Director – Performance

Auto's media allocation has seen dramatic shift in favour of targeted media: Kartik Sharma. In a conversation with Nawal Ahuja at e4m Auto Marketing Conference, Kartik Sharma, CEO, Omnicom Media Group India, said auto sector is entering 2026 with renewed consumer momentum * by Team PITCH * February 28, 2026 The Indian auto sector is entering 2026 with renewed consumer momentum, though global uncertainties continue to pose risks, Kartik Sharma, CEO, Omnicom Media Group India, said at the second edition of the e4m Auto Marketing Conference. In conversation with Nawal Ahuja, Co-founder, exchange4media Group, Sharma described the previous year as a "mixed bag", marked by a slow first half followed by recovery in the latter part of the year. "Last year was not easy. It's a mixed bag, as you rightly put. First half, we were all worried about what's going to happen, but many of the structural changes announced by GST have actually helped. And overall, it's in a much better position," he said. He added that 2026 has begun on a more stable footing. At the same time, he cautioned that geopolitical tensions could impact sentiment. "We are in a very chaotic and very unpredictable world. So, what we say today could change in three weeks' time," he said. Media mix shifts in auto Sharma said the auto category has seen a significant shift in media allocation post-COVID. "There's a dramatic shift in the media mix usage in auto. From 60-40 in favour of mass media to 40-60 in favour of more targeted media," he noted. While print saw a drop during the pandemic, Sharma said there has been an uptick since 2020. He added that print continues to play a role in building trust and providing dealer-level information for test drives. Television, according to Sharma, remains critical for large-scale launches across metros and Tier I and Tier II cities. He said reports of the decline of television do not reflect ground realities in the auto category. Outdoor advertising, he added, continues to grow within the auto segment, especially in creating visibility near dealerships and reinforcing brand recall. On radio, Sharma said the medium remains underutilised. While some brands have leveraged it effectively, he described it as a potential opportunity area, particularly in smaller towns where entry costs are lower. Digital and content evolution On digital, Sharma said allocation varies across brands and segments. While digital accounts for a smaller proportion at the overall category level, certain segments and brands operate with a significantly higher digital focus. He highlighted the growing role of content creators, noting that access to creators has expanded significantly. However, he cautioned about the presence of fake creators and the need for filters to ensure credibility. Sharma said brands are experimenting across celebrity, mid-tier and micro creators depending on objectives and lifecycle stage. He added that meaningful content depends on consumer insight and cultural context rather than volume alone. Addressing the debate around brand versus performance marketing, Sharma questioned the framing of performance as distinct from other media investments. "I think every dollar has to have some impact on the business," he said, adding that attribution models are evolving beyond last-click frameworks. AI and advertising On artificial intelligence, Sharma described himself as taking a balanced view. "It's not AI will take all jobs. At the same time, we should not be so bold to say it will not impact. It's somewhere in between," he said. He noted that AI has already been embedded in media optimisation tools, particularly in digital, and is increasingly being used in creative production to reduce timelines and improve output quality. Sharma also referred to predictive capabilities of AI in marketing, particularly when layered over first-party data to better understand consumer behaviour. He said repetitive tasks are more likely to be automated, leading to workforce shifts. At Omnicom, he added, the focus has been on training teams to use AI tools effectively. "We don't need to become doomsday. I'm a great optimist," Sharma said, adding that while there may be interim disruption, long-term productivity gains are expected to outweigh job losses. The session highlighted the structural shifts underway in the auto marketing ecosystem, from media mix realignment to digital experimentation and AI adoption, as the sector navigates both growth opportunities and external uncertainties

