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Welcome to The Brief by Kuro House, your daily shot of marketing insight, where we dig into the stories shaping the industry right now. Today, we’ve got a fascinating mix: a holiday campaign with a twist, big moves in the media landscape, and a seismic shift in the world of agency holding companies. Let’s dive in.

First up, from Adweek, American Eagle is shaking up its holiday campaign with a truly unexpected star: Martha Stewart. Yes, you heard that right—the queen of hosting and all things tasteful is now front-and-center in a denim-hued dreamscape, doling out holiday tips and inspiration for all ages. The campaign, titled “Martha Wraps the Gifts in AE,” is a playful spin on holiday prep, with Stewart emphasizing that jeans are a universal gift, perfect for anyone. This isn’t just a quirky celebrity partnership—American Eagle’s Chief Marketing Officer, Craig Brommers, explained to Adweek that this is a deliberate move to reach beyond their usual Gen Z audience to the older generations who often shop for them. Stewart’s name recognition among Gen Z has actually grown 33% since 2020, thanks to her savvy social media presence and a recent Netflix documentary. The campaign is rolling out across social, digital, and connected TV, designed to bring people together and keep American Eagle jeans top-of-mind during the crucial holiday shopping season. Importantly, this is part of a broader strategy: American Eagle is leaning into nostalgia and iconic characters (think Grinch, Snoopy) to create fresh-yet-familiar campaigns that resonate across generations. As Brommers puts it, “We have permission to not just participate in culture, but define culture.” It’s a bold move, and we’ll be watching to see how it lands.

Next, we turn to the latest Nielsen Media Distributor Gauge for October 2025, as reported by Adweek. The headline: legacy media is making a comeback, thanks in large part to a packed sports calendar. Disney, NBCUniversal, Fox, Paramount, and Warner Bros. Discovery all saw significant viewership boosts, driven by NFL, college football, MLB postseason, and the start of the NBA season. Disney was the standout, jumping 0.7% to hold 11.4% of total TV viewership—its ESPN and ABC affiliates both saw 9% increases over September, and Disney’s streaming services climbed 7%. YouTube, however, remains the king of the hill with a 12.9% share, up 0.3%. Fox and Paramount also notched half-point gains, while Netflix slipped two spots to sixth place, down 0.3% to 8%. Hallmark deserves a special mention, with an 11% surge in watch time, climbing to 12th place overall, driven by a rise in movie viewership. The big takeaway: despite the streaming wars, traditional media—when powered by big live events—still commands serious attention.

Now, a huge story from the agency world: the European Union has officially approved Omnicom Group’s acquisition of Interpublic Group (IPG), according to Adweek. This was the last major regulatory hurdle, with the EU concluding that the merger poses no competition concerns in the European Economic Area. The deal, first announced nearly a year ago, is expected to close globally within days. Once completed, Omnicom will become the world’s largest advertising network by revenue, overtaking Publicis Groupe and WPP. The combined company is expected to streamline its structure, possibly eliminating some agency brands from its portfolio. The U.S. Federal Trade Commission and the U.K.’s Competition and Markets Authority had already cleared the deal. In the run-up, IPG has laid off 3,200 employees and reduced its real estate footprint by 730,000 square feet. The consolidation is expected to save Omnicom $750 million in costs—a sign of just how much scale and efficiency matter in today’s agency landscape.

That wraps up today’s top stories. From Martha Stewart’s denim-clad holiday to the shifting sands of media viewership and the birth of a new agency giant, it’s clear that marketing is as dynamic—and unpredictable—as ever. Thanks for joining us on The Brief by Kuro House. Stay sharp, stay curious, and we’ll see you tomorrow.