Tag: Publicis Groupe

Australia – Publicis Groupe’s Mars United Commerce has recently released a new report benchmarking the evolving capabilities of retail media networks in Australia and New Zealand. The report evaluates new entrants, including Uber Advertising, Adore Beauty Media and AVC Experience Plus—alongside established networks such as Cartology, Market Media, Amazon Ads and Coles 360. 

In the report, it noted a retail media network (RMN) industry reaching maturity, with retail media networks delivering increasingly sophisticated tools with new measurement and performance tracking solutions. Driven by advertiser demand for greater clarity and effectiveness, networks are implementing advanced features such as self-service platforms, real-time analytics and rich content options.

It is worth noting that these insights come after Australia saw new entrants in the retail media space, including from Australia Post, Petbarn, and more recently Bunnings.

Strengths of ANZ’s retail media offerings

In an exclusive conversation with MARKETECH APAC, Cameron Porter, commerce planning director for ANZ at Mars United Commerce highlighted key factors on why retail media networks in ANZ are continuously maturing enough to be tapped widely by brands in the region.

“Targeting is where we’ve seen the biggest leap. The ability to understand shopper behaviour — what they’re buying, when, and how often — is powering stronger, more timely messaging across a broader mix of touchpoints. From brand-led video to conversion-led formats, the precision of retail media is starting to stand out on-platform and off-platform,” Cameron said.

He added, “Measurement is still catching up, but the momentum is there. As frameworks mature, we’ll see more advanced test-and-learn programs and sharper optimisation across formats — both of which will accelerate retail media’s role in strategic planning.”

Opportunities and challenges

Looking ahead in 2025, the report notes that the industry can expect further innovation within the retail media space. As networks mature, new entrants will continue to shape the future of the sector, allowing for even more touchpoint opportunities and enhanced capabilities. 

Moreover, the industry’s growth trajectory is clear: transitioning from adolescence into adulthood, and this will present brands with new opportunities to refine their strategies and connect with consumers in more meaningful ways.

“Non-endemic brands represent a major growth opportunity for networks — but also a shift in expectations. These brands are looking for more than sales lift; they want brand impact and real accountability. That pressure will help push innovation and expand the media offering to support both endemic and non-endemic advertisers,” Kelly Wearmouth, managing director at Mars United Commerce ANZ told MARKETECH APAC.

She added, “AI is the next big shake-up. Right now, it’s helping streamline backend processes — smarter forecasting, analytics, and reporting. But the long-term impact will be on front-end performance: real-time targeting, predictive planning, and creative personalisation based on live shopper signals.”

When asked about the challenges on tapping into retail media networks in ANZ, Cameron said, “The biggest challenge isn’t technology — it’s structure. To take full advantage of retail media’s evolution, brands need stronger internal collaboration and more integrated planning across teams and agencies.”

Key pointers to consider when tapping RMNs

In the report, it highlighted that in order to maximise effectiveness in retail media platforms, brands should adopt a strategic three-step evaluation process: evaluate networks, benchmark & compare, and identify opportunities.

For Cameron, the right retail media network isn’t just about reach — it’s about relevance. With more networks coming online, the focus should be on finding the shoppers that connect a brand to the right audience, in the right context, at the right time.

“Contextual targeting and loyalty programs are powerful tools for reaching shoppers who matter most to your category. And just as importantly, marketers should prioritise networks that can collaborate deeply — with strong insights, transparent measurement, and the flexibility to support both brand-building and performance goals. That’s the new baseline for entry,” he concluded.

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In conclusion, the rapid rise of retail media networks in Australia and New Zealand presents a transformative opportunity for brands to reach highly engaged consumers at the point of purchase. As retailers leverage their first-party data and digital platforms to create more targeted and measurable advertising solutions, brands can enhance their marketing effectiveness, drive conversions, and gain deeper consumer insights. 

This evolving landscape not only enables greater personalization but also fosters stronger collaborations between brands and retailers, ultimately delivering more value to shoppers. By embracing retail media networks, brands in ANZ can unlock new growth opportunities and stay ahead in an increasingly data-driven marketplace.

