Most Clicked 4A's SmartBrief Stories


1. Agency execs share stories of pitches gone wrong

4A's SmartBrief | Jul 28, 2015

Agency executives from Venables Bell & Partners, Barton F. Graf 9000, Ogilvy & Mather and FCB West tell the story of the biggest disasters to strike their new-business pitches, including presenting to clients with stomach flu, showing up at the wrong office and a power outage. "In most cases, in true agency fashion, these shops still managed to win the account, despite everything that went wrong," Shareen Pathak writes. Digiday.com (07/28)


2. Apple is searching for agencies to help with retail projects

4A's SmartBrief | Jul 27, 2015

Apple is seeking agencies to help with new and existing retail projects, with duties to include "strategy and insights, experience design, creative ideation and seamless production," according to the request for information. The RFI also indicates that global expertise is needed, with Europe and China specifically mentioned. Advertising Age (free access for SmartBrief readers) (07/23)


3. Is there a place for strategy-only shops?

4A's SmartBrief | Jul 29, 2015

Creatives and strategists can -- and should -- work together in a collaborative environment, but strategy is a valuable and broad discipline that can live outside agency confines, writes Sylvain Labs CEO Alain Sylvain. In a companion piece, Publicis Seattle's Britt Fero argues that agencies that only deal with strategy are "simply think tanks. They fuel insight and great visions of what could be. But without execution, they are simply that: visions, not reality." CampaignLive.com (U.S.) (07/28) CampaignLive.com (U.S.) (07/29)


4. 9 agencies talk about motivating their staff this summer

4A's SmartBrief | Jul 27, 2015

Ogilvy & Mather New York uses a volunteering day to motivate community-minded staff, one of nine agencies who talk about their summer team-building approaches in this article. Saatchi & Saatchi set its staff up for a fall with a visit to Trapeze School New York, while Huge focuses on getting out of the office with a picnic in Brooklyn and a trip to Coney Island, among other activities. Digiday.com (07/27)


5. Why creatives should embrace programmatic

4A's SmartBrief | Jul 30, 2015

Advertisers need to stop fighting programmatic and embrace it as the inevitable path the industry is taking, writes Renee Zalles of J. Walter Thompson New York. Programmatic can free up time and money, and provide new ways to create engaging, creative work, Zalles writes. "There is a huge opportunity for brands to seize the precision to tell the next big story. As agencies, it's a unique chance to design new ways to write briefs, execute creative, and to reconsider the definition of a big idea." Digiday.com (07/30)


6. Why agencies should focus on problem-solving, not time sheets

4A's SmartBrief | Jul 29, 2015

Eliminate time sheets to increase trust with clients and deliver a better product, writes Bohan Advertising CEO Kerry Graham. He describes how his agency developed a "brand village" approach that gives a client a dedicated team that is focused on working until a problem is solved, not until a prescribed time is up. "It's no longer about finishing the campaign before the time-sheet clock runs out, but about truly solving the business problem in elegant ways," he writes. Advertising Age (free access for SmartBrief readers) (07/28)


7. How small agencies should approach new business

4A's SmartBrief | Jul 31, 2015

Four advertising industry executives give advice in this article on how to win new business as a smaller agency, including taking it slow, making an effort to get to know the client, being honest, writing handwritten thank you notes and being direct about budgets. "If they don't want to talk about the budget, it's not going to be a good fit. I always have a really direct conversation about that, even if it's non-profit," said 72andSunny's Rebekah Jefferis. Advertising Age (free access for SmartBrief readers) (07/30)


8. P&G has cut $300M in agency, production fees in past year

4A's SmartBrief | Jul 31, 2015

Procter & Gamble trimmed the number of agencies it works with worldwide by 40% in its recently concluded fiscal year, resulting in savings of $300 million in agency and production fees. "We're simply shutting down the unproductive non-working dollars and we're converting it to working, and we're getting a heck of a lot more out of our digital, mobile, search and social programs," said A.G. Lafley, CEO and chairman. Advertising Age (free access for SmartBrief readers) (07/30)


9. BBDO spot for AT&T shows consequences of distracted driving

4A's SmartBrief | Jul 27, 2015

BBDO New York has created an ad for AT&T that aims to shock drivers by showing six people having their ordinary day interrupted by tragedy when one of them checks a social media message on her smartphone. "The core idea was how to dramatize how one split second, one tiny glance can have a lifetime of consequences," said Matt MacDonald, executive creative director at BBDO. Advertising Age (free access for SmartBrief readers) (07/27)


10. DDB's director of talent looks to build on inclusion legacy

4A's SmartBrief | Jul 29, 2015

Julius Dunn, DDB North America's new director of talent, talks in this interview about the need to increase diversity in advertising and why it's important to increase understanding between age group ranges as well as looking at gender, race and sexual orientation. "DDB specifically was built on the premise of diversity and inclusion. ... We're still building on that legacy and looking for new ways to do that," he says. Digiday.com (07/29)




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