A prolonged geopolitical crisis in the Gulf threatens to erase nearly $94 billion in global advertising growth over the next two years, The World Advertising Research Center (WARC) now says.

The global ad market was projected to grow 10.4% to $1.32 trillion in 2026, but that outlook now depends on stability. Rising oil prices and potential disruptions in the Strait of Hormuz could shake advertiser confidence, hitting food, travel, transport, technology, and electronics hardest.

In a severe, prolonged scenario, WARC predicts a 4.2 percentage point drop in 2026, equivalent to a $49.9 billion loss, followed by another $44 billion hit in 2027.

Even social media isn’t immune. Platforms like Instagram, Facebook, and TikTok are still expected to post double-digit growth, albeit slower than before, while Reddit sees rapid expansion and X returns to steady growth.

Overall, ad market growth is expected to moderate to 8.2% in 2027, reaching $1.43 trillion, with the trajectory dependent on energy market stability. The outlook underscores how macroeconomic shocks, rising costs, and falling consumer confidence directly influence brand spending decisions.

Campaigns of the week

Tecate and LePub Mexico City have launched Playa Tecate Access, an initiative designed to restore public access to beaches that have become increasingly restricted in practice. The campaign combines creative thinking with concrete action.

HAK, in partnership with ACE, has introduced a new brand positioning and campaign, HAK JE DAG (HAK Your Day), aimed at encouraging the Netherlands to eat more vegetables and legumes.

LinkedIn is extending its brand platform, The Network That Works For You, with a campaign that uses humour to reflect the everyday experiences of marketers and sales professionals.

Agencies and accounts

Springbok has been appointed digital partner of the National Lottery, managing digital production, campaign asset optimization, and concept creation for the National Lottery Club.

High-tech company RGS Development will continue operations under its new name, Thermagy, marking a key milestone in its evolution. The international rebrand was developed in partnership with creative agency VENGEAN.

Benchmark Wine Group has appointed FINN Partners as its public relations agency of record, as the rare wine reseller looks to expand its communications strategy and reach new audiences.

Partnerships and acquistions

IKAg is acquiring PitchPoint, bringing together activities around agency selection and agency relations.

PubMatic has partnered with Untapped Growth to provide independent agencies with direct access to its AgenticOS platform.

Open Media has entered a programmatic partnership with VIOOH to expand access to its digital out-of-home inventory across the UK, giving advertisers greater flexibility in reaching audiences at scale.

Appointments

Mediaplus Group has appointed Thomas Le Thierry as its Global Chief Growth Officer, effective April 1.

Creative communications agency Bray Leino has appointed Wayne Deakin as Chief Creative Officer, introducing a newly created role to support its growth plans and creative direction.

AKQA has appointed Helder Santo as Chief Executive Officer of the Americas, expanding its regional leadership as it continues to focus on growth at the intersection of creativity and technology.

Other major news of the week

Tony’s Chocolonely has become one of the most distinctive brands in the global food industry, combining a strong social mission with a recognizable approach to storytelling, product design, and distribution.

United Playgrounds, and therefore also Fitzroy, is entering a new phase: the 19 original entrepreneurs are taking ownership of the group, building on the foundation laid in recent years.

Cannes Lions has announced the 2026 cohort for its See It Be It (SIBI) talent programme, which aims to accelerate the careers of women and non-binary creatives.

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

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