Publicis Groupe APAC creates new chief communications officer role. Publicis Groupe APAC has created a new leadership role and named Naomi Michael (pictured) as its chief communications officer for the region, effective 9 March 2026. Based in Singapore, she will oversee the agency's regional communications strategy across markets and capabilities, reporting to Jane Lin-Baden, CEO of APAC. Michael joins from Omnicom Media, where she recently took on a leadership role as head of brand marketing, following a nine-year stint as chief marketing and communications officer at IPG Mediabrands. According to the agency, her appointment reflects Publicis Groupe APAC's effort to strengthen communications as a core pillar of its "Power of one" model, which integrates creativity, data, media, technology and strategy. With more than 20 years of international marketing and communications experience spanning APAC, Australia and the UK, Michael has built expertise in integrated marketing and corporate communications. Her track record includes enhancing brand visibility, driving growth, and creating consistent narratives across complex, multi-market organisations. Her career journey covers early roles at Publicis-owned Zenith in London, The Walt Disney Company, and The Financial Times, as well as leadership positions across Sydney, Hong Kong and Singapore within IPG and Omnicom Media. "Michael is a leader with warmth and conviction who understands that communications play a fundamental role in building belief, alignment and momentum across a region as diverse as ours," said Lin-Baden. She added, "With her regional experience and collaborative approach, she will be a crucial partner as we continue to grow clients' brands and business, launch proprietary solutions created by and for our APAC community, and bring positive impact to the communities where we operate. I'm delighted to welcome her to our APAC leadership team." Speaking on her new role, Michael said, "I've been impressed by the strength and maturity of the Publicis Groupe business model. Having invested ahead of the curve into AI, data, and real transformation at scale, their clarity of vision has translated into a powerful engine that consistently achieves undeniable results. "The creation of this role reflects both the scale of growth within the APAC region, and the ambition for what comes next. I'm so thrilled to join the leadership team in APAC at such a defining moment, as we celebrate 100 years of Publicis Groupe, and help to shape the next century of transformation," she added. The leadership appointment comes as Publicis Groupe continues to expand its footprint in the region. In October 2025, the agency signed a definitive agreement to acquire HEPMIL Media Group, the parent company of SGAG, a leading influencer, content, and social agency in Southeast Asia. The move combines HEPMIL's local creator expertise with Publicis' data capabilities, including Lotame and Epsilon's ID graph covering over 800 million consumer profiles in the region. The integration is intended to strengthen the Groupe's identity-driven influencer marketing, unifying social strategy, influencer management, and data-led content creation, while enabling measurement of cross-channel outcomes and delivery of brand-safe campaigns.

Savita Mathai exits IPG Mediabrands after three decades amid omnicom-led restructuring. Savita Mathai's departure comes alongside Anamika Mehta stepping down from her role as Chief Growth Officer at IPG Mediabrands. Savita Mathai, who served as Group Chief Talent Officer at IPG Mediabrands Group and the FCB Group in India, has exited the organisation after a career spanning over three decades, sources aware of the development told Pitch. Details of her next professional move are yet to be confirmed. Mathai's departure marks the second prominent leadership exit from the IPG group this week, following the exit of Anamika Mehta, Chief Growth Officer at IPG Mediabrands. Pitch reached out to Mathai and Omnicom for comment. The copy will be updated once responses are received. Taken together, these exits point to a phase of intensified senior-level movement within the group, as restructuring efforts accelerate following Omnicom's acquisition of the Interpublic Group. A veteran IPG insider, Mathai has been regarded as one of the most influential human capital leaders in India's agency landscape. Over the years, she played a pivotal role in shaping talent strategy, leadership development, diversity initiatives and organisational culture across IPG Mediabrands' agencies in India, steering the organisation through multiple cycles of growth and consolidation. Her exit comes amid a broader recalibration of global and regional leadership structures within IPG Mediabrands following the Omnicom integration, with overlapping roles and succession plans under review across key markets. Pitch had earlier reported that Omnicom dissolved Mediabrands - the umbrella entity housing agencies such as Initiative, Lodestar and Rapport - in December shortly after finalising the acquisition. Around the same time, Mediabrands India CEO Amardeep Singh was appointed Chief Operating Officer at Omnicom, while Executive Chairman Shashi Sinha transitioned into an advisory role. Omnicom Media's India head Kartik Sharma is currently leading the merged entity. No formal announcement has yet been made regarding the future of the media agency brands. It is understood that all brands will continue operations in India for the time being. Industry watchers anticipate more leadership realignments in the months ahead as the combined organisation refines its operating structure and talent framework in India and globally.