AGP Executive Report
Last update: an hour agoBrand Storytelling: Samsung’s Galaxy S26 FE campaign follows a student’s first love, weaving phone features into a coming-of-age story rather than a product demo. Helios Luxe, meanwhile, casts John Abraham as narrator for films that spotlight the stories and identities behind its watch brands. Agency Moves: VIRTUE Asia named Ambalika Sen managing director, India, as it looks to grow its culture-led creative and entertainment offering. Banijay Asia also appointed Himalee Shah to lead PR and communications. Marketing Rules: China’s draft financial law proposes tighter oversight of online promotion of financial products, including clearer risk disclosures and suitability checks. AI and Measurement: At the World Marketing Forum, industry leaders debated a more human-centred approach to AI in marketing. New WFA research points to another shift: brands increasingly paying agencies for outputs rather than time, while Adobe has launched a tool to track marketing ROI in real time. Media Spend: Political advertising is surging, but broadcast TV remains the leading channel, according to a new industry report.
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