Most Clicked 4A's SmartBrief Stories


1. Survey reveals "pronounced" friction between agencies, marketers

4A's SmartBrief | Jan 19, 2015

Marketer unhappiness with agency approaches to technology, data and social media was one of the main themes to emerge from a RSW/US survey. Agency-marketer friction is becoming "more pronounced" amid pressure to do more with less, said Mark Sneider, president of RSW/US. Agencies, however, feel a need to "stand our ground and get paid fairly for what our teams do," said Carter Murray, FCB's global CEO. Adweek (01/16)


2. Unilever puts multibillion-dollar media account into review

4A's SmartBrief | Jan 23, 2015

Unilever will review its global media buying and planning account and has invited incumbents to participate. The brand, which said it spent $8.3 billion on advertising in 2014, tends to review its accounts every three years. Among the incumbents are Mindshare, Initiative and PHD. Advertising Age (free access for SmartBrief readers) (01/22)


3. Mother creates "self-destructing book" for James Patterson

4A's SmartBrief | Jan 21, 2015

Mother has created a "self-destructing book" campaign to promote James Patterson's "Private Vegas." The novel will be made available for free to 1,000 readers, but it will disappear after 24 hours. "Publishing, in my opinion, needs to get out there competing with everything else in the world -- movies, television, etc.," Patterson said. Mashable (01/20)


4. W+K ad shows how Netflix can lead to "great things"

4A's SmartBrief | Jan 22, 2015

Netflix has released an ad from Wieden+Kennedy Amsterdam that shows how watching shows can help people find common ground and expand their horizons. The tagline for the ad, which is for the European market, is "Because great things start with Netflix." Adweek (01/21)


5. How 72andSunny added touches of L.A. to its New York office

4A's SmartBrief | Jan 22, 2015

The New York office of 72andSunny was designed with the company's culture of collaboration in mind, and the agency also imported elements from its Los Angeles office. "We joke about how not sunny it is in New York. We obviously cannot replicate the sunny weather, so we replicate the culture," said Tim Jones, director of strategy. Digiday.com (01/22)


6. Super Bowl to feature most first-time advertisers since 2000

4A's SmartBrief | Jan 22, 2015

Among this year's Super Bowl marketers are 15 brands that will be advertising in the game for the first time, the highest number since 2000, according to Kantar Media. Among the first-timers: glue-maker Loctite, phone-case maker Mophie and website-creation firm Wix.com. "It's a chance to make a lot of friends very quickly," said Fallon's Chris Lawrence. Wall Street Journal (tiered subscription model), The (01/21)


7. Snickers creates teaser contest for its Super Bowl ad

4A's SmartBrief | Jan 21, 2015

Snickers has created a social media contest around its Super Bowl ad that requires 2.5 million social media engagements for Snickers to release the full spot from BBDO New York. A teaser for the spot, which appears to continue the "You're Not You When You're Hungry" theme, features Danny Trejo playing Marcia from "The Brady Bunch." Adweek (01/21)


8. Bud Light teases its life-size Pac-Man game

4A's SmartBrief | Jan 19, 2015

Bud Light has released a teaser ad that offers a glimpse of the life-size Pac-Man game it will feature in a 60-second Super Bowl ad. The full Super Bowl spot from EnergyBBDO, called "Coin," is meant to continue the "Epic Night" campaign from 2014 that featured Don Cheadle and Arnold Schwarzenegger. Adweek (01/16)


9. Dove film shows how loving your curly hair is contagious

4A's SmartBrief | Jan 21, 2015

Dove has launched a short film from Ogilvy & Mather, Paris, called "Dove Hair: Love Your Curls" that shows how young girls can learn to appreciate their curly hair if those around them do. "The final scene reveals what our research confirmed and what Dove has passionately championed for years ... [that] women can influence and inspire young girls in their lives," said Rob Candelino, Unilever's vice president of marketing for hair care. Adweek (01/20)


10. Ad industry's continued success will require diversity

4A's SmartBrief | Jan 20, 2015

In 1968, the year Martin Luther King Jr. died, then-4A's Chairman Jock Elliott called on the ad industry to embrace diversity in hiring. While progress has been made, that goal must remain at the forefront today, writes Tiffany Warren, chief diversity officer at Omnicom Group. While brands such as Amazon, Chevrolet and Expedia have set strong examples to follow in diverse storytelling, the industry must be braver in "hiring those with dreams that are just waiting to become the next big idea," Warren writes. CampaignLive.com (U.S.) (01/19)




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