Philippines – AXA has introduced ‘AXA Bucket List Ai,’ a text-to-dream creator designed to inspire people to visualise their aspirations while emphasising the importance of protecting them against life’s unexpected challenges.

Developed with Publicis Groupe in Thailand, the Philippines, and Hong Kong, ‘AXA Bucket List Ai’ is an interactive tool that generates visual representations of users’ dreams, using OpenAI APIs and Google’s Imagen3 to create lifelike images such as hot air ballooning in Cappadocia to swimming with whale sharks.

The experience also connects users to information on AXA’s health and critical illness plans and is complemented by a series of films and influencer content.

Bernice Fong, head of brand at AXA International Markets, said, “We tend to put our heads in the sand when it comes to the risk of critical illness. With Bucket List Ai, AXA is on a mission to encourage people to live out their dreams – and take positive steps to protect them by safeguarding their health and finances and planning for the future.”

AXA’s campaign highlights the reality that critical illnesses can arise unexpectedly, disrupting lives without warning. Research suggests that visualisation techniques can help individuals stay motivated towards their goals. With this in mind, AXA developed an interactive experience designed to encourage people to envision and pursue their bucket list aspirations.

“Unfortunately, we will all be touched in some way by critical illnesses at some point in our lives. With the launch of AXA Bucket List Ai, our primary objective is to shift the prevalent belief that critical illnesses are beyond our control and empower everyone to take proactive steps to protect themselves from the impacts of such illnesses,” said Arthur Lenfant, global brand manager at AXA.

“There is so much doom and gloom in the critical illness insurance category, but with the launch of Bucket List Ai, AXA is using people’s bucket list inspirations to promote positivity around protecting their dreams. Behind the scenes, there are multiple AI systems analysing as you type, suggesting alternatives, and scanning for the most inspiring imagery. As a digital experience, Bucket List is a powerful reminder of how precious life is,” explained Laurent Thevenet, head of creative technology at Publicis Groupe APAC.

The AXA Bucket List Ai is now available in Thailand and the Philippines.

Paris, France – Global advertising giant Publicis Groupe is set to acquire independent end-to-end data solution company Lotame, with the company set to be positioned as part of Epsilon, a global advertising and marketing technology company that is part of the Publicis family.

The combined data and identity assets of Lotame and Publicis Groupe’s 2.3 billion global profiles will enable clients to reach 91% of adult internet users with personalised messaging at scale with even greater accuracy.

Moreover, the combined footprint of Epsilon and Lotame will expand Groupe’s unique profiles to almost 4 billion, extending global coverage to more than 90% of consumers worldwide. This scale combined with unmatched breadth and depth of data allows marketers to find and activate against the right audiences with even greater accuracy, to engage their consumers in more relevant and meaningful ways. 

It is also worth noting that Lotame’s 19 years of earned data expertise and trusted innovation, coupled with its team of experts across data and identity, will power global and local-market product development, supported by dedicated engineering, partnerships, and operations specialists.

Lastly, Lotame will drive APAC and EMEA expansion of Epsilon, continuing to work with publishers, data partners, and brands across the regions. 

Led by founder and CEO Andy Monfried, Lotame will be positioned as part of Epsilon, accessible to all Publicis clients and teams to enhance their ability to deliver personalised marketing services at scale. 

Arthur Sadoun, chairman and CEO Publicis Groupe, said, “In the age of AI, the name of the game is connect or die. By connecting Lotame to Epsilon, we’re reinforcing our industry-leading identity graph,  giving clients the unique competitive advantage of seeing and engaging with 91% of all adults who use the internet, safely and transparently.

He added, “By connecting that best-in-class identity to our clients’ data thanks to AI, and leveraging it across their marketing spectrum, from their PESO media ecosystem to content production, all in their owned environments, we are truly delivering measurable outcomes for their business. It’s how we are making CoreAI a reality, and how we’ve built a category of one for Publicis that means today we are the world’s largest advertising group, leading the industry on every KPI.”

