Ad Age · 25 Sep, 09:00 · Business briefing

Agency Brief—Rivian appoints media AOR, Publicis leads new business pack

Rivian has appointed Publicis as its agency of record for media, leading a new business pack.

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The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

Rivian has appointed Publicis as its agency of record for media, leading a new business pack. This strategic move consolidates the electric vehicle manufacturer’s media planning and buying capabilities under a single global holding company. The appointment signals a shift towards integrated communication strategies, aligning media spend with broader brand objectives. For professionals in the automotive and advertising sectors, this highlights the industry’s continued preference for large, full-service partners capable of managing complex, high-stakes campaigns across multiple channels and markets efficiently.

Employer demand for Strategic Marketing skills — indexed growth since 2019
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

Your move

What this means
for your career.

Every headline redistributes opportunity. Here is who this one rewards — and how to be on the right side of it.

This appointment underscores the growing demand for integrated marketing expertise within the automotive sector. Professionals specialising in media planning, programmatic buying, and cross-channel strategy will see increased value. You should focus on mastering data-driven decision-making and understanding how media performance ties directly to brand equity. Smart professionals will upskill in digital analytics and strategic account management to navigate these large-scale partnerships. Consider exploring courses that bridge traditional media buying with modern digital performance metrics. Building relationships with major agencies and understanding their operational models will also be advantageous. Prioritise developing a holistic view of the marketing mix to remain competitive in this evolving landscape.

For this story, the fields that convert it into pay are Strategic Marketing, Digital Marketing, Marketing and Business And Management — exactly the programmes matched below. The chart shows the indicative salary uplift certified professionals report in each of those fields; every one of them is a click away, from £79, finishing in as few as 20 days.

Indicative salary uplift in the fields matched to this story
Indicative ranges from published continuing-education salary studies, by field — each field is a recommended course below

Matched to this story

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