AD Agencies
AdAsia 2025 invites India to Macau for a marketing carnival with desi flavour
MUMBAI: At Goafest 2025, Asian Federation of Advertising Associations (AFAA) chairman Srinivasan K Swamy took to the stage to give India’s adland a tempting invitation: Macau is calling. Promoting the upcoming 39 edition of AdAsia—Asia’s largest and oldest advertising congress—Swamy laid out a compelling case for Indian participation in this high-octane, cross-cultural marketing festival.
Scheduled for 27 August 2025, the event will take place in the glitzy heart of Macau and marks the 13 time AdAsia is being hosted in Asia since its inception in 1958. “Macau offers a vibrant, unique experience”, Swamy said, as he pitched the city not just as a conference host but as a creative playground.
Swamy noted that the lineup boasts over 30 global speakers, including several Indian industry stalwarts. “Known for top-tier content and speakers”, the event promises insight, inspiration, and a heavy dose of networking.
The push this year? More Indian presence. Swamy shared that the organisers are targeting over 100 Indian delegates and reassured the crowd that home comforts wouldn’t be missing. “Indian food and hospitality will be arranged”, he promised, garnering a few knowing laughs from the audience.
He closed with a rallying call for professionals across agencies, brands, and media to join the India delegation. “All are invited to join the India delegation”, Swamy said, making it clear that AdAsia 2025 isn’t just about geography—it’s about bringing the continent’s finest together on one stage.
AD Agencies
Publicis Groupe to acquire 160over90 from WME Group
Deal aims to build data-led platform linking brands, fans and culture at scale
MUMBAI: Publicis Groupe has agreed to acquire 160over90 from WME Group, in a move that signals a major push into the fast-growing world of sports and culture-led marketing.
The deal, subject to regulatory approvals, will see Publicis combine its existing Publicis Sports capabilities with 160over90’s global footprint to create what it calls a unified, end-to-end platform connecting brands with audiences through sport, entertainment and culture.
Founded as a division of WME Group, 160over90 has built a reputation for delivering high-impact campaigns across some of the world’s biggest sporting moments, including the Super Bowl, Olympic Games and FIFA World Cup. With over 670 employees across the US, UK, EMEA and Apac, the agency works with global brands to create experiences that resonate both on and off the field.
The acquisition reflects a broader shift in marketing, where sport has become a central pillar of premium media. With the global sports media market estimated at $150 billion and sponsorships crossing $90 billion, brands are increasingly looking for more integrated ways to engage audiences.
Publicis is betting that a data-led approach will be the differentiator. By integrating 160over90 with its own capabilities, including the Epsilon identity ecosystem and Influential network, the company aims to offer marketers a seamless way to plan, activate and measure campaigns across media, sponsorships, live events and creator partnerships.
Publicis Groupe CEO Arthur Sadoun said, “After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport. In the age of AI, it has become one of the most high-value channels for clients.”
He added that combining 160over90’s expertise with Publicis’ data and technology stack would help “connect brands to fans in ways that are both meaningful and measurable”.
Echoing the sentiment, Publicis Connected Media CEO Dave Penski said, “Sport has become the most powerful intersection of culture, commerce and community,” highlighting the growing need to treat sports marketing as a measurable channel rather than just brand-building.
As part of the deal, Publicis will also enter into a strategic partnership with WME Group, enabling closer collaboration on talent, content and brand partnerships. WME Group president Mark Shapiro said the tie-up would open up new opportunities for talent and brands to scale their ambitions globally.
Post acquisition, the combined Publicis Sports entity will report to Suzy Deering, while Robbie Henchman will remain with WME Group to oversee the ongoing partnership.
The move builds on Publicis’ recent investments in the space, including acquisitions of Adopt and Bespoke in 2025 and a partnership with Magic Johnson Enterprises, underscoring its intent to dominate the intersection of sport, culture and commerce.
As brands chase both attention and accountability, Publicis’ latest play suggests the future of sports marketing may be less about moments alone and more about measurable impact at scale.
