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Welcome to The Brief by Kuro House, your daily dose of marketing insights to keep you sharp and ahead of the curve. Today, we’re diving into stories that touch on everything from climate activism shaking up agency revenue, to the latest in brand partnerships, and a bold move from Tylenol in the face of presidential scrutiny. Let’s get into the details.
First up, from Adweek, climate activism is taking a new, data-driven turn. Clean Creatives, led by Duncan Meisel, has just released its fifth annual F-List report, and the theme this year is “receipts.” The group dug deep into public records and uncovered 1,217 contracts between 709 advertising and PR agencies and fossil fuel companies. What’s especially notable is that all the major holding companies—Dentsu, Havas, Omnicom, Publicis, Stagwell, and WPP—as well as Edelman, are named as having current or recent contracts with these companies. This isn’t just a list; it’s a metric for activists to estimate how much agency revenue is tied up with fossil fuel clients, and therefore, how much is at risk as the climate conversation intensifies. Even as corporate interest in climate action seems to be cooling off, this report is a reminder that the pressure isn’t going away—if anything, it’s heating up.
Next, also from Adweek, Tylenol is in the spotlight for reasons it probably wishes it could avoid. In a stunning move, President Trump, with Health and Human Services Secretary Robert F. Kennedy, Jr. at his side, announced that the FDA will soon claim acetaminophen use during pregnancy “constitutes a very increased risk of autism.” This is a sharp departure from established medical consensus, and the president didn’t mince words: “Taking Tylenol is not good… don’t take it, don’t take it.” For Tylenol’s parent company, Kenvue, this is a direct hit—Tylenol is practically synonymous with acetaminophen, and Kenvue holds a 15% share of the $10.4 billion global market. The announcement already sent Kenvue’s share price down 6% by midday Monday. The science behind the claim? A recent paper from Harvard and Mount Sinai suggests an association between acetaminophen exposure during pregnancy and increased incidence of neurodevelopmental disorders, but the researchers themselves caution that their work does not prove a definitive link. Tylenol now faces a serious reputational challenge, with real implications for its bottom line.
Switching gears to partnerships, Ferrara Candy has just inked a multi-year deal with U.S. Soccer, as reported by Adweek. Ferrara, the company behind brands like Nerds, Trolli, and SweeTarts, is now the official candy partner for both the men’s and women’s national soccer teams. This partnership is perfectly timed, with the 2026 FIFA Men’s World Cup and the 2028 Los Angeles Olympics on the horizon. The deal covers co-branded creative campaigns, limited-edition products, in-stadium activations, sampling programs, and community events. Ferrara is clearly making a play for greater visibility in the sports world, building on its recent Nerds Super Bowl ad and aiming to become a household name for fans across the country.
FedEx is taking a witty swipe at old-school office culture in its latest campaign, according to Adweek. The ads, created by BBDO NY and debuting during the NFL games, lampoon outdated “corporate power moves”—think showing up late to meetings, flashy watches, and intense staring contests. The message? These gestures are awkward, not powerful. Real influence in today’s workplace, FedEx argues, comes from leveraging their technology. With this campaign, FedEx is positioning itself as a modern partner for business growth, not just a logistics company. The spots are running across multiple channels, including social and digital out-of-home, and are directed by Björn Rühmann with production from Smuggler. It’s a fresh, relatable take that’s likely to resonate with anyone who’s ever rolled their eyes at office theatrics.
That’s all for today’s Brief. From climate activism putting agency revenue under the microscope, to brands navigating political storms and scoring major partnerships, the marketing world never sits still. Thanks for tuning in—keep questioning, keep adapting, and as always, stay sharp.
