Month: February 2025

The vastness of the Warner Bros. Discovery empire enabled the company to promote an HBO show on HGTV.

Gold Rabbit Sports was founded by Andre Schunk in 2020 after he spent nearly two decades at Interpublic experiential agency Octagon.

The numbers: $741 million: Q4 revenue (compared with the DSP’s own earlier guidance of $756 million), a 22% increase YoY $2.4 billion: Full-year revenue, up 26% 26%: Amount its stock price fell per share in the minutes following the call High-40%: The amount of company revenue coming from video 5%: The amount of the DSP’s…

Omaha Steaks didn’t pay $8 million for a Super Bowl 59 ad, but the legacy brand got a surprise shout out in the popular Uber Eats commercial, courtesy of a conspiracy-minded reference in the script and some cheeky physicality from star Matthew McConaughey. Execs at the food company, tipped off by their media monitoring tools,…

NewsNation has launched a new on-air promo ad in an effort to explain and counter a similar marketing tag line recently started up by Fox News Network – which aired during the Super Bowl. NewsNation
says the Fox spot riffed off its original campaign that started four years ago.

The marketing and media agency North & Warren acquired the experiential agency Interluxe on Thursday, creating a combined firm designed to serve the marketing needs of luxury brands, co-chief executive Nick Van Sicklen told ADWEEK. North & Warren financed the acquisition with an unspecified amount of investment from the private equity firm Mountaingate, which closed…

On Wednesday, BuzzFeed founder and chief executive Jonah Peretti announced his plan to launch BF Island, a new social media platform and consumer app. Peretti shared a manifesto explaining his rationale for launching the new product, pointing to the algorithmic bias of other social platforms and the toxic effect the technology has on its users….

Instagram Reels might be the current closest social media experience to TikTok, but can it seize upon its competitor’s stumble in the U.S. to overtake a major rival?

Reels is similar in user experience and content to TikTok, which puts the Meta app in a strong position as the ByteDance-owned app remains in flux. But Instagram will have to lure more Gen Z users as it combats an aging user base and convince advertisers to continue investing in Reels despite some seeing costs increase. Instagram is already the largest part of Meta’s ad business, and if it can seize this opportunity to upsell advertisers — will users still flock there instead of TikTok?

Both TikTok and Instagram draw younger audiences compared to Facebook, with 62% of 18- to 29-year-olds in the U.S. saying they use TikTok, while 78% of the same age group use Instagram, per Pew Research Center. Americans ages 30 to 49 use LinkedIn, WhatsApp and Facebook at higher rates. A brand’s consideration comes down to where its audience is, said Mark Lodwick, director of marketing at Intuit Mailchimp. Lodwick has found “TikTok [being] great for reaching millennials and Gen Z.”

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This week’s Media Briefing looks at media companies’ previous efforts to launch (or grow) their own social media platforms, in light of BuzzFeed’s plans to tackle big tech’s algorithms by creating its own social media site. Spoiler alert: few have tried, and even fewer have succeeded.

• BuzzFeed’s latest pivot
• LA Times owner’s new right-wing venture, The Bulwark’s profitability and more.

Can BuzzFeed tackle ‘SNARF‘ with an ‘Island’?

You read that right. BuzzFeed CEO Jonah Peretti published a nearly 3,000 word memo on Tuesday blaming tech platforms for “destroying” the internet by allowing “SNARF” content — which stands for “Stakes/Novelty/Anger/Retention/Fear” — to proliferate.

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Brands often plan to extend their Super Bowl activity beyond game day, the better to maximize their time in the spotlight and the star power of celebrity talent.

In the past, an advertiser might have accomplished that by running cut-down versions of its Big Game spot on linear and digital channels. In 2025, that strategy now includes shoppable CTV ad units. 

Unilever’s mayonnaise brand Hellmann’s grabbed headlines and industry attention when it brought back Meg Ryan and Billy Crystal for an ad referencing their classic romcom When Harry Met Sally. 

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