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Happy Wednesday,

Meta’s PR and crisis comms team has found itself in another tailspin after the company agreed to adopt new restrictions as part of a landmark settlement over teen safety on social media.

This time, Meta is pressuring competitors YouTube and TikTok to adopt similar restrictions, arguing that the new limitations will only work if rivals join as well. I’ve covered many of Meta’s kerfuffles over the years (remember Cambridge Analytica?), but with so much at stake this time, its decision to target rivals through advertising is a fascinating move.

Elsewhere, SNL star Colin Jost built his brand through his own agency and brand partnerships. Bill Bradley looks at why we consider him a Brand Genius—even if he disagrees.

We also have a story about Hershey’s partnering with Katseye to woo Gen Z.

Plus, retail analyst Andrew Lipsman rebuts Mark Ritson’s claim that retail media doesn’t build brands.🍿

Grab a cup of coffee and start scrolling.

1. Meta's Push on Rivals May Be PR Genius, If It Doesn't Overplay Its Hand

Meta is pushing rivals YouTube and TikTok to sign onto new restrictive protocols for teenagers on social media.

Kendra Barnett asked PR experts to break down Meta’s crisis comms strategy. The company is no stranger to legal and reputational challenges, but the decision to put pressure on competitors is noteworthy.

Read more

2. Brand Genius? Colin Jost Is Just Happy He's a 'Non-Idiot'

Colin Jost isn’t just a longtime SNL writer and Weekend Update co-anchor. He’s also built his brand through partnerships and launched his own agency, writes Bill Bradley.

In addition to commercial work, his agency, No Notes Productions, is behind several TV and movie projects. Jost also hosts Pop Culture Jeopardy on Netflix and is turning a decommissioned Staten Island Ferry into a venue and event space.

Read more

3. Hershey’s Bets on Katseye to Become New ‘It’ Candy Bar for Gen Z

Hershey’s enlisted girl group Katseye for its biggest product launch of the year, reports Brittaney Kiefer.

Katseye is meant to connect with Gen Z, who have a different view of luxury and indulgence. Plus, the group has already helped brands like Gap and Pandora engage younger audiences.

Read more

4. ADWEEK Tech Advantage: AI's Honeymoon With Advertisers Gets a Reality Check

The ad industry is getting a wake-up call on AI’s limitations, writes Trishla Ostwal. Companies are facing some of the less glamorous realities of deploying the technology at scale: imperfect performance, limited controls, and questions about who is responsible when things go wrong. 

For example, ad buyers are pushing OpenAI for better targeting and control of their ads. Plus, Omnicom moved employees who were working on its Omni platform to a third-party contractor called Endava.

Read more

5. Retail Media Can Build Brands—Including Ways Other Media Can’t

Mark Ritson recently wrote a column about how retail media cannot build brands. In a new piece, retail analyst Andrew Lipsman argues that retail media not only builds brands, but also boosts marketing effectiveness. Lipsman further argues that brands should reallocate budgets from Meta and Google’s AI tools into retail media.

Read more

• How CarMax turns fandom into brand loyalty, (ADWEEK). 
  
  
• WPP sheds another 1,000 jobs, (FT). 
  
  
• Brands focus on humanity in light of AI distrust, (Marketing Brew). 
  
  
• Spike Jonze partners with Warby Parker, (Variety). 
  
  
• Coffee chain Blank Street raises $105 million, (Axios). 
  
  
• Travis Kelce fronts Tommy Hilfiger campaign, (Vogue). 
  
  
• Livestream shopping is taking off on TikTok and Whatnot, (CNBC). 
  
  
• Texas A&M’s brand strategy puts the power of ‘We’ into action, (ctrl+A with Texas A&M University).

Read more

• John Ternus succeeds Tim Cook as CEO of Apple, (New York Times).
   
• CommerceIQ names Rahul Shah as CEO, (CommerceIQ). 
  
  
• Moloco appoints Rachel Glaser to board of directors, (Moloco).