Most Clicked 4A's SmartBrief Stories

1. Geico pre-roll ads offer a surprise after the first 5 seconds

4A's SmartBrief | Mar 03, 2015

Geico and The Martin Agency have released a series of digital pre-roll ads that are designed to capture the attention of viewers within the first five seconds -- and then offer them a surprise when they stick around. In one spot, a family dinner appears to be locked in a freeze-frame, until a dog hops on the table and starts to eat off of the plates. Adweek (03/02)

2. McGarryBowen resigns Sears account amid delayed review

4A's SmartBrief | Feb 25, 2015

McGarryBowen has resigned its account with Sears, ending a four-year relationship with the retailer. Sears in November launched a procurement-led consolidation review that is now projected to be completed in May after a delay. MediaPost Communications (02/24) Advertising Age (free access for SmartBrief readers) (02/24)

3. Agencies get creative to woo top talent

4A's SmartBrief | Mar 02, 2015

Agencies are thinking outside the box in their efforts to attract and retain talented employees. Many agencies have offered prospects a trial period, while shops such as 72andSunny have put an emphasis on developing an entrepreneurial skill-set. "We have made progress in elevating entry-level salaries and how we motivate rising stars at the early stage of their careers," said Bill Koenigsberg, CEO of Horizon Media. Advertising Age (free access for SmartBrief readers) (03/02)

4. What the "postdigital age" will look like for advertisers

4A's SmartBrief | Feb 27, 2015

The "postdigital age" of advertising will see technology blend into the background and become an understood part of the landscape, instead of being seen as a separate phenomenon, writes Tom Goodwin of Havas. Although it's likely a few years away, the postdigital age will be marked by a blending of e-commerce and traditional stores, a user-centric approach to ad targeting, and new ad types that are created specifically for the context they'll be experienced in. MediaPost Communications (02/26)

5. Spotify's engaged audience appeals to digital agencies

4A's SmartBrief | Mar 02, 2015

Spotify's engaged user base, integration with radio-buying software and expansion into video products have made it a preferred advertising channel for agencies and brands. "We've become very bullish on Spotify. ... They've made huge strides in the competitive space, mostly on scale, but also on better backend technology, products and targeting," said John Tuchtenhagen, senior vice president of media at Digitas. (03/02)

6. 360i to handle U.S. media for Spotify

4A's SmartBrief | Feb 25, 2015

Spotify has handed its roughly $10 million U.S. media account to Dentsu Aegis' 360i, in a move that reflects the brand's digital-first strategy. "We're not a brand that plays in traditional media. That's not where we interact best with our audience," said Jackie Jantos, vice president of creative and brand strategy at Spotify. Advertising Age (free access for SmartBrief readers) (02/24)

7. American Media hires Zimmerman but doesn't want to advertise

4A's SmartBrief | Feb 26, 2015

American Media Inc. has hired Zimmerman Advertising to expand its audience through research, analysis and strategic advice, but not through advertising. Zimmerman was hired without a pitch, as the agency "reflects the aggressive growth strategy of AMI, has a proven track record of driving growth in multiple sectors and is a true strategic partner," said David Pecker, CEO of American Media. Adweek (02/25)

8. Jose Cuervo takes margaritas to the final frontier

4A's SmartBrief | Mar 02, 2015

Jose Cuervo celebrated National Margarita Day in February by mixing and freezing a margarita in outer space. McCann New York, in conjunction with a team of rocket scientists, created the experience and accompanying video. "Other brands have sent stuff into space, but we had a much better reason to do it -- to literally freeze a margarita," said Tom Murphy, McCann New York's chief creative officer. (02/27)

9. Why ideas must evolve as they're presented on different platforms

4A's SmartBrief | Feb 25, 2015

The marketing theory a single idea must be communicated consistently across all platforms doesn't work in a digital age in which "utility, service [and] entertainment" must be considered, writes Jonathan Lee, Huge's managing director of marketing strategy. Instead of thinking in terms of "integration," marketers should focus on "cohesion," which can help "ensure that an idea is not just attached or extended into a medium but that it evolves to deliver all that that the medium can offer," Lee writes. (U.S.) (02/24)

10. Coca-Cola ad imagines a series of escalating disasters

4A's SmartBrief | Feb 26, 2015

Coca-Cola debuted an ad from Wieden+Kennedy during the Oscars that showed a series of increasingly devastating catastrophes happening to a small beach-side boardwalk. In the spot, each disaster victim chooses to pass on a bottle of Coke to the next unlucky person. Adweek (02/25)

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