Can Brian Niccol make @Starbucks feel like Starbucks again ADWEEK’s October issue explores how CEO Brian Niccol’s Back to Starbucks plan aims to restore the coffeehouse experience through refurbished stores, a simpler menu, a revamped loyalty program, and more staff during rushes. The turnaround has improved comps and renewed the brand’s focus, but controversies persist. His $96 million pay package and company-jet commute drew criticism. Starbucks has closed hundreds of stores, cut thousands of jobs, and remains locked in a dispute with unionized workers. Rising coffee and tariff costs, along with staffing expenses, add pressure. Starbucks is betting that service and operations can fuel growth without eroding trust among customers, employees, and investors. Read the full cover story 👉 adweek.it/4rMELDg

After a viral video of DJ @johnsummit setting fire to his sixth broken @RIMOWA suitcase, @away named him its “Chief Destruction Officer” and partnered with him on a campaign for its new aluminum luggage. The ad playfully reprises the stunt, showing Summit put an Away suitcase through the flames before declaring it “still good.” Launching today, the campaign precedes the Oct. 20 release of two new colors, Bronze and Arctic Steel, alongside co-branded bags. Away says the collaboration highlights its rigorous product testing while introducing its aluminum collection to new audiences. Read more 👉 adweek.it/4BvaIVk

.@HoneyBakedHam is centering its new holiday campaign, “Traditions That Bring Us Home," around an unlikely place: its plain Broomall, Pennsylvania, storefront where @nglwithkylie used to pick up holiday hams with her grandmother Mimi. Read more 👉 adweek.it/4yRXgZK

ADWEEK can reveal the 2026 Agency of the Year shortlist. The categories span across creative and media, recognizing shops that delivered standout work, growth, innovation, and strong talent retention and diversity in 2026. Winners will be published in the December issue of ADWEEK on 12/8/26. adweek.it/4BwKQIL

Jenny Holleran, VP of Roundel’s partner solutions group, said that placing digital screens for ads in @Target is possible, but the company would be very selective on how its done. adweek.it/4BwKSQT

.@SubwayTakes may look effortless, but a lot of time, commitment, and money goes into the show. Like many creators, Kareem Rahma partners with brands in order to fund his projects because as he says, "The monthly bill is high."

Standby for the Angels!🪽 The @VictoriasSecret fashion show premieres tonight. The brand has reshaped its iconic fashion show into an event that feels more communal and accessible this year, from ticket drops to a nationwide search for a new Angel who will be announced later tonight. This year’s show will be streaming globally on @YouTube and the brand’s social channels, followed by its first post-show @tiktok_us Live. Will you be watching? Read more 👉 adweek.it/3UaE6zh

The trick (and the treat) to a great Halloween ad is creating something sticky enough to keep the work and the brand top of mind well past October 31. Did these ads hit the mark? Watch and let us know 👉 adweek.it/3VMhp4W

TLDR: @Patriots, @Chiefs, and @Ravens are good. @Browns and @NYJets, not so much. @robgronkowski

Who do we think was more starstruck on the set of Running Point: @JakeStateFarm, Kate Hudson, or Chet Hanks?

Roughly 1 in 10 searches now goes through AI tools like @ChatGPT or @ClaudeAI over @Google or @Bing, per @Similarweb. That has companies scrambling to show up in AI answers, and GEO startups are promising to help. Our list of GEO startups to watch 👇 adweek.it/4s153Sj

Game recognize game 😮‍💨

Negroni Week may be over, but there’s always time for one. 🥃 We stopped by ViceVersa in Miami to make a Milano-Torino Negroni, with @CampariAmerica bringing its signature bittersweet kick to every pour.

Artificial intelligence startup Netomi is changing its leadership team as it tries to move AI out of the chat window in the corner of a website and into the website itself. Learn more about the new hires 👇 adweek.it/4ztqG0i

Creator marketing platform Devotion has brought Ed Victori aboard as its first chief operating officer, where he will oversee day-to-day operations and focus on scaling the team and infrastructure. adweek.it/4zuWUbo

"As for Shane [Gillis], if he's curious about the shorts, we've made them particularly easy to find. Just search Shane on our website.” - Noel Mack, Chief Brand Officer at @Gymshark 🤭

For the week of October 5, @ABCWorldNews led with 8.219 million viewers, followed by @NBCNightlyNews with 6.482 million and @CBSEveningNews with 4.219 million. CBS was the only broadcast to grow among adults 25–54, gaining 5%. adweek.it/3VPt7f3

.@Target's Roundel is encouraging advertisers to measure incrementality, which identifies sales generated by ads that would not have happened otherwise. Yet only 8% use it as their primary performance metric, even though 66% cite sales growth as their main investment goal. adweek.it/4BafCGP

“My customer is my BFF.” It’s a sentiment every brand should embrace, but for LWYA founder and @QVC host @KimGravel, it’s more than a feeling, but a truth. At Brandweek, Gravel shared why she stays hands-on with her brands and why direct-to-consumer sales and live selling play to her strengths more than traditional brick-and-mortar retail.

Branded entertainment often goes unseen because brands overlook essential planning, not because they lack strong ideas. Success requires a different approach from traditional advertising. Brands must understand what audiences want. They need clear business goals and measurable results. adweek.it/4s9K4gv