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Welcome to The Brief by Kuro House, your daily dose of marketing intelligence. I’m glad you’re tuning in—today, we’re diving into stories that span the legacy of a true industry titan, a cereal brand’s Super Bowl leap, the rise of automation in adtech, the business of viral tech podcasts, and more. Let’s get you up to speed.

First up, a moment to remember John J. Dooner Jr., a figure whose influence shaped the very structure of modern advertising. As reported by Adweek, Dooner passed away at 77 from heart failure on December 31st in Jupiter, Florida. His career began at Grey Advertising in 1970, working on iconic brands like Coke and Gillette, before joining McCann in 1984. Dooner’s vision crystallized in 1997 when he formalized McCann Worldgroup—a global network that brought together agencies like McCann, MRM, Momentum, McCann Health, and Craft under one roof, anticipating the industry’s digital evolution. He briefly led Interpublic Group, acquiring True North and bringing FCB and Deutsch into the fold, before returning to McCann Worldgroup until 2011. Industry leaders like Daryl Lee and Tyler Turnbull credit him with setting the template for agency networks and driving innovation that’s still felt today. Beyond corporate leadership, Dooner served as chairman of the Ad Council and vice chairman of the 4A’s, and was inducted into the Advertising Hall of Fame in 2019. His legacy lives on not only through the agencies he built but also in his commitment to education and nonprofit work.

Switching gears to a brand making its Super Bowl debut—Kellogg’s Raisin Bran. That’s right, as Adweek reports, Raisin Bran will air its first-ever Super Bowl ad this year, and it’s also the first time WK Kellogg Co has bought Super Bowl airtime in about 15 years. The spot is set for a national streaming audience just before halftime, with regional placements in major markets like New York, LA, and Chicago, plus a few Midwest cities during the third quarter. The campaign zeroes in on fiber—a nutrient that’s always been part of Raisin Bran’s identity but is now more relevant than ever as Americans focus on gut health. Doug VanDeVelde, chief growth officer at WK Kellogg Co, says the goal is to spark an “a-ha” moment around how easy it is to get more fiber. The creative, developed with VaynerMedia, leans into humor and relatability, featuring a yet-to-be-revealed celebrity. This isn’t just a one-off: the campaign will live across social media before, during, and after the game, aiming for ongoing engagement and a long-term shift in how consumers think about fiber—and, of course, driving cereal sales.

Now, let’s talk about Viant and their big bet on AI-driven advertising. According to Adweek, Viant’s new product, Outcomes, sits atop their Viant AI platform, which was launched in late 2024. Outcomes is designed to autonomously run ad campaigns that hit specific business goals—like cost-per-action or return on ad spend—with minimal human input. The need for this kind of automation is clear: as COO Chris Vanderhook puts it, advertisers are overwhelmed by the complexity of today’s fragmented digital landscape, spanning multiple channels, formats, and audience segments. In a recent beta test, Outcomes actually outperformed a human trader—by 2.3 times—on a cost-per-action basis, even though the human had the advantage of retargeting. Viant’s approach is also about transparency: advertisers can see exactly where their media runs and how it performs, something not always possible with walled gardens like Google, Meta, or Amazon. Viant is leveraging proprietary models for supply quality and connected TV, integrating data from its acquisition of IRIS.TV and its own Household ID for precise targeting in a post-cookie world. The company’s mission is clear: to operate solely on behalf of their clients and simplify the increasingly complex world of digital advertising.

Next, a look at the business side of tech media with TBPN, the daily tech video podcast that’s become a viral hit in business circles. Adweek reveals that TBPN has landed a slew of high-profile sponsors, including the New York Stock Exchange, Shopify, Plaid, CrowdStrike, and AppLovin. Hosted live every weekday by Jordi Hays and John Coogan, TBPN brings energetic SportsCenter-style commentary and interviews on everything from M&A to venture capital and IPOs. The show’s growing sponsor list signals just how influential podcasting has become as a channel for reaching decision-makers in tech and business. With a format that blends timely news, expert insight, and a touch of entertainment, TBPN is carving out a lucrative niche—and brands are clearly eager to get in front of its engaged, professional audience.

That’s a wrap for today’s Brief. From honoring the visionaries who built our industry to watching brands and platforms break new ground, it’s clear that marketing never stands still. Thanks for listening—keep questioning, keep learning, and we’ll see you tomorrow with more stories that matter.