Media Buying Briefing: How are the 2nd tier holdcos separating themselves from the Big Three?

New strata lines are forming across the top layers of the agency world, as the Big Three (Publicis, Omnicom and WPP) cement their status as top dogs in size, scale and clout. That much is undeniable. 

But entirely new formations, alliances and brand revamps are taking place in that second tier of major agencies, which depending on which consultant you speak with, can include Dentsu, Havas, Horizon, Stagwell, and even Brandtech Group, Dept, MSQ, Tinuiti, WPromote or PMG. Oddly enough, few consultants even bring up S4 Capital, even though Martin Sorrell’s Monks operation is working hard to get back on track by essentially handing over more work to AI. 

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Target bets on buzzy TikTok brands like Mellow Sleep to revamp its home category

This story was first published by Digiday sibling ModernRetail

Target is tapping young brands to revamp its homeware this year as part of the retailer’s multi-year turnaround strategy.  

This fall, there’s been a steady drumbeat of new brands launching in the big-box retailer’s home category. Next to hit Target shelves is Mellow Sleep, which launched in 2025 and has become the top-selling sleep brand on TikTok. Mellow Sleep is making its physical retail debut at Target after hitting $130 million in revenue in its first year and is on track to end its second year with over $300 million in sales.

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