[Marketing Week] Bob Koigi: Consumer demand drives ads

Data shows marketers are using audience insights to optimize media strategies in increasingly competitive markets

Advertising investment across Australia and New Zealand is becoming more strategic as brands increasingly align media spending with consumer demand rather than simply increasing budgets.

New Nielsen data shows marketers are using audience insights to optimize media strategies in increasingly competitive markets. Australia's vitamins and supplements sector exemplifies the trend, with advertising spend rising 26.5% to AUD75.1 million as more consumers adopt preventative health products. More than half of Australians now take vitamins, prompting brands to invest heavily to maintain visibility and customer loyalty.

Australia's insurance sector is taking a similar approach. Advertising expenditure increased 4.7% to AUD463.7 million, with the strongest growth in pet, motor and home insurance, reflecting shifting consumer priorities.

Meanwhile, New Zealand's outdoor retail market kept overall spending largely flat but redirected budgets towards digital, radio, social media and out-of-home channels to better engage its 2.21 million outdoor enthusiasts.

The findings highlight a broader shift in marketing strategy: advertisers are increasingly using consumer insights and competitive intelligence to determine where to invest, optimize media mix and maximize campaign effectiveness in a data-driven marketplace.

Campaigns of the week

Erich & Kallman has launched Just Married, a campaign for Gulf States Toyota promoting the 2026 Toyota RAV4 across five US states.

Special Group has launched a global brand platform for Jacob's Creek, introducing a creative direction designed to strengthen the wine brand's cultural relevance.

Havas Chicago has launched the latest instalment of Buddig's Eat Your Buddig campaign, bringing back the Buddig Grandma character as the brand targets younger consumers looking for convenient protein snacks.

Agencies and accounts

Ogilvy has been appointed agency of record for Australian health and wellbeing brand Lite n' Easy expanding its remit to include strategy, creative, customer experience, social and influencer services.

Brandon has been appointed creative partner for Wicked Weed Brewing, with the agency leading campaign development for the craft beer brand.

Doner has been appointed agency of record for Navy Federal Credit Union. The agency will lead brand and product marketing.

Partnerships and acquistions

Talon has acquired US out-of-home (OOH) specialist PJX Media as part of its expansion in the North American market. Financial terms of the transaction were not disclosed.

FINN Partners has acquired Sydney-based communications agency Honner, establishing its first office in Australia and expanding its financial services communications capabilities.

Hearst Magazines will make a selection of its digital video content available on Netflix from 3 August as part of a new short-form content initiative.

Other major news of the week

WPP has announced plans to expand WPP Enterprise Solutions, strengthening the business's role as a provider of enterprise transformation services focused on customer experience, operations and growth.

M+C Saatchi North America has launched an Entertainment Marketing practice as part of an expansion of its Sports+Entertainment offering across North America.

Plan.Net Group has launched Plan.Net Agentic AI, a business unit focused on AI-driven marketing transformation for enterprise clients.

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

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