Holdco agencies further investments into AI

TBWA Australia, part of Omnicom Group, and WPP’s recently rebranded media arm WPP Media are among the holdco agencies furthering their investments into AI this week.

TBWA has launched a new strategic service called ‘Rise’, aimed to ensuring brands remain discoverable and recommended within AI-driven platforms.

Its purpose is to “help clients optimise their brand’s visibility” inside large language models (LLMs) such as Chat GPT, Perplexity, and Google’s AI Overviews. The agency likened it to how SEO helps in traditional search results.