In an era defined by media fragmentation, digital fatigue, and rising skepticism around advertising effectiveness, Out-of-Home (OOH) advertising is emerging as high-impact, high-return media channel that outperforms Connected TV (CTV) and digital in core brand metrics including ad awareness, brand favorability, and purchase intent.

According to a five-year report by Clear Channel Outdoor (CCO) and Kantar based on thousands of campaign measurement studies, OOH is currently playing a unique role as both a performance and brand-building medium. Its ability to reach incremental audiences and deliver consistent engagement makes it a valuable addition to any media mix, especially in an era when audiences are harder to reach and digital returns are leveling off.

Campaigns of the week

In a world increasingly shaped by artificial intelligence, data, and automation, Absa has launched a bold new brand television commercial that redefines the intersection of technology and humanity.

Having launched "The Original" campaign earlier this year, Adidas returns to present the next iteration of its new global platform: shining a light on the trailblazing influence of the Superstar.

The new “Betcha the Farm” campaign is a celebration of Canadian farmers, many of whom have been growing potatoes for PepsiCo Canada for decades. With playful confidence and heartfelt storytelling, the Lay’s brand is bringing farming to the forefront.

Agencies and accounts

MetaBroadcast, the UK’s metadata management specialist, has announced that it was awarded a three-year contract from TAM Ireland (Television Audience Measurement Ireland CLG), the Joint Industry Committee (JIC) representing Irish broadcasters and advertising agencies, to operate a programme data harmonisation system.

Creative communications agency The Gate, part of MSQ group, has been appointed by Plan International UK following a competitive pitch process facilitated by AAR.

Guide Dogs, one of the UK's sight loss charities, is working with global socially-led agency We Are Social to support its ambitious fundraising plans. We Are Social has worked with the charity to connect this strategy with consumer and corporate fundraising audiences, with recommendations backed by consumer research, undertaken by the agency.

Partnerships and acquistions

Samsung Electronics has announced a global partnership with Warner Bros. and DC Studios to celebrate the latest “Superman” film with a series of fan activations, Superman-themed video content and limited-edition digital artworks from DC Comics via Samsung Art Store.

South Korean PR agency Prain Global and Serviceplan PR & Content have entered into a strategic partnership to further expand the international network of both agencies and to open up new markets.

Ad.com, a player in performance marketing and digital media, has announced the acquisition of Public Good, the industry’s top platform for values-based digital marketing via contextual targeting.

Appointments

WPP has announced that Cindy Rose has been appointed as Chief Executive Officer (CEO) of the Company, effective 1 September 2025. Cindy succeeds Mark Read who will step down as CEO on the same date. Mark will continue to work with Cindy to support the transition until the end of the year.

AKQA has appointed Carla Petersen as Executive Director of AI Transformation and William Lidstone as Executive Director of Business Development EMEA. The strategic appointments reinforce AKQA’s dedication to delivering cutting-edge value in a dynamic market.

Ogilvy Paris has announced the arrival of Eva Chapiteau as Strategic Planning Director. With 12 years of experience, Eva has established herself as an expert in strategic brand support for both local and international brands across various sectors.

Other major news of the week

The Heineken Company has unveiled striking market insights, highlighting a growing trend toward moderation and alcohol-free choices among Formula 1 fans. As the sport continues to evolve beyond the racetrack into a global cultural phenomenon, changing fan behaviours are reshaping expectations for inclusivity, choice, and responsible enjoyment.

As Apple Music marks its 10th anniversary this year, Apple has unveiled its most ambitious creative project to date: a brand-new studio space in Los Angeles dedicated to artist-driven content, innovation in audio, and deeper fan connection.

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

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