AD Agencies
Maitri Advertising Works triumphs at ET Shark Awards South
CHENNAI: Maitri Advertising Works has swept the inaugural ET Shark Awards South, taking home the coveted Agency of the Year title while its chairman, C Muthu, was named CEO of the year. The independent agency, known for blending cultural intuition with sharp creative thinking, turned the ceremony into a showcase of southern storytelling at its finest.
Maitri’s success stems from a simple idea: understanding the South from the inside rather than gazing at it from afar. With its roots firmly planted in local culture, language and lived experience, the agency has built campaigns that feel authentic, intimate and distinctly regional while still matching national creative standards.
That formula delivered an impressive haul of six metals, including three Gold awards. Maitri struck Gold for its Asianet Poopaattu work that celebrated South Indian storytelling and its use of cultural art and music. Another Gold came for its lively Bigg Boss Malayalam Season 7 campaign, which hit the sweet spot between mass appeal and cultural nuance.
Muthu said the recognition belongs to the entire team, noting that the agency thrives because it is powered by many heroes rather than a single star. He added that senior leaders routinely mentor younger talent, creating a rare creative ecosystem built on guidance and continuity.
Maitri also bagged three Silver metals. These included its Bgmi Thokkumootil viral push, a humour driven campaign built on internet culture, and the MyG Onam retail splash that channelled festive energy into mass reach.
Chief creative officer Francis Thomas said the South offers a fertile playground for ideas with strong talent, adventurous clients and costs that stretch creative freedom rather than limit it. Moving from Mumbai to Kerala, he added, has been creatively rewarding in every sense.
With its latest wins, Maitri Advertising Works has proved that homegrown insight paired with imaginative craft can turn regional understanding into national level impact.
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.
