Free Agency 📈 - High Signal Brief

Hi! I’m Jonathan, and I write Free Agency. I do deep research on media, creativity, and the business behind it all. Thanks for reading.

Usually when writing I can’t put everything I’m finding and seeing into play, because I need to focus. So instead I collect ‘signals’. I define signals as things that represent something much larger, and might not always become “newsworthy” and I just think are really, really interesting because I haven't seen more people talk about it.

My hope is you find something useful, interesting, or at least viable enough to look like a hero in your group chat. If not, charge it to the game 😂

Media & Entertainment

Universal & Coca Cola start a label. They’re calling it Real Thing Records. Focus is on emerging talent from around the globe.

Open AI x Mattel are making toys. This gives OpenAI access to legendary IP and Mattel a way to manage increased pressure on their margins (because, tariffs).

Starbucks is hiring two ‘Global Coffee Creators’. The role includes “traveling to 10-15 designated Starbucks locations around the world in a one-year timeframe.​” Marriott and Delta are providing flights and hotel stays.

Big dogs get bigger. Omnicom and IPG get approval for their merger. When this clears, they will be largest advertising company in the world by headcount and earnings (for now).