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For brands, retail media is becoming indispensable, particularly in CPG, where it is forecast to account for more than half of advertising investment in food and alcoholic drinks in 2027.

In his new role, Flach will help destinations and tourism organizations build awareness, consideration and visitation through integrated travel trade marketing and communications strategies.

The move extends the agency’s US growth strategy into Columbus, with McDonald working alongside Dan Pooley, a founding managing partner and Midwest lead, to establish the office and support regional growth.

Both executives will report to Laurent Ezekiel, Global CEO of The Ogilvy Group, and will work alongside Global Head of Growth Kelsey Murray as part of a senior leadership team focused on coordinating Ogilvy’s Growth, Marketing and Communications functions worldwide.

The agency will work with Destination NSW's communications team in Sydney to promote New South Wales as a tourism and events destination in the UK market.

Under the agreement, 5WPR will oversee corporate communications, thought leadership, executive profiling and earned media campaigns.

The firm will continue to operate under its existing brand, with co-founders Slater Bayliss and Stephen Shiver remaining in leadership positions alongside the current team.

As brands continue to pour larger budgets into social media, creators and influencer partnerships, marketers are increasingly questioning whether social-first strategies alone can sustain long-term growth.

The account will include support for product announcements, corporate communications and campaigns designed to raise the profile of Lite Coms' leadership team within the defence and government sectors.

As part of the appointment, Colangelo & Partners will develop campaigns highlighting the region's wineries, winemakers and wine styles, while strengthening relationships with trade and media.

FINN Partners will deliver a communications programme covering corporate profiling, media relations and thought leadership.

The appointment strengthens Hannah Cranston Media's portfolio in the beauty, health and biotechnology sectors.

The agency will also focus on strengthening relationships with consumers and sellers while reinforcing Lazada's position in the country's competitive e-commerce landscape.

That picture emerges from two separate studies by Knak and Gain Theory, which suggest that marketing's greatest challenges lie beyond content generation.

The appointments form part of the organization's strategy to grow visitation and strengthen Chicago's global profile through media relations, influencer marketing, content development and localized communications across key markets.

Brooklyn Water Bagel selected Champion to strengthen its communications strategy as it grows beyond its Florida roots. The agency's remit includes raising the profile of the brand's story while supporting its franchise development objectives.

The appointment extends a partnership that began in New Zealand in 2022, with Tonic now leading earned media, strategic communications and experiential campaigns for Subway across both markets. The expanded remit is now underway.

Ruder Finn will support Wendy’s communications across a range of audiences, including consumers, employees, investors, franchisees, media, creators and local communities.

Lerato Motloung, Account Director at Havas South Africa, succeeds Cherná Lutta, who steps down after leading the group's development and overseeing a series of initiatives aimed at supporting students and early-career professionals.

The communications programme will focus on The Works' Time Well Spent brand proposition while supporting its position as a destination for affordable, screen-free activities for families.

However, long-term brand-building effectiveness has remained broadly stable, suggesting many brands have adapted successfully.