COMvergence vs WFA

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.

Ad Industry Lacks Strategic Thinkers, Misaligned Incentives Blamed

A report from the WFA and marketing advisory Mediasense reveals that strategic thinking is becoming increasingly crucial as AI automates routine tasks, yet the industry faces a shortage of such talent. The study, based on a survey of marketers, found that strategic thinking topped the list of talent shortages, cited by 72% of respondents. While the quality of marketing talent is generally rated positively, accessing the right skills is difficult. The report emphasizes that developing internal talent is key, but current incentive structures often discourage strategic development, favoring execution and efficiency over impact. Agencies are still evaluated on executional delivery, even as AI commodifies that layer. To close the capability gap, advertisers and agencies must adapt their incentive structures and take a long-term view on talent development.

• WFA and Mediasense published a report on the growing importance of strategic thinking in advertising amid AI adoption.
• 72% of marketers surveyed identified strategic thinking as one of their top three talent shortages.
• 46% of marketers rated the quality of marketing talent as strong or very strong.

WFA/The Drum Open Global Marketer 2026 Nominations

The World Federation of Advertisers (WFA) and The Drum have opened nominations for the WFA Global Marketer of the Year 2026. The annual award recognises global or regional marketers who demonstrate leadership across areas such as business growth, talent development, creativity/innovation and industry leadership. Nominations are open via the WFA website until November 2; a jury will select a shortlist with finalists announced in December and the winner named in February 2027. WFA CEO Stephan Loerke and The Drum deputy editor Jen Faull commented on the award’s role in celebrating marketers who combine commercial impact with creativity and responsibility.

• The World Federation of Advertisers (WFA) and The Drum have opened nominations for the WFA Global Marketer of the Year 2026.
• Nominations can be submitted via the WFA nomination page until November 2, 2026.
• A jury of experts will select a shortlist; finalists will be announced in December and the winner named in February 2027.

EU Article 50 and California AI Disclosure Laws Take Effect

Article 50 of the EU AI Act and the California AI Transparency Act came into force on the same weekend, imposing new disclosure and transparency obligations on creators and users of certain AI systems. Advertisers must now label AI-generated or AI-manipulated depictions (including deepfakes, emotion recognition and biometric categorization) and face enforcement risk — the EU rules carry fines up to €15m or 3% of global annual revenue. California’s law requires providers of generative AI to offer free AI-detection tools and support both “manifest” and “latent” disclosures. Industry bodies and agencies (including the WFA and Redscout) say the measures mark an inflection point similar to GDPR, while some AI production companies publicly support clear disclosure rules. Regulators’ forthcoming guidance and early enforcement will shape practical implementation for marketers in the months and years ahead.

• Article 50 of the EU AI Act came into force, creating expanded transparency obligations for certain AI systems.
• The California AI Transparency Act took effect the same day and requires generative AI providers to offer free AI detection tools and enable manifest and latent disclosure.
• The state of New York's synthetic performer disclosure law came into force in June, preceding broader laws expected in later years.