In May, L'Oréal ended a 16-year agency relationship. The reason? Simply that a competitor was better prepared with better data and AI capabilities.
This incident illustrates the shift that's happening in advertising right now. The agencies that bet on technology early are pulling ahead. The ones that are built on relationships are finding out how quickly those erode.
Sitting unnoticed at the top of this reshuffled industry is Accenture Song. It's the world's largest advertising agency that doesn't really call itself one. It made 20 billion dollars last year. And it's barely visible in India.
And that lack of visibility? That's by design.
Tune in.
Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.
What is Daybreak?
Business news is complex and overwhelming. It doesn’t have to be. Every day of the week, from Monday to Friday, Daybreak tells one business story that’s significant, simple and powerful.
Hosted from The Ken’s newsroom by Snigdha Sharma and Rachel Varghese, Daybreak relies on years of original reporting and analysis by some of India’s most experienced and talented business journalists.