What happened in marketing: Meta is cooked, Microsoft goes big and TikTok's last hope

It's the first weekly recap of 2025: Order Sabrina's espresso and read all the troubling and viral marketing updates.

Is it too late to say Happy New Year? …

If you like my work and want to receive the best of marketing every week, You can join my paid newsletter to support the work + get access to our discord (We are moving to WhatsApp) & archive.

Top 5 Updates of the Week

• Microsoft plans to invest $80B in AI data centres this year. (AR)

• Meta removes AI character accounts after users criticise them as ‘creepy and unnecessary’. (NB)

• Australia’s social media ban for under-16s faces fake ID problems. (FT)

• TikTok promises ban refunds to keep advertisers spending. (TF)

• X is increasing premium subscription prices by 30%. (AB)

Trending 🗞️

• Trump asks Supreme Court to pause TikTok shutdown. (LW)

• Google allows advertisers to target the sensitive informational queries of cancer patients. (read)

• Getty Images explores merger with rival Shutterstock. (ST)

• Pop-Tarts Bowl lives up to hype once again, feeding memes and thrills in equal amounts. (AK)

• Advertisers keep avoiding news sites, and publishers have had enough of it. (WSJ)

• Spotify’s partner program for podcast hosts launches in US, UK, Canada and Australia. (TF)

• Social Media Companies face global tug-of-war over Free speech, FTC under Trump will work to remove censorship online. (AH)

• The Extremely Offline of the Board Game Club. (read)

• Adobe’s Creative Trends 2025 report. (read)

• Walkers adds ‘0.0% alcohol’ claim to crisp packs in Dry January push. (TG)

• Google plans to add ‘AI Mode’ Option to search. (SL)

• Later acquires Mavely, expanding full-funnel influencer marketing capabilities. (LR)

• Apple auto-opts everyone into having their photos analyzed by AI for landmarks. (TR)

• Marquee Brands acquires furnishings brand Laura Ashley. (NB)

• Sensitive content warning! MAC Cosmetics is leaking *loads* of nudes to promote new collection. (BG)

• Telegram blocks Russian state media channels in several EU countries. (TR)

• Dove shreds toxic New Year’s resolutions in latest body confidence push. (BJ)

• More marketers disapprove of Omnicom acquiring IPG than approve. (AK)

Also, Trending 🪗

• Reuters and Gannett to sell bundled subscriptions. (AX)

• Bluesky launches Trending Topics feature for Search. (TG)

• Influencers are suing PayPal over its browser extension Honey. (watch) (read)

• Dunkin’ and Sabrina Carpenter shake up the new year with ‘Brown Sugar Shakin’ Espresso’. (DK)

• Elon Musk says X’s algorithm pushes ‘too much negativity’. (WS)

• For new ad campaign, Madison Beer joined LEGO Fortnite Adventures. (TB)

• LG launches a podcast and radio-streaming service for smart TVs. (read)

• U.S. pizza chain Papa John's targets 2025 India re-entry after delay. (TL)

• Havas announces successful listing on Euronext Amsterdam. (BW)

• Lyft will credit NYC riders for congestion fee throughout January. (YP)

• Frying or spying? These air fryers may be harvesting your data, experts say. (FC)

• Why consolidation means a potential payday for non-holdco agencies that target the ‘forgotten middle’. (DD)

• LVMH-Backed L Catterton acquires majority stake in KAPITAL, Japanese brand. (KH)

• US agency does not have authority to reinstate net neutrality laws, court rules. (TG)

• Unrivalled announces Sephora U.S. as Official Beauty Partner. (AZ)

• CMOs on the biggest challenges they anticipate in 2025. (read)

• US new vehicle sales rose 2.7% last year as prices and interest rates dropped a little. (GV)

• They’re using AI to come up with new Oreo Cookie Flavours now. (VC)

• Siri “unintentionally” recorded private convos; Apple agrees to pay $95M. (AR)

