HBO Max’s TikTok strategy started out with repurposed clips from its content, but recently it has taken a new approach, handing over the account to the creative minds of five college students who were already active on the platform. The streamer promoted an internship opening on TikTok, inviting applicants to create a video about why they’d make a good fit. Out of hundreds of applications, the ones selected spanned majors from theater to advertising and business. The result has been a range of trend-focused, humorous and creative content that has, in some cases, garnered more than a million likes.

Meet these creators and watch their content.

• Also in streaming news: In a major restructure, Disney is positioning streaming at the center of its entertainment empire. That involves bringing distribution and commercialization under the media and entertainment distribution group, which will be run by 14-year company veteran Kareem Daniel and will also cover streaming services such as Disney+, ESPN and Hulu.

Convergent TV Summit begins today

As the supply of streaming services increases, so does the demand for unique content and marketing solutions to attract and engage new audiences. Our second Convergent TV Summit explores the ways in which the television, advertising and media buying industries have evolved along with viewer consumption as a result of this new landscape—and shares key strategies on adapting and thriving in it for the future.

Speakers today include: Tim Sims, Chief Revenue Officer, The Trade Desk; Kelly Campbell, President, Hulu; John Halley, Chief Operating Officer, Advertising Revenue, ViacomCBS and many more.

You can register here.

On Monday Facebook announced that it is explicitly banning Holocaust denial in user content as a result of a “rise in anti-Semitism globally” and a study showing that 25% of U.S. adults (18-39) think the Holocaust was made up or exaggerated or weren’t sure. Searches for Holocaust-related content on the platform will instead direct users to “credible information” from outside sources. The move comes as the platform has been under fire for creating a space for hate groups to thrive.

A challenging task: “Drawing the right lines between what is and isn’t acceptable speech isn’t straightforward, but… I believe this is the right balance,” Mark Zuckerberg said.

Alfred Coffee's cup sleeves have reached mythical status in Los Angeles, attracting brands like Kylie Cosmetics and Nike. Inspired by the name (and the mustache) of the Batman franchise’s Alfred Pennyworth, the brand has always boasted attractively decorated coffee cup sleeves, but starting six years ago, they have also become an advertising venue for other brands. These handheld billboards have hosted promotions for massive companies including Bumble, Postmates, CBS, Nike and Disney.

Wear it on your sleeve: Here's how a small independent chain built a marketing empire. 

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"Today, we have to be thinking of the alchemy of media, creative and technology to get results for clients," says Ralph Pardo, the new CEO of Hearts & Science, who was appointed last month in Omnicom’s revamp of the media agency. Pardo, a 12-year veteraan at Omnicom, talked with Adweek about the role, his previous position and leadership and the way agencies can help clients through the uncertainty of the present.

Inside the alchemy: Learn about the three-facet “platform battle” that clients need to wage.

More of Today’s Top News & Highlights

• Smaller Companies Still Aren’t Sure What to Do When Third-Party Cookies Go Away
• Peloton’s Dara Treseder Reveals New Community Campaign Showcasing the Power of 3 Million Members and Growing
• Walmart Will Host Socially Distant Trick-or-Treating and Tailgate Events at Stores This Fall
• Liquid IV Expands Its Flagship Product Line After Unilever Acquisition
• Linda Yaccarino Adds Local Ad Sales Purview, New Data Strategy Unit in Expanded NBCU Role

In what may be the most unlikely pair of the year, T-Mobile has partnered with Betty Crocker to create and give away a cake mix that teaches you all about 5G. The limited edition cake mix, which comes in T-Mobile’s signature pink, and each of the three layers represents a range of broadband frequencies on which T-Mobile is building its network. It’s not the first time T-Mobile has used layered cake to explain its 5G network, but the stunt brought the analogy to consumers.

How it works: Learn how cake represents the technical intricacies of 5G.

Join Adweek for Commerce Week, on Nov. 9-12, for four days of exploration into the rapid transformation of the commerce landscape with the leaders building the ecommerce marketplace of tomorrow. Register for free.

Disney could take another look at packaging its offerings a la Amazon.

The grocer created Chefbot with 360i as a way to cut food waste

Droga5 helps bring the brand’s inclusive ethos to life

Experience combines technology and theatrics to celebrate horror films streaming on Prime Video.

Founder Craig Dubitsky on maintaining its relevance and having fun with holding company Colgate

Popshelf and Five Below sit between dollar stores and big-box retail.