Nikhil Kamath’s WTF has announced the acquisition of Mumbai-based creative agency BTG (By The Gram), marking its second move in the creative services sector after its earlier purchase of One Hand Clap (OHC). The deal underscores WTF’s ambition to build a robust ecosystem of independent, founder-led creative agencies in India.  

Under the terms of the partnership, BTG will retain its existing leadership, team and client relationships, ensuring continuity of its creative independence. At the same time, the agency will benefit from WTF’s investment and operational support, enabling it to scale its capabilities and explore new growth opportunities.  

Founded in 2018, BTG has carved out a reputation for strategy-led creative work across diverse sectors including luxury, beauty, hospitality, entertainment, technology, tourism, wellness and consumer brands. Its client roster features marquee names such as Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott and Nykaa, alongside a growing portfolio of emerging and founder-led brands.  

BTG’s expertise spans brand launches, repositioning, market expansion and long-term brand building, positioning it as one of India’s leading independent creative agencies. Its ability to grow without institutional funding has further cemented its reputation as a resilient and innovative player in the industry.  

The acquisition of BTG follows WTF’s earlier integration of One Hand Clap, reinforcing its strategy of supporting independent creative businesses while preserving their unique cultures. By bringing BTG into its fold, WTF is signalling its commitment to nurturing entrepreneurial creativity and strengthening India’s independent agency landscape.  

Looking ahead, BTG plans to expand its talent base, broaden its category expertise and extend its footprint into international markets. The agency has emphasised that it will continue to uphold its independent ethos and client-first approach, even as it leverages WTF’s backing to accelerate growth.  

For WTF, the acquisition represents a step towards building a collaborative network of creative agencies that can deliver integrated solutions while retaining their individuality. For BTG, it offers the resources to scale while maintaining the spirit of independence that has defined its journey so far.  

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VIRTUE Asia has completed its strategic takeover of VIRTUE’s Middle East operation, unveiling VIRTUE mena as a next-generation, culture-led and entertainment-first agency designed to meet the evolving needs of brands and consumers across the region. Headquartered in Dubai, the new entity will be led by Tarek Khalil, former managing director of VICE Media Group’s Middle East business, alongside the existing VIRTUE team.  

The agency’s portfolio spans government, culture, tourism and private sector clients, positioning it at the intersection of creativity and commerce. With Khalil’s leadership and the backing of VIRTUE Asia, VIRTUE mena aims to deliver innovative campaigns that resonate with the region’s youthful and dynamic consumer base, while supporting brands in navigating transformation and growth.  

Lesley John, CEO of VIRTUE Asia, India and Arabia, emphasised the strategic importance of the move, noting that independence has allowed VIRTUE to build a company tailored to modern brand needs. “The Middle East is one of the world’s most exciting growth regions and a natural next step in that journey,” she said. “It represents one of the most dynamic and youthful consumer regions globally, with strong investment in entertainment and transformation.”  

The launch of VIRTUE mena reflects VIRTUE Asia’s broader ambition to create entrepreneurial, culturally connected agencies that drive regional growth. By combining entertainment-first thinking with cultural insight, the agency is set to play a pivotal role in shaping brand narratives across the Middle East’s rapidly evolving landscape.  

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Ogilvy has unveiled its first APAC 2026 Believability Index: The Power of Proof, a landmark study conducted with YouGov that explores how consumers across Asia-Pacific decide what and who they trust in an increasingly complex information environment. Surveying 7,176 respondents across Australia, Indonesia, Singapore, Malaysia, the Philippines, Hong Kong SAR, and Mainland China, the report identifies a reputational blind spot with direct commercial consequences: when belief is lost, consumers disengage silently, and revenue evaporates.

The findings are stark. A remarkable 93% of consumers in the region quietly disengage when believability in a brand or organisation collapses, with nearly half (48%) halting purchases altogether. Richard Brett, President of Ogilvy PR APAC, warned that “as AI slop and synthetic content reshape the communications landscape, believability has evolved from a PR challenge into a commercial imperative.” He stressed that the true cost of lost belief is measured in lost revenue rather than negative headlines, and that operational action now matters more than traditional corporate apologies.