• Kristin Juszczyk partners with Emma Grade to launch Off Season, a new sports apparel brand. (ER)

• CNBC+ launches at $14.99 a month. (MK)

TikTok 🎶

• TikTok Execs knew they were profiting off the sexual exploitation of minors. (Utah AG)

• U.S. Creators aren’t afraid of a TikTok ban. They’ll believe it when they see it. (WSJ)

• Venezuela fines TikTok over deadly viral challenges. (DW)

• TikTok and WeChat first to secure licenses under Malaysia’s new social media rules. (RF)

• A top TikTok advertising exec is leaving. Read the memo announcing his departure. (BN)

• TikTok shares tips for Valentine’s Day ad campaigns. (LG)

• ByteDance appears to be skirting US restrictions to buy Nvidia chips. (TC)

• TikTok testing feature to save your videos without watermark.

• Russia fines TikTok 3 million roubles over legal violations, court says. (AR)

• TikTok adds new ‘AI Self’ feature, an AI avatar generator.

Instagram & Threads 🗂️

• Instagram testing feature to turn post comments into Threads.

• Instagram is testing ‘Cross-App Engagement’ feature, your Total IG & FB views on crossposted reels will be visible to public and more. (TR)

• How Meta’s latest research proves you can use generative AI to understand user intent. (read)

• Facebook and Instagram Ads push Gun Silencers disguised as Car Parts. (WR)

• Instagram testing mute button for Stories. (YES)

• Threads experiments with Custom Display Names and Cover Images. (ST)

Meta 😅

• Nick Clegg, Meta global affairs chief is stepping down, Republican Joel Kaplan to lead the revamped global policy team. (FB)

• Meta is reportedly planning to add display screens to its smart glasses.

• Jane Fonda brings her iconic workout to Meta Quest’s Supernatural VR fitness platform. (read)

• India lifts payment restrictions for WhatsApp Pay. (ET)

• Year in Review: Meta’s 2024 Highlights. (Read)

• WhatsApp rolling out a business platform connection feature and AI-powered replies. (AB)

X (Twitter) 🏂

• X tests dedicated video tab in lower function bar.

• X plans to launch ‘Money’ in limited form this year. (ST)

• xAI’s next-gen AI model didn’t arrive on time, adding to a trend. (TC)

• Grok dot com is now live in India. (AS)

• X is working on a News Tab. (LC)

• X improves Live Broadcast UI. (view)

• X is working on video analytics tab on X. (AP)

• X is about to get a TikTok-like Media tab. (DR)

• The future of X communities and 2024 updates recap. (DK)

Youtube 🕹️

• YouTube flips the switch on multiplayer gaming for two Playables. (SP)

• YouTube chief Neal Mohan bets on AI and ‘creators’ to supercharge growth. (FT)

• YouTube for Android testing ‘Play something’ FAB. (OT)

• YouTube urged to promote ‘high-quality’ Children’s TV. (read)

Google

• January 2025 Google Webmaster Report. (ST)

• Google Search tests AI Generated Things to know. (ST)

• Google’s Performance Max placement rules create API confusion. (SL)

• Google Ads Chief outlines plans for 2025. (MP)

• Google revives Tag Assistant. (SL)

• Google says Temporal Anomalies affect Googlebot crawl. (SJ)

• Google speculates if SEO ‘Is On A Dying Path’. (SJ)

• Google sends $100M in funds to journalism collective in exchange for Online News Act exemption. (CB)

• Google ads rolls out Brand Report for enhanced advertiser insights. (SL)

• Merchant Center now allows some inconsistent languages across site and feeds. (SR)

Agency News

• Horizon taps Agency/Media Vet Bob Lord as first ‘Holdings’ President. (MB)

• Stagwell acquires Create. Group to boost MENA digital strategy. (IG)

• VCCP, We Are Social and Mother owners remain in top 50 UK indie agencies by income. (AG)

• Mission Group sells tech and science agency for £17.4m. (MB)

• 1st Central appoints CRM agency Armadillo. (news)

• Ukrainian Creative Agency Bickerstaff.734 to launch office in UK. (CL)

• Confused dot com appoints Elvis as digital marketing creative agency. (MG)

• Mullenlowe Singapore appointed by the NTUC as creative agency of record. (LB)

• CES 2025 - Everything marketers and agencies need to know about AI and Tech. (AG)

Brands & Ads (No Drinks?)

