PUBLICA4 vs Publicis Media

PUBLICA4 AG leadership change: Dario Piccinno becomes CEO, Oliver Anderegg named Chairman

The About page has been completely redesigned with new team listings, a company timeline, and values. Key changes: Dario Piccinno is now CEO & Partner, Oliver Anderegg is Verwaltungsratspräsident · Founder. The company history notes conversion to AG in 2025 and Dario Piccinno taking over operational leadership in 2026.

Dario Piccinno named CEO and Partner at Publica4

Publica4 AG appointed Dario Piccinno as CEO and partner effective 1 July 2026. Piccinno brings more than 20 years' experience in the Swiss digital advertising market, including twelve years focused on High Impact Advertising. Publica4, founded in 2012 and converted from a GmbH to an AG last year, positions itself as a specialised technology and production partner for High Impact Advertising with its own platform and integrations to Swiss premium publishers. Piccinno previously founded The Industry AG (later acquired by YOC), built YOC’s Swiss operations and most recently served as Commercial Director (Yaleo) at Audienzz. Oliver Anderegg, founder and chairman of Publica4, commented on the transition from competitor to partner and endorsed Piccinno's plans to grow the company's quality and client service offering.

• Dario Piccinno will assume the role of CEO and partner at Publica4 AG effective 1 July 2026.
• Piccinno has over 20 years of experience in the Swiss digital advertising market, including 12 years in High Impact Advertising.
• Publica4 was founded in 2012 and converted from a GmbH to an AG in 2025.

GWA Study: CMOs Shift In-House, Agencies Need New Models

The German Association of Advertising Agencies (GWA) has published a white paper titled "The New Value. Agencies in the Tension Between AI Maturity and Customer Expectations." Based on surveys of 170 CEOs/CMOs and 78 agency executives, the study reveals that 80% of marketing decision-makers plan to move more work in-house thanks to AI, particularly in research (52%), creative (50%), and production (44%). However, only 8% expect agency roles to shrink, suggesting agencies will take on new strategic and integration tasks. The study highlights that AI is deeply embedded in agency workflows, with 76% having AI-based offerings, yet 67% cite talent shortages as a top hurdle. It challenges assumptions that AI lowers costs, pointing to new costs in licenses, infrastructure, and governance. Only 10% of companies have fully integrated AI into their processes, indicating an industry in transition.

• 80% of surveyed CEOs/CMOs plan to move more marketing tasks in-house due to AI.
• 52% plan to increase in-house research/market research, 50% in creative, 44% in production.
• Only 8% of companies expect agency importance to shrink.

Publicis Study: Influencers Drive Purchase Decisions

A Publicis Media study, “Publicis More: Influencer Impact,” surveyed 1,300 people aged 18–75 in Germany (data collected online 8–22 June 2026) and finds influencer content plays a major role across the customer journey. Two-thirds of platform users consume influencer content at least daily; Instagram (75%), TikTok (73%) and YouTube (62%) show the highest daily usage. Overall, 40% said they discovered products or trends via influencers (54% Gen Z), 47% have bought an influencer-recommended product (59% Gen Z), and more than half in every generation rate social media influence higher than classic media. The study also reports generational differences in preferred formats (short vs. long video) and platform use for entertainment, inspiration and information.

• Publicis Media Data Studio surveyed 1,300 people in Germany aged 18–75 for the study “Publicis More: Influencer Impact.”
• Data collection took place online from 8 to 22 June 2026.
• Two-thirds of users of the examined platforms consume influencer content at least once daily; daily usage: Instagram 75%, TikTok 73%, YouTube 62%.

Kering moves global media account to Publicis

French luxury group Kering has awarded its global media account to Publicis Media following a pitch, ending the incumbent relationship with Dentsu's iProspect which had handled the business since 2021. Publicis previously worked on Kering via its Zenith network until 2021, so the win is described as a comeback for the Paris-based agency group. Neither Publicis nor Kering commented to MEEDIA. The report notes Kering is undergoing restructuring under CEO Luca de Meo and recently appointed Romain Spitzer as CEO of Bottega Veneta, effective 1 September.

• Kering awarded its global media account to Publicis Media after a pitch.
• The incumbent, iProspect (a Dentsu network), had managed Kering's media since 2021 and lost the pitch.
• Publicis previously served Kering through its Zenith network until 2021; the new Publicis network brand handling the account is not yet disclosed.