Author: Digiday Editors

The 7,500 attendees of year four of Possible have wrapped their meetings, and the booths are being dismantled as you read this. But day two of Possible gave Digiday the chance to catch up with a handful of executives in attendance to get their thoughts on marketing spend consistency in the face of economic turbulence, the continued value of multicultural marketing and the difference between AI’s effect on consumers versus marketers.

Three execs – The Home Depot’s Molly Battin, Sundial Media Group’s Kirk McDonald and Omnicom Media’s Joanna O’Connell – shared their thoughts with Digiday’s Jim Cooper and Michael Bürgi at the Digiday studio at Possible.

Battin talked about the test-and-learn approach her company is taking with AI, notably agentic shopping to “take the friction out of shopping” for customers.

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What began as a regional conflict is now a compounding drag on the advertising industry — not catastrophic, but persistent enough that many CMOs are starting to feel it.

While the economics of war travel slowly — through oil prices, supply chains, corporate margins and people’s wallets — they do travel, and enough time has now passed for the effects to start showing up in the numbers.

WPP’s Middle East revenue fell 12.6% like-for-like in the quarter. Meanwhile Publicis’s MEA business was down 5.1%, with the conflict’s reach extending into Sapient’s U.K.’s operations — enough to put roughly 10% of the consulting firm’s total revenue in the conflict zone. Omnicom didn’t break out specifics but the Middle East and Africa were among its only declining regions. 

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