPA Agency Census 2025 shows workforce declines while diversity improves

 

Wow. That’s a sparkling example of performative PR, warranting a deconstruction of delusional denial.

 

First, the data shows the obvious: jobs in Adland are going down the toilet.

 

Not stated is another obvious point: fewer jobs for White people will lead to waaaay fewer jobs for non-White people in Adland.

 

As for the alleged DEIBA+ improvement, the data analysis reflects a common ploy practiced by White advertising agencies and White media firms.

 

That is, declaring an increase in the historically underrepresented does not equate to fair and equitable representation; rather, it underscores the persistence of underrepresentation.

 

Additionally, keeping the associated numbers unspecific (i.e., no breakdown of racial and ethnic segments) makes the progress fuzzy and misleading. It’s a safe bet White women experienced the greatest benefits.

 

Declines in retention, student recruitment, and apprenticeships—key inspirations for philanthropic propaganda and heat shields—surely adversely impacts DEIBA+ initiatives.

 

Commentary from IPA honchos (included below) qualify as gobbledygook and bullshit.

 

In summation, the 2025 IPA Agency Census shows the only thing bound to significantly increase in Adland is systemic racism.

 

IPA Agency Census 2025 shows workforce declines while diversity improves

 

The IPA Agency Census 2025, published today (11 February 2026), shows that the number of employees in IPA member agencies has fallen year-on-year while progress continues in gender and ethnic representation across the industry.

 

According to the 2025 IPA Agency Census, now in its 66^th year, on 1 September 2025, IPA member agencies employed 24,963 people, representing a 6.8% decrease from 26,787 in 2024. This reduction was driven by a considerable contraction in creative and other non-media agencies, where employment fell by 14.3% from 14,775 to 12,659. By contrast, employment in media agencies increased by 2.4%, rising from 12,012 to 12,304. 

 

Further key 2025 IPA Agency Census findings

 

The decline in employment was more pronounced among part-time employees, men and those aged 25 and under

 

Full-time staff numbers fell by 6.7%, from 25,065 to 23,396, while part-time roles declined by 9% to 1,567.

 

The number of men employed fell by 7.3% y-o-y to 10,820, while the number of women employed decreased by 6.2% to 13,966. In overall percentage terms, men comprised 43.3% of employees and women 55.9%.

 

Numbers of employees aged 25 and under declined by 19.2% from 3,632 to 2,936. This shift contributed to an increase in the average employee age, rising from 35.2 years in 2024 to 35.6 years in 2025.

 

Staff turnover increased across IPA member agencies in the 12 months to 1 September 2025, while staff retention declined.

 

Overall turnover rose to 24.8%, up from 24.1% in 2024, and increased from 21.2% to 24.2% when redundancies were excluded. Turnover in creative and other non-media agencies rose to 27.6%, while turnover in media agencies fell to 21.7%. Overall staff retention declined to 68.6%, down from 74.9% in 2024. Where detailed data was available, resignations accounted for 58.5% of departures, with redundancies responsible for 14.3%.

 

Reflecting the overall reduction in workforce size, reported employee vacancies fell considerably

 

Agencies reported 680 open roles across all levels of seniority, down from 1,149 in 2024, a decrease of 40.8%. Vacancies declined by 47.2% in creative and other non-media agencies and by 34.7% in media agencies.

 

Progress continued in senior gender representation

 

Women now hold more than 40% of C-suite roles for the first time, accounting for 40.8% of senior positions, up from 39.9% in 2024. In creative and other non-media agencies, women’s C-suite representation rose to 39.7%, while in media agencies it increased to 42%.

 

Ethnic diversity across IPA member agencies also improved

 

Among agencies reporting ethnicity data, 25.5% of employees identified as being from a non-white background, up from 23.9% in 2024 and more than four times the level recorded in 2007. Representation was highest at entry level, with 45.5% of trainees and apprentices and 36.8% of juniors and executives from non-white backgrounds. At C-suite level, non-white representation increased to 12.7%, up from 10.5%.

 

Gender and ethnicity pay gaps narrowed slightly but remain substantial

 

Based on those who supplied gender and salary data, women represent 58.2% of employees but receive 52.9% of salaries, resulting in a gender pay gap of 19.5%, down slightly on 19.7% in 2024. The gender pay gap was wider in creative and other non-media agencies at 22.6% than in media agencies at 16.6%. Employees from non-white backgrounds account for 22% of employees and receive 18.5% of salaries, with the ethnicity pay gap falling to 19.4%, down considerably from 31% in 2024. The ethnicity pay gap remains higher in media agencies at 26.3% than in creative and other non-media agencies at 12.3%.

