Can RedNote replace TikTok? Plus, the Leo Burnett merger generates mixed reactions

Welcome back to Ad Age Briefly! This week’s edition features some TikTok guidance for social media marketers, (mixed) reactions to the Leo Burnett merger and creatives to watch in 2025. —Ad Age Senior Engagement Editor Mark Fischer .

RedNote draws buzz, but experts don't buy the hype

The lowdown: Creators scrambling for alternatives to TikTok are turning to another Chinese-owned app: Xiaohongshu, also known as RedNote. It’s the No. 1 free app on Apple’s App Store this week, but industry experts question whether the platform—primarily in Mandarin—can fill the massive marketing gap that would be left by TikTok being banned in the U.S.

Out of spite: The creator migration to RedNote "seems like a 'spite' move as opposed to true engagement," said Navah Hopkins , specialist and public evangelist at digital marketing platform Optmyzr, who spoke with our Garett Sloane and Gillian Follett . In other words, creators may be trying to stick it to the U.S. government by joining another Chinese-based app that, like TikTok, poses potential national security risks. Experts believe more-established YouTube Shorts and Instagram Reels are in a better position to capture TikTok users' screen time (and e-commerce dollars).

At the end of the day: “Our goal on social media is to entertain our audiences, regardless of platform. We’ll continue to do just that and go to where our fans are,” said Duolingo Chief Marketing Officer Emmanuel Orssaud, whose language-speaking platform joined RedNote last May, long before it surged to the top of app store charts. While perhaps obvious, this should be the blueprint for all social media marketers plotting their next move without TikTok. Remember: "Audiences follow people, not necessarily the platforms," as Holly Jackson , VP of influencer marketing innovation and insights at Traackr, points out.

📱 Read the full story: In addition to RedNote, Garett and Gillian broke down several lesser-known platforms vying for TikTok creators—and whether any of them are viable alternatives.

🚨 Calling all Gen Zers: Ad Age is accepting nominations for its annual Gen Zers to Watch list, celebrating the next generation of innovators transforming the advertising and marketing landscape. The honorees will be featured at the NextGen Marketing Summit, taking place March 4-6 in New York.

Mixed reactions to the Leo Burnett merger

Another iconic name in advertising vanished this week as Publicis Groupe merged Leo Burnett and Publicis Worldwide to form Leo, a creative unit with 15,000 employees across 90 countries. While Publicis said Leo’s name “will be on more doors than ever”—echoing the ad legend’s retirement remark that his name would only be stripped when the agency's focus shifts from creating advertising to making money—others weren’t as enthusiastic about the idea of the Burnett being removed. Below is a sampling of reactions, both positive and negative, gathered by Ad Age's Ewan Larkin , E.J. Schultz and Lindsay Rittenhouse .

“I think this demonstrates that Publicis believes there is still more in Leo Burnett as a creative brand. Consolidation is going to keep happening, I hope they bring the Leo philosophy and creative perspective—not just the name—to whatever they are building." — Emma Montgomery , a former Leo Burnett exec who now works at Droga

“Publicis has been killing Leo Burnett slowly and methodically for years. At today’s public funeral, we learned that his name endures in a small way, but absent of any Burnett leadership or any caretakers of a brand that had such meaning to adland, to Chicago and to creativity.”— Amy Hoffar Cheronis , a former Leo Burnett exec and founder of The Scratch Collective.

📣 For more reactions and insights on the merger, click here.

📖 Bonus reading: Ad Age Director of Data Analytics Bradley Johnson takes a look back at Leo Burnett—the man and the agency.

Creativity Corner

Instead of focusing on a campaign for this week's Creativity Corner, we're spotlighting the people behind the ads. To kick off the new year, Ad Age's Creativity Editor Tim Nudd compiled a list of 62 creatives to watch in 2025. The creatives profiled are "just a few of the many who will define creativity in advertising this year," writes Nudd.

Jorge Murillo , Michelle Fischer (unrelated to the writer of this newsletter), Caitlin Fitzgibbons , AO Baker and Michelle Robles were just some of the names included on the list, which is available exclusively to Ad Age All-Access subscribers.

Inside, each creative talks about a 2024 campaign they're proud of, someone else's work that caught their eyes recently and something their excited about creatively for the year ahead.

🎨 Check it all out here.

👋 Hi there, thanks for reading: This newsletter was curated by Ad Age Senior Engagement Editor Mark Fischer . Have any feedback or tips? Reach out to him at mark.fischer@adage.com.