AGP Executive Report
Last update: 6 hours agoPlatform Trust: The National Trust has pulled all TikTok campaigns after the platform’s AI published unauthorised videos, putting fresh pressure on brands to scrutinise where their ads appear. Marketing Technology: Adobe’s new Coworker tool brings campaign data to creative teams, while marketers are also adapting to AI search, which is changing how brands get discovered. Spending Shifts: Nestlé India raised advertising and marketing spend 46% in its second quarter; UK marketing budgets have also climbed to a two-year high, with growth across channels. Media Mix: As festive campaigns face tougher ROI tests, brands are shifting toward creators and targeted digital. Creator marketing already claims 15–25% of brand budgets, according to an industry estimate. Agency Moves: Dentsu and Omnicom won TVS Motor’s digital media mandate in India, while the USGA selected Gupta Media as its paid media agency of record. Search Costs: Google paid search is becoming more expensive, sharpening the case for marketers to reassess how they balance paid media with other routes to visibility.
Note: AI summary from news headlines; neutral sources weighted more to help reduce bias in the result. Feedback is welcome. Please let us know if you have any comments or suggestions about the AGP Executive Report.
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