Arthur further added, “As we continue to invest in the products, services and talent that drive differentiation and growth for our clients, I couldn’t be happier to welcome Andy and the outstanding teams at Lotame on board.”

Meanwhile, Andy commented, “We have a rich history of innovation, building out our global data marketplace and scaling our identity solution to become among the most trusted and adopted in the industry. We are beyond thrilled to join Publicis Groupe, who shares our commitment to industry interoperability, connectivity, and privacy. Together with Epsilon, we look forward to delivering the next chapter of connected identity for Publicis.”

It is worth noting that this acquisition comes in light of advertising-driven acquisitions, with T-Mobile recently acquiring Vistar Media and Blis to bolster their advertising solutions offering in the USA and globally. Moreover, Publicis’ desire to acquire Lotame also comes after Publicis Worldwide and Leo Burnette have consolidated their networks to form a new entity aptly named ‘Leo’.

Australia – Publicis Groupe ANZ has today announced the acquisition of full-service media agency, Atomic 212°. The agency is led by chairman Barry O’Brien, CEO Rory Heffernan and chief digital officer James Dixon. It has offices in Sydney, Melbourne, Brisbane, Adelaide and Darwin. 

The acquisition comes as Publicis Groupe ANZ’s media agencies continue to record strong performances. The agencies consist of Spark Foundry in Australia and New Zealand, Zenith Australia, Starcom Australia and MBM New Zealand. 

On the acquisition, Michael Rebelo, CEO at Publicis Groupe ANZ said, “Our media practice in ANZ has been on an incredible trajectory, experiencing growth and momentum across all metrics. The acquisition of Atomic 212° presents a unique opportunity to bring Australia’s most progressive independent media agency into our fold, further strengthening and scaling our media capabilities.” 

He added, “Atomic 212° is globally recognised for its world-class expertise. For over 15 years, it has consistently delivered growth to clients by leveraging marketing technology and data in media. By adding Atomic 212° to our market-leading roster of agency businesses, we solidify our position as the only group in ANZ capable of offering truly comprehensive end-to-end marketing transformation solutions to our clients.”

Meanwhile, Barry O’Brien, chairman at Atomic 212°, commented, “From our first meeting, the Publicis Groupe offering and their continuous encouragement to help our business grow was the compelling factor in making this decision. The way the Groupe’s connected platform proposition flows through the organisation, its leadership, its people and its clients is truly powerful.”

He added, “We have grown Atomic 212° into a world-class media operation, but we recognise that the complexity of marketing requires holistic services for our clients. By joining the global best in this regard, we are confident that we can offer our staff and clients an even better experience moving into the future.”

Singapore – Standard Chartered (the Bank) has launched its latest global wealth campaign, inspiring affluent clients to take charge of their financial ambitions and capitalise on opportunities to grow their wealth.

In collaboration with Publicis Groupe Hong Kong and Singapore, the ‘Now’s your time for wealth’ campaign showcases Standard Chartered’s global network, expertise, and wealth investment solutions.

The Bank’s campaign delivers a compelling message: “The cost of waiting could mean falling short of one’s wealth ambitions.” It highlights the Bank’s key differentiators—its global network, client continuum, and wealth expertise—designed to help affluent clients, including global Chinese, global Indians, entrepreneurs, and sophisticated investors, grow, protect, and pass on their wealth.

Samir Subberwal, global head of wealth solutions, deposits and mortgages, and chief client officer, said, “For over 170 years, Standard Chartered has been faithfully serving our clients in Asia, Africa, and the Middle East. Now’s the time to let our clients know that we are with them on their wealth journey. We are well positioned to continue showing them market opportunities and supporting their wealth ambitions with our diversified wealth product offering, a clear wealth advisory approach that is enabled by digital wealth capabilities, and our open architecture platform of differentiated and comprehensive wealth solutions tailored to their needs.” 

The global wealth campaign underscores Standard Chartered’s commitment to data-driven, personalised marketing for a more holistic client engagement. It also highlights the Bank’s goal to grow its affluent business, targeting USD 200 billion in affluent Net New Money and double-digit Wealth Solutions income by 2029.

