The Connected TV (CTV) landscape is experiencing a sustained period of growth, disruption, and transformation. As viewers increasingly shift from traditional linear television to digital streaming platforms, advertisers are quickly following suit.

The result is a booming industry where streaming content and advanced advertising intersect. Brands such as LG Ad Solutions, Pubmatic, Nielsen and Perion have unveiled a suite of tools to target and reach customers effectively.

But beneath the surface of this promising evolution lie complex challenges, from transparency issues to fraud and viewability concerns, that threaten to stifle progress if left unaddressed.

DoubleVerify in its latest report noted some of these challenges. For example, bot fraud for accounts for 65% of all CTV fraud – with 4 million infected devices generating fake traffic daily, costing advertisers millions in wasted spend each month.

Campaigns of the week

Pepsi Lipton International has launched ‘Tea Changes Everything’, an uplifting global brand platform for Lipton Ice Tea, created with long-term partners adam&eveDDB. As part of the new ‘Tea Changes Everything’ platform, Lipton is investing in its biggest global brand campaign in more than a decade.

“The Power of Truth” is a campaign created by Dentsu Creative Italy for Amnesty International Italy . The campaign delivers a powerful and often forgotten message: the pursuit of truth is a crucial weapon for human rights, and through Amnesty, we can help defend it with a donation, contributing to the protection of the precious work of photojournalists.

To celebrate the concert of a world-famous pop star recently, Rügenwalder Mühle, alongside Serviceplan Hamburg, Serviceplan Culture, and Mediaplus Hamburg, turned the streets of Berlin and the Uber Arena into a massive fan poster.

Agencies and accounts

Havas Media Network has announced its selection as the media agency of record for Olive Garden in the U.S, the leading restaurant in the Italian dining segment. Havas Media will oversee strategic communications planning and video media investment for the iconic brand.

Following a competitive three-way pitch led by Ingenuity+, independent creative agency, Center Parcs’ has announced Neverland as its appointment as lead brand strategy and creative agency.

FCB Ulka (part of FCB India) has been appointed as the creative agency on record for Sensodent Group, a specialised oral care brand developed by Indoco Remedies Ltd., a Mumbai-based pharmaceutical company with a strong presence in India and across the globe.

Captains of industry

This week, Marketing Report had a chat with Co-Founder and Group Chief Creative Officer of Joe Public Pepe Marais about the agency's journey, purpose-driven growth, and why creativity from the African continent deserves more global recognition.

We also talked to Bernardo Tavares, the founder and creative director of Brazilian creative agency Beta Collective about the unique approach of working with a collective of freelance creatives.

Partnerships and acquistions

Perion Network Ltd., a player in advanced technology solving for the complexities of modern advertising, has announced the acquisition of Greenbids, a cutting-edge AI platform that creates custom algorithms for campaign-level optimization across walled garden platforms.

The European Marketing Confederation (EMC) has announced that McKinsey & Company is a knowledge partner of EMC. For EMC, McKinsey is the ideal strategic partner.McKinsey & Company is a global management consulting firm that works with bold leaders to accelerate sustainable and inclusive growth.

Australasia’s independent marketing and communications agency, Bastion, continues its strategic expansion with the acquisition of Daymark, one of Australia’s most respected boutique corporate advisory firms, renowned for its expertise in corporate communications, public affairs, government relations and crisis management.

Appointments

Serviceplan Group has named Jan-Philipp Jahn as CEO of its German creative agencies, effective July 1, 2025. He will lead the business alongside Chief Creative Officer Till Diestel, Chief Strategy Officer Stefanie Kuhnhen, and CFO Holger Scharnofske.

Havas Media Canada has announced a series of leadership appointments that reinforces its commitment to performance, innovation and client growth.

Other major news of the week

Publicis Groupe has announced its Cannes Closed Door Sessions are back, with a new mission: unlocking real – and immediate - AI upside for clients, in an economic downturn.

Formula 1 is teaming up with AWS during its 75th anniversary year to debut a brand-new interactive digital experience that allows fans to create, customize and share their own F1 track design.

As the UK focuses on boosting economic growth, Heineken UK has announced it will invest £40 million in upgrading and reopening pubs in its Star Pubs division in 2025, creating nearly 1,000 new jobs across the country.

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

Follow Marketing Report on LinkedIn