MAM
Emerging economies, internet spike ZenithOptimedia ad spend forecast
MUMBAI: Media buying agency ZenithOptimedia has raised its forecast for global ad spending.
Spurred by the booming emerging markets Brazil, Russia, India and China — the Bric economies — as well as accelerating pickup of online advertising, the world’s ad economy will rise 5.2 per cent this year, the agency has predicted.
According to ZenithOptimedia’s quarterly ad spend forecast, it expects global ad spend to touch to $406.3 billion, upfrom its mid-year forecast of 4.7 percent.
A whopping 27 per cent of world ad growth this year is expected to come in from Brazil, Russia, India and China. This stands out even more if we consider the fact that the Bric economies account for just 16 per cent of the global GDP growth, as per the figures released by the agency.
As for the internet, though it will account for only 4.3 per cent of worldwide ad spending in 2005, it will power 16 per cent of global advertising growth for the year, according to the report. The agency further predicts that by 2007, the internet will have a 5 per cent share of global ad spend.
The Internet’s market share growth is not going to come from television though, which will hold steady at around 37 per cent share worldwide for the next two years. It will come principally from print and radio, the report predicts.
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