The study highlights four critical insights. First, the biggest reputational threat is silent disengagement, with consumers far more likely to walk away than to criticise publicly. Second, competence trumps purpose: 42% of respondents disengaged due to products or services failing to deliver, compared to 29% citing poor ethics. Third, believability is built differently across APAC markets, with Singapore and Malaysia leaning on institutional authority, while Australia and the Philippines rely on peer-to-peer experience. Finally, actions restore belief more effectively than apologies, with 57% of consumers prioritising operational fixes over corporate contrition.

To help leaders respond, Ogilvy PR has launched the Believability Agent, a predictive AI diagnostic tool housed in WPP Open. Powered by a multi-agent architecture that combines Ogilvy’s proprietary seven-year Believability dataset with behavioural science, the tool analyses a brand’s “Say-Do Gap” — the distance between marketing promises and operational reality. By triangulating messaging against verified customer and employee sentiment, it calculates “Believability Elasticity,” enabling leaders to predict and prevent silent churn before it damages the bottom line.

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Ogilvy has once again reaffirmed its place at the pinnacle of global creativity, securing the coveted Network of the Year title at the Cannes Lions International Festival of Creativity. This marks the third time in five years that the agency has claimed the honour, underscoring its consistency in delivering bold, boundary‑pushing work across markets and disciplines.  

The win, achieved through an impressive haul of 81 Lions spanning 36 offices worldwide, reflects the breadth and depth of Ogilvy’s creative output. From local campaigns to global initiatives, the agency’s integrated teams have demonstrated a capacity to craft ideas that resonate across cultures while driving tangible impact for clients.  

Laurent Ezekiel, in his first year as Global CEO of The Ogilvy Group, described the accolade as a defining moment. “In my first year as Global CEO of The Ogilvy Group, I have seen the unmatched creative power and impact we bring our clients across our global network and I could not be more proud of being named Cannes Network of the Year. This honour recognises our creativity in all forms and crafts and celebrates the integrated teams across our network who continue to push boundaries and bold ideas for our clients,” he said.  

The recognition at Cannes is not only a celebration of Ogilvy’s creative excellence but also a tribute to the collaborative spirit that drives the agency. Ezekiel emphasised that the achievement belongs to “all of our people, our brave clients, and our trusted partners,” highlighting the collective effort behind the success.  

For Ogilvy, the award is more than a trophy; it is a validation of its philosophy that creativity is the most powerful force in business. By consistently marrying craft with innovation, the agency has positioned itself as a trusted partner for brands navigating an increasingly complex landscape.  

Industry observers note that winning Network of the Year multiple times within a short span is a rare feat, signalling both resilience and adaptability. In an era where agencies are challenged to balance creative ambition with measurable outcomes, Ogilvy’s triumph at Cannes demonstrates its ability to deliver on both fronts.  

As the festival continues to spotlight the best in global creativity, Ogilvy’s latest victory reinforces its reputation as a leader in shaping the future of advertising. With its integrated teams and bold ideas, the agency has once again proven that its network is not only vast but also vibrantly creative.  

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FUJIFILM Australia has appointed Hello as its full-service agency of record for the Photo Imaging Division, spanning Instax, Fujifilm Photos and QuickSnap. The remit includes brand, creative and media strategy across the full mix. First work launches August 2026, marking a major win for Hello’s expanding portfolio.

FUJIFILM Australia has named Hello as its full-service agency of record for the Photo Imaging Division, a significant appointment that will see the independent agency manage brand, creative and media strategy across Instax, Fujifilm Photos and QuickSnap. The remit extends to creative, social, PR, experiential, creator collaborations, media and partnerships, positioning Hello at the centre of FUJIFILM Australia’s integrated communications agenda.  

Mark Little, National Marketing Manager at FUJIFILM Australia, emphasised the strength of Hello’s pitch, noting: “We were blown away by the creativity and connected thinking demonstrated by Hello. Their ability to develop a strong brand strategy and carry a big idea consistently through the line was particularly impressive. We look forward to onboarding the team and rolling out an exciting 2026 innovation agenda.”  

Sam Kelly, CEO of Hello, described the appointment as a milestone for the agency: “This is a significant win for Hello. To have our thinking recognised by a brand like FUJIFILM Australia is a strong endorsement of our unique proposition. We’re excited to partner with Mark and the team to plan and deliver their FY26–27 activity.”  

