[Marketing Week] Bob Koigi: The widening digital ad gap

As artificial intelligence, automation and retail media continue to reshape the global advertising economy, the gap between digital winners and laggards is becoming increasingly pronounced.

The latest quarterly performance from major technology platforms shows advertisers are rewarding ecosystems that can combine scale, first-party data and AI-driven efficiency with measurable business outcomes.

According to WARC Media’s latest Earnings Debrief, the first quarter of 2026 delivered strong results for Meta and Google Search, steady growth for Amazon, and continued disappointment for YouTube, underscoring a broader shift in where advertising dollars are flowing.

Ultimately, the quarter reinforces a defining trend in modern advertising: AI is no longer being judged on innovation alone, but on its ability to drive revenue, efficiency and measurable business performance.

Campaigns of the week

Jameson has launched a new global brand platform, It’s What You Bring, celebrating football fandom across culture, music and fashion.

Samsung has launched a campaign celebrating two decades as the world’s leading TV brand, based on Omdia data from February 2026.

Momcozy has launched its Mother’s Day campaign, Choose You, Too, alongside a television commercial featuring Abbie Herbert and the rollout of a new platform, The Mama Registry.

Agencies and accounts

M+C Saatchi North America has secured an influencer marketing remit with Brand USA, expanding its role in promoting the United States to international travelers.

Honda Australia has appointed WiredCo. as its social and content agency following a competitive review process, as the automotive brand prepares for a series of product launches.

Publicis Dublin has been appointed as the creative agency for MG Motor and Farizon in Ireland, taking responsibility for integrated communications and brand development.

Partnerships and acquistions

Adobe has completed its acquisition of Semrush, strengthening its capabilities in brand visibility as AI-driven interfaces and agents reshape how consumers discover and engage with businesses.

VIOOH has partnered with Abode Media to extend its programmatic digital out-of-home offering into premium residential environments across the UK.

The Out of Home Advertising Association of America (OAAA) has extended its partnership with the Federal Bureau of Investigation (FBI), continuing a nationwide initiative that uses out of home media to support public safety.

Appointments

Omnicom has named Christine Gambino as Chief Executive Officer of Omni, effective immediately, marking a leadership transition for its marketing and sales intelligence platform.

The PHA Group has appointed Alice Lamb to lead its corporate team and oversee a client portfolio that includes Suntory Beverage and Food GB&I, So Energy, Numan and Virgin Experience Days.

Other major news of the week

Ovide has opened an office in Madrid, marking its entry into Spain as the third market for the PR agency. The move is part of a broader plan to expand into 3 to 5 European countries in the coming years.

Cannes Lions International Festival of Creativity has named AB InBev as its 2026 Creative Marketer of the Year, recognising the brewer’s sustained focus on creativity as a driver of business performance.

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

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