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Vanita Keswani steps away from Madison after 30 years
MUMBAI: After nearly three decades of shaping Indian media buying and strategy, Vanita Keswani has called time on her long and influential innings at Madison World.
Keswani, who has been CEO of Madison Media Sigma since 2015, exits the group after a career that mirrors the modern evolution of India’s media industry itself. Calm, commercial and quietly formidable, she has been one of the most recognisable leadership faces within the Madison network.
Her Madison story began in 1995, when she joined as an account manager on the Coca-Cola business. Over the next twenty years, she rose steadily through the ranks, handling marquee accounts such as Godrej Consumer, leading large client portfolios as business director and general manager, and eventually being named COO in 2012. Three years later, she was elevated to CEO, taking full charge of Madison Media Sigma’s growth agenda.
As CEO, Keswani steered the agency through a period of rapid change, balancing traditional media strengths with an increasing focus on digital growth and innovation. She managed the company’s P&L, led the core business development and training teams, and played a central role in driving media solutions that delivered tangible business results for clients.
Her tenure was marked by consistent new business wins, strong organic growth from existing clients and a steady stream of industry accolades. Under her leadership, Madison Media Sigma teams picked up awards across platforms such as the Emvies, Abbys, Prime Time Awards, OACs and Golden Mikes. Keswani herself was recognised among Impact magazine’s Top 50 Most Influential Women in Media.
Beyond the boardroom, she has been a visible industry voice, regularly serving as a panelist and moderator at advertising and marketing forums. She is also a visiting faculty member at postgraduate institutes, sharing practical leadership lessons shaped by decades on the frontlines of media.
Her professional grounding was built early, with stints at Bennett Coleman and Co, where she worked in sales and marketing for Times FM, and earlier as product manager for flagship magazines such as Femina and Filmfare. Along the way, she invested in leadership development through programmes at ISB and with global leadership thinkers.
With her departure, Madison closes a significant chapter in its history. Keswani leaves behind a legacy defined not by noise, but by consistency, clarity and results. In an industry that thrives on constant change, her career stands as proof that steady leadership can still make the loudest impact.
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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.
