Good morning. Today, a titan of the early internet angles to recover its cachet; Mark Zuckerberg tries to call in a favor with President Trump; and the White House takes aim at concert price-gouging.

Yahoo hired a new chief marketing officer to revive a once-towering brand that has since been eclipsed by later arrivals in the internet era, Megan Graham reports.

The company hired Josh Line, who was most recently Paramount Global’s chief brand officer, to oversee global marketing, brand positioning, user acquisition and customer engagement.

Yahoo has “almost latent brand love” among consumers as “one of the OGs of the internet,” Line said. “A big part of the marketing challenge is to kind of reignite that love and to put the brand back into culture, and, of course, to drive growth of all the products.”

Yahoo ran a local Super Bowl ad starring Bill Murray this year in several markets, its first Super Bowl foray since a “Do You Yahoo?” ad in 2002.

More CMO moves: Mark Kirkham was named chief marketing officer for PepsiCo North American Beverages, succeeding Greg Lyons. [Ad Age]

Mary Sagripanti was named chief marketing officer at Verizon Value. She had been CMO for Amazon Ring. [Brand Innovators] 

Meta Platforms executives have pressed Trump administration officials to fight against an expected European Union fine and cease-and-desist order, Sam Schechner and Kim Mackrael write.

The expected decision relates to whether Meta should be forced to give Facebook and Instagram users the option of accessing those services free without seeing personalized ads, something that would undercut the main way Meta makes money.

Meta hopes U.S. pressure will persuade the European Commission, the bloc’s executive arm, to water down how the company has to comply with the decision.

The request is one of Meta CEO Mark Zuckerberg’s first specific asks since he jumped on board with President Trump earlier this year, scrapping Meta’s diversity team, ending its fact-checking program and naming a Trump ally to the board.

President Trump signed an executive order aimed at cracking down on ticket-price gouging, Anne Steele writes.

The new order, which he signed with musician Kid Rock by his side, aims to combat high ticket prices by going after ticket brokers that use bots to snap up face-value tickets to in-demand events and resell them at high mark ups.

The order directs the Federal Trade Commission to more rigorously enforce existing law governing bots that help scalpers, including by issuing fines.

Trump said the FTC, along with the Treasury and Justice departments, will also deliver a report within 180 days summarizing what they have done to address unfair practices and recommend more regulation or legislation.

Newsmax shares soared in the conservative cable news company’s first day of trading. [WSJ] 

New advertisers on Fox News include Gucci, Busch beer and Netflix as more major brands embrace conservative media. [BI] 

Omnicom Group is offering clients big incentives to spend on X if they didn’t advertise on the platform in 2024. [Adweek]

How MAGA style got a dark, gothic makeover from Elon Musk, Etsy sellers and made-in-China Amazon outlets. [WSJ] 

Sports merchandise power Fanatics blamed “technology” after it emailed Oakland A’s fans an ad with models wearing Oakland jerseys and the tagline “New Season, New Dreams.” The A’s left Oakland after last season. [Front Office Sports] 

A court dismissed Nielsen’s patent lawsuit against VideoAmp. [Ad Age] 

Hooters, the casual bar and dining franchise known for its female waitstaff in skimpy outfits, filed for bankruptcy after changing consumer preferences left it unable to stay good on its debts. [WSJ] 

How perfume “flankers” help keep fragrance franchises going. [Glossy] 

“Coyote Vs. Acme,” a finished movie that had been shelved for a tax write-off during Warner Bros. Discovery’s cost-cutting drive, will come to theaters after all. [Deadline]