Week at a glance: One Budget to please all; Google’s U-turn; Paris opener stuns

Dear friends,

It was yet another week of hectic activities.

The most important event this week was presentation of the maiden budget of the Modi 3.0 government, where the Finance Minister tried to achieve the impossible – have something to please everyone. Jobs, skill development, provision for ‘annadata’, helping out the middle class... various measures have been announced. The coming months will reveal how successful the Finance Minister has been in her endeavour.

Google’s U-turn on cookie ban

After years of delays, Google this week announced that it was abandoning its plan to eliminate third-party cookies in its Chrome browser. These cookies are widely used by advertisers to track users across websites and target ads. Google’s unexpected decision reverberates across the advertising industry, prompting both relief and uncertainty. For advertisers, this move could offer a temporary reprieve, allowing continued reliance on these tracking tools for precise ad targeting and user behaviour insights. However, it also postpones the industry’s shift towards more privacy-focused models, raising questions about the future of digital marketing.

Google backtracks on third-party cookie ban

Google’s U-turn on cookie ban shakes up ad industry, but privacy remains mainstream

Brendan Conan Pereira no more

Brendan Conan Pereira, the legendary co-founder of Chaitra Advertising, now known as Leo Burnett, passed away at the age of 96. Pereira’s journey in advertising began in 1945, but he rose to prominence during the 1960s. Pereira played a significant role in launching Vimal, working closely with Dhirubhai Ambani.

Advertising icon Brendan Conan Pereira passes away at 96

Rise of fresh cricket talent

As seasoned players like Rohit Sharma and Virat Kohli approach the twilight of their careers, the market dynamically shifts to embrace emerging talents such as Shubman Gill, Prithvi Shaw, Rishabh Pant, Riyan Parag, etc. The retirement of established stars opens up fresh opportunities for brands to associate with the new generation of cricketers who bring a youthful and contemporary appeal. This transition not only keeps the endorsement landscape vibrant but also ensures that brands can continuously connect with the evolving interests of the cricket-loving audience.

Will fresh cricket talent be able to give brands a fresh boost in celebrity endorsement?

Acquisitions

Publicis Groupe has entered into a definitive agreement to acquire Influential, the world’s preeminent influencer marketing company and platform, authentically connecting brands to audiences by developing, deploying, and optimizing creator-driven digital campaigns.

Publicis Groupe to acquire influencer marketing company Influential

FMCG major Emami is on the verge of complete ownership of men’s grooming brand, The Man Company, for an estimated Rs 400 crore. This move marks a significant step for Emami in the direct-to-consumer (D2C) space, as it transitions from a minority shareholder to sole owner of The Man Company. The FMCG company has previously invested in several D2C startups, but this will be its first full acquisition within the sector.

Emami to acquire men's grooming brand The Man Company

Paris Olympics 2024

The 2024 Paris Olympic games got off to a highly creative and innovative start yesterday, when the opening ceremony was held along the banks of the river Seine, instead of the usual stadium setup. The march past of the nations took place on over 94 boats that carried over 7,000 of the world’s top level athletes on Seine, even as the river banks were turned into a party zone. The ceremony often looked like a Pride celebration, which is not surprising given that Inclusion is a major theme for the Paris Olympics.

And all this, amid pouring rain, which was a little bit of a dampener, but the crowds and the athletes and the performers braved the downpour.

Paris Olympics 2024: Robust brand support for the Games and for Team India

Until next week...

Shanta Saikia

Editor

Adgully

Also Read: Week at a glance: IMAGEXX 2024; MIB discussions; Microsoft outage; Budget wishlist