Mike Tyson is returning to the ring on Saturday to face Roy Jones Jr., and Weedmaps is sponsoring Tyson in a groundbreaking move for the cannabis industry. The partnership includes on-screen graphics, on-air callouts, messaging on giant LED screens and locker room swag, along with a special piece of content narrated by Nas and celebrating cannabis pioneers that will air during the event. The high-profile event is also a huge win for presenter Triller, which aims to compete more powerfully with TikTok.

“Setting a path” for cannabis brands: With performances by Lil Wayne, Wiz Khalifa, YG and other artists, the event promises to generate extensive media coverage and give the brand a boost.

If 2020 has done anything positive, it has forced the advertising industry to think, both about its strategies and its priorities, and to pivot with its practical approach to marketing. That also means that, despite the unpredictability of the future, marketers have unlocked a whole new world of opportunities for creativity and problem-solving. We caught up with leaders from some of the world’s top brands and agencies to see what they’re most excited about.

See what they said: “Are you living your message?”

It's officially that time again! Applications are now open for Adweek’s 2021 Media Agency of the Year. Apply here by December 14.

Despite winning a number of clients like the New York Post, StreetEasy and ZocDoc during the first run of its New York office, Goodby Silverstein & Partners shut down its official headquarters in the city five years ago. GSP never abandoned the city though as several New York-based employees helped the agency maintain a presence. Now, with talent from both coasts, plus hires from Grey New York (sorry, now AKQA Group) and Droga5, GSP is ready to make a splash in New York again.

Why now: For GSP, it's time to open the door for more East Coast-based clients.

Dan Levy’s eyebrows, which so closely resemble his father Eugene’s, are the subject of many a callout on their award-winning show Schitt’s Creek. Now they’re the focus of an entire ad and website, a concept that Levy himself came up with for Visible in a campaign created with agency Madwell. Visible CMO Minjae Ormes said Levy’s hands-on approach to developing the campaign, which he wanted to be lighthearted and tongue-in-cheek, proved to be valuable for the brand.

Watch the ad, and read more from Levy and Ormes for a behind-the-scenes look at its conception and creation.

The annual Macy’s parade won’t be the multimillion-spectator in-person bash it has been in previous years. It will be limited to a single New York City block, vehicles will drive the enormous balloons, and it will be telecast rather than being performed for throngs of people on location. Still, that hasn’t stopped it from being more popular than ever with advertisers, with NBCUniversal selling out its parade inventory sooner than usual.

And the parade is just the first part of the festivities: See what’s in store.

More of Today’s Top News & Highlights:

• Creative Agency Compound Joins Forces With Experiential Studio Helo
• Black Friday Airfares Put Marketers ‘Between a Rock and a Hard Place’
• AppsFlyer, Valued at $2 Billion, Raises Funds From Salesforce
• Ford Nabs Former eBay Marketer as New Global CMO

In the latest installment of Adweek’s Adnatomy, Ryan Barwick sat down with the team at ESPN—Kenny Mayne, ArtClass’ Geno Imbriale and Shaun Collings, and ESPN CreativeWorks’ vp of production Anthony Nelson—to chat about their famous 'deepfake' spot. Watch the episode here.

On December 1, join Analytic Partners, in partnership with Adweek, as we share best practices gleaned from Analytic Partners’ ROI Genome insights on best-in-class performance benchmarks. Register today to save your virtual seat.

VMLY&R's Red Fuse Communications created 2 short films for Hill's Pet Nutrition.

Film captures the future delight of breaking free from our digital connections to see real friends again.

From keyword bidding to click attribution.

Film by AKQA uses choreography to tell a story of 'birth, connection, roots, protection, recognition and awakening.'

It's the first time multiple episodes of an HBO series have been dropped midseason.

The social network is seeking input from users and nongovernmental organizations.