[Marketing Week] Bob Koigi: PR industry confidence dips, but resilience rises

The global public relations industry is facing a sharp dip in confidence, at least according to a recent Global Confidence Tracker released by the Public Relations and Communications Association (PRCA).

The latest data reveals a striking drop in sentiment, but also highlights a sector actively recalibrating in response to growing uncertainty.

While the headline figures suggest a downturn, the broader story is one of resilience and adaptation. Optimism remains in specific regions, particularly Africa and the MENA markets, while the UK and parts of APAC reflect more conservative sentiment.

The declining confidence has triggered not paralysis, but pragmatic evolution. If history is a guide, the PR industry’s agility, now in full display, may prove its greatest asset in navigating the challenges ahead.

Campaigns of the week

Global men’s grooming company and lifestyle consumer brand MANSCAPED is encouraging men to raise their cameras and think twice before hitting send with its newest campaign, “Send Face Pics Instead.”

WWF-Korea (World Wide Fund for Nature) and Cheil join forces to raise awareness about the threats plastic pollution poses to wildlife with a vivid out-of-home campaign. Titled Animal Trash Fashion, the work features animals such as sea turtles and seals entangled in plastic waste conveyed through a narrative often seen in fashion films.

With its new international campaign #OwnYourWorld, Deutsche Telekom is shining a light on hidden digital threats – visualising how personal data can be duplicated, misused and exploited in ways that are often invisible.

Marketing Trends in 2025

Marketing in 2025 is defined by its paradoxes: fast yet thoughtful, data-heavy yet deeply human. Insights from Marketing Report throughout the year point to an industry in transformation, not just reacting to change, but actively reshaping itself. Ten key trends reveal how brands are navigating complexity, consumer contradictions, and the constant pull between innovation and authenticity.

Agencies and accounts

GUT has been appointed Global Agency for iconic luggage and lifestyle brand RIMOWA, marking the agency's first major win in the luxury category with the addition of the highly coveted upscale mobility brand to its roster.

Vodafone Australia has appointed Howatson+Company as its creative agency of record, ending a pitch process run by Trinity P3 and TPG Telecom's procurement team. The pitch shortlist consisted entirely of independent agencies. Publicis' Saatchi & Saatchi was the incumbent.

Independent creative agency Yarn has expanded its client portfolio by partnering with MAS, a New Zealand-owned insurance and investment mutual. Yarn will lead both strategy and creative for the brand.

Partnerships and acquistions

Havas is further strengthening its global performance and e-commerce capabilities with the acquisition of Tidart in Spain. Tidart will maintain its brand and operational structure, while integrating into Havas Media Network’s global e-commerce proposition, Havas Market.

Publicis has acquired Bespoke, a sports and experiential marketing agency in North America that helps brands drive connection across leagues, teams and sports properties through its consulting, creative services and event activation.

Bandai Namco Holdings Inc. and Sony Group Corporation has announced the signing of a strategic business alliance agreement. Sony also agreed with existing shareholders of Bandai Namco to acquire 16 million Bandai Namco shares held by those shareholders for approximately 68 billion yen.

Appointments

Christian Schmitz has assumed the role of Chief Executive Officer of the Plan.Net Group and been appointed to the Serviceplan Group Board. He takes on this new role alongside his position as CEO of THE MARCOM ENGINE.

Ogilvy Paris has announced the arrival of Shona Lang as Chief Performance Officer (CPO). With a rich and diverse career within the Ogilvy network and beyond, Shona returns to her roots to boost the agency's performance and operational excellence.

Omnicom has announced the formation of Omnicom Oceania. It will will be led by Nick Garrett as CEO. In his new role, Garrett will collaborate closely with brand agency leaders to deliver integrated solutions and a more seamless experience for Omnicom’s clients and their customers.

Other major news of the week

Interpublic Group, IPG, has announced the launch of Agentic Systems for Commerce (ASC), a new offering designed to help brands manage the scaled and complex commerce ecosystem in ways that are not possible without automation and artificial intelligence.

Adidas climbs from 25th position to become the fourth-strongest European brand in 2025, according to a new report from Brand Finance, the global independent brand valuation consultancy. Adidas now commands a Brand Strength Index (BSI) score of 93.4/100 and an equivalent AAA+ rating.

Kantar, the global marketing data and analytics company, has expanded its sustainability offer to help brands step up to the climate challenge and secure long-term growth.

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

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