The campaign will be showcased through a mix of out-of-home advertising at airports and city locations, print ads, film, and content partnerships with leading international, regional, and local media across seven key markets: Singapore, Hong Kong, Mainland China, Korea, Taiwan, the UAE, and India. 

Haymans Fung, global head of marketing for wealth and retail banking, said, “The genesis of our campaign is inspired by our clients and their wealth ambitions, now and in the future. We wanted to break away from the norms of speaking esoterically to the meaning of wealth planning and instead espouse a refreshingly human and direct tone that is in lockstep with the reality of our clients  needs and ambitions. We are excited to unveil our “Now’s your time for wealth” campaign across our network and let the power of the creatives tell the Standard Chartered story.”

Paris, France – Kicking off 2025 on a bold note, Publicis Groupe has unveiled its plans to merge two of its iconic networks, Leo Burnett and Publicis Worldwide, to launch a new creative powerhouse, aptly named ‘Leo’.

Rooted in Publicis Groupe’s ‘Power of One’ philosophy, Leo is crafted to deliver modern solutions by bringing together Leo Burnett, known for its ‘humankind’ approach, and Publicis Worldwide, a network synonymous with transformation, innovation, and leading change.

Leo, an expanded and redesigned version of the Leo Burnett logo, combines the strength of one of advertising’s most iconic names with the roar of a lion, creating a powerful global creative force of more than 15,000 talents from Leo Burnett and Publicis Worldwide. Together, they boast 8 agencies of the year across 90 countries and over 400 major creative awards.

Carla Serrano, global CSO at Publicis Groupe, shared, “Through Leo we are doubling down on our strategy of strong creative brands, connected to the industry’s only data, media, and tech ecosystem. With Publicis as the global group brand we all rally to, we are now accelerating on the Power of One, turning two networks into one constellation.”

With this union, the Leo constellation becomes part of Publicis Groupe’s creative roster, joining renowned names like Saatchi & Saatchi, LePub, and BBH, as well as creative hubs such as Fallon, The Community, and Le Truc—the only creative collective operating at the holding-company level.

Marco Venturelli and Agathe Bousquet will lead the newly created ‘Leo’ as co-presidents, with Gareth Goodall joining as chief strategy officer. The trio will lead Leo’s global creative community and culture, driving activation at the country level through the Power of One. This approach ensures that Leo’s creative teams have direct access to Publicis Groupe’s data, technology, and media assets.

Meanwhile, Andrew Bruce, CEO of Publicis Groupe Canada, will also take on the additional role of chairman for Leo North America.

“At Publicis, we have demonstrated time and again the power of the Power of One. Leo’s global spirit will live and breathe at the local level, with outstanding creative and strategic talent turbocharged by best-in-class data and technology through our country model to create truly bespoke models for its clients,” Bousquet, Leo co-president and president of Publicis France, commented. 

Venturelli, Leo co-president and chief creative officer, added, “We’ve never had so many tools to better understand people and connect with them. Nevertheless, creativity still is, and forever will be, a messy human process. Leo will be a true global community of creative and strategic talents, connected together for a more human way of creating at scale.”

Arthur Sadoun, CEO of Publicis Groupe, also shared, “I have had the privilege of leading both Publicis Worldwide and Leo Burnett. Since then, other iconic names have disappeared, but I have never believed that creative efficiency should mean fewer brands and fewer operations.” 

He continued, “It is about big ideas from creative minds that are nurtured by strong agency culture to have an impact on our clients’ businesses. In today’s world it is also about more collaboration and more access to capabilities. That’s exactly what Leo stands for. By unifying the spirit and talent of these global creative communities, Leo will be bigger, stronger, and on more doors than ever.” 

Singapore – Publicis Groupe Asia Pacific has appointed former OMD USA executive Suhaila Hobba as its new APAC global client partner – transformation, reinforcing its commitment to driving client growth and innovation across the region.

Hobba brings 25 years of global media experience spanning agency leadership, ad tech sales, and client-side transformation, with key roles at Amazon, Yahoo, Omnicom, and IPG.

