[Marketing Week] Bob Koigi: Tariffs take a toll on advertising budgets and strategy

As global trade dynamics become increasingly volatile, marketing and advertising agencies are finding themselves in unfamiliar territory. Aggressive trade policies, escalating tariffs, and geopolitical uncertainty have become direct disruptors of budgets, consumer sentiment, and brand strategies.

Advertising agencies are experiencing the pinch firsthand. Campaigns are being scaled back or delayed, particularly in sectors most exposed to international supply chains, such as electronics, automotive, and apparel. Even digital ad spend, which typically grows year-over-year, has seen stagnation or contraction in key verticals impacted by tariffs.

The most forward-thinking agencies and brands are leveraging these challenges to refine their targeting, streamline their operations, and create deeper connections with increasingly price-conscious consumers.

A recent research from global marketing and tech services company DEPT, surveying over 4,000 consumers across the US, UK, Germany, Netherlands, and Australia, revealed how aggressive trade policies and growing uncertainty are reshaping consumer behavior, and what brands must do to keep pace.

At the same time, an outlook report from the World Federation of Advertisers indicated that the ngoing geopolitical and economic uncertainty—driven by recent U.S. policy shifts and new tariffs—is fueling market volatility. Some brokerages now warn of a potential global recession in 2025, which may lead to declining media prices.

To respond to the trade turbulence, Global marketing data and analytics company Kantar announced the launch of the Tariff Toolkit, a comprehensive service designed to help businesses navigate the complexities of tariffs and their impact on strategic planning and supply chains.

Campaigns of the week

British automotive firm, MINI has launched Agents of Fun – a cinematic new campaign fronted by actor, producer, and Golden Globe–nominated Jack Lowden, reimagining the car advert as something entirely different: a sharp, espionage-inspired short film with subversive wit and cultural edge.

BLK, the social and dating app for the Black community, has announced the launch of #FreeYourCrown, a bold, unapologetic campaign celebrating the beauty, pride, and versatility of natural hair in honor of National Crown Day on July 3, 2025.

Bicultural Latinos often move fluidly between worlds — switching languages, celebrating traditions, and embracing the daily hustle without skipping a beat. It’s a balancing act that’s not just second nature — it’s a point of pride. That sense of thoughtful duality is reflected in the latest Toyota campaign titled 'We Got You'.

Agencies and accounts

The Department for Education (DfE) has appointed VCCP, the global challenger network for challenger brands, as its lead strategic and creative agency for the recruitment of Further Education (FE) teachers across England.

Brave Bison has announced its appointment by Guinness World Records (GWR) to lead a new strategic partnership focused on driving audience growth and monetisation across YouTube, Snap, and Meta platforms.

British tea, coffee and hot chocolate company, Whittard of Chelsea, has appointed TSA as its lead influencer and social media agency.

Captains of Industry

This week, Marketing Report had a chat with Fabio Silveira the Managing Director of Havas Creative Middle East about how the agency is redefining creativity with offerings that resonate both regionally and globally and the trends that are shaping creativity in the Middle East.

Partnerships and acquistions

Esquire UK and Harper’s Bazaar UK have partnered with Range Rover, official partner of Wimbledon, The Championships, on a multi-platform campaign, including two exclusive events co-hosted by each brand during the iconic British sporting event.

Integral Ad Science, IAS, a global media measurement and optimization platform, has announced a first-to-market strategic partnership with Snap Inc. and Lumen Research to bring customized attention measurement to Snapchat.

Paramount Global and Mediacom have announced the renewal of their comprehensive distribution agreements to continue providing Paramount's portfolio of broadcast, entertainment, news, and sports brands across Mediacom markets.

Appointments

Talon, the independent global Out of Home (OOH) agency, has announced the appointment of Jérémie Golfidis as Client Service Director (CSD) for Belgium & Luxembourg, strengthening the agency’s presence and authority in the local Belgian market.

Manuela Rinzler joins the AKQA’s São Paulo leadership team alongside Renato Zandoná, who was recently named Chief Creative Officer for AKQA Latin America.

Other major news of the week

The World Out of Home Organization is setting up a network of women throughout WOO to promote connections, share best practice, provide support and inspire women throughout the OOH industry.

The Interactive Advertising Bureau (IAB), the trade body for the digital advertising industry, has announced the release of its Gaming Measurement Framework, an industry resource designed to bring clarity, consistency, and confidence to media campaigns in gaming environments.

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

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