AD Agencies
Only one-third of govt ads went to electronic media
NEW DELHI: A sum of Rs 340,52,61,236 was spent on advertisements in the electronic media by the Directorate of Advertising and Visual Publicity on behalf of various Ministries/Departments of the Government for advertisements during the current year.
Of a total of Rs 992,46,45,257 spent so far, the major share of Rs 545,60,50,506 has gone to the print media. The Parliament was told that Rs 92,51,00,816 was spent on outdoor publicity (hoardings etc).
Printed Publicity material cost totaled Rs 9,48,28,635 and Rs 4,34,04,064 went into exhibitions.
The Ministry/Department-wise break-up of expenditure in respect of the advertisements released through the above Media Vehicles is available on DAVP’s website under head ‘Newspaper’ and sub-head ‘Reply to Rajya Sabha Question -› Annexure of Question No.- 880’.
The DAVP has seven empanelled impact assessment agencies which can be used by the client ministries according to their requirement.
Also read: Over Rs 149 million spent on govt ads post-DeMo
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.