In her new role, Hobba will join the leadership team driving transformation for Publicis Groupe’s key global clients across APAC. She will relocate from Los Angeles to Singapore, where she will report directly to Asia Pacific CEO Jane Lin-Baden.

Hobba will work closely with capability leads and in-market champions to craft strategic solutions and implement transformation initiatives that support clients’ growth ambitions. This includes spearheading the integration and adoption of Publicis Groupe’s AI technologies to deliver measurable impact in the fast-evolving APAC market.

Commenting on the appointment, Lin-Baden said, “As we accelerate our growth in 2025, we have made strategic hires to strengthen our regional leadership team. We are delighted to welcome Suhaila Hobba to the Publicis family, and I am confident that Suhaila’s global experience and expertise will be a great asset to our team in empowering clients in their transformation agenda.” 

Before joining Publicis Groupe, Hobba was chief media officer at OMD USA, leading media, content, and commerce strategies to drive client growth. Previously, she served as global head of digital at Amazon’s in-house agency, MODE, where she built programmatic and paid social capabilities. Over the past decade, she has specialised in integrating data, technology, and innovation to position organisations for long-term success.

“I’m thrilled to join Publicis Groupe at a time when its investment in AI and innovation is leading the way in transformation. By harnessing strategic vision in combination with technology and AI, we can deliver meaningful impact for our clients. I look forward to working with the teams across the region to dive deep into our clients’ businesses, uncover opportunities, and help them accelerate growth and scale,” Hobba shared. 

Hong Kong – Cathay Pacific has unveiled its latest campaign, ‘Where Artistry Takes Flight,’ to introduce its newest Business Class offering, the Aria Suite, designed to elevate the in-flight experience through artful elegance and innovation.

Cathay Pacific’s new Aria Suite showcases a human-centric design that emphasises comfort and elegance. Its unique sculptural form, ambient lighting, and meticulously crafted textiles are thoughtfully integrated to create an immersive experience. Aria Suite promises people a different experience where artistry and attention to detail are at the heart of service. 

Created by Publicis Groupe Hong Kong, the accompanying launch film invites viewers to embark on a journey through the Aria Suite, showcasing its features from takeoff to landing. The film positions the suite not merely as an airline product but as a thoughtfully crafted work of art.

The film highlights the emotional responses evoked by each feature in the suite: adjustable warm lighting that mimics the sun, a sculptural wrap-around design that offers a sense of private escape, and a curated collection of ‘Gallery in the Skies’ artworks that transform the cabin into a painterly landscape. The film also captures the sensation of grassy fields through rohi’s breathable woven wool and showcases flowing fabrics that embody the comfort and softness of the Aria Suite’s bedding.

“The Aria Suite is your private hideaway in the sky—a place to relax in quiet, comfortable luxury, where every detail has been carefully considered to elevate your experience on board,” said Vivian Lo, general manager for customer experience & design at Cathay Pacific. 

This marks the first time Cathay Pacific has branded its Business Class product, backed by a campaign that showcases the state-of-the-art features making the Aria Suite the pinnacle of comfort and privacy.

Edward Bell, general manager for brand, insights, and marketing communications, shared, “The Aria Suite takes Cathay Pacific’s already exceptional business-class experience to the next level, so we needed a campaign that captures the artistry of its design, immersing the audience in different sensorial worlds inspired by the suite itself.” 

Christopher Lee, chief creative officer at Publicis Groupe Hong Kong, added, “Cathay Pacific is elevating the craft in business class, so we set out to craft a campaign that is worthy of the Aria Suite’s impeccable design and artistry. Every evocative scene, every crafted detail, captures the warmth and tactility of the Aria Suite’s distinctive and mindful design, curves, and texture. Even the music is an original piece designed to make you feel the suite’s timeless humanity, but with a modern beat.” 

Cathay Pacific will progressively introduce its newly designed Boeing 777-300ER cabins starting this month. Alongside the revamped Business Class experience, both the Premium Economy and Economy cabins have also been meticulously redesigned to maximise comfort. 

