Google switches from pan to fireside; WPP brings AKQA and Grey collectively: A very powerful factor on Thursday

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A change in the presidential guard is unlikely to relieve Big Tech, especially with regard to the Justice Department antitrust case against Google, which focuses on the company's search dominance (and therefore search advertising). The case could get even worse, and it could be amended to include allegations that the analytics business and the myriad DoubleClick ad stack are so interlinked that media companies have no choice but to use it against competitors.

This may just be the tip of the iceberg, and The fall can accelerate.

Gray from WPP has started to merge the creative agency with the digital marketing shop AKQA to form an AKQA Group, which will have its headquarters in London and New York. Ajaz Ahmed, CEO of AKQA, will take on the role of CEO while Michael Houston, CEO of Gray, will be President and COO. Marriage is one of the distinct specialties that links the centuries-old legacy agency Gray to AKQA, a digital agency focused on services and products on the Internet.

Find out why and how the merger is taking place: "When your employees join a vision and a common ambition, everything else becomes much easier."

Joe Biden's vision could have an impact on the way freelancers get their gigs and earn their wages. The PRO Act, which was passed earlier this year and which Biden plans to sign into law, is intended to strengthen workers' rights and unions – but freelancers don't love the "ABC test" element. The aim of the test is to prevent employers from misleading employees as contractors and from evading responsibility for paying for their services. However, this can result in companies breaking relationships with contractors who wish to remain independent, reducing opportunities for freelance work.

Learn your ABCs: The test is designed to protect workers, but does not take into account the nuances of professional activity.

Lessons from the Masters: Wondering how to navigate audio and content during the Trump-Biden transition? We spoke to industry leaders like Walter T. Geer III, Jordan Bitterman, and April Mullen about how they plan to compose news and get it across to a public whose emotions will remain rough for the foreseeable future. Everything revolves around the "Dinner Party Test".

Have you ever thought about getting a job by holding your preferred employer hostage? Two semi-anonymous graduates in the UK sit on TikTok handles for agencies like Mother London, BBH London, AMV BBDO and Lucky Generals. The (medical) masked duo, who describe themselves as very serious partners, say they will take the accounts hostage unless the agencies offer them jobs within 72 hours.

Apparently it works: They feared the stunt was too aggressive, but one of the agency's CEOs has already reached out.

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