Special Rundown of January Marketing News — 7 Bite-Sized Stories Every Marketer Should Know 

As we step into 2025, the marketing world has entered a new, unpredictable chapter—one filled with a fair share of challenges. But hey, every storm brings its own golden opportunities, right? 

With Trump back in the Oval Office, the US political landscape is shifting at lightning speed, bringing ripple effects for brands, marketers, and consumers alike. These changes are more than just headlines—they’re redefining strategies, priorities, and how we consume media. 

Meanwhile, the advertising world isn’t sitting still. Creativity is at an all-time high, especially at the NFL and Super Bowl, where brands are battling it out for consumer attention in the boldest ways imaginable. 

Ready for the lowdown? In our special monthly rundown, we’ll explore this month’s marketing highlights and uncover what’s shaking up the industry.  

1. ‘Pro-Inclusivity’ Brands Cancelled Their DEI Programs Following Trump’s Order 

The tides of corporate inclusivity have taken a sharp turn. Once hailed as champions of diversity, equity, and inclusion (DEI), major players like Amazon, Target, Meta, McDonald’s, and Walmart are now scaling back their DEI initiatives. The move follows Trump’s executive order to dismantle DEI programs in federal jobs, prompting several private corporations to follow suit, defunding quotas and quietly shelving their inclusive hiring goals. 

But not everyone is bowing out. Brands like Costco, Apple, and JP Morgan are standing their ground, refusing to roll back their DEI policies despite mounting political pressure. These companies are sending a strong message: inclusivity isn’t just a trend—it’s a core value. 

The spotlight will soon shift to how these brands navigate upcoming cultural moments like Pride Month. Will their rainbow flags and inclusive campaigns ring hollow in a time of anti-DEI sentiment? Or will they double down, using bold creative choices to counter the growing anti-inclusive narrative? 

2. TikTok Stayed ‘Off the Grid’ for 14 Hours, Only Took Trump to Bring it Back  

January 18–19 was nothing short of dramatic, chaotic, and—yes—borderline biblical for brands, marketers, and millions of TikTok users in the US. For a brief, nerve-wracking 14 hours, TikTok went completely off the grid.  

But just as the panic began, newly inaugurated President Trump stepped in, signing an executive order delaying TikTok’s potential ban for 75 days until April 4, 2025. Cue a sigh of relief from Gen Z creators, brands, and marketers relying on the app’s massive reach. 

For now, TikTok stays—but the uncertainty is far from over. The looming threat of a ban is still real, leaving brands scrambling to diversify their ad strategies and influencers questioning their next steps. 

The spotlight now turns to DanceByte, TikTok’s Chinese parent company. With pressure mounting, speculation is rife about which tech giant or billionaire “social media bro” might swoop in to acquire TikTok and keep it alive in the US. 

3. Tariq Hassan Steps Down as McDonald’s CMO 

Tariq Hassan, McDonald’s Chief Marketing Officer, has announced his resignation and will officially depart after the first quarter of 2025.  

Known for spearheading some of McDonald’s most viral campaigns and bringing the Grimace mascot to life online, Hassan’s tenure since 2021 has been nothing short of transformative. 

The golden arches aren’t pausing, though. McDonald’s has already named Alyssa Buetikofer, the current CMO of McDonald’s Canada, as his successor. As she steps into the global spotlight, all eyes will be on how she plans to maintain the momentum and steer the brand through its next growth phase. 

4. Amazon Unveils AI-Powered Ad Tool, Brand+, to Revolutionize CTV Advertising 

Amazon has officially launched Brand+, an AI-driven ad-targeting tool designed to transform connected TV (CTV) and online video advertising. Emerging from beta today, Brand+ is integrated into Amazon’s demand-side platform (DSP) and utilizes advanced AI to analyze a wealth of signals, including shopping behaviors, browsing patterns, and streaming habits. 

The result? Smarter ad buys that pinpoint audiences most likely to purchase an advertiser’s product, bridging the gap between traditional brand awareness campaigns and performance marketing. 

CTV has long been viewed as an upper-funnel strategy for building brand awareness, but Brand+ aims to inject a data-driven, performance-focused edge into the space.  

5. Meta Introduces Ads on Threads Amid Fact-Checker Controversy 

Meta has officially opened the doors for advertising on Threads, with luxury brand Louis Vuitton among the first to test the waters. According to Meta’s announcement, the initial ad format, image ads, will appear between posts in the feeds of a limited number of users in the US and Japan. 

This move marks a significant step for Threads as it seeks to monetize its platform. However, the rollout comes on the heels of a controversial decision by Meta CEO Mark Zuckerberg to remove fact-checkers across the company’s apps, raising eyebrows among advertisers and brands. 

While Threads represents a fresh advertising opportunity, some marketers are cautiously proceeding. The absence of fact-checking could pose risks for brands concerned about ad placement next to misinformation or polarizing content. 

6. Generative AI Apps Surge to $1.1 Billion in Consumer Spending in 2024 

According to Sensor Tower’s State of Mobile report, consumer spending on mobile apps hit a staggering $150 billion globally in 2024, marking a 13% year-over-year increase.  

A standout in this trend was generative AI apps, which saw an unprecedented 200% YoY surge in consumer spending, reaching $1.1 billion. Popular apps like ChatGPT, Google Gemini, and Doubao spearheaded this growth, captivating users with subscription-based AI tools and features. 

The most notable growth came from non-gaming apps, where spending rose by 25% YoY, significantly outpacing the 4% YoY growth in gaming apps. 

7. Netflix Plans to Initiate In-House Ad Tech After Q4 2024 Revenue  

Netflix is gearing up to turn its bold plans into reality in 2025. The streaming giant, which had previously announced the development of its in-house ad tech, is now ready to bring it to life. This move marks a significant step as Netflix aims to elevate its ad-supported subscription model. 

The announcement comes after Netflix’s milestone Q4 results, though the company has yet to reveal the exact figures. In a bid to further capitalize on its expanding ad-based revenue, Netflix will also be increasing its subscription prices in the US. The ad-supported plan will rise from $6.99 to $7.99 monthly, with similar increases expected for the more premium, ad-free options.