AD Agencies
GroupM’s introduces Live Panel to transform media planning
MUMBAI: GroupM has recently introduced Live Panel, a new consumer and media insight solution enabling its agencies to more efficiently develop precise and targeted media plans so advertisers can more effectively reach their audiences, measure outcomes and seize competitive advantage. Essentially the new too will help GroupM make better use of its own data.
With seamless access to a global panel of more than 5.5 million consumers in 30 markets, Live Panel delivers the actionable insights needed to inform media decisions for both global and local campaigns. The new platform connects with multiple data sources across Kantar’s market leading data and research assets and integrates with the bespoke planning tools of GroupM’s media agencies to accelerate the time from insight to planning to implementation.
“In an era of continually evolving consumer behaviours and media preferences across a wider array of channels, marketers who have the most intelligence are at a distinct advantage, and our unique knowledge of audiences worldwide sets us apart in the industry,” said GroupM Global chairman Irwin Gotlieb. “Leveraging WPP’s data and analytics investments, we know more about media use and consumption behaviours than anyone else. Live Panel operationalizes this knowledge to turn consumers into audiences and audiences into customers more nimbly and efficiently for our clients’ advantage.”
“GroupM’s use of our global Lightspeed consumer panels and the integration of a number of our unique data sources – BrandZ, TGI, Connected Life and Kantar Worldpanel ComTech – into Live Panel fully realizes the power of Kantar’s insights capabilities by embedding them into agencies’ media investment management tools,” said Kantar CEO Eric Salama. “This continues Kantar’s strategy of combining survey, panel and census data for the benefit of marketers by connecting us to the client rosters of the world’s largest media investment group.”
Live Panel is the latest tool in a growing portfolio of consumer and media insight planning tools that help GroupM’s media agencies, including Mindshare, MEC, MediaCom, Maxus and Motivator to build distinct marketplace offerings that leverage the best data available in regions worldwide.
GroupM says that Live Panel will also provide clients of its agencies connectivity and benefits such as understanding consumers and trends, evaluation of consumer purchase and retail behaviours, integration of brand equity data, development of unique audience insights and programmatic audience segments on the basis of consumer attitudes, product purchase and usage behaviour, balancing of plans with understanding of consumer media usage, creation of device-optimal strategies and tactics with understanding of mobile phone, tablet and quad-play ownership, usage and purchasing trends.
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.
