COMvergence vs Converge

COMvergence H1 2026 Global New Business Results: Publicis Media Takes Top Spot

Publicis Media led the global Total New Business ranking among the Big 5 media agency groups, generating $3.24 billion in total new business value. Omnicom Media followed in second place at $3.15 billion and WPP Media ranked third at $2.98 billion.

Agency-Client Relationship Under Review in Germany

German advertisers are fundamentally questioning their collaboration models with media agencies, considering which tasks to handle in-house. This shift puts pressure on agencies to reassess their value propositions and revenue streams. The trend towards in-housing is accelerating, as seen in recent developments like IKEA's mega-pitch, which signals a broader industry move towards more flexible, integrated agency-client relationships. Agencies must adapt by offering more strategic, data-driven services and demonstrating clear ROI to retain clients.

• Advertisers in Germany are increasingly questioning their collaboration with media agencies.
• The trend towards in-housing is growing, with advertisers taking over tasks previously handled by agencies.
• Agencies need to redefine their revenue models to stay relevant.

BetMGM Names Cape Creative Agency of Record

BetMGM has officially appointed independent creative agency Cape as its creative agency of record (AOR), formalizing a collaborative relationship that has spanned two years. Cape's expanded responsibilities will encompass brand and creative strategy, working closely alongside BetMGM's wider agency network to maintain a cohesive brand presence. The transition occurred without a formal pitch process, following successful joint projects like the brand's 'Mullet Over' campaign. BetMGM, which features actor Jon Hamm in its latest campaign, has an estimated annual net media spend of $160 million according to COMvergence data.

• Independent creative agency Cape has been named BetMGM's agency of record (AOR).
• The appointment formalizes a two-year working relationship and occurred without a formal pitch process.
• BetMGM's net media spend is estimated at $160 million according to data from COMvergence.

Georgia‑Pacific Says No to Buying Agents — For Now

Georgia‑Pacific is delaying adoption of AI 'buying agents' for programmatic ad buying until underlying quality and waste issues in the ecosystem are resolved. Paras Shah, the company's senior director of digital media, says automating current inefficient workflows would only accelerate waste. The article describes a split in the industry between holdcos and ad tech vendors pushing agentic buying and brand-side marketers who are cautious. Executives from Converge and Adlook warn agentic buying won’t solve structural incentive and inventory-quality problems, and that adoption will be staggered rather than universal.

• Georgia‑Pacific has decided not to adopt AI 'buying agents' for programmatic ad buying immediately, citing systemic waste and inventory-quality problems.
• Paras Shah, senior director of digital media at Georgia‑Pacific, says the company has spent the past two years cutting supply‑side platforms, scoring inventory before bids, and tightening control over supply as groundwork.
• The industry has split into two camps: holdcos and some ad tech vendors testing agentic/agent-to-agent buying, and cautious brand-side marketers wary of automation.