EPISODE · Jul 22, 2026 · 4 MIN
Omnicom Holds Uber, Kantar Doubts the Creator Boom
from Advertising in Five
Omnicom Retains Uber Account, Expands Brazil Remit. Omnicom keeps Uber's roughly $800M media business and, per Adweek, widens its remit into Brazil and sports marketing, a sign of how incumbents defend flagship clients during an active review cycle. (Adweek) Kantar Study Questions Influencer Content Effectiveness. A Kantar study finds only 27% of influencer content helps brands even as it projects the creator economy could exceed $350 billion by 2030, per Merca2.0, framing a spend-versus-proof tension. (Merca2.0 Magazine) Omnicom Merges Mediahub and Hearts & Science. Omnicom is combining Mediahub and Hearts & Science globally under Hearts & Science CEO Garrett O'Reilly, with a spokesperson saying client servicing will not change, per AdNews. (adnews.com.au) Also moving today: Kraft Heinz, Disney enter long-term strategic marketing partnership (Marketing Dive) ‘We’re starting to wonder’: Ad industry chases AI value as usage outpaces proof (Digiday) As AI automates media work, Omnicom Media is rethinking the agency business model (Digiday, Digiday) WTF acquires creative agency BTG in Nikhil Kamath's second big buy (Indian Television Dot Com) Why Liberty Mutual turned a viral ad moment into a new brand character (Marketing Dive) Zevia taps Cardi B to serve up real talk in biggest campaign to date (Marketing Dive) Get Advertising in Five in your inbox every weekday: https://advertisinginfive.com
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What this episode covers
Omnicom Media has retained Uber as its global agency of record across most major markets in a roughly $800 million account, expanding its remit in Brazil and folding in Uber's sports marketing, while WPP keeps the rideshare firm's Asia-Pacific media business, according to a press release reported by Adweek. A Kantar study within its BrandZ 2026 report finds only 27 percent of influencer-generated content meaningfully strengthens the brands paying for it, even as 61 percent of marketers plan to raise influencer budgets this year. Omnicom is also merging its Mediahub and Hearts and Science media brands globally under Hearts and Science chief executive Garrett O'Reilly, per AdNews.
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Omnicom Holds Uber, Kantar Doubts the Creator Boom
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