ADWEEK Agencies Advantage: Agencies Must Look Beyond Advertising for Growth

Major advertising agencies are expanding beyond traditional advertising and media to drive growth, as AI and shrinking client budgets reshape the industry. Publicis acquired sports marketing agency 160over90 and data platform LiveRamp for $2.2 billion earlier this year to bolster capabilities in new business categories.

ADWEEK Advantage is part of a series where every month, our top editors interpret what happened in each vertical, and what it means for the future. As the rise of AI and shrinking client budgets reshape the agency business, the major industry players are setting their sights beyond advertising and media in pursuit of growth. For those on the front foot, that’s playing out through acquisitions meant to bolster or extend their capabilities in new kinds of businesses. Publicis’ acquisitions of 160over90 https://www.adweek.com/agencies/publicis-acquires-160over90-makes-sports-its-next-big-bet/ and LiveRamp https://www.adweek.com/agencies/publicis-to-acquire-liveramp-for-22-billion/ the latter for $2.2 billion earlier this year were both bets on new growth categories. UNLOCK FULL ACCESS Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve. VIEW ALL SUBSCRIPTION OPTIONS /adweek-subscription-2026/