An exclusive launch event at HAECO Aircraft Hangar in Hong Kong kicked off the unveiling of the Aria Suite, drawing celebrities, influencers, journalists, and valued Cathay members. The hangar was transformed to reflect the suite’s warmth and elegance, showcasing a ‘Gallery in the Skies’ featuring artworks from Hong Kong artists that transport viewers to another world. Soon, out-of-home billboards will extend this gallery experience to a wider audience.

Chicago, USA – Mondelēz International has announced that it has teamed up with Publicis Groupe and Accenture to launch of a new platform designed to improve its global marketing capabilities while optimizing consumer experiences through expanded use of artificial intelligence (AI) and generative AI (GenAI).

The company’s new platform will enable faster, more efficient creation of personalised text, images and videos – helping the company’s brands stay a step ahead of rapidly changing consumer tastes and interests.

Building on its long partnership with Mondelēz, Accenture established a strong digital core enabling the company to collect and process real-time data — using GenAI to create new, contextualised insights — that can be easily accessed, shared and used by decision makers across the company. Going forward, Accenture will help scale and activate this platform through employee training and adoption strategies.

Meanwhile, Publicis Groupe will be responsible for leading execution and building the GenAI foundation that will power creative assets. Both organisations will work closely with Mondelēz marketing teams to realise the vision of redefining consumer goods marketing.

Jon Halvorson, senior vice president of global consumer experiences and digital commerce at Mondelēz, said, “Harnessing the power of gen AI will empower our people to play a proactive role in how our brands show up in the market. This drives real value for the business through creating, personalizing and distributing on-trend creative not only at pace, but also safely, securely and with brand integrity.”

Meanwhile, Venky Rao, Americas & AI lead and global client account lead for Mondelēz at Accenture, stated, “As curators of some of the world’s most iconic brands, Mondelēz marketers will be able to tap into the power of data, AI and gen AI to drive innovation, gather audience and market insights, improve behind-the-scenes processes, turbocharge measurement, conduct near-real-time testing and facilitate higher degrees of personalization at every consumer touchpoint.”

Lastly, Scott Hagedorn, global chief solutions architect at Publicis Groupe, commented, “Publicis is proud to be a transformation partner in this journey, as part of our broader Power of One solution for Mondelēz, and shares this same holistic approach – bringing the best capabilities together to deliver a truly game-changing solution, underpinned by best-in-class data and technology.”

Paris, France – Communications agency Publicis Groupe has acquired commerce marketing company Mars United Commerce to expand its commerce offerings for clients.

Gaining access to Mars’ technology and business offerings, Publicis Groupe enhances its capabilities, allowing end-to-end commerce solutions. 

Through the acquisition, the company provides its clients with a database of consumer behaviour and drives product purchases in digital and physical stores. Clients are also given access to a view of their marketing performance to keep track of their growth.

Mars leverages its 50 years of operations in the industry, with its commerce insights platform and retailer relationships. Through its insights on shoppers, it can motivate changes in shopping behaviours and steer results for businesses.

“Joining Publicis Groupe will help Mars realise our vision of being the preeminent global commerce company faster and more completely. We’re excited to have the support of Publicis to bring new opportunities to our existing clients and also to share our connected commerce solution with new clients around the globe. We look forward to writing the next chapter of commerce together,” Rob Rivenburgh, global chief executive officer of Mars United, said.

“We are delighted to be welcoming Rob and his incredible teams at Mars to Publicis Groupe. Their innovative spirit and proprietary platforms will further connect and complement our existing capabilities, to deliver industry-leading, end-to-end commerce solutions for our clients, both online and offline,” Arthur Sadoun, Publicis Groupe chief executive officer, said.

“With the acquisition of Influential this summer, and now Mars, Publicis is uniquely positioned to help our clients understand both existing consumers and future prospects, and connect that knowledge at an individual level to the new media channels that work hardest for their business: Connected TV, Commerce and Creators. All of this, in clients’ own ecosystems, giving them control over their customer relationships and transparency in their investments and outcomes,” Sadoun added.