Bajaj’s website to Malabar’s AI: Accenture didn’t build the world’s biggest ad agency through ads |
Relationships matter much in advertising. But they no longer decide everything.
In May, cosmetics and beauty firm L’Oréal India endedexchange4mediaPublicis' Zenith bags L'Oreal India's media business its 16-year partnership with WPP’s Wavemaker and handed its Rs 900 crore media account to Publicis Groupe’s Zenith.
The short reason: Publicis was better prepared. The communications firm’s data and AI capabilities, built through acquisitions of tech-first companies like Epsilon, Sapient, and Performics, aligned better with L’Oréal’s growing focus on digital........