Communication Manager

Amazon Ads, MMA Global and WPP Media launch full-funnel advertising playbook. The playbook highlights a gap between advertiser ambition and execution, with 82% aspiring to full-funnel advertising but only 18% reporting success. 09 Oct 2026 18:02 IST Amazon Ads, in collaboration with MMA Global India and WPP Media, has launched a playbook titled 'From Fragmentation to One View' to help Indian brands build connected and measurable advertising strategies across the consumer journey. The playbook identifies cross-channel measurement as the biggest barrier to full-funnel advertising, highlighting the need for brands to connect media investments with business outcomes. The number of touchpoints needed to drive 80% of purchase decisions has nearly doubled, from 12 in 2018 to 21 in 2024. Consumers now move between streaming, search and online shopping channels during their purchase journey, while advertising is often planned and measured in silos. A survey of senior Indian advertisers conducted by MMA Global India found that 62% cited a fragmented view of consumer journeys as their biggest advertising challenge, ahead of rising media costs, which were cited by 38%. While 82% of advertisers aspire to full-funnel execution, only 18% report being very successful at it. The playbook found that 67% identify the lack of unified cross-channel measurement as their biggest obstacle, while 69% say unified cross-channel attribution is the capability they need most. The findings point to a gap between advertisers' ambitions and their ability to connect different channels through a common measurement framework. The playbook also highlights a shift in how advertisers view retail media. Around 59% of Indian advertisers now consider it a full-funnel solution rather than just a conversion tool. Econometric modelling by WPP Media found that commerce spend drives 20-25% of offline sales impact, along with a 10-12% lift in brand awareness and an 18-20% impact on consideration. The findings indicate that retail media can contribute to both brand-building and performance objectives. The playbook outlines a five-step framework covering Diagnose, Architect, Allocate, Create and Measure. It includes case studies, best practices and budget allocation guidelines for categories such as FMCG, electronics, fashion and emerging sectors. It also features full-funnel measurement models based on Amazon Ads campaigns. Commenting on the launch, Gulshan Verma, director, Amazon Ads India, said, "Consumers move between search, streaming, browsing and shopping, creating signals of intent across every stage of their journey. Brands need a more connected view to understand what is driving outcomes, not just measure the last click. This playbook is designed to help marketers navigate that complexity. With insights from shopping, browsing and streaming, Amazon Ads helps brands build a more connected path from awareness to consideration to purchase, bringing together reach, insights and measurement to drive growth across the full funnel," Moneka Khurana, managing director & board member, marketing + Media Alliance (MMA) India, said, "Full-funnel isn't about being everywhere. It's about making every stage of the journey work as one. 82% of advertisers aspire to full-funnel execution, yet only 18% say they are very successful at it. That tells us the gap isn't ambition, it's integration. Brand and performance can't run on separate scorecards, retail media can't be boxed in as a conversion channel, and measurement can't stop at channel metrics. The real opportunity is one connected growth system that links media investment to business outcomes. This playbook gives marketers a practical, evidence-led roadmap to build it," Sairam Ranganathan, head of commerce, WPP Media India, said, "Consumers no longer experience brands through a linear funnel, and our approach to media cannot remain linear either. The opportunity for marketers is to move beyond thinking of commerce as a point of conversion and instead recognise its role across the entire growth journey, from building consideration and intent to driving action and measuring business outcomes. The next phase of media growth will come from connecting these moments, signals and investments into one coherent view of the consumer. This playbook is an important step in helping the industry make that shift - moving the full-funnel conversation from theory to practical, measurable execution,"

Christopher Paul appointed as Senior Vice President - Client Services at WPP Media. October 9, 2026 Christopher Paul has been appointed Senior Vice President - Client Services at WPP Media, where he will lead the Tamil Nadu business, focusing on client relationships, business growth, and strategic direction across automotive, FMCG, technology, and services sectors. In his new role, he will oversee integrated media strategy, P&L management, client retention, new business development, and team building to drive business performance and strengthen client partnerships. Prior to this appointment, he served as General Manager at Motivator (GroupM Media India), where he led client relationships and contributed to the agency's Chennai expansion. He also held leadership positions at OMD India, including General Manager and Business Director, and began his media career in account management and media planning roles at Starcom, Madison Communications, and Everest Spire. - Advertisment - October 9, 2026 October 8, 2026

Ankitha Acharya appointed Global Strategy Director for Nestlé at WPP Media. She previously served as Brand Strategy Director, Emerging Markets - adidas at EssenceMediacom. Ankitha Acharya has joined WPP Media as Global Strategy Director for Nestlé. Prior to this appointment, Acharya served as Brand Strategy Director, Emerging Markets - adidas at EssenceMediacom, where she led strategy across 17 emerging markets. Before that, she was Planning and Strategy Director, Europe - Volvo at Mindshare, leading planning and strategy across six European markets. She has also held roles at Wavemaker and Performics India, among others. Acharya has experience across global and local markets, with expertise in brand strategy, planning and audience planning.