Amid continued uncertainty around the future of TikTok in the US, many marketers seem poised to go all in on Meta.

Creators aren’t so sure.

Thoren Bradley, who has amassed more than 10 million TikTok followers for his woodchopping videos, has spent the last week encouraging people to boycott Meta in response to its lobbying efforts ahead of the passage of a law effectively banning TikTok in the US. (Meta has denied supporting the TikTok divest-or-ban legislation.)

Bradley isn’t alone. Videos of people turning off (and calling out) Meta’s data-sharing, tracking Meta’s fluctuating stock price, and deleting Facebook altogether have circulated online since the Supreme Court hearing about the TikTok divest-or-ban law in early January. Even before that, Google searches for how to delete Facebook and Instagram accounts were on the rise following Meta’s announcement that it would end its third-party fact-checking program.

For creators who still plan on using Meta platforms, there’s some apprehension about audience-building and monetization options. TikToker Erica Mags, who has nearly 105,000 followers on the platform, said in one video that one of her videos didn’t get the same reception on Instagram Reels as it did on TikTok—so much so that she ended up deleting it.

“Don’t make us go over there,” she said in the TikTok. “The vibes are not the same.”

Continue reading here.—KH

Madison Avenue might be synonymous with the American advertising industry, but there are plenty of brands and agencies with headquarters or ties to Los Angeles on the opposite coast.

Amid devastating wildfires in the LA area, companies and individuals are finding ways to try to support those who have been affected by the crisis, and adland is no exception. Here’s a look at some of the ways some brands, agencies, marketers, and creators are responding.

Brands lend a hand: In the wake of the fires, there has been an outpouring of support from dozens of major brands seeking to lend assistance. Those include:

• Airbnb, which partnered with nonprofit 211 LA to connect those who have been displaced with temporary housing for free.
• Planet Fitness, which opened its LA County locations to anyone in need, inclusive of access to locker rooms, showers, and wi-fi. Crunch Fitness and 24 Hour Fitness are offering similar services.
• DoorDash, which is giving $150,000 in gift cards to first responders and community organizations.
• Sweetgreen, which has delivered thousands of meals to first responders and others in need.
• Retailers including Free People and PacSun, which are providing clothing donations and other supplies.

Read more here.—AM, JN

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Amanda Forrester is VP of marketing and communications at the programmatic advertising company OpenX. She has also held roles at companies including Ampersand, LiveRamp, and Integral Ad Science.

What’s your favorite ad campaign? The Bumble campaign in New York City—it’s iconic. I can recite it from memory, even though it’s been years since it ran. A billboard ad in Times Square, right across from my office, read: “Be the CEO your parents always wanted you to marry. (Then find someone you actually like.)” It was brilliant. Bumble took something that almost everyone, but especially women, dreads—dating apps—and turned it into a vehicle for a message that truly resonated. They understood their audience: driven, ambitious women in New York who’ve focused on their careers but still want fulfilling personal lives. The ad acknowledged gender pressures in a way that felt genuine and empowering. And the underlying value was spot-on: the most important thing in a relationship is finding someone you like.

Personally, it worked for me—I met my husband on Bumble. That campaign makes me proud to say that.

Continue reading here.

Join Marketing Brew on Feb. 11 in NYC (or via livestream) for a crash course in AI-powered content, smarter attribution, and privacy compliance. Connect with top marketing pros, hear insights from industry-leading speakers, and gain tools to stay ahead in marketing innovation. Don’t miss this must-attend event!

Mergers and acquisitions, company partnerships, and more.

• JCPenney merged with Sparc Group, which owns brands including Aéropostale and Eddie Bauer, to create Catalyst Brands.
• Publicis Groupe combined two agencies, Publicis Worldwide and Leo Burnett, into a new creative unit named Leo.
• DNA and Little Hands of Stone, two indie agencies in Seattle, are merging into DNA&Stone.
• Later, an influencer marketing agency, acquired influencer platform Mavely as part of a $250 million deal.
• Tide and Marvel Studios teamed up for a campaign connected to Captain America: Brave New World.
• Mela Vitamins tapped WNBA players Azurá Stevens of the LA Sparks and Dana Evans of the Chicago Sky as brand ambassadors.