Media agencies on the Donald slump

By AdNews | 9 April 2025

Credit: Kevin Mueller via Unsplash

Media agencies are so far seeing little impact in Australia from the global stock market dump sparked by a trade war on tariffs imposed by the US.

However, senior agency leaders expect change ahead.

Global advertising groups, and local ASX-listed media companies, have been caught as investors flee markets in the wake of an escalating trade war started by US president Donald Trump.

“Our client base is very Aussie based,” said Chris O’Keefe, founder and COO of Match & Wood, told the Future of Television Advertising conference in Sydney. 

“Their customers are all within Australia and so I wouldn't say that's impacted just yet.  

“However, I think in the first quarter of this year there were some head winds … clients are struggling to maintain growth.” 

Aimee Buchanan, CEO of GroupM, ANZ, said the market is in two halves, with one side pulling back but the other seeing growth. 

“You've got some brands, some categories pulling back,” she said.

“On the flip side, new economy players, new to market challengers ... think of Chinese auto brand spending. Big. Entertainment, back big. New streaming services launching and growth in election year.

“if I had a crystal ball (don't quote me on this), we'll probably see the US, the global brands' experience, the US going into recession. The dollar will suffer and that will impact spending.”

Mark Coad, CEO of IPG Mediabrands, Australia, said it was too early to get any kind of feedback from what happened last Friday.

“But I don't expect you can have an economic event like that without some form of assessment,” he said.

“And cast your mind back to the last downturn. Some categories will be more affected than others. 

“Those that need more parts from different countries, and those who trade with the US, and I think the reaction will be there.”

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