Most Clicked 4A's SmartBrief Stories


1. VW ad shows people re-enacting the Web's best cat videos

4A's SmartBrief | Apr 27, 2015

People dressed as cats re-enact some of the more well-known Internet cat videos in a spot from VW Germany and Berlin-based agency Mangan. The ad was directed by Curtis Wehrfritz and shot on an iPhone 6 to create a home-video feel. "One lesson we learned is that it's actually a lot of work to recreate ramshackle chaos of home movies," Wehrfritz said. FastCoCreate (04/24)


2. 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)


3. 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)


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. 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)


6. 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)


7. 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)


8. Why "connected moments" are the next advertising frontier

4A's SmartBrief | Apr 27, 2015

Advertising is on the cusp of shifting from a focus on mass messaging to more meaningful, targeted engagement, allowing brands to "capitalize on those opportunities when consumers actually invite brands to participate in the everyday moments," writes Brian Wong, co-founder and CEO of Kiip. "Find the connected moments when people want you to reach them, and add value to those consumers' lives. Your brand will flourish." Wall Street Journal (tiered subscription model), The (04/26)


9. Doritos brings its spicy "Roulette" bags to the U.S.

4A's SmartBrief | Apr 28, 2015

Doritos is bringing its "Roulette" bags to the U.S. for a 12-week run. The bags contain a few "melt-your-face" spicy chips hidden among regular nacho cheese chips. A spot promoting "Roulette" from BBDO, Mexico, has been adapted for the U.S., while Goodby Silverstein & Partners and The Marketing Arm will provide digital marketing support for the launch. Advertising Age (free access for SmartBrief readers) (04/27)


10. Avoid repetitive ad messages through narrative storytelling

4A's SmartBrief | Apr 28, 2015

Repetitive advertising doesn't benefit from the pop song effect, and will likely turn off consumers if they become overexposed to your messages, writes Bob Bejan of Microsoft Advertising. To avoid repeating yourself, Bejan offers five strategies for using storytelling to "strike an authentic, emotional chord with your audience." Advertising Age (free access for SmartBrief readers) (04/27)




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