Author: Seb Joseph

These days, everything is getting quieter. Employees check out in silence — quiet quitting. Companies nudge them out just as discreetly — quiet firing. And now, even the high-stakes theater of ad agency reviews has been muted. Advertisers are ditching the bloated pageantry of requests for proposals in favor of something more understated: no press, no pomp, just quiet deals behind closed doors.

Look at Coca-Cola. Its North America media review unfolded in near silence. Publicis Media looks like its close securing the win, and only then did word get out. Now, Coca-Cola is ironing out the transition from GroupM, according to a source with direct knowledge of the process.

For some CMOs, this is the new playbook. The era of milking an agency review is fading. Now, discretion is the name of the game.

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Meta’s plan to potentially spin Instagram Reels into a standalone video app has sparked excitement among creators and influencer marketers — but also concerns that the move could disrupt creators’ brand partnerships on Instagram.

The notion that Meta is planning a Reels-spin off, reported by The Information last month, has created many questions for creators, including speculation over the potential decrease in Reels viewership, as well as concerns about whether Meta will allow creators to port over their Instagram followings to the new app, should the decision go through. A Meta representative did not respond to a request for comment prior to the publication of this story.

Although Meta allowed Instagram users to bring their followers with them to Threads when it launched the microblogging platform in 2023, it’s unclear whether the company would take a similar approach for Reels. Furthermore, creators and influencer marketers believe that forcing users to download a new video app could deter some of them from watching creators’ videos. In the case of a spin-off, these factors could reduce the reach of influencers, some of whom have hundreds of thousands of followers, who use Reels as brand partnership inventory.

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