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ZenithOptimedia predicts 4.6% ad growth to $525 bn in 2013
MUMBAI: Publicis Groupe’s research agency ZenithOptimedia has said in its latest forecast that global ad expenditure will grow 4.6 per cent to touch $525 billion in 2013.
Continuing the trend that started with the economic downturn in 2007, the growth next year also will be led by developing markets predicted to grow by 8 per cent on average in 2013. Central and Eastern Europe are expected to bounce back after a tough 2012 with 7.4 per cent growth in 2013 ($28.592 billion), while Asia Pacific (excluding Japan) will grow by 8.2 per cent ($148.423 billion) and Latin America by 10.1 per cent ($41.935 billion). North America which has had a particularly strong 2012 owing to record Olympic audiences and heavier than expected political advertising in the US is expected to grow at a solid 3.6 per cent in 2013 ($178.313 billion).
The digital medium will continue its strong growth into 2013 and is expected to grow at 15.1 per cent as compared to traditional media which is set to grow at 2.3 per cent.
The agency has also revised it for the remainder of 2012 slashing the growth further from 4.3 per cent (as predicted in June) to 3.8 per cent. The main reason attributed to this downgrade is advertisers in the eurozone cutting expenses in response to further economic weakness. ZenithOptimedia predicts that the eurozone spend will shrink 3.1 per cent over the course of this year as compared to the earlier 1.1 per cent decline forecast in June. Assuming the region remains intact, budgets are expected to resume slow 0.9 per cent growth in 2013, strengthening to 2.3 per cent in 2014.
“Advertisers are broadly continuing to invest, despite the global economic concerns and issues. However, they are seeking to ensure that all expenditures are delivering strong return on investment. The US continues to deliver solid growth. This combined with the growth in developing markets and in digital media, has helped mitigate the drop in eurozone spending,” said ZenithOptimedia Group global chief executive officer Steve King.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
