AD Agencies
Leo Burnett India shines at WARC Prize 2016
MUMBAI: The Leo Burnett Group has shone at 2016 edition of the WARC Prize for Asian Strategy. Leo Burnett India and Orchard Advertising (a Leo Burnett agency) pick up an award each. The WARC awards uphold and celebrate breakthrough strategic thinking that drives businesses, in Asia, and have awarded a total of 17 cases this year.
Orchard Advertising (a part of the Leo Burnett Group) brought home a well-deserved Silver for its campaign for Amazon ‘Show Me More’ (Aur Dikhao). Additionally, Leo Burnett brought in a Bronze for its revolutionary campaign for the Bajaj V’s ‘The Nation’s Bike’ campaign.
Leo Burnett south Asia chief strategy officer Dheeraj Sinha said, “Our work for Amazon has emanated from truly Indian insight of seeking more choices whether it’s the process of selecting a groom through arranged marriage or buying consumer products. The campaign has helped Amazon, a global brand, build local familiarity and connect.
The work on Bajaj V stands out because the marketing idea is embedded in the product. The bike is a symbol of pride for the youth of the country, especially in a context when so much is under question in the country. And it’s not just an ad campaign, it’s a real product. That’s what makes it stand out.”
Leo Burnett south Asia chief creative officer Raj Deepak Das expressed his elation thus, “Both the award-winning campaigns are stellar examples of work that upholds our Humankind philosophy. That Amazon and Bajaj make for wonderful, supportive clients is a very vital plus and speaks of the great client-agency relationship we share.”
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