The win caps a successful FY25–26 for Hello, which has grown into a 70-person agency with a portfolio that now includes CommBank, Amazon, Dry July, 4Pines and Wingstop Canada. These new additions join an already impressive roster featuring Uber, Paramount+, Audible, BMW, Network 10, Under Armour, Paramount Pictures, Budget Direct, Kimberly Clark, Rebel Sport, Afterpay, LiquidIV and Kmart. The appointment by FUJIFILM Australia further consolidates Hello’s reputation as a creative partner capable of delivering across diverse sectors and global brands.  

The onboarding process is already underway, with platform work in development and the first FUJIFILM Australia campaigns scheduled to launch in August 2026. The collaboration is expected to drive a fresh wave of innovation and consumer engagement for FUJIFILM’s Photo Imaging Division, reinforcing the company’s commitment to creativity and connected brand experiences.  

For FUJIFILM Australia, the partnership signals a renewed focus on integrated storytelling and brand consistency across its imaging portfolio. For Hello, it represents both validation of its strategic approach and an opportunity to shape one of the most recognisable names in imaging. As the agency prepares to roll out its first campaigns later this year, the appointment underscores the growing importance of independent agencies in delivering holistic brand solutions for global companies.  

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Royal Canin India has announced the appointment of 22feet as its digital agency partner, marking a significant step in its ambition to deepen consumer engagement in the country’s rapidly expanding pet care sector. The mandate spans digital strategy, social media marketing, influencer collaborations and content-led campaigns, all designed to build awareness around breed-specific and condition-specific nutrition for pets.  

India’s pet food market is undergoing a transformation, driven by rising pet ownership and a growing emphasis on specialised nutrition. Industry estimates suggest the market could reach ₹10,000 crore by 2028, underscoring the scale of opportunity for brands like Royal Canin. Against this backdrop, the company is seeking to blend the heritage of a trusted global brand with the agility of digital-first marketing.  

Prateek Sayal, Marketing Director India – Rapid Growth Markets, Royal Canin, highlighted the strategic intent behind the partnership: “At Royal Canin we are trying to build a modern digital-first consumer marketing muscle by blending brand building principles of legacy brands with modern disruptive digital-first thinking of a digitally native brand. We are super happy to have 22feet on board. In a short span since 22feet has been on board, we have delivered category beating sales growth and seen a 20%+ increase in brand equity establishing Royal Canin as one of the top pet food brands in the country.”  

This emphasis on digital transformation reflects a broader shift in consumer behaviour, where pet parents increasingly seek information, recommendations and community engagement online. By leveraging influencer collaborations and content-driven campaigns, Royal Canin aims to position itself not just as a provider of nutrition but as a trusted partner in pet care.  

For 22feet, the win represents both a consolidation of expertise and an opportunity to shape narratives in a category at an inflection point. Shikha Davessar, Managing Partner, 22feet, commented: “The pet care category in India is at an exciting inflection point, and Royal Canin is one of the leading names driving that momentum. This win deepens our portfolio in a category we understand well. At 22feet, we believe in building experiences that move people to act, and we look forward to applying this belief to a brand that genuinely aims to connect with pet parents in India.”  

The collaboration is expected to deliver campaigns that combine insight-led storytelling with measurable outcomes, reinforcing Royal Canin’s leadership in the premium pet nutrition space. With India’s pet care market expanding rapidly, the partnership between Royal Canin and 22feet signals a commitment to innovation, consumer-centricity and sustained growth.  

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Ogilvy has announced significant leadership changes across its global and Asia Pacific networks, marking the retirement of Kent Wertime, one of the agency’s most respected figures. Wertime will step down at the end of June from his roles as Co-CEO of Ogilvy APAC, Global Chief Operating Officer of Ogilvy, and Global CEO of Ogilvy One.  

In parallel, Chris Reitermann will also transition away from his position as Co-CEO of Ogilvy APAC to dedicate his focus entirely to his role as CEO of WPP Greater China, a market critical to WPP’s global growth strategy. Together, Wertime and Reitermann have co-led Ogilvy APAC since 2016, steering the agency through a decade of digital acceleration, creative expansion, and market transformation.  

Wertime’s departure has implications beyond the Asia Pacific region, with successors for his global roles to be announced in due course. In the interim, APAC leadership responsibilities will be managed by the regional leadership team, working closely with local market leaders and Ogilvy’s global headquarters to ensure continuity.  

