For years, TikTok creators have been trying to migrate their audiences onto other platforms — but were relatively subtle about their efforts, both due to fears that TikTok’s algorithm suppresses attempts to move users off the app and because of TikTok users’ distaste toward manipulative content.
But now, as the U.S. forges ahead with its TikTok ban that’s approaching a Jan. 19 deadline, creators have gone mask-off, growing more proactive and more explicit with their attempts to divert fans off of TikTok as a ban or sale becomes a likely reality. Even though moving followers over onto another social network isn’t easy, it shouldn’t immediately disrupt many brand deals.
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Digiday’s events are getting a refresh under the leadership of Liz Pitonyak, who joined the company as general manager of events in December.
She joined Digiday Media with 15 years of experience in event strategy and partnership, after most recently directing event initiatives at Adweek and at Forbes. She will oversee events for Digiday, Glossy, Modern Retail and WorkLife.
“I have dedicated my career to creating transformative experiences that resonate with target audiences, amplify brand stories and deliver measurable business outcomes,” Pitonyak said.
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This story originally published on sister site, WorkLife.
WPP’s announcement requiring employees to return to the office four days a week has sent shockwaves through the advertising industry, spotlighting a deepening divide between corporate-owned and independent agencies on workplace flexibility. While some leaders argue in-person collaboration fuels creativity, critics view the move as outdated and morale-crushing.
Employees have voiced frustration over the abrupt policy from the agency holding group, citing poor communication and personal challenges, with some questioning whether “creative collaboration” outweighs childcare needs or two-hour commutes. Meanwhile, independents see an opportunity to attract disillusioned talent championing flexible models that balance productivity with personal well-being.
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Entire direct-to-consumer empires have been built on the back of paid social and search advertising. But empires have to think about the long term to last.
With platforms such as Facebook and Instagram becoming more expensive and quite possibly less brand safe, Comcast hopes to tempt away DTC advertisers from those performance-focused channels and lead them toward TV and CTV inventory. Its execs hope a new ad sales platform, Universal Ads, could help convert performance marketers into long-term brand builders.
It’s a move many DTC and SME brands would welcome, according to eight media buyers working with DTC clients that spoke with Digiday. That said, it doesn’t mean a shift in DTC spend to TV is a fait accompli.
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This week’s Media Briefing features an interview with Dotdash Meredith’s chief innovation officer, Jon Roberts. We discuss what the company has learned nearly nine months into its deal with OpenAI and what he wants to develop with AI technology at the company this year.
Q&A with Dotdash Meredith on AI agenda in 2025
Media companies prepare for legal battles with Trump administration, Fortune retracts bogus story and more
Q&A with Dotdash Meredith on AI agenda in 2025
Dotdash Meredith has ambitious plans for the development of its AI-powered technology in 2025.
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In advertising circles, a quiet theory has been gaining traction: The Trade Desk, it’s said, isn’t exactly enamored with curation — a targeting strategy that could redirect valuable ad spend elsewhere. This week’s acquisition of Sincera added fuel to the narrative. But The Trade Desk has dismissed the rumors outright.
As vp of inventory development Will Doherty put it plainly: “We don’t think a lot about curation.”
Instead, the deal, according to Doherty, is aimed at something far more ambitious.
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Alexander Bogatyrev/SOPA Images/LightRocket via Getty Images
Sephora is embarking on the largest capital project in its history — a complete redesign of its stores.
Sephora CEO Artemis Patrick said the redesign would change how its North American shops look.
She said the refresh aimed to provide a consistent consumer experience across all stores.
Sephora is betting big on its brick-and-mortar strategy by giving its entire fleet of North American stores a facelift.
The LVMH-owned beauty retailer, which operates over 2,700 stores in 35 countries, will revamp the design of all its North American stores in the next five years, CEO Artemis Patrick said at the National Retail Federation's Big Show on Monday.
Patrick said it will be the "largest capital project for Sephora in its history." She added that while some stores will only see minor changes, others can expect "major redesigns."
She said the company talked to "millions of consumers" and used heat maps to understand its customers' shopping habits.
One thing the retailer is rethinking is gondolas — stand-alone islands in its stores that display products from one particular brand. She said that the gondolas are "quite expensive."
