Publicis Media vs Weischer

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.

Weischer takes a strategic stake in Erason

Lack of relevance costs the German advertising market billions

DOOH Growing Structurally — Industry Must Modernize

Tobias Hefele of Weischer says Digital Out of Home (DOOH) is in a strong position, with Nielsen reporting 5.6% growth in the first half of the year versus 1.1% for the overall ad market. He warns the sector is at a turning point and must address measurement, standardization and demonstrable ad effectiveness to secure long-term growth. Hefele highlights opportunities from linking DOOH with Retail Media and from AI — especially AI-assisted creative generation and faster, more flexible campaign processes — but stresses the need to modernize infrastructure and create common standards first. He also notes growing formats such as video, audio and content partnerships, and that both new and existing advertiser segments are fueling structural growth.

• Nielsen reported 5.6% growth for Out-of-Home in the first half of the year.
• The overall advertising market grew 1.1% in the same period (per the article).
• Weischer.OOH is growing faster than the broader OOH market, according to Tobias Hefele.

Weischer takes strategic stake in Erason

Mediengruppe Weischer has taken a strategic stake in Lüneburg-based AI market-research firm Erason to combine Weischer's media and mobility data with Erason's AIlon platform, aiming to improve targeting, measurement and reduce advertising waste—particularly in Out-of-Home and cinema. The companies say the integrated approach, including the SYNQ customer-data-hub module, can accelerate operationalization of complex audiences and boost campaign KPIs (claims include 70% faster operationalization, 2–3x higher click rates and 30–50% lower cost per action). The move forms part of Weischer’s broader shift toward an integrated, data-driven media ecosystem. The article names Niklas Mrutzek as Erason co-founder and CEO and Udo Schendel as Weischer managing director, and cites a Decentriq study estimating up to 56% (€24.7bn) of German ad budgets are avoidable waste.

• Mediengruppe Weischer has taken a strategic stake in Lüneburg-based AI and market-research company Erason.
• Weischer will combine its media and mobility data with Erason's AIlon platform to improve targeting, measurement and reduce advertising waste.
• Companies claim the integrated approach, including the SYNQ customer-data-hub module, can speed operationalization by ~70%, yield 2–3x higher click rates and cut cost per action by 30–50%.