 

Within senior leadership teams, women from a non-white background hold a higher proportion of roles than their male counterparts

 

At the C-suite, women from non-white backgrounds account for 7%, while men from non-white backgrounds account for 6%. Within the highest level of this C-suite category (Chair/CEO/MD), this figure stands at 7% for women from non-white backgrounds and 4% for men from non-white backgrounds.

 

Hybrid working remains the norm across IPA member agencies

 

Some 70.7% operate a three-day office and two-day remote working model, although most agencies mandate at least some office-based working days.

 

Graduate recruitment declined in 2025

 

Just 43.4% of responding agencies reported employing graduate trainees, apprentices or school-leaver apprentices, down from 56% in 2024. At 60.6%, media agencies were considerably more likely to employ graduates and apprentices than creative and other non-media agencies.

 

The Census also highlights continued underuse of Apprenticeship Levy funds

 

It is estimated that over 85% of levy funds paid by submitting agencies remain unused by those agencies. Media agencies spent 20.2% of their levy funds on apprentice training, compared with 9% among creative and other non-media agencies.

 

Artificial intelligence is increasingly shaping agency operations

 

Overall, 88.3% of agencies reported that AI is having a considerable impact on how they work. While 8% of agencies reduced their workforce in the past 12 months as a direct result of AI, 24% expect to do so in the next 12 months, with expectations of workforce reduction higher among creative and other non-media agencies (30%) than among media agencies (10%).

 

Agencies were asked whether they maintained a central record of employees registered as disabled

 

Just over half (52%) of responding agencies reported that they recorded registered disability, while 45% did not. A further 3% did not know. Among the 51 agencies that recorded registered disability, 3% of their employees were identified as being disabled.

 

Commenting on the findings

 

Paul Bainsfair, Director General, IPA:

 

“This year’s Census reflects an industry making important progress on gender and ethnic representation, while facing some hard truths about the shape of its workforce. Headcount is down, churn is up and the steep fall in entry-level roles raises real questions about future capability, particularly as AI reshapes skills and ways of working. Keeping talent pipelines open, including making far better use of apprenticeships and the Apprenticeship Levy, is no longer optional.”

 

“Agencies that continue to invest in early careers, skills development and retention will be best placed to build resilient businesses and a workforce fit for the future.”

 

Paul Bainsfair, Director General, IPA

 

Leila Siddiqi, Director of D&I, IPA:

 

“The 2025 Census shows the real pressures agencies have faced over the past year, with higher turnover and lower retention leaving teams stretched. It’s a reminder of the importance of supporting wellbeing and building trust. At the same time, exceeding 40% women in C-suite roles and the continued progress on entry-level diversity shows what is possible when inclusion is prioritised.

 

“As AI reshapes the industry, agencies must ensure their teams can apply both technical and human skills in ways that protect creativity and foster diverse perspectives.”

 

“Continuing to invest in a diverse mix of trainees, graduates and apprentices is essential to safeguarding the innovation and inclusivity that will shape the future of our industry.”

 

Leila Siddiqi, Director of D&I, IPA

 

Karen Martin, IPA President:

 

“The 2025 IPA Agency Census offers a fascinating snapshot of an industry in the midst of transition. There’s no denying that we’re seeing smaller teams and higher turnover, but that’s not the full story. As agencies, we’re evolving. We’re more diverse and more adaptable. And let’s not forget, while AI is shaking things up, it’s our human creativity that sets us apart. It’s how we not only navigate change but lead it, delivering innovative, unexpected creative solutions that truly add value and problem solving.”

 

“The key? Investing in and prioritising creativity at every level of our business. That’s how we’ll continue to thrive, no matter how fast things evolve.”

 

Karen Martin, IPA President

17343: Another Sign That The Apocalypse Is Upon Adland.

 

Digiday reported on how holding companies, White advertising agencies, and White media firms are conspiring to become content creators, churning out marketing messages across diverse media outlets.

 

This points to another devolution of Adland, whereby practitioners are mindless production drones.

 

On any given day, writers type manuscripts without a sense for how the copy will be visualized. Designers craft layouts without having a clue about its meaning or tactical objectives. Media wonks draft placement plans without understanding the assets being run. And individuals with the word “strategy” in their titles act like they’re contributing to the process.

