MAM
Criteo and Flipkart dial up Motorola’s buzz with data-driven ads
MUMBAI: Call it a smart move Motorola’s brand buzz just got a signal boost. In a bid to turbocharge its budget smartphone presence, Motorola teamed up with Flipkart Ads and global commerce media giant Criteo to launch a data-fuelled campaign that’s made noise for all the right reasons. Over a 13-month stretch, this retail media offsite strategy didn’t just work, it rang in results loud and clear.
Using Flipkart’s Product Performance Ads and Criteo’s Retail Media Offsite Solution, the campaign reached 110 million unique users, clocked over 1.1 billion ad impressions, and achieved a remarkable 34 percent engagement rate. But more than just vanity metrics, it translated into business results: an 18 percent rise in Share of Voice (SOV) for Motorola on Flipkart’s product pages.
The goal? To engage high-intent audiences not just on Flipkart, but across the wider internet and then lead them back to Flipkart’s app and website. With Criteo’s precision-targeting and Flipkart’s first-party data at play, the dynamic display ads served to 86 percent of the relevant audience base delivered a full-funnel marketing impact.
According to Motorola, marketing head, APAC Shivam Ranjan, “The collaboration has helped Motorola forge direct connections with more than 110 million high-intent users. The campaign’s performance validates our commitment to data-led storytelling and customer engagement.”
Flipkart Ads vice president and general manager Vijay Iyer highlighted the importance of the campaign’s closed-loop strategy: “Our Product Performance Ads helped Motorola scale up with high-impact re-engagement tactics using real-time performance data and audience intelligence.”
Meanwhile Criteo India country head Medhavi Singh called it a demonstration of “cutting through the digital clutter” with hyper-personalised engagement. She added, “The real-time insights and tight integration with retail platforms allowed us to tailor the messaging, improving visibility and conversions across every touchpoint.”
The partnership underscores a wider shift in digital commerce where data, not discounts, drive discovery. With the retail and e-commerce space becoming more crowded than ever, this campaign is a case study in how to get seen, heard, and remembered.
The success story signals a new era for Indian e-commerce marketing, one where personalised, offsite display ads could just be the main character in a brand’s growth narrative.
AD Agencies
Omnicom Q4: Posts big revenue gains amid restructuring
Company trims underperforming units and launches $5B share buyback to reward investors.
MUMBAI: Omnicom has decided that in the world of global advertising, it is better to be a big fish in an even bigger pond. The marketing powerhouse, which recently swallowed its rival IPG, has kicked off 2026 by showing the market that it is not just buying growth – it is engineering it. In a series of bold strategic manoeuvres, the group has doubled its projected cost-savings target to a whopping $1.5 billion over the next three years.
The fourth-quarter results for 2025, released on 18 February 2026, paint a picture of a company in the midst of a massive structural makeover. Reported revenue for the quarter shot up 27.9 per cent to $5,528.8 million, a figure heavily bolstered by the first full month of IPG’s operations under the Omnicom umbrella. For the full year, revenue reached $17,271.9 million, marking a 10.1 per cent increase as the company integrated heavyweights like Acxiom Real iD and Flywheel Commerce Cloud into its next generation Omni platform.
However, bigger does not always mean tidier. The group reported a Gaap net loss of $941.1 million for the final quarter, or $4.02 per diluted share. This was primarily due to a massive $1.1 billion bill for severance and real estate repositioning, alongside a $543.4 million loss on the sale of non-strategic businesses. When these one-off integration headaches are stripped away, the underlying performance looks far more robust, with adjusted net income reaching $607.7 million and earnings per share of $2.59, comfortably ahead of the prior year’s $2.41.
The group is also trimming the fat elsewhere. Management has identified underperforming and non-strategic units representing approximately $2.5 billion in revenue for exit or sale. Meanwhile, smaller majority-owned markets bringing in $700 million are being moved to minority positions. This portfolio pruning is designed to focus the New Omnicom on higher-growth areas like media, creative content, and data-driven consulting.
Investors, it seems, are being kept sweet with a significant return of capital. The board has approved a fresh $5 billion share repurchase program, initiating an immediate $2.5 billion accelerated buyback. This comes on top of $549.6 million paid out in common dividends during the year.
Performance across the sectors was a mixed bag but generally positive in the heavy-hitting divisions. Media and advertising revenue surged 34.4 per cent in the fourth quarter to $3,322.6 million, while public relations grew 12.4 per cent to $500.8 million. On the flip side, branding and retail commerce saw a 7.0 per cent dip. Regionally, the US remains the engine room, with revenue jumping 51.9 per cent to $2,869.1 million in the quarter, while the UK saw a respectable 18.8 per cent rise to $533.2 million.
With a total debt of $9.1 billion following the IPG acquisition, the group is leaning on its cash-generative nature to keep its investment-grade credit rating intact. Free cash flow for the year stood at $2,226.1 million, up from $1,964.7 million in 2024. As the company moves into 2026, the focus is firmly on the Connected Capability model, essentially ensuring that its global army of talent is pulling in the same direction, and more importantly, within a much leaner budget.
