Oct. 9 - Expectations for creator AORs evolve | Instacart, TikTok ink retail media deal

Instacart grows its retail media bona fides with TikTok integration; Inside CeraVe’s social-first partnership with the NBA; In-housing or outsourcing? PepsiCo, VaynerMedia turn to ‘co-sourcing’; Starbucks ties in-store experiences, rewards to new Taylor Swift album

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Oct. 9, 2025 | This week’s mobile news and insights for marketing leaders

How brand expectations for creator AORs are evolving as investment grows

Executives from Unilever, Gap and Marriott are increasingly focusing on agency partners who can deliver on performance and high-level strategy.

Instacart grows its retail media bona fides with TikTok integration

The grocery delivery platform is the first retail media partner to enable targeting and end-to-end measurement directly within TikTok’s ad platform.

Inside CeraVe’s social-first partnership with the NBA

The L’Oréal-owned brand will promote the alliance, which includes experiential and digital activations, with a social-based teaser phase.

In-housing or outsourcing? PepsiCo, VaynerMedia turn to ‘co-sourcing’

PepsiCo has tripled content production and seen sales growth for brands like Mug since integrating the agency closer to its internal teams.

Starbucks ties in-store experiences, rewards to new Taylor Swift album

The chain has outfitted a Nashville store with a pop-up vinyl shop, photo booth and more, and claims it is throwing “the largest global listening party.”