AD Agencies
Rediffusion’s new Amway campaign bets on brand attitude
MUMBAI: Be Bright is a range of skincare products introduced by Amway that appeals to the young adults who desire a great looking skin anywhere and anytime.
The campaign brief was to definitely not go on the lines of the classic done-to-death piece of creative, which showed the daily ritual of skin care in a product window. It asked for a new dimension. The creative agency came up with the campaign line “Spread the glow inside out” and made it into a brand film. The campaign has been conceptualized for the brand Attitude–Be Bright.
The script went through a four-city research and upon positive feedback, the campaign was executed.
Amway Category head Anisha Sharma said in a statement, “The beauty market is so overcrowded with problem-solution advertising that we wanted our brand to stand out by showcasing a script that focused on the inner glow. We wanted to portray situations where the individual’s inner glow/spark rubs off positively on those around her. ’”
According to Rediffusion Y&R ECD (North West)Pranav Harihar Sharma, “ The brand ‘Attitude’ was launched four years back by Rediffusion with a similar mindset. This time when we set to pen the script of ‘Be bright’ those campaign codes were there at the back of our minds.”
This film is based on a simple observation which everybody can relate to. Sharma explained, “It needs brightness inside the heart to see and do such an act. And that’s what the brand ‘Be Bright’ stands for. I’ve been privileged to write and direct this film and I hope people will follow this in their lives. It is one of those ads that can be imitated as acts in the life. “
AD Agencies
Publicis posts €4.19bn Q1 revenue, 6.4 per cent growth; backs FY outlook
Ad giant signals Q2 acceleration as AI and new deals power momentum
PARIS: Publicis Groupe continues to outperform the industry, delivering a strong start to 2026 under Chairman and CEO Arthur Sadoun. Despite a volatile global macro environment, the company has now outpaced the industry for nearly 20 consecutive quarters.
For Q1 2026, total revenue reached €4,191 million, up from €4,161 million last year, with organic growth of 6.4 per cent. Net revenue, which excludes pass-through costs, stood at €3,460 million, reflecting organic growth of 4.5 per cent.
Exchange rates had a negative impact of €268 million, mainly due to a weaker US dollar and pound sterling. Acquisitions, including Adge.AI and 160over90, contributed an additional €46 million.
Performance across regions was largely positive, with some variation:
- North America, accounting for 59 per cent of net revenue, grew 4.7 per cent
- Europe recorded growth of 3.9 per cent, led by the UK at 6.2 per cent, while France grew 1.6 per cent
- Asia Pacific posted 5.9 per cent growth, driven by China at 11.7 per cent
- Latin America grew 13.3 per cent
- Middle East and Africa declined 5.1 per cent due to geopolitical challenges
AI-powered marketing services, which now make up 86 per cent of the business, grew 5.6 per cent. However, the technology segment, representing 14 per cent of revenue, declined slightly as clients reduced spending on large-scale transformation projects.
Sharing his outlook, Publicis Groupe chairman and CEO Arthur Sadoun said, “Publicis had a very strong start to the year, outperforming the industry for almost 20 quarters in a row despite the volatile macro environment. Organic revenue growth reached 6.4%, leading to 4.5% in net and further increasing the gap with our peers.” He added that the company remains confident of delivering industry-leading performance. “We are confirming our industry-leading organic growth guidance of 4 to 5%, with the 4% rock solid, and a sequential organic growth acceleration in Q2 despite a higher comparable.”
Publicis continued its expansion with the acquisition of Adge.AI in March, followed by 160over90 in April to strengthen its sports and culture marketing capabilities.
Net financial debt stood at €1,156 million at the end of March, reflecting a seasonal shift from the net cash position at the end of 2025. Average net debt over the past twelve months was €1,035 million.
The company has reaffirmed its full-year guidance, expecting net revenue organic growth of 4 to 5 per cent in 2026. It also anticipates an operating margin slightly above 18.2 per cent and free cash flow of approximately €2.1 billion.
With expectations of stronger performance in the second quarter, Publicis remains well positioned to sustain its growth momentum.