 

Adland is turning into a field of factories featuring production lines where workers only focus on their specific task—all of which can be easily replaced by AI.

 

The result makes DEIBA+ irrelevant, unnecessary, and obsolete.

 

Dentsu is the latest holdco to reunite media and creative production

 

By Sam Bradley

 

Super Bowl spots and Cannes Lion-winning campaigns hog the spotlight in agency sizzle reels, but the work that runs on Instagram, Walmart or Instacart is what keeps the lights on. And demand among advertisers for combined performance media and creative production briefs is rising.

 

In response, agencies are reorganizing their production offerings to sync more closely with media briefs. Dentsu, for example, is set to launch a production solution it’s calling “Content Engine”, pulling media planning and activation from its media teams, and creative delivery from production house Tag into the same process. 

 

“Clients are seeking a more analytical, systematic and outcome-based approach to production,” said Mark Knowles, global solutions officer, Dentsu and Tag. “We are seeing this being requested during the RFP process more and more, especially where we have media incumbency, but we are also proactively pitching this approach to the clients given the impact it’s able to have on performance, outcomes and commercials,” he said.

 

With many bread and butter holding company clients leaning further into paid social, online video and retail media, there’s a need for a higher volume of creative assets – films, images, copy and audio messaging – to make those media investments worthwhile, while close monitoring of campaign effectiveness metrics means creative assets can be optimised against media benchmarks. 

 

“It is designed to address the challenges we see most often: complex production networks, increased demand for content and the need for visibility from local to global,” said Toby Codrington, global brand president at Tag. 

 

Generative AI used in creative and admin processes (think brief-writing applications, or tagging and review systems) help agencies scale to meet that demand, but they’ll need formerly separate disciplines like media and production to work closer together to realise the business advantage, said Knowles.

 

Ryan Kangisser, chief strategy officer at consultancy Mediasense, said integrated pitches were creeping up. “It’s a logical move for companies who you know are conscious of the change that consolidation can create,” he said.

 

Such requests suit the large holding companies, which can call upon tens of thousands of creatives and media practitioners. “The holding companies – [or] operating companies – are pushing this agenda very, very hard,” said Ruben Schreurs, CEO of Ebiquity.

 

While some very large advertisers, such as Unilever, have built similar setups in the last year, Dentsu’s is a white label edition. Eight brands spanning the beverage, CPG and banking sector, are currently using the system (a Dentsu spokesperson declined to name the clients). Knowles said Content Engine would be available to the entire Dentsu roster in second quarter. The company also recently launched a synthetic persona solution, called “Generative Audiences”, enabling its planners to target media based upon simulated audience behavior.

 

It’s not the only agency holding company overhauling its production offering. Last month, WPP reorganized its production capabilities, reshuffling Hogarth and teams from VML and Ogilvy into a single business, WPP Production. And last year, Publicis Groupe and Omnicom both unveiled consolidated production efforts.

 

“We’re absolutely seeing clients asking for much more integrated approaches,” said Richard Glasson, global CEO of WPP Production. “With a huge amount of the media that’s being bought now being addressable, the value unlock or the performance unlock there is making sure that the right content is getting to the right channel at the right time.”

 

Gleeson pointed to WPP’s recent successful pitch for Jaguar Land Rover’s integrated business as an example. Publicis’ Mars and Santander wins in 2025, as well as IPG’s September Bayer win, also stand out.

 

For Forrester analyst Jay Pattisall, such moves show big agency groups are working to close decades-old gaps between their media, production and creative businesses. “These shifts are the most substantial moves in the holding companies to reunite creative and media,” he said.

 

Indie agency execs also say they’re picking up on higher demand for combined media and production expertise, too. NP Digital, for example, is expanding its creative unit, Rebl House, via a strategic partnership with production company Ultralight Creative following its 2024 acquisition of the business.

 

Brittany Richter, COO at NP Digital, told Digiday the agency saw a 50% rise in RFIs combining creative and media elements. “We are seeing creative being included in more conversations – with both current and prospective clients,” said Richter. “We know that having the right creative to use in media is the differentiator when it comes to performance and maximizing media dollars.”

 

Ebiquity’s Schreurs said it indicated the industry had entered the “rebundling era … The unbundling of advertising agencies started in 1990-ish. We’re now seeing an acceleration in re-bundling, or reintegration.”