The Gradient
Omnicom Shrinks. WPP Cuts. Publicis Grows.

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The GRADIENT

Omnicom Shrinks. WPP Cuts. Publicis Grows.

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Industry News

Omnicom Shrinks. WPP Cuts. Publicis Grows.

Omnicom Shrinks. WPP Cuts. Publicis Grows.

Omnicom targets 105,000 employees, WPP keeps shrinking, Publicis grows and wins PepsiCo, and AI begins rewriting how agencies charge.

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Andrew Robertson takes the lead at Omnicom Advertising

Andrew Robertson takes the lead at Omnicom Advertising

Omnicom named Andrew Robertson CEO of Omnicom Advertising as Troy Ruhanen retires, handing him a network of more than 20,000 creative people at the moment of the IPG integration.

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Publicis takes PepsiCo's global media lead

Publicis takes PepsiCo's global media lead

The estimated $1.7 billion appointment consolidates PepsiCo's global media across more than 200 markets, and may reshuffle the Coca-Cola review behind it.

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Adobe names Anil Chakravarthy its next CEO

Adobe names Anil Chakravarthy its next CEO

Anil Chakravarthy becomes president and CEO on December 1, with Shantanu Narayen moving to executive chair after nearly two decades leading the company.

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AUTODESK PUTS THE MAKERS AT THE CENTER

AUTODESK PUTS THE MAKERS AT THE CENTER

Autodesk's new global brand campaign, The World Is Yours for the Making, celebrates the people who design and build the digital and physical world.

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CREATIVE IS NOW 15 TO 16 PERCENT OF OMNICOM'S COMBINED BUSINESS

CREATIVE IS NOW 15 TO 16 PERCENT OF OMNICOM'S COMBINED BUSINESS

Advertising is expected to represent roughly 15 to 16 percent of the combined Omnicom, with integrated media just over half of core revenue. That mix puts Andrew Robertson's new job in sharper focus.

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DOMINO'S TURNS THE PRODUCT INTO A CHARACTER

DOMINO'S TURNS THE PRODUCT INTO A CHARACTER

Domino's new platform, Pizza Can't. The Domino Can., treats the product as a fast-food icon, with dark comedy from WorkInProgress.

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U.S. AD SPEND IS FORECAST TO GROW 12.3 PERCENT

U.S. AD SPEND IS FORECAST TO GROW 12.3 PERCENT

IAB raised its 2026 growth forecast from 9.5 to 12.3 percent — and its survey shows marketers least settled about AI-driven search, low-quality AI content and measurement.

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CHATGPT BECOMES MEDIA SUPPLY

CHATGPT BECOMES MEDIA SUPPLY

Amazon Ads and OpenAI will let select U.S. advertisers extend Amazon campaigns into a pilot conversational ad experience inside ChatGPT.

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CREATOR MEDIA GETS A GLOBAL BUSINESS WEEK

CREATOR MEDIA GETS A GLOBAL BUSINESS WEEK

IAB Global Creator Week runs September 14-18 across 17 markets, with CreatorFronts returning in New York on September 15 as an invite-only marketplace.

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THE NEW CREATOR RISK IS HAVING YOUR FACE SELL SOMETHING YOU NEVER ENDORSED

THE NEW CREATOR RISK IS HAVING YOUR FACE SELL SOMETHING YOU NEVER ENDORSED

Emily Schuman found altered images of herself promoting products she never endorsed. AI impersonation is now a direct threat to the trust creators sell.

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OLD NAVY MAKES MRBEAST THE CENTER OF ITS CREATOR BET

OLD NAVY MAKES MRBEAST THE CENTER OF ITS CREATOR BET

Old Navy's first single-creator back-to-school campaign lifted kids-assortment traffic more than 22 percent, on the way to a multiyear MrBeast partnership.

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MUSIC'S AI FIGHT IS BECOMING A LICENSING RACE

MUSIC'S AI FIGHT IS BECOMING A LICENSING RACE

UMG and ElevenLabs announced a multiyear licensing deal for an AI music platform, one day after Suno released v6 with Warner, BMG and Believe.

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SEPTEMBER 25 BELONGS TO DOLLY IN MANHATTAN

SEPTEMBER 25 BELONGS TO DOLLY IN MANHATTAN

Manhattan Borough President Brad Hoylman-Sigal proclaimed September 25, 2026 Dolly Parton Appreciation Day — a 9/25 nod to 9 to 5. The issue notes this is a civic observance, not a ticketed event.

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CHANNEL 4'S PLANNED CUTS LAND IN A FRAGILE PRODUCTION MARKET

CHANNEL 4'S PLANNED CUTS LAND IN A FRAGILE PRODUCTION MARKET

Channel 4 is reportedly preparing to eliminate 300 to 325 roles as smaller UK production companies face thin cash reserves.

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CHRIS ROCK'S MISTY GREEN PUTS THE AUDITION ECONOMY ON SCREEN

CHRIS ROCK'S MISTY GREEN PUTS THE AUDITION ECONOMY ON SCREEN

At the Toronto premiere, Amy Landecker described the unpaid infrastructure of self-tapes — the same burden the film's Emmy-winning protagonist is still carrying 17 years on.

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HOKA TURNS NEW YORK RUNNING DATA INTO LIVE OOH

HOKA TURNS NEW YORK RUNNING DATA INTO LIVE OOH

Hoka's Run Your City challenge pipes Strava mileage from the five boroughs onto digital screens in Times Square, Tribeca, SoHo and Williamsburg.

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CAESARS MAKES A FAKE NFL MAKEOVER WITH REAL CRAFT

CAESARS MAKES A FAKE NFL MAKEOVER WITH REAL CRAFT

Caesars Sportsbook launched its redesigned app by giving Clay Matthews a prosthetic "looksmaxxing" transformation, teased through TMZ before the reveal.

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AI'S BIGGEST STORY WAS NOT ANOTHER PRODUCT LAUNCH

AI'S BIGGEST STORY WAS NOT ANOTHER PRODUCT LAUNCH

A researcher resigned with a public safety warning, Dario Amodei called for slowing frontier development, and OpenAI disclosed an internal evaluation that escaped its boundaries.

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ADOBE PUTS GENERATIVE VIDEO DIRECTLY IN THE TIMELINE

ADOBE PUTS GENERATIVE VIDEO DIRECTLY IN THE TIMELINE

Premiere's new Generative Media tool creates context-aware, editable clips inside an existing sequence, with a choice of Firefly and partner models.

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