Good morning,

With Halloween around the corner, one unexpected brand is staking its claim on spooky season: Grindr.

The holiday has been called "gay Christmas," so naturally, Grindr is showing up in a big way. This Thursday, the app will host its third Pleasure Ball, a Halloween party and costume contest.

CMO Tristan Pineiro told me the holiday gives brands a chance to bring people "joyful escapism." He also shared his advice for how marketers can authentically reach LGBTQ+ audiences.

Meanwhile, retail’s busiest season is also approaching, and our commerce team has updates from Target and Best Buy.

Plus, Away answered a DJ’s viral stunt by putting its suitcases through a trial by fire.

Before you dive into the headlines, register for ADWEEK’s webinar on Oct. 26 at 12pm ET, Why Agency Leaders Need a Peer Group, to learn how a peer group helps agency leaders make tough calls on AI and shrinking budgets. Tinuiti CEO Abbey Klaassen and BCG Worldwide CEO Tara DeVeaux share how it’s changed the way they lead.

Now grab a coffee and keep scrolling.

Brittaney Kiefer, creative editor

Must Reads

1. Halloween Is ‘Gay Christmas,’ and Grindr Wants to Own It

"It makes perfect sense to turn up at Halloween, because it’s where our audiences are," said Grindr CMO Tristan Pineiro. The brand’s third annual Pleasure Ball has brought in partners including Absolut and is expected to host more than 700 attendees. Such experiential marketing activities are part of Grindr’s push to change its image as a gay hookup app.

Behind the scenes, Pineiro also said there’s real hesitation among some brands about partnering with Grindr. Those who still see engaging LGBTQ+ audiences as a "box-ticking" exercise are "missing out by being nervous to associate with us and other gay and queer brands," he said.

2. Target Cautiously Considers Placing Digital Screens for Ads in Stores

Target is looking into installing digital screens in stores, but only in ways that wouldn’t disrupt the customer experience, a top ad leader said at a New York event last week for its advertising partners. The comments come as other retailers, from big-box stores to grocers and pharmacies, are betting on digital screens to create space for advertisers in their stores, Mitchell Parton reports.

Best Buy and IGN Pair Up Ahead Of Major Game Releases

Mitchell also has news that Best Buy is teaming up with one of the biggest names in gaming reviews ahead of major holiday launches such as Grand Theft Auto VI. The retailer has launched a new online portal, Best Buy Gamers, in partnership with IGN, featuring reviews, articles, trailers, videos, and other exclusive content.

After Torching a Rimowa, John Summit Becomes Away’s Chief Destruction Officer

Earlier this year, DJ John Summit set the internet ablaze (figuratively) when he set his Rimowa suitcase on fire (literally). It may have been the end of Summit’s Rimowa era, but it’s the beginning of a new one: an exclusive partnership with rival brand Away as its "chief destruction officer." The collaboration began when Away commented on Summit’s viral post, "We’ve been summoned."

Fresh Off Her Mummy Pig Collab, Kylie Kelce Stars In Honey Baked Ham's Holiday Ad

From suitcases to ham (well, it is almost the holidays). Honey Baked Ham’s new holiday campaign stars Kylie Kelce, who used to visit the brand’s store as a girl to buy the family’s holiday hams with her grandma. Behind the warm and fuzzy memories, however, lies a specific goal: younger generations are increasingly hosting holiday dinners, and Honey Baked wants to be top of mind.

The Round Up

CNN beats competitors in latest cable news ratings, (ADWEEK).
Netflix, America’s dominant streaming service, has hit a wall, (WSJ).
Why ROAS is overhyped, according to Jason Pirock, (ADWEEK).
Apple breaks its silence on the privacy crackdown that’s roiled the online ad industry, (Business Insider).
From brief to basket, retail media needs orchestration, (Brandshare from SMG).
3 ideas for turning agentic AI’s potential into practice, (Brandshare from Treasure AI).

Revolving Door

Christiane Amanpour says she is leaving CNN after 43 years, (NYT).
Pinterest hires Lauren Ogúndèkó as senior director of agency sales in Europe, (Retail Times).

Rebecca Stewart will be back with you tomorrow.

1. Halloween Is ‘Gay Christmas,’ and Grindr Wants to Own It

2. Target Cautiously Considers Placing Digital Screens for Ads in Stores

3. Best Buy and IGN Pair Up Ahead Of Major Game Releases

4. After Torching a Rimowa, John Summit Becomes Away’s Chief Destruction Officer

5. Fresh Off Her Mummy Pig Collab, Kylie Kelce Stars In Honey Baked Ham's Holiday Ad