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The research found that nine in 10 respondents said their agencies are either central to their commercial success or make a meaningful contribution to business performance.

The appointment expands P-22 Agency's hospitality portfolio and includes responsibility for media relations, influencer engagement, strategic partnerships, and communications surrounding the resort's renovation.

The biggest gains came from S4 Capital and WPP, up 14.3% and 13.6% respectively—two companies that have faced pressure over recent quarters.

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

Reporting to Chairman and CEO Yannick Bolloré, Raphaël de Andréis will work with the leadership teams across Havas' Creative, Media, Health and Content at Scale networks.

The appointment marks the beginning of a partnership that will see Ogilvy support Lite n' Easy's brand strategy while drawing on the agency's multicultural, health and behavioural science expertise.

The Institute of Practitioners in Advertising (IPA) has admitted four agencies to its membership following its quarterly Council meeting.

The agency will lead the campaign's integrated communications strategy, social media strategy, creator strategy, content creation and media planning, with the aim of extending the campaign's impact beyond its television broadcast.

The findings underscore a growing paradox: social media's influence continues to deepen even as confidence in its content declines.

The campaign supports Oak Farms Dairy's brand strategy by reconnecting the company with its Texas heritage while engaging contemporary consumers.

The appointment follows a collaborative selection process focused on establishing a long-term partnership to support National Pharmacies' product, brand and marketing strategy.

The week's key developments included Adidas moving its global media business to Omnicom, the expansion of WPP Enterprise Solutions, a potential agency shift at Skechers, and reports that Dentsu plans to take its subsidiary Dentsu Soken private.

The appointment aligns Samsung Australia's media operations with the company's global agency structure, where Publicis Groupe already serves as the media agency of record across many international markets.

The collaboration will begin with a new campaign for Pepero, the Korean snack brand, as Lotte looks to capitalise on the growing popularity of Korean culture and consumer products in India.

Brandon will develop a campaign aimed at increasing awareness, strengthening customer consideration and supporting bookings as Avelo Airlines continues its expansion across the United States.

The agencies will operate as a unified team to develop IBM's Let's Create Smarter Business campaign across multiple channels and international markets.

Bijlard joins from ACE, where she served as Managing Director, and will be responsible for strengthening existing client relationships and driving new business growth in the Netherlands.

Reporting to Managing Director Tim Lloyd, she will oversee strategy across all client accounts while also supporting business development and the agency's long-term strategic growth.

The creator economy also came of age, with creators positioned as strategic partners shaping brands, products and communities rather than simply amplifying campaigns.

The brief includes media relations, thought leadership and executive profiling, building on Wise Up PR's experience working with companies in the defence technology, aerospace and national security sectors.