Good morning,

Nearly one year later, we’re still feeling the ripple effects of Omnicom’s blockbuster acquisition of IPG, which reshaped the ad industry into three big holding groups. But Publicis CEO Arthur Sadoun is focused on the bright side: "We should all be very grateful to Omnicom for doing this," he said. Well, that’s one take.

Sadoun also had some interesting things to say about why client conflicts are no longer a dealbreaker. Rebecca Stewart spoke to Sadoun about how the three-horse holdco race has been good for business.

Meanwhile, after Novig unveiled the sequel to its controversial Sydney Sweeney campaign, Powerade clapped back. And we explore what Meta’s ban on TikTok ads will mean for brands.

Plus, fast-growing brand Aura wants to create a new kind of social network.

Let’s get into it.

Brittaney Kiefer, creative editor

Must Reads

1. With Fewer Big Holdcos, Arthur Sadoun Says Client Conflict Is No Longer a Dealbreaker

Publicis boss Sadoun said the holding company clocked "a record new business run" in its latest quarter. He thanked his rival Omnicom, saying its acquisition of IPG, which left the ad industry with "three global players," had brought "clarity and simplicity."

While many have questioned what industry consolidation will mean for managing competing clients, Sadoun is buoyant about this dilemma. "Clients fully understand that we can work with competitors when you’re at the kind of scale the top three have," he told Rebecca. "Moving to three large players is right for our industry and better for clients."

2. As Novig Unveils Sydney Sweeney Sequel, Powerade Bites Back

Novig has unveiled the sequel to its controversial national campaign starring a naked Sydney Sweeney. The first ad, which has clocked up over 65 million views on Instagram so far, sparked backlash across the globe, particularly from female athletes.

Following the sequel, Powerade unveiled its own ad countering Novig’s message and showing athletes like Flau’Jae Johnson, Sha’Carri Richardson, and Katie Grimes at the top of their game.

Meta’s TikTok Link Ban Could Hobble Media Buyers' Creator Campaigns

Last week, Meta fired a shot at TikTok, saying it would no longer run ads from the short-form video platform across its ecosystem of brands. The power move underscores the importance for buyers to diversify their platform spend. But, more concerningly, the restriction extends to advertisers running campaigns that legitimately link to TikTok.

Aura Wants to Be the Social Network for People You Love, Not Just a Gift for Grandma

Over the past decade, Aura has become the category leader in digital picture frames, but its ambitions extend beyond being another gift for mom or grandma. The brand’s founders are former Twitter execs who want to create a smaller, more intimate social network. As Aura releases its largest-ever campaign, I spoke to the founders and marketing leader about the company’s goal to become "the brand people come to for being close to their loved ones."

11 of the Best-Funded GEO Startups Racing to Win AI Search

Today, roughly 1 in 10 online searches globally goes through a standalone AI tool such as ChatGPT or Claude rather than a traditional search engine like Google, which is also transforming its search product with AI. As companies scramble for new ways to up their chances of showing up in AI-generated answers, a burgeoning cottage industry of tech startups promises to have the solution. Here is ADWEEK’s list of GEO startups to watch.

The Round Up

United reorganizes its ad business to prioritize Starlink and other tech investments, (ADWEEK).
Sprite enlists Nikola Jokić to take its NBA play worldwide, (ADWEEK).
DOJ launches antitrust investigation against ABC News, CBS News, NBC News, CNN, and Fox News, (ADWEEK).
Meta unveils new series of advanced AI models, (NYT).
Albertsons wants $8 billion from Kroger after failed merger, (WSJ).
How brands made space for creativity at CultureCon, (ADWEEK).
The next generation is rewriting luxury real estate, (ADWEEK).
How leadership, collaboration and curiosity drive meaningful change, (ADWEEK Branded with Texas A&M University).

Revolving Door

Spectrum lets go of CMO and chief commercial officer, (ADWEEK).
Matt MacDonald leaves VCCP to join Omnicom’s Merkley+Partners as chief creative officer, (ADWEEK).
Authentic Brands Group taps USA Today Co.’s Lark-Marie Antón as first chief communications officer, (ADWEEK).

1. With Fewer Big Holdcos, Arthur Sadoun Says Client Conflict Is No Longer a Dealbreaker

2. As Novig Unveils Sydney Sweeney Sequel, Powerade Bites Back

3. Meta’s TikTok Link Ban Could Hobble Media Buyers' Creator Campaigns

4. Aura Wants to Be the Social Network for People You Love, Not Just a Gift for Grandma

5. 11 of the Best-Funded GEO Startups Racing to Win AI Search