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Welcome back to The Brief by Kuro House, your daily dose of marketing intelligence where we dig into the latest stories shaping the industry. Today, we’re talking about the future of podcast advertising, a blockbuster agency merger, a playful twist on a classic monster, a Stranger Things campaign that’s pure 1980s nostalgia, and the jaw-dropping price of Super Bowl 60 ad spots. Let’s dive in.

First up, audio is having another moment, and the Interactive Advertising Bureau is making sure brands don’t miss it. According to Adweek, the 2025 IAB Podcast Upfront is happening in New York, bringing together brands, agencies, and media buyers to preview groundbreaking podcast programming and the latest ad innovations. Matt Shapo, IAB’s director of digital audio and video, describes podcasting as being in a “period of enormous flux,” which spells opportunity for marketers. The event is about both fresh content—think new shows and creators—and proving the effectiveness of podcast advertising. One key stat: almost 80% of podcast consumers switch between audio and video, which means brands need to think 360-degree storytelling. Whether listeners are watching or just listening, what matters most is the relationship between the host and the audience. The conversation is shifting from just buying the biggest shows to targeting engaged, highly attentive audiences across formats. Measurement is also evolving, with granular, episode-level analytics on the horizon and a push to harmonize effectiveness across both audio and video. Expect to hear more about innovative brand partnerships that electrify audiences and a trend toward buying audiences, not just shows. The bottom line? Don’t just cherry-pick the podcasts you know—look for those deep, varied audience connections.

Next, in a move that could reshape the agency landscape, Havas and Horizon Media have launched a joint venture called Horizon Global, as reported by Adweek. This powerhouse brings together the media operations of both holding companies, managing a staggering $20 billion in billings and operating in over 100 markets. The venture is based in New York and will be led by Bob Lord as interim global CEO, with Renata Spackova as global COO. The leadership team includes heavyweights from both Havas and Horizon, signaling a serious commitment to scale and innovation. Horizon Global is merging Horizon’s Blu data platform with Havas’ Converged.AI to create BluConverged, a unified system that enhances data and tech capabilities for both agencies. Bill Koenigsberg, Horizon’s founder, calls it “the first agency network built in the AI era.” This move is partly a response to industry consolidation—think Omnicom’s $13.5 billion acquisition of IPG—and positions Horizon Global as a strong alternative for U.S.-led multinational accounts. Notably, outside of shared assignments, Horizon Media and Havas Media Network will continue to operate independently. Havas recently reported 2.6% organic growth in Q2 2025, led by North America, and an 8.3% jump in adjusted EBITA. Horizon, being privately held, keeps its numbers close to the vest. This joint venture is a clear sign that the race for scale and tech-driven solutions is only heating up.

Now for something a little more playful—Frankenstein’s monster just got a digital makeover, courtesy of Xfinity. Adweek details how Comcast’s Xfinity brand, in partnership with Universal Pictures and Universal Parks, launched a new “Imagine That” campaign. The campaign recreates Dr. Frankenstein’s medieval lab, as seen in the “Monsters Unchained: The Frankenstein Experiment” ride at Epic Universe’s Dark Universe. The centerpiece is a two-minute ad by Goodby Silverstein & Partners, directed by Lance Acord, where the monster, dubbed “Frank,” discovers the joys of modern connectivity. He binge-watches Love Island USA, becomes a channel-hopper, tries his hand at gaming and online shopping, and even whips up a feast after a GPS-aided cycling session—all thanks to Xfinity’s WiFi. The campaign is a nod to how technology can make life “simpler, safer, and a lot more fun,” according to Comcast’s Jon Gieselman. Makeup artists from the theme park helped bring Frank’s classic look to life, and during spooky season, Xfinity customers can access exclusive behind-the-scenes content by saying “Halloween” into their voice remote. This campaign is just the beginning, with more stories planned under the “Imagine That” banner, reinforcing Xfinity’s role as a gateway to extraordinary stories and unmatched entertainment.

Speaking of extraordinary stories, Doritos is tapping into 1980s nostalgia with a Stranger Things-themed campaign. As reported by Adweek, Doritos is hosting a 1987-style telethon to rally support for the fictional town of Hawkins, Indiana, ahead of the show’s fifth and final season. Fans can call into the telethon and leave messages of support, with some making it onto Doritos’ social channels and billboards. The campaign features ‘80s icons like David Hasselhoff, Paula Abdul, and even ALF, who will appear in digital spots and broadcast transmissions. There’s even a warning: some callers might experience supernatural interference or get accidental transmissions from Hawkins residents. Doritos teased the campaign earlier with a limited-edition Stranger Pizza x Cool Ranch flavor, complete with retro packaging and the telethon number, a nod to the original 1986 launch of Cool Ranch Doritos. They’re also rolling out Doritos Minis Glow in the Dark Spicy Sweet Chili, with—of course—glow-in-the-dark packaging. Chris Bellinger, PepsiCo Foods U.S. chief creative officer, says the “Telethon for Hawkins” was designed to make fans feel part of the mission, dialing into a snack-fueled hotline to the Upside Down. This isn’t Doritos’ first rodeo with Stranger Things—the brand hosted a virtual concert for season four in 2022. It’s a clever, immersive way to keep fans engaged and snack sales strong.

Finally, let’s talk Super Bowl 60, where the stakes—and the ad prices—have reached new heights. According to Adweek, all ad spots for the 2026 Big Game have already sold out, with NBCUniversal raking in over $8 million for just 30 seconds of airtime. The demand is fueled by last year’s record-breaking viewership, making Super Bowl 59 the most-watched ever. The hype is only building, with Puerto Rican music superstar Bad Bunny set to headline the halftime show. Adweek is tracking every ad, teaser, trailer, and update as they’re announced, so if you want to keep tabs on which brands are bringing their A-game, that’s the place to look. The price tag is a clear signal: the Super Bowl remains the ultimate stage for brands looking to make a cultural impact, and the competition for those precious seconds is fiercer than ever.

That’s it for today’s Brief. From the evolving world of podcast advertising to agency mega-mergers, classic monsters with a digital twist, nostalgia-fueled campaigns, and the ever-escalating Super Bowl ad wars, the marketing landscape is as dynamic as ever. Stay curious, keep experimenting, and we’ll see you tomorrow for more insights from the front lines of marketing.