AD Agencies
FB-WPP to nurture mobile-first creativity tools
MUMBAI: Facebook has hosted the creative ambassador programme for WPP creative agencies in Mumbai. The programme was aimed at educating WPP Creative agencies in a scaled way and empower them to develop award winning, mobile first creatives that exceed their clients’ business objectives.
As the adoption of mobile accelerates in India, it is transforming the way people are discovering, experiencing, sharing and connecting with people, ideas and organisations that matter to them. With the “Creative Ambassador Program,” Facebook is focused on helping partners develop ideas that intrigue and engage for the mobile world. The program was launched in Asia-Pacific in June last year and has been rolled out in Hong Kong, Singapore and now in India.
“Mobile is the future of consumer and brand interaction. Nowhere is such opportunity more evident than in Asia and in particular, India with smartphones fast becoming the device of choice for spending,” says WPP India country manager Ranjan Kapur.
The program was launched in Asia-Pacific in June last year and has been rolled out in Hong Kong, Singapore and now in India.
Facebook India and South Asia managing director Umang Bedi, said, “Creative agencies have always been at the forefront of every award winning creative work and we see great potential in working together to make rich creative expressions on Facebook and Instagram. The Creative Ambassador Program will help us bring together and educate creative talent to leverage the Facebook targeting tools and personalized marketing at scale to build brands and produce best in class work in a mobile-first world.”
The two-day programme was run by Facebook’s Agency team, Creative Shop team and Blueprint team. It kicked off with a deep dive into different segments of the creative journey with Facebook and Instagram on the first day, and was attended by top creative directors, planning directors, copywriters and client leaders from WPP agencies across India. Day two of the program included partnering with the Blueprint team to run Blueprint Live, a bespoke version especially for Creative Agencies that helps them to come up with “the big idea” and creative concepts.
WPP chief digital and strategy officer Scott Spirit said, “WPP agencies are constantly reinventing ways in which clients can reach out to their audiences. By partnering with Facebook, WPP agencies will have access to the latest technology and knowledge that will enable them to help clients stay ahead of the curve.”
This global programme was co-created by Scott Spirit, Global Head of Strategy for WPP and Edel Horgan, APAC Lead on WPP for Facebook. The partnership program will be expanded to Australia this year, followed by New York to ensure people are up-to-speed on everything Facebook and Instagram has to offer and ensure creative agencies never miss out on new opportunities.
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.
