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With AI ad tools expanding, Meta courts agencies while reshaping their role

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A shift is underway across the ad industry. Platforms are rolling out more automated marketing tools, lowering the barrier to entry for advertisers to manage campaigns directly. Agencies, long since tasked with managing those relationships, are on alert.

Even as the tools change, Nicola Mendelsohn, Meta’s head of global business group, aimed to quell any advertiser anxiety at this year’s Cannes Lions International Festival of Creativity.

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Google’s World Cup brand counterattack highlights shifting search behavior

Google’s World Cup brand campaign isn’t just another marketing bet on live sports’ biggest carnival. It’s also a tell.

The tech giant is currently running a brand campaign throughout the tournament featuring Spain’s Lamine Yamal, former U.S. men’s goalie Tim Howard and the voice of Fox commentator and former Sweden star Zlatan Ibrahimovic. It’s running on linear television, YouTube and paid social channels.

According to Rebecca Michael, vp of marketing for Google Search and Maps, it’s intended to remind users that, after the integration of LLM Gemini into features like AI Mode and Overviews, users can use Google for more than merely search.

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