Private equity’s bet on creativity and a marketing summit you won’t want to miss
Welcome back to Ad Age Briefly! This week’s edition also features a new Gen Z brand favorite and tributes to the late Ari Weiss.—Ad Age Senior Engagement Editor Mark Fischer
An unlikely backer of creativity
The lowdown: “As the ad industry and holding companies increasingly focus on media, data, and technology, an unlikely suitor is backing creativity: private equity firms,” write Ad Age Agency Reporters Ewan Larkin and Brian Bonilla . Just last week, Brian reported that the Interpublic Group of Cos. was in late discussions to sell R/GA to a management-led buyout group backed by Los Angeles-based private equity firm Truelink Capital. IPG is also in the process of being acquired by Omnicom Group.
The dynamic: For private equity firms, creative agencies—especially those utilizing AI—can enhance their tech portfolios, making them more appealing to potential buyers. For independent agencies, private equity firms can inject capital while allowing executives to maintain control over daily operations. “There are some" private equity firms "that want to be more silent investors,” said Joanne Davis , founder of Joanne Davis Consulting.
The bottom line: In an industry that may—or may not—be losing its way creatively depending on who you ask, private equity firms might offer a short-term solution to a long-term problem.?
?? Read more about private equity’s investment in creative agencies here, and dive into the debate over whether media, data and tech are reshaping—or replacing—creativity in advertising.
?? Speaking of agencies, Ad Age's Small Agency Awards entries are now open—enter here.?
?? Stay in the loop—sign up for more Ad Age newsletters, including Agency News, CMO Today, Influencer Marketing Today and Emerging Tech Today.
Register for the NextGen Marketing Summit
Join us in New York from March 4-6 for three days of insights and networking at our NextGen Marketing Summit. Here’s what’s in store:
? Day 1: Gen Z Unfiltered—A deep dive into the behaviors and preferences of this sought-after demographic, plus a career forum just for Gen Zers.
?? Day 2: The DTC Playbook—Explore how brands are building direct relationships with young consumers.
?? Day 3: The Creator Economy—See how creators and influencers are shaping modern marketing.
?? Hear from industry leaders at 7-Eleven, Hims & Hers, Kendra Scott, Nami Matcha, and Rare Beauty—plus top agency executives and creators.
Secure your spot for the NextGen Marketing Summit today. If you’re a Gen Zer interested in only the career forum, sign up here.
Just Briefly
?? Many of the world’s biggest brands are using AI to predict ad performance, public reaction and potential revenue before major marketing events such as the Super Bowl and the Olympics, writes Ad Age Technology Reporter Asa Hiken . Here’s how they’re doing it.
?? In case you missed it, check out Ad Age’s Super Bowl ad review from Creativity Editor Tim Nudd. Here's a snippet of what's inside:
?? In honor of Black History Month, Ad Age is celebrating creative excellence by showcasing inspiring stories from influential Black creators through personal essays, with four guest editors sharing their experiences and inviting others to contribute. Read them here and hear from several of the creators on Feb. 26 in New York at an event hosted by Ad Age and OUTFRONT Media.
?? Once known as the “dad shoe” brand, New Balance is making inroads with Gen Z, cracking the top 10 in the latest Ad Age-Harris Poll Gen Z brand tracker, which ranks brands that made significant progress in gaining attention from Gen Z in the fourth quarter of 2024. See the full list from Erika Wheless .
?? Amazon spent $21 billion on ads and promotion in 2024 (That’s $679 every second), writes Director of Data Analytics Bradley Johnson . Dive deep into the numbers.
Remembering Ari Weiss
The advertising community lost a friend, mentor and a one-of-a-kind creative force with the passing of Ari Weiss last Friday. Here's how his peers are honoring his legacy:
“He will always be our friend. Our brother. Our colleague. Our guiding light of greatness. That guy some of us had to chase. He will be remembered as one of the best to ever do it, because it’s true. I’m not the only one who felt this way.” —Amir Farhang
“Ari was our pilot, and I was his co-pilot who never had to take the controls. We were both in the cockpit, but he was the one navigating. I sometimes wondered: Could I even fly this thing on my own if I had to? Such are the concerns of someone with a partner so gifted.” —Aaron Adler
“Ari approached everything with an open mind and an endless curiosity, always exploring, always pushing, until unlocking the most perfect expression of an idea. This relentless pursuit of excellence, combined with his ambition and deep love for this industry, made him a true inspiration, to me and to so many others. The impact he had on all of us will never be forgotten.” —Cristina Rodriguez-Reina
Weiss was 46 years old. He is survived by his wife Dara and their children, Layla, Luca and Lev, his mother Marilyn and father Abe, his sister Lara, brothers Adam and Ilan, mother-in-law Ellen and sister-in-law Alicyn.
This newsletter was curated by Ad Age Senior Engagement Editor Mark Fischer . Have any feedback or tips? Reach out to him at [email protected].
Marketing Operations and Agency Management Consultant | Ex-WPP, Ex-KPMG | Org+Process Design | Agency Selection | I help companies transform their marketing operations and improve client/agency working relationships.
1 周I've been involved in transactions where the agency was owned by #PE. Like any relationship, it depends who the PE firm is and whether they value what's important about marketing and how agencies contribute to that. Silent or not. Agencies will continue to be important because creativity still matters.
The Agency business model is attractive. Its biggest investment is people—an asset that can be adjusted far easier than closing factories or ending long-term leases. It’s also a strong cash-flow business. And there is a (slow) growing recognition that marketing isn’t just a cost to minimize—it’s a real driver of business impact. Much to do, but we are hellbent on proving this at Bullish.
Creative Director | Writer | Board Game Designer
1 周Is the bet the over/under on how fast they can kill it?