Most Clicked 4A's SmartBrief Stories
1. Client losses lead to layoffs at BBDO, Goodby Silverstein
4A's SmartBrief | May 17, 2013
BBDO and Goodby Silverstein & Partners have cut back on staff this week after client losses. BBDO lost its Gillette business to Grey, and a source says the agency might have cut as much as 10% of its U.S. staff. Goodby lost Chevrolet to the now McCann-operated consortium Commonwealth, prompting agency principal Jeff Goodby to pen a letter promising to find laid-off staffers "new situations." Advertising Age (tiered subscription model) (05/16)
2. Deutsch L.A. ad for VW makes a startling point about safety
4A's SmartBrief | May 16, 2013
Deutsch L.A. blends soft imagery of home life with a sharp message about safety in its new spot for Volkswagen's Passat. The model has earned a top safety ranking, and the Deutsch ad ends with a startling collision that emphatically makes the point. Adweek (05/15)
3. Oreo follows up 100th birthday celebration with Martin's "Wonderfilled"
4A's SmartBrief | May 13, 2013
The Martin Agency's "Wonderfilled" campaign for Oreo cookies will attempt to follow up on the brand's yearlong celebration of its 100th birthday. Mondelez International hired a host of agencies including Draftfcb for the anniversary campaign and hopes the new work, which debuted Sunday during "Mad Men," will keep the momentum. One of the first spots wonders whether a vampire would thirst for milk instead of blood if someone shared Oreos with him. New York Times (tiered subscription model), The (05/10)
4. Beleaguered Ariz. baker declares: "I am not a witch"
4A's SmartBrief | May 15, 2013
The owners of an Arizona bakery that were declared hopeless by Gordon Ramsey's "Kitchen Nightmares" had a meltdown on