Most Clicked 4A's SmartBrief Stories


1. Alex Bogusky puts a spin on Coca-Cola spot for health group

4A's SmartBrief | Jun 23, 2015

Alex Bogusky and agency Lumenati have created a disturbing alternate version of Coca-Cola's "Hilltop" ad in a spot for the Center for Science in the Public Interest, a frequent soft-drink critic. Instead of an inspirational sunny hilltop, the ad shows people in a hospital suffering with diabetes and "soda-related obesity." Advertising Age (free access for SmartBrief readers) (06/23)


2. TBWA\Chiat\Day focuses on emotion in first ads for Travelers

4A's SmartBrief | Jun 29, 2015

TBWA\Chiat\Day N.Y.'s first work for Travelers highlights the care the insurance company has for its customers with three emotional TV spots. "The convention in the insurance category is to use humor to gain awareness. ... Travelers is a company that truly cares about its customers, so we tried to frame that feeling," said TBWA\Chiat\Day N.Y. CEO Rob Schwartz. MediaPost Communications (06/29)


3. Leo Burnett, Allstate punish viewers for skipping ads

4A's SmartBrief | Jun 25, 2015

Leo Burnett has produced an online ad for Allstate that punishes viewers if they try to make the ad disappear from the screen. If a viewer presses skip, they are treated to punishments such as a baby crying, a man munching on tinfoil and finally the message: "Are you sure you want to keep skipping? It only gets worse." Adweek (06/24)


4. Patrick Stewart gets ignored, fired in ads for Strongbow

4A's SmartBrief | Jun 23, 2015

Strongbow fires celebrity endorser Patrick Stewart in its latest ad from Droga5. The spot is a follow-up on an earlier ad in which a narrator told Stewart to keep his face hidden behind a giant award for the alcoholic cider. Adweek (06/22)


5. WPP partners with Snapchat, Daily Mail on content shop

4A's SmartBrief | Jun 23, 2015

WPP, the Daily Mail and Snapchat have partnered on a marketing shop called Truffle Pig that will create online content for brands on any platform. The agency will be housed in WPP's Group SJR content marketing shop in New York. "With the need for story-driven marketing on our sites and those of other media companies, and new ad [formats] like Snapchat, brands need a truffle pig," said Daily Mail North America CEO Jon Steinberg. Bloomberg (06/23)


6. Mullen Lowe to celebrate its Cannes wins by donating to Nepal

4A's SmartBrief | Jun 24, 2015

Mullen Lowe Group is donating the monetary value of the Cannes Lions awards it wins to earthquake relief in Nepal, and is asking other agencies to do the same. "We're hopeful that the global creative community will join us in sharing our good fortune in support of this important humanitarian initiative," says Alex Leikikh, Mullen Lowe's global CEO. Adweek (06/23)


7. RPA creative director publishes a book on Instagram

4A's SmartBrief | Jun 29, 2015

RPA Executive Creative Director Jason Sperling is publishing a book on Instagram, one page at a time. His book, "Look at Me When I’m Talking to You," contains advice for brands on how to engage customers and create loyalty. "It felt like a great way to practice what I was preaching," Sperling said. Digiday.com (06/29)


8. MDC exec says agency reviews are good for business

4A's SmartBrief | Jun 25, 2015

MDC Partners Chief Financial Officer David Doft says that the number of media agency reviews currently underway presents an opportunity for his agency. As the big players go after the big clients, it leaves the door open to grab smaller accounts, Doft said. "And increasingly we see clients [who] want to work with smaller agencies to find breakthrough solutions to solve business problems." MediaPost Communications (06/24)


9. WPP to work on Aston Martin's global marketing

4A's SmartBrief | Jun 26, 2015

WPP is collaborating with Aston Martin on its worldwide marketing messaging, including branding and car launches. "With WPP we are looking to create a fully integrated marketing communications team capable of successfully driving our brand forward across the globe," said Andy Palmer, Aston Martin's CEO. Automotive News (free content) (06/26)


10. Newcastle Brown Ale fans insult themselves in Droga5 spot

4A's SmartBrief | Jun 24, 2015

Droga5 N.Y. has created an ad for Newcastle Brown Ale that humorously shows people calling themselves idiots for having preconceptions that the beer would be too bitter or heavy. The spot was made in response to research that showed consumers questioning the dark color of the beer. "Even though we are talking about something that people could see as negative, it's not, so let's have fun with it," said Newcastle Brown Ale Brand Director Priscilla Flores Dohnert. Adweek (06/23)




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