"We're not a cheap date," Patrick said. "And we don't want our brands to be spending a ton of money on building these amazing fixtures, and then it's not productive and doesn't work out."
Instead, she said that Sephora was testing out a new layout format focused on Sephora's four key product categories — makeup, skincare, fragrance, and hair care — which would make updating stores easier.
Another change shoppers can expect to see is the location of the beauty studios, which will be moved to the sides of the stores.
"We talked to our millions of consumers, and the reality is, they didn't want their makeup being done in the window," she said. "Not shocking."
Patrick said that Sephora is also rethinking the section near the checkout counters where the mini sizes of products are placed.
She said that with Sephora's staff billing a fourth of customers via mobile devices around the stores, the minis section could be broken up and moved to the front of the stores instead of near the checkout counters.
She added that the redesign, as a whole, aimed to give Sephora customers in different regions a consistent experience.
"One of the things that was really, really important to us was ensuring that no matter what, where you are, whether you are in our Soho store, you're in Boise, Idaho, or you're in Vancouver Island, that experience is the same no matter where you go," she said.
She added, "Because we do believe we have that consistency with our beauty advisors, but maybe not necessarily in all our retail stores."
Sephora contributed heavily to LVMH's "selective retailing" division. In the first half of 2024, ending June 30, the division raked in $8.6 billion in revenues and saw a 7% increase in profits from recurring operations compared to the year before.
Its biggest competitors in the US include the cosmetics store chain Ulta Beauty and department store chains Nordstrom and Macy's. Macy's recently announced that it plans to shutter 150 stores by the end of 2026.
Representatives of Sephora declined to comment in response to a request from Business Insider.
Keir Starmer will sign a century-long partnership with Ukraine today, as the prime minister makes his first visit to the war-torn country in an effort to shore up support for Kyiv - just days ahead of the arrival of Donald Trump in the White House.
Cameron Diaz is set to return to acting after a decadelong hiatus.
Gerald Matzka/Getty Images for Netflix
Cameron Diaz says she spent her 10-year break from acting "trying to stay alive just like every other mother."
But she's set to make a return to Hollywood in the Netflix movie "Back in Action."
Diaz joins a long list of celebrities — like Tom Brady — who have unretired.
Cameron Diaz was busy being a mother during her 10-year break from making movies.
In a video uploaded onto the "Still Watching Netflix" channel on YouTube, which goes behind the scenes on Netflix shows, Diaz spoke about what she had been up to during her hiatus.
"I was not keeping up with any kind of training," Diaz, 52, said. "I did nothing public."
The actor — known for films such as "Charlie's Angel" and "Vanilla Sky" — added that she "said no to everything," although she did start a wine company.
"That was what I was putting most of my focus on, if I was doing anything other than just sort of being a mom and living my day-to-day," Diaz said. "And that was pretty much it. I'm just trying to stay alive just like every other mother. I'm just trying to keep it going."
Diaz married Benji Madden of the rock band Good Charlottein 2015. They welcomed their daughter, Raddix, in 2019 and their son, Cardinal, in 2024.
In an Entertainment Weekly interview in 2018, Diaz said she was "semi-retired" as an actor, before clarifying she was "actually retired." Per her IMDB page, her last role was in 2014's "Annie."
During Fortune's Most Powerful Women Summit last year, Diaz shared that her decision to stop acting was something she "had to do."
"It felt like something I had to do to reclaim my own life. And I just really didn't care about anything else. Nobody's opinion, nobody's success, no one's offer, no one's anything could change my mind about my decision of taking care of myself and building the life that I really wanted to have," Diaz said. "It really comes to: What are you passionate about? For me, it was to build my family."
Diaz is set to return to acting in the Netflix movie "Back in Action," which premieres January 17 and also stars Jamie Foxx.
"I'm coming back for my 23rd season in Tampa," Brady wrote. "Unfinished business. LFG."
More recently, in December, Jim Carrey, 62, walked back on his comments about coming out of retirement because he was strapped for cash.
"I said I'd like to retire, but I think I was talking more about power-resting. Because as soon as a good idea comes your way, or a group of people that you really enjoyed working with and stuff, it just — things tend to change," Carrey told Comicbook.com.
A representative for Diaz did not immediately respond to a request for comment sent by Business Insider outside regular hours.
