AD Agencies
Goafest 2025 kicks off with AI, stardom and Gen Z in a high-octane creative melting pot
GOA: : Goafest 2025 opened its gates with more than just confetti. On 21 May, the industry’s most awaited gathering lit up the Taj Cidade de Goa with provocations, predictions, and panels that sparked sharp thinking and bolder storytelling. The event, themed ‘Ignite ___’, kicked off with performances, power panels, and provocative conversations that challenged status quos and invited fresh perspectives.
Hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), GoaFest 2025 began with a ceremonial champagne pop, a lamp lighting, and a high-voltage performance by Mika Singh. Amazon MX Player, Mediakart, and other partners set the tone with a theme of momentum, celebration, and transformation.
Publicis Groupe senior advisor Rishad Tobaccowala opened with a riveting session presented by Set India and Sab TV, titled ‘Staying Relevant in an Age of Machines’. Moderated by Publicis south Asia Anupriya Acharya, the keynote decoded AI’s future impact on creativity. Tobaccowala called AI “underhyped” and said the true differentiator will be “HI” — human ingenuity, intuition, and inventiveness. “Agencies must embrace AI to rethink storytelling and business models”, he warned, adding, “It’s time to burn the old ways of thinking and upgrade your mental operating system”.
The spotlight then shifted to Hindi cinema royalty. Kareena Kapoor Khan took the stage in a session presented by Amazon MX Player and powered by Times Network. In conversation with Atika Farooqi, she reframed her iconic line “Main Apni Favourite Hoon” as a life philosophy. “Self-love is not just a phrase—it’s the foundation of everything”, she said, while speaking about motherhood, reinvention, and resilience in cinema.
The final session of the day, ‘Swipe Right for Relevance’, tackled gen z brand affinity. Powered by Whisper World and Eenadu, and moderated by journalist Anuradha Sen Gupta, it featured Amarjit Singh Batra (Spotify), Geetika Mehta (Nivea India), and Vikram Mehra (Saregama). All three echoed the same beat: Gen z wants authenticity, not advertisements. Batra said, “More than 50 per cent of our audience is under 25. Gen z values experiences, honesty, and wellness”. Mehta added, “They’re not distracted, they’re discerning. Sustainability, purpose, and credibility are expectations, not bonuses”. Mehra called it straight: “They see through gimmicks. Micro-influencers and social listening trump celebrities.”
AAAI president and GroupM south Asia CEO Prasanth Kumar, anchored the day, saying, “Goafest 2025 is about igniting transformative ideas. With 60+ speakers, 35+ sessions, and 20+ masterclasses, we’re not just discussing the future — we’re creating it”.
The Abby Awards 2025 Powered by One Show saw 4,076 entries from 233 companies, marking its fourth year in collaboration with The One Show. The day wrapped with a sunset Sundowner powered by Truecaller & Big Live, followed by the Publisher & Media Abby awards, co-powered by Amazon MX Player, Mediakart, and Zee. DJ SLG and JioStar lit up the After Hours Party.
Day one ended on a high, as Goafest reaffirmed its reputation as the pulse of India’s creative economy.
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.
