PHD vs Publicis Media

Bose Media Head: Attention Is Proxy, Not Result

Kelly McArdle, Global Head of Media at Bose, argues that attention metrics are a proxy for, not a measure of, business outcomes. She criticizes ROAS for rewarding channels closest to conversion while ignoring demand creation. Her approach includes evaluating reach, attention, memory, incrementality, and contribution together. She defends long-term brand investment against short-term performance pressure, referencing Ehrenberg-Bass Institute and 'The Long and the Short of It'. McArdle also discusses AI's role in accelerating media decision-making and AI discoverability's growing importance. She identifies range, curiosity, and judgment as essential traits for future media leaders. The piece is an interview published ahead of the Drum Awards Festival.

• Kelly McArdle is Global Head of Media at Bose.
• She previously spent nearly a decade at PHD Media.
• She argues that attention is a proxy, not a result, and would not pay a premium for it unless it improves business outcomes.

Mother Berlin's Uber Eats Campaign Stars Bruce Darnell

Mother Berlin has launched its first Germany-wide campaign for Uber Eats, adapting a global creative idea for the local market. Titled 'Du hast dir einen Deal verdient!' ('You've earned yourself a deal'), the campaign features TV personality Bruce Darnell as the new testimonial. In several spots, protagonists endure awkward everyday situations, after which Darnell appears and declares they deserve an Uber Eats deal. The films run on TV and streaming services, supported by social media assets and out-of-home motifs. Franziska Walter, Marketing Director DACH & Poland at Uber, emphasizes Uber Eats' role in daily life. The spot was produced by Tony Petersen Film, directed by Holger Jaquet, with media planning and buying handled by PHD. The creative team includes Alexander Nowak, Christina Rankel, and Christian Lotz at Mother Berlin.

• Mother Berlin created its first Germany-wide campaign for Uber Eats.
• Bruce Darnell appears as the new testimonial in the campaign.
• The campaign slogan is 'Du hast dir einen Deal verdient!'.

New WARC Podcast: Agentic AI and the Delegation of Consumer Choice

PHD has released a new WARC podcast on agentic AI and the delegation of consumer choice, dated August 21, 2026.

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.