Joining Ogilvy in 1999 as CEO of Ogilvy Interactive Asia Pacific, Wertime was an early champion of digital transformation. Over nearly three decades, he rose to take on multiple global mandates simultaneously, a rare feat that underscored the confidence the network placed in him. Beyond his corporate achievements, he is admired as a mentor, writer, and lifelong student of culture and technology.  

Laurent Ezekiel, Global CEO of Ogilvy, paid tribute: “Kent is a true Ogilvy giant. From pioneering our early digital transformation in Asia to holding three of the most demanding roles in our global network, Kent’s impact is immeasurable. We are immensely grateful for his dedication, wisdom, and legacy of mentorship.” Ezekiel also praised Reitermann’s leadership, noting that APAC flourished under their joint stewardship.  

Reflecting on his career, Wertime said: “It has been the privilege of a lifetime to help lead this incredible agency across global and regional frontiers. I leave with absolute confidence in the talent, character, and ambition of this network.” Reitermann added: “Leading Ogilvy APAC alongside Kent has been an extraordinary journey. Our partnership was built on trust and friendship, and I am proud of what we achieved together.”  

This transition marks the end of an era for Ogilvy APAC, while signalling a new chapter for the agency’s global leadership as it continues to evolve in a rapidly changing industry.  

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Hewlett-Packard (HP) has made a decisive shift in its global advertising strategy, awarding its $250 million media mandate to Publicis Media. The move brings to a close a 17-year partnership with Omnicom Media Group, a relationship that had become one of the longest-standing in the technology sector’s marketing landscape.  

The decision was finalised after a competitive review earlier this year, with Publicis and Omnicom vying for the account. For Omnicom, the loss marks the end of a significant chapter, having managed HP’s global media planning and buying since 2007, and expanded its remit in 2017 to include digital responsibilities. Yet, despite its long tenure, HP’s choice signals a clear pivot towards integrated, technology-driven solutions.  

Publicis Media’s victory is widely attributed to its strengths in data-led strategies, AI-driven frameworks and its ability to unify traditional and digital media under one umbrella. In recent years, Publicis has aggressively pursued multinational accounts, positioning itself as a leader in delivering connected consumer intelligence at scale. For HP, this capability is crucial as the company seeks to sharpen its competitive edge in a rapidly evolving digital and retail ecosystem.  

Industry analysts note that while the financial impact on Omnicom Media Group may be limited due to its diversified client base, the symbolic loss is significant. It underscores the intensifying competition among global agency holding companies, where wins and losses of marquee accounts are increasingly determined by technological sophistication rather than sheer buying power.  

HP’s decision also reflects a broader industry trend: global brands are consolidating agency partnerships to build streamlined, tech-driven marketing ecosystems. As advertisers reassess relationships, the ability to leverage first-party data, AI, and retail media has become central to driving growth. Publicis Media’s appointment is emblematic of this shift, positioning the agency as a frontrunner in the race to deliver future-ready marketing solutions.  

For HP, the transition is more than a change of agency; it is a strategic pivot towards modernisation. By consolidating its global media under Publicis, the company is betting on data-led integration to enhance efficiency, sharpen consumer engagement, and future-proof its advertising strategy.  

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Grey 82.5 has been appointed as the creative agency for Imperial Blue following a competitive multi-agency pitch, marking a significant development in the brand’s journey under Tilaknagar Industries. The appointment comes as Tilaknagar seeks to accelerate the growth of Imperial Blue after acquiring it from Pernod Ricard India, signalling a new phase for the iconic brand.  

Imperial Blue, renowned for its long-running “Men Will Be Men” campaign, has built strong cultural recall and consumer connect over the years. Grey 82.5 will now collaborate closely with Imperial Blue’s leadership team, led by Ahmed Rahimtoola and Ishwindar Singh, to strengthen the brand’s cultural relevance and deepen consumer engagement. The agency’s remit will centre on insight-led strategy, creative storytelling and brand-building initiatives designed to drive growth and reinforce Imperial Blue’s position in the market.  

Commenting on the appointment, Ahmed Rahimtoola, CMO of Tilaknagar Industries, said: “Imperial Blue has always had a strong connection with consumers. As we enter this next phase, we are excited to partner with Grey 82.5 to cement the brand’s iconic stature while accelerating youth recruitment. Their strategic clarity and understanding of the evolving consumer landscape will help take Imperial Blue’s legacy forward.”  

Echoing this sentiment, Ishwindar Singh, senior VP marketing, highlighted the brand’s cultural voice: “Imperial Blue, through years of consistent marketing, has had a unique voice in culture. As Grey 82.5 takes forward the brand’s mandate, we look forward to curating a marketing mix that keeps ‘Men Will Be Men’ culturally resonant with fresh perspectives, bold ideas and high-impact storytelling that celebrates the lighter side of a man’s life.”  

Kiran Ramamurthy, CEO of Grey 82.5, underscored the significance of the partnership: “Imperial Blue ranks very high on the list of brands that top agencies yearn to work on. It’s an absolute privilege to partner with a brand that has immense equity and a powerful cultural footprint. We look forward to creating work that drives impact and sets new benchmarks.”  

The collaboration marks an important inflection point as Imperial Blue embarks on its next phase of growth under Tilaknagar Industries. With Grey 82.5 at the creative helm, the brand is poised to build on its cultural resonance and consumer loyalty, while charting new directions in storytelling and engagement. The partnership reflects a shared ambition to elevate Imperial Blue’s stature in India’s competitive spirits market, blending legacy with innovation to ensure the brand remains distinctive and relevant in the years ahead.  

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Omnicom Media (OM), part of Omnicom’s Connected Capability network, has appointed Agelica Hao to the newly created position of Chief Growth Officer in China, underscoring its ambition to accelerate growth in one of the world’s most dynamic markets. Hao, who will be based in Shanghai and report directly to China CEO Joey Zhao, is charged with shaping OM China’s growth strategy by harnessing the organisation’s data, strategy, and connected capabilities to build an integrated growth platform powered by Omni, Omnicom’s AI-driven marketing intelligence system.  

In her role, Hao will oversee teams across New Business Development, Performance Strategy, Content and Creative Solutions, Media Capabilities, and Corporate Communications. She will also collaborate closely with strategy, data, and agency brand teams to ensure growth is sustainable, measurable, and scalable. The appointment reflects Omnicom Media’s commitment to evolving beyond traditional media services and positioning itself as a partner capable of driving broader business transformation.  

Hao brings more than two decades of experience in media and marketing, spanning agencies, digital platforms, and research organisations. Her career includes senior roles at Alibaba Group, Publicis Groupe, and Kantar Millward Brown. Most recently at Publicis Groupe, she spearheaded the expansion of services beyond conventional media into data, technology, creativity, content, and CRM, delivering integrated solutions tailored to client needs. With expertise across diverse categories including beauty, FMCG, mother-and-baby products, healthcare, and automotive, she has successfully applied scalable growth models that encourage clients to move beyond category-specific thinking and uncover new opportunities.  

Joey Zhao, CEO of OM China, emphasised the strategic importance of Hao’s appointment: “As AI continues to transform the marketing landscape, clients are increasingly looking beyond media services for partners who can drive broader business growth. Agelica brings a rare combination of strategic vision, client leadership, and cross-functional integration expertise, with a proven ability to connect data, technology, and business objectives. Her appointment will further strengthen our ability to translate connected capabilities into tangible business outcomes, helping clients achieve more sustainable, high-quality growth in an increasingly dynamic marketplace.”  

Hao herself highlighted the transformative potential of her new role: “The marketing industry is entering a new era shaped by data and AI, and OM is uniquely positioned to lead with its differentiated strengths in technology, data, and talent. I look forward to working closely with our teams to unlock the full value of these capabilities, develop forward-looking and market-leading growth solutions, and deliver measurable business impact for our clients while fostering continuous innovation and long-term growth across the organisation.”  

Garth Farrar, EVP, Growth, added that Hao’s appointment reflects Omnicom Media’s Designed for Growth philosophy: “Across APAC, we are continuing to invest in the talent, technology and connected capabilities that enable us to create more client-centric growth solutions. With Agelica focused on supporting China as part of our growth organisation, we are strengthening our ability to deploy those capabilities in one of the region’s most dynamic and important markets, in a way that is modular, intelligent and tailored to each client’s ambition. It is exactly how we turn complexity into opportunity and deliver measurable growth for our clients.”  

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