[Marketing Week] Bob Koigi: Ad spend crosses $1 trillion mark

Global advertising investment is set to break the trillion-dollar ceiling in 2026, rising 5.1% and outpacing world economic growth.

Beyond the headline number lies a structural shift: dentsu’s newest Global Ad Spend Forecasts signal the dawn of the Algorithmic Era, a marketplace where algorithms increasingly guide how consumers discover, evaluate and buy from brands. In dentsu’s view, media is no longer just a channel, it’s the front door to brand value.

Those that invest in outcomes, innovate with intent and design for the algorithm—not against it—stand to convert culture, attention and media into durable advantage.

Campaigns of the week

UNICEF has unveiled an immersive public installation in Brasília to highlight how extreme heat is disrupting children’s ability to learn. The Unlikely Greenhouse transforms a life-size classroom into a sweltering 38-degree environment.

McCann Manchester has created the final chapter in Kevin and Katie the Carrot’s long-running Christmas narrative, delivering a wedding-themed instalment built around humour, jeopardy and musical spectacle.

Deutsche Telekom has brought together the four lead boys from the original Stranger Things cast for a campaign promoting MagentaTV. Finn Wolfhard, Gaten Matarazzo, Noah Schnapp and Caleb McLaughlin reprise their roles as Mike, Dustin, Will and Lucas in a film that recreates the show’s atmosphere with close attention to detail.

Agencies and accounts

BVGroup has appointed Bountiful Cow to manage its UK media account across a portfolio of consumer brands including BetVictor, Betano, Parimatch, talkSPORT Bet, Smooth Spins and Heart Bingo.

Serviceplan Group and Phrenos have secured the European Commission’s framework for 360-degree communication campaigns, a multi-year assignment managed by the Directorate-General for Communication.

Honda has appointed an agency village, led by creative agency Special and media agency Zenith, to grow the brand in a crowded auto category.

Partnerships and acquistions

Havas has acquired Unnest, a French data consulting and engineering firm known for its expertise in designing, building, and deploying data platforms. The move strengthens Havas Media Network’s global data, technology, and analytics arm, CSA.

Unilever has agreed to sell the Graze business to Katjes International, with the healthier snacking brand set to sit within the Candy Kittens group in the UK. The transaction is expected to complete in the first half of 2026, subject to customary closing conditions.

Eventbrite, the global marketplace for live experiences, has entered into a definitive agreement to be acquired by technology firm Bending Spoons in an all-cash transaction valued at approximately $500 million.

Other major news of the week

With FIFA World Cup 26 approaching, The Coca-Cola Company has introduced Coca-Cola FC Academy, a soccer-inspired learning and career development program designed to prepare young people in the U.S. and Canada for roles in sports marketing and adjacent industries.

Cannes Lions International Festival of Creativity has unveiled LIONS Sport, a global forum dedicated to the cultural and commercial impact of creativity in sport. The two-day event will run from 24 to 25 June 2026 alongside the main Festival.

VCCP has launched VCCP Social Club, an expanded social capability designed to strengthen the agency’s global approach to socially led creativity. The initiative brings together more than 80 specialists across the network to help brands stand out in an increasingly crowded social landscape.

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

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