Most Clicked 4A's SmartBrief Stories


1. Anonymous agency millennial dishes on industry expectations

4A's SmartBrief | Mar 05, 2015

Millennials are too quick to make excuses, "over-share" information and expect promotions, according to an anonymous agency millennial interviewed for this article. The millennial, a woman who works in social media, also says that working in the agency world means you'll have to make some difficult choices. "It's just this expectation to be around. ... You never want to feel like you're unavailable." Digiday.com (03/05)


2. 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)


3. Alex Bogusky, Fusion form agency focusing on social issues

4A's SmartBrief | Mar 04, 2015

Alex Bogusky has teamed with Fusion to form a "social impact" agency that will help clients create campaigns based on social causes. The venture will be called Fearless, and it will use Fusion's TV, digital and social media resources to spread messages. "That structure of the agency as the gateway into the media is really important. In very fundamental ways, we're not like a typical agency," Bogusky said. Wall Street Journal (tiered subscription model), The (03/04)


4. 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)


5. Agency execs discuss how to fix compensation models

4A's SmartBrief | Mar 04, 2015

Agencies just want to make a fair profit for the great work they do, said Alister Adams, vice president of digital at Publicis Modem, one of four agency executives offering their take on how to fix compensation models. David Baldwin, founder of Baldwin&, and Sophie Kelly, CEO of The Barbarian Group, each said the pitch process needed an overhaul, and that agencies are too willing to put in upfront work with little promise of intellectual property protection or payment. Digiday.com (03/03)


6. 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)


7. 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. Digiday.com (03/02)


8. Saatchi's Kevin Roberts: Advertisers must create a movement

4A's SmartBrief | Mar 05, 2015

Traditional marketing strategies can't compete with businesses that build movements based on shared values, says Saatchi & Saatchi Executive Chairman Kevin Roberts. "You do that by figuring out how you add mystery, sensuality and intimacy to a brand," Roberts says. Guardian (London), The (03/03)


9. Artists create colorful billboards for "Play with Oreo" campaign

4A's SmartBrief | Mar 05, 2015

Ten artists created outdoor ads for Oreo's "Play with Oreo" campaign, using keywords such as "dream" and "dunk" for inspiration. The ads, each of which feature a character with an Oreo for a head, will run in New York, Los Angeles and Indianapolis, as well as on Oreo's social media outlets. Adweek (03/04)


10. 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. Digiday.com (02/27)




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