• Chipotle expands Strava tie-up globally to fuel New Year’s fitness goals. (NS)

• Huel launches ‘Every fire needs its fuel’ energetic ad campaign. (MA)

• Boursin own the cheese occasion this Christmas with 3D charcuterie boards located at Quaker Street and Westminster Bridge in London. (AF)

• ESPN begins prepping for its streaming launch in new campaign from BSSP. (MC)

• Fold7 and Audible launch new TV ad campaign ‘There's More To Imagine When You Listen’. (MJ)

• Heineken 0.0’s new global campaign promotes a no-reason-needed approach to going alcohol-free. (MT)

• RxBar’s campaign for the new year calls BS on self-improvement messaging. (NR)

thebestmarketingnewsletterever

A post shared by @thebestmarketingnewsletterever

• Kellogg's Kaiju Cockerel makes a scene downtown in a latest campaign promoting cereal consumption in the morning. (MC)

• Sandals Resorts digs deep into its Caribbean roots for global brand campaign and refresh. (CG)

• Tinder launches new ad campaign ‘It’s Great To Be Wrong About Tinder’ celebrating messy side of dating. (AW)

• Zodoc’s satirical campaign ‘You’ve Got Options’ trolls often-frustrating healthcare experience. (US)

• Coca-Cola celebrates Filipino-Canadian Tradition with return of Balikbayan Boxes.

• Nike retells Air Jordan tale in animated ‘Origin Story. (CL)

• Vipps, mobile payment app takes on Apple Pay in action-backed ad spot. (TD)

• Silk Milk starts the year with silly TikTok song. (LB)

• Marks and Spencer encourage consumers to ‘support their health’ in new campaign. (watch)

• Ocado puts customers’ words in the mouth of fruit and veggie characters in last ad by St Luke’s. (CL)

• The Mob rules and loves their cute dogs in Mafia-themed Freshpet ads. (TG)

• A single like transforms dance duo brutalisms 3000’s lives in Tinder campaign. (LP)

• Whataburger turns 75 in 2025 and brings OG Menu items back for celebration. (view)

• Lidl saw 1 million customers engage daily with its Advent Calendar over Christmas. (MA)

• British Gas and Hive unveil Channel 4 idents. (MG)

• Jimmy John’s pop-punk anthem celebrates return of Kickin’ ranch sauce. (VN)

AI 🤨

• OpenAI weights for-profit move amid talks with Microsoft. (PT)

• Anthropic and music publishers reach agreement on AI guardrails. (MG)

• Perplexity AI shares a recap of Trending Moments in 2024. (read)

• OpenAI blames Cloud Provider for ChatGPT outage. (SJ)

• FTC orders AI accessibility startup accessiBe to pay $1M for misleading advertising. (TC)

• Healthcare turns to AI for medical note-taking ‘scribes’. (MH)

• SoundHound AI and Lucid Motors bring In-vehicle voice assistant with integrated GenAI to Electric Vehicles. (BW)

• Trane Technologies completes acquisition of BrainBox AI. (NT)

• OpenAI failed to deliver the opt-out tool it promised by 2025. (NZ)

• Modern Religious leaders are experimenting with AI. (OP)

• Nvidia to open-source Run:ai, the software it acquired for $700M to help companies manage GPUs for AI. (VB)

• Meet SemiKong: The World’s First Open-Source Semiconductor-focused LLM. (PT)

• Samsung unveils new AI Monitors and other tech products. (AR)

• Google is using Anthropic’s Claude to improve its Gemini AI. (TC)

• Nvidia poured $1 billion into AI companies in 2024 to try to make its customers more diversified.

