[Marketing Week] Bob Koigi: Global giants double down on AI to drive the future of business

Artificial Intelligence (AI) continues to revolutionize how global companies operate, driving innovation, efficiency, and smarter decision-making across industries.

In the last few weeks, major players in marketing, consulting, creative, advertising and technology have announced solutions and partnerships that points to how they are investing heavily in AI to transform how they serve clients and enhance internal workflows.

Accenture has announced a major shift in its growth model and leadership structure, effective September 1, 2025, to further solidify its position as a leader in generative AI. Central to this transformation is the launch of Reinvention Services, a new integrated business unit that combines Strategy, Consulting, Song, Technology, and Operations to streamline delivery and embed AI more deeply into client solutions.

At Havas, AI is being embedded group-wide through its €400 million investment, with a fully integrated Converged.AI suite. This platform powers everything from analytics and decision-making to content personalization and creative production, aligning data and technology around business outcomes.

Meanwhile, WPP has expanded its global strategic partnership with web development leader Vercel. The collaboration aims to bring Vercel’s cutting-edge AI tools—v0 and AI SDK—to WPP teams and their clients, accelerating creative development and digital innovation.

The Serviceplan Group has introduced Sōkosumi, a secure AI platform that enables businesses to integrate enterprise-grade AI agents into daily operations. Designed in compliance with the EU AI Act, Sōkosumi offers both proprietary and third-party services, giving companies a flexible and compliant tool for productivity.

Campaigns of the week

The Jeep brand is teaming up again with Universal Pictures and Amblin Entertainment for the launch of a new Jurassic era: the theatrical release of the new action-packed cinematic event, "Jurassic World Rebirth."

In a country where most people are disengaged from their finances, and even more disengaged from banking ads, Greg Gray from ROMANCE brings a filmmaker’s eye and an athlete’s intensity to flip the script in South Africa.

McDonald’s Canada and creative agency Cossette have launched The International Menu Heist — a one-of-a-kind culinary escapade that brings six beloved McDonald’s items from around the world to Canadian menus.

Agencies and accounts

Brazilian footwear brand Havaianas has named GUT its global agency of record (AOR) following a competitive pitch process run by SCOPEN with Alpargatas team that included agencies from across Europe and the US. GUT's appointment solidifies a new creative partnership to strengthen Havaianas' global presence focused on key markets in Europe, the US and Asia.

Mother Berlin has been appointed the new creative lead agency for SumUp’s 2025 brand campaign across Europe. The decision followed a competitive pitch and was further shaped in a collaborative creative sprint.

Global independent marketing and communications agency, FINN Partners, has announced its appointment by Fleurop-Interflora Global Flower Services (GFS) to support on sustainability messaging and corporate communications for the group globally.

Partnerships and acquistions

Omnicom, OMC, and Interpublic, IPG, have announced that the U.S. Federal Trade Commission (FTC) has concluded its antitrust review of Omnicom's proposed acquisition of Interpublic and reached agreement with Omnicom and IPG on a mutually acceptable consent order.

Media, marketing and technology company Brave Bison is set to acquire MiniMBA, the marketing training platform. Founded in 2016 by marketing professor Mark Ritson, MiniMBA provides MBA-level training in marketing, brand and management using an online platform and virtual teaching to over 6,000 delegates every year.

Unilever has announced it has signed an agreement to acquire personal care brand Dr. Squatch from growth equity firm Summit Partners. This complementary acquisition marks another step in expanding Unilever’s portfolio towards premium and high growth spaces.

Appointments

The World Out of Home Organization has appointed two new directors: Ocean Outdoor Chairman Tim Bleakley and Multiply Group Head of Media and Communication Vertical Jawad Hassan. Simultaneously, Clear Channel CMO Martin Corke is rotating off the board.

The Worldcom Public Relations Group (Worldcom), the global partnership of public relations firms, has formally installed its 2025 - 2026 group board and regional committees during its annual global meeting in Costa Rica.

Other major news of the week

Channel 4, ITV and Sky, in collaboration with Comcast Advertising, have announced their intent to launch an advertising marketplace, that will allow easy access to a premium on demand and streaming inventory through a single campaign for the very first time.

Nielsen, a global player in audience measurement, data, and analytics, and the Danish broadcasters (TV 2 Danmark, DR, Viaplay Group, and Warner Bros. Discovery), have announced the extension of the current contract for the official measurement of viewers in Denmark.

Marketing is under increased scrutiny from CEOs, boards and other internal stakeholders as global brand owners seek to avoid risk in an increasingly unpredictable world.

Bob Koigi is the editor-in-chief of Marketing Report.One