Most Clicked 4A's SmartBrief Stories


1. Why Starcom reorganized and retrained its staff

4A's SmartBrief | May 05, 2015

Starcom has spent the past 20 months undergoing an internal reorganization and training workers to make it better prepared for an tech- and programmatic-driven future. "The big problem with programmatic is that everyone needs a common understanding of the language," said Amanda Richman, president of investment and activation. "Everyone does. Even if they're not making inventory calls, they may still do billing and reconciliation, so they need to know." Digiday.com (05/05)


2. Agency leaders name their top inbox irritants

4A's SmartBrief | May 01, 2015

Agency executives share the e-mail habits that annoy them the most, from aggressively writing "PLEASE REPLY" in the subject line to the underhand tactic of sending an e-mail referencing a chat that never happened simply to get a response. Digiday.com (05/01)


3. Best Buy drops CP+B as AOR, will work with shops on project basis

4A's SmartBrief | Apr 29, 2015

Best Buy had dropped Crispin Porter + Bogusky as its agency of record and plans to work with shops on a project basis going forward. CP+B "has been a great partner," and will be invited to pitch on future efforts, the company said. "This is part of broader changes to our marketing strategy," a representative said. Star Tribune (Minneapolis-St. Paul, Minn.) (04/28) MediaBistro.com (04/27)


4. CP+B creates a backstory for Fruit of the Loom's see-through pants

4A's SmartBrief | Apr 30, 2015

Fruit of the Loom and creative agency CP+B used plastic, see-through pants to show off the company's No Ride-Up Boxer Briefs, and now the campaign is being expanded into a high-fashion ruse. CP+B has created a stand-alone push for "Plastique" pants from fictional designer Frank La Rant. "We deliberately made it high-end fashion but with a question mark. We wanted people to say, 'It's plastic pants; could this actually be real?' " said Mona Hasan, associate creative director at CP+B. Digiday.com (04/30)


5. Execs from GSD&M, LatinWorks form multicultural agency called Sibling

4A's SmartBrief | May 04, 2015

Executives from Austin, Texas-based agencies GSD&M and LatinWorks have teamed up to launch a multicultural agency called Sibling, targeting an evolving Hispanic millennial market. "The marketplace is genuinely changing in dramatic ways," says Alejandro Ruelas, co-founder of Sibling along with GSD&M CEO Duff Stewart and LatinWorks' Rafael "Rafa" Serrano. Advertising Age (free access for SmartBrief readers) (05/04)


6. Industry groups to examine effects of project-based work

4A's SmartBrief | May 04, 2015

A joint committee formed by the 4A's and the Association of National Advertisers is expected to meet for the first time this month as it seeks to tackle issues related to the rise of short-term engagements and project-based work. Agency executives say new norms around conflict policies are needed. "It's like if we're going to date, then we're dating. ... We [should be able] to see other people," said John Butler of Butler, Shine, Stern & Partners. Adweek (05/03)


7. DigitasLBi partners with Vice, gains Vox exclusive

4A's SmartBrief | May 01, 2015

DigitasLBi is partnering with Vice to develop content for brands such as Taco Bell and eBay and has secured first access to Vox Media's new native advertising platform, Chorus for Advertisers. "This isn't about the collapse of a legacy model. It's about the birth of a new one," said Scott Donaton, DigitasLBi's chief content officer. Adweek (04/30)


8. Coca-Cola's fist bump logo campaign centers on friendship

4A's SmartBrief | Apr 29, 2015

Coca-Cola is morphing the white ribbon in its logo into a fist bump for a campaign in Latin America. In addition to logo changes on the brand's packaging, the promotion from Pereira & O'Dell includes video, radio, social media, TV and print executions. The campaign's theme is based around encouraging teens to support friends at difficult times. Adweek (04/28)


9. Infographics are popular, and there's a reason why

4A's SmartBrief | May 04, 2015

There were 62 million Internet searches for the word "infographic" in April, and 45% of marketers now use infographics -- 12% more than did so in 2013. That may be because infographics are 30 times more likely to be read than text alone, according to this infographic based on OneSpot data. Adweek (04/30)


10. Media agency-client relationship has evolved, GroupM's Gotlieb says

4A's SmartBrief | Apr 29, 2015

The relationship between media agencies and clients has evolved, and rebuilding trust will require an open dialogue about the complex media marketplace and business pressures, said GroupM Chairman Irwin Gotlieb at an industry conference this week. "I'm not suggesting we need to stop calling ourselves media agencies," Gotlieb said. "But the moment a client pushes you to provide certain assurances and guarantees, it affects your neutrality. It forces you to think in ways an agent doesn't think." Advertising Age (free access for SmartBrief readers) (04/28)




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