Microsoft & LinkedIn

• Was Lewis Hamilton having fun or LinkedIn paid him? #newjob at Ferrari. (MS)

• Microsoft claims Edge had a great year, boasts soaring browser user numbers.

• Microsoft has a new ergonomic keyboard, but it’s expensive and made by Incase. (BA)

Marketing &….

• Right-leaning streaming hub Rumble heads to crypto land to secure $775 million investment. (EB)

• Telegram launches first update of 2025: Collectible Gifts, Message Search Filters and more. (AN)

• Rembrand raises $23M for virtual product placement. (AS)

• 5 reasons to be optimistic about the media industry. (opinion)

• TUI sponsors Mediterranean Marathon League. (MB)

• Strava and Apple Fitness+ collaborate for a new year offer. (MH)

• Cinemark launches ‘Bring Your Popcorn Bucket’ offer for $5. (CO)

• 1Audience Alliance debuts as a Direct-to-Publisher Gateway to premium CTV audiences for advertisers. (NR)

• La Vie and Papa Johns launch Hawaiian Vegan Pizza. (read)

• NBCU ads chairman: Don’t reward agencies for cost mitigation. (TM)

• TV News Networks’ 2024 ad spend flat at $2.53 billion. (MP)

• The consumer space is hoping for an M&A rebound in 2025. (KD)

Content Opportunities / Ideas of the week

• 6 Jan: Epiphany / National Technology Day / National Shortbread Day / National Bean Day / National Cuddle Day / Guru Gobind Singh Jayanti / World Day for War Orphans

• 7 Jan: CES begins / National Bobblehead Day / Orthodox Christmas Day / National Tempura Day.

• 8 Jan: World Typing Day / Show & Tell At Work Day / National Argyle Day / Earth’s Rotation Day / National Bubble Bath Day.

• 9 Jan: International Choreographers Day / National Apricot Day / National Static Electricity Day / National Cassoulet Day / Impractical Jokers returns.

• 10 Jan: Peculiar People Day / National Cut Your Energy Costs Day / National Bittersweet Chocolate Day / National Save the Eagles Day / National Houseplant Appreciation Day.

• 11 Jan: National Milk Day / National Hot Toddy Day / Thank You Day / International Parity at Work Day / World Sketchnote Day / Gold Heart Day / National Vision Board Day / Secret Pal Day.

• 12 Jan: National Youth Day / Kiss a Ginger Day / Australian Open begins / National Pharmacist Day / National Hot Tea Day / 2025 Critics Choice Awards.

thebestmarketingnewsletterever

A post shared by @thebestmarketingnewsletterever

The Pulped; Market Data & Studies of the week

• A new marketing research shares how environmental conditions shape product desirability. (read)

• Bad CX could cost companies $3.8 trillion in 2025. Compared to 2021, there has been an 8-point decline in the likelihood of consumers reporting bad experiences and a 7-point drop in sharing positive experiences. (NT)

• Nielsen IQ’s 2025 Outlook for Emerging Brands. (read)

• 35% of Gen Z aged 21-24 successfully completed Dry January, more than double the percentage of Americans 55+ (14%).

• Backlash’s Future of Luxury Report. (read)

• Gen Z led the charge of Americans planning to incorporate GLP-1 medications into their 2025 weight loss regimens, at a whopping 37 percent.

• 38% of Gen Z currently feel like they are experiencing a midlife crisis. (read)

• 1 in 4 marketers say the US election outcome has changed their marketing strategy. (AK)

• Brand Case Studies: Gucci, Lacoste and Ambush.

thebestmarketingnewsletterever

A post shared by @thebestmarketingnewsletterever

See you on Friday with a new instalment of this report: