MAM
WPP appoints Kyoko Matsushita as APAC CEO of WPP Creative
Former Japan CEO and Essence Global leader takes regional helm.
MUMBAI: Kyoko Matsushita just went from running Japan to captaining the entire APAC creative fleet because when you’ve already conquered one island nation, the next logical step is to steer a whole continent. WPP has appointed Kyoko Matsushita as APAC CEO of WPP Creative, effective immediately. She succeeds her previous role as CEO of WPP Japan, which she held since April 2022.
Matsushita brings a formidable track record in global media and creative leadership. Before joining WPP Japan, she served as Global CEO of Essence Global, having first joined the agency in 2014 as its inaugural APAC CEO. She was later promoted to global chief client officer, where she oversaw client services, satisfaction, and both organic and new business growth. Her earlier career includes senior roles at Sony, Electronic Arts and Gree UK, as well as a stint at Leo Burnett. She holds a master’s degree from the London School of Economics and Political Science.
Announcing the move on Linkedin, Matsushita described APAC as “a hotbed of creativity and potential” and expressed her excitement about working with teams across the region “to reimagine client growth” and “collaborate, learn, and co-create the future of creativity.”
The appointment strengthens WPP’s creative leadership in one of the world’s fastest-evolving markets, where Matsushita’s blend of regional expertise, global perspective and client-focused innovation is expected to drive the next phase of growth for WPP Creative across APAC.
In an industry where creativity knows no borders, WPP has chosen a leader who has already built bridges from Tokyo to London and back tasked with turning the entire Asia-Pacific region into one seamless canvas of ideas.
MAM
T20 WC 2026 ad volumes rise 4 per cent despite fewer brands: TAM report
Fewer brands, bigger bets: India matches and top players drive ad surge
MUMBAI: Advertising during the ICC Men’s T20 World Cup 2026 may have become leaner in participation, but it certainly packed a stronger punch. A new analysis by TAM Media Research shows that ad volumes per match rose by 4 per cent compared to the 2024 edition, signalling sharper spending even as the advertiser base narrowed.
The numbers tell a tale of two trends. On one hand, the overall count of categories, advertisers and brands dropped steeply by 55 per cent, 63 per cent and nearly 68 per cent respectively versus the ICC Men’s T20 World Cup 2024. On the other, those who stayed in the game appeared to spend more aggressively, driving higher ad intensity across matches.
India’s pulling power remained unmistakable. Matches featuring the Indian team generated 66 per cent higher ad volumes than non-India games, underlining the country’s outsized influence on cricket’s commercial engine. The tournament final also saw an 18 per cent jump in advertising volumes compared to 2024, pointing to stronger monetisation at the business end of the competition.
The shift towards concentration was equally striking. The top five advertisers accounted for 39 per cent of total ad volumes, unchanged from the previous edition, but the names themselves saw a complete shake-up. OpenAI emerged as the leading advertiser with a 12 per cent share, followed by Coca-Cola India at 9 per cent and Mahindra & Mahindra at 8 per cent. Apollo Tyres and Reliance Consumer Products rounded off the top five.
A similar churn played out at the brand level, with no overlap in the top five brands between 2024 and 2026. At the same time, leading categories tightened their grip, with the top five accounting for 53 per cent of ad volumes, up from 42 per cent earlier. The cars category led the pack with a 15 per cent share, followed closely by e-commerce services at 14 per cent and aerated soft drinks at 11 per cent.
When it came to format, brevity ruled. Ads between 11 and 20 seconds dominated commercial breaks, making up over half of all spots, while shorter sub-10 second creatives followed as the next preferred choice.
The broader takeaway is clear. Even as fewer players entered the arena, those that did were willing to spend bigger and smarter. In a tournament where every over counts, advertisers seem to be playing a more focused, high-impact innings, betting on scale, timing and the enduring magnetism of cricket’s biggest stage.
