AD Agencies
The Advertising Club campaign elevates ABBY Awards powered by One Show 2024 prominence in the industry
Mumbai: In a persistent endeavor to elevate prominence in the South Asian and the global advertising industry, The Advertising Club (TAC) has unveiled a campaign for the upcoming ABBY Awards powered by One Show 2024. Positioning as the unequivocal benchmark of excellence in the advertising industry, the campaign highlights the collective spirit of the industry, encouraging professionals to unite and contribute to shaping the future of the industry collectively.
The ABBY Awards stands out as the sole creative award show in India administered by the industry and endorsed by one of the best in the world, The One Show. The laurels achieved at the ABBY Awards powered by One Show 2024 hold significant weight, with winning works also triumphing at prestigious global platforms such as Cannes Lions, The One Show, and D&AD. The esteemed jury panel comprises the crème de la crème of the global creative fraternity, ensuring a rigorous and impartial selection process, further endorsed by The One Show.
Speaking on the initiative, Ajay Kakar, Chairperson, Awards Governing Council, ABBY Awards powered by One Show 2024 and Managing Committee Member, The Advertising Club, said, “At The Advertising Club, we are committed to bringing forward and honoring the masterpieces and the masterminds. The ABBY Awards powered by One Show 2024 serve as a testament to the extraordinary work that our industry creates and its potential to shape the future. With this campaign, we invite the industry to come forward, submit their best work, and together elevate the collective creativity to unparalleled global heights.”
McCann Worldgroup India executive director Alok Lall further added, “We believe in celebrating not just the present achievements but also the future that we are collectively building for our industry. The ABBY Awards powered by One Show 2024 serve as a beacon for the creativity that defines our industry’s trajectory.”
AD Agencies
Publicis Groupe to acquire 160over90 from WME Group
Deal aims to build data-led platform linking brands, fans and culture at scale
MUMBAI: Publicis Groupe has agreed to acquire 160over90 from WME Group, in a move that signals a major push into the fast-growing world of sports and culture-led marketing.
The deal, subject to regulatory approvals, will see Publicis combine its existing Publicis Sports capabilities with 160over90’s global footprint to create what it calls a unified, end-to-end platform connecting brands with audiences through sport, entertainment and culture.
Founded as a division of WME Group, 160over90 has built a reputation for delivering high-impact campaigns across some of the world’s biggest sporting moments, including the Super Bowl, Olympic Games and FIFA World Cup. With over 670 employees across the US, UK, EMEA and Apac, the agency works with global brands to create experiences that resonate both on and off the field.
The acquisition reflects a broader shift in marketing, where sport has become a central pillar of premium media. With the global sports media market estimated at $150 billion and sponsorships crossing $90 billion, brands are increasingly looking for more integrated ways to engage audiences.
Publicis is betting that a data-led approach will be the differentiator. By integrating 160over90 with its own capabilities, including the Epsilon identity ecosystem and Influential network, the company aims to offer marketers a seamless way to plan, activate and measure campaigns across media, sponsorships, live events and creator partnerships.
Publicis Groupe CEO Arthur Sadoun said, “After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport. In the age of AI, it has become one of the most high-value channels for clients.”
He added that combining 160over90’s expertise with Publicis’ data and technology stack would help “connect brands to fans in ways that are both meaningful and measurable”.
Echoing the sentiment, Publicis Connected Media CEO Dave Penski said, “Sport has become the most powerful intersection of culture, commerce and community,” highlighting the growing need to treat sports marketing as a measurable channel rather than just brand-building.
As part of the deal, Publicis will also enter into a strategic partnership with WME Group, enabling closer collaboration on talent, content and brand partnerships. WME Group president Mark Shapiro said the tie-up would open up new opportunities for talent and brands to scale their ambitions globally.
Post acquisition, the combined Publicis Sports entity will report to Suzy Deering, while Robbie Henchman will remain with WME Group to oversee the ongoing partnership.
The move builds on Publicis’ recent investments in the space, including acquisitions of Adopt and Bespoke in 2025 and a partnership with Magic Johnson Enterprises, underscoring its intent to dominate the intersection of sport, culture and commerce.
As brands chase both attention and accountability, Publicis’ latest play suggests the future of sports marketing may be less about moments alone and more about measurable impact at scale.
