Most Clicked 4A's SmartBrief Stories


1. Ad Age names 10 agencies to watch in 2015

4A's SmartBrief | Jan 26, 2015

EVB is primed for an interesting year after it landed a high-end marijuana client, one of 10 agencies named by Advertising Age as ones to watch in 2015. TBWA, Deep Focus, McKinney and Leo Burnett also made the list. Advertising Age (free access for SmartBrief readers) (01/26)


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. Hershey plans to expand its agency roster

4A's SmartBrief | Jan 26, 2015

The Hershey Co. is meeting with U.S. creative agencies in an effort to expand its roster beyond Arnold and Havas Worldwide, said Anna Lingeris, Hershey's senior manager of brand public relations and consumer engagement. Some of the contenders have global networks, which would contribute to Hershey's priority of global growth, Lingeris said. Adweek (01/23)


6. 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)


7. 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)


8. 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)


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. Arby's creates billboard tribute after one year with Fallon

4A's SmartBrief | Jan 23, 2015

Arby's has tipped its hat to lead agency Fallon by posting thank you messages on billboards near the Target Center in Minneapolis, which is Fallon's hometown. Fallon launched Arby's rebranding campaign in July after being signed on in January 2014. Advertising Age (free access for SmartBrief readers) (01/22)




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