Most Clicked 4A's SmartBrief Stories


1. Coca-Cola asks 10 agencies to pitch a new global campaign

4A's SmartBrief | Mar 24, 2015

Coca-Cola is asking 10 of its roster agencies to pitch ideas for the company's next major global campaign. The company's current campaign, "Open Happiness," is about six years old and was created by Wieden+Kennedy, which was invited to pitch the new campaign. The global push will be the first campaign overseen by new Chief Marketing Officer Marcos de Quinto. Adweek (03/23) Advertising Age (free access for SmartBrief readers) (03/23)


2. Agencies are training staffers for more demanding roles

4A's SmartBrief | Mar 23, 2015

Liquid talent, the buzzword that generally means giving employees on-the-job training and experience in various disciplines outside of their normal roles, is becoming increasingly popular among agencies. "You get to know the office, you get to know the culture," said Moray MacLennan, worldwide CEO at M&C Saatchi. "It's a way of maturing people, and it builds a robust fabric of network ambassadors." Adweek (03/23)


3. How brands need to change if they abandon the AOR model

4A's SmartBrief | Mar 25, 2015

Brands that use agencies on a project-only basis need to rethink their hangups about conflicts, John Butler, executive creative director at BSSP, said during a 4A's Transformation panel. Leo Burnett's Susan Credle said that she expects deeper relationships to make a comeback as agencies and brands work together on long-term goals. Advertising Age (free access for SmartBrief readers) (03/24)


4. 72andSunny is creating a brand citizenship practice

4A's SmartBrief | Mar 20, 2015

Jim Moriarty has been selected to lead a new brand citizenship practice at 72andSunny. The unit will seek to help brands build corporate social responsibility as a profit-driver for their firms. "The piece that was missing in all of this is the connection to culture, which is where 72andSunny is at. We have ideas and the purpose of causes, the scale of business and a connection to culture," Moriarty says. Adweek (03/19)


5. Agencies wary of cost cuts as a result of Heinz-Kraft merger

4A's SmartBrief | Mar 26, 2015

The merger between Heinz and Kraft Foods may not be good news for agencies, as the move is being driven by a private-equity firm known for its commitment to cutting costs. "It will probably take a year before the fallout really happens," said Ann Billock, an Ark Advisors partner. "A lot of it will depend on how autonomous the two companies stay under this." Wall Street Journal (tiered subscription model), The (03/25)


6. 4A's CEO: Agencies are a strategic partner for clients

4A's SmartBrief | Mar 20, 2015

Agencies are facing growing competition from media firms' creative services efforts, but clients are generally looking for "much more of a 30,000-foot-level strategic thinking and strategic input" from their agency partners, said Nancy Hill, 4A's president and CEO. Hill also addresses training programs and agency compensation in this interview. Wall Street Journal (tiered subscription model), The (03/20)


7. Food and beverage giants Kraft, Heinz set to merge

4A's SmartBrief | Mar 25, 2015

Kraft and Heinz seek to create the third-largest food-and-beverage company in North America in a deal brokered by Berkshire Hathaway and 3G Capital. The deal, pending completion, would combine Heinz brands such as Classico pasta sauce, Heinz Ketchup and Ore-Ida with Kraft's A1, Cool Whip, Jell-O, Kool-Aid and Maxwell House. Bloomberg (03/25) Associated Press, The (03/25) Business Insider (03/25)


8. Ad execs offer their vision of the future at 4A's Transformation

4A's SmartBrief | Mar 24, 2015

Fast-changing technology, celebrating storytelling and deeper client-agency relationships will be among the key themes in advertising this time next year, according to a panel of ad executives at the 4A's Transformation conference in Austin, Texas. "I hope that we're celebrating more storytelling and our craft as an industry because with marketing automation and programmatic buying, so much of the bottom of the funnel is going to be taken care of," said Sally Kennedy, CEO of Publicis Hawkeye. Adweek (03/23)


9. Benjamin Moore launches $50M campaign from The Martin Agency

4A's SmartBrief | Mar 24, 2015

Benjamin Moore has begun a $50 million ad campaign from The Martin Agency, the biggest marketing effort in the paint brand's 132-year history. The campaign will include TV, radio, print and digital ads, with a "paint like no other" tagline. Advertising Age (free access for SmartBrief readers) (03/23)


10. Collaboration makes "the magic happen," Horizon Media chief says

4A's SmartBrief | Mar 23, 2015

No single organization has all the answers amid the fast-paced changes in media and technology, which means collaboration is a key driving force in the advertising world, says Bill Koenigsberg, CEO of Horizon Media and 4A's chairman. "Creativity & Collaboration" will be the theme of this week's 4A's Transformation 2015 conference in Austin, Texas. "It takes a village make the magic happen. And it requires collaboration and multiple partners to drive business forward," Koenigsberg says. MediaPost Communications (03/22)




Sign up for 4A's SmartBrief



Designed specifically for advertising, media, and marcom executives, 4A's SmartBrief is a FREE, daily e-mail newsletter. By providing the latest need-to-know industry news and information, 4A's SmartBrief saves you time and keeps you smart. Learn more