MAM
Havas Media APAC is global media AoR of Shangri-La Hotels and Resorts
MUMBAI: Havas Media APAC has been appointed as the global media agency of record (AoR) of luxury hotel group Shangri-La Hotels and Resorts, following a multi-agency pitch that saw participation of agencies like Starcom and OMD.
The agency has been tasked with handling the media planning and buying for the Hong Kong based hotel group, across all its markets and properties.
The hotel group is developing new hotels in India, China, Malaysia, Mongolia, Philippines, Qatar, Sri Lanka, Turkey and United Kingdom. It currently has 76 hotels and resorts throughout Asia Pacific, North America, the Middle East and Europe.
Havas Media was selected for its ability to deliver media innovations and strong integrated solutions. The hotel account will be led out of the agency‘s Hong Kong operations.
MPG Hong Kong managing director Deryk Tang said, “This is an extremely exciting win for us and a testament to our extensive experience in the luxury and hospitality sector. We have a great synergy with the marketing team from Shangri-La.”
Havas Media International APAC managing director Stuart Clark added, “Shangri-La Hotels is a brand synonymous with Asian luxury and hospitality. They have produced some really interesting campaigns over the last few years, taking the brand into a unique territory within the category. We will leverage all our specialist resources in International and Luxury marketing to help them build on that platform in 2013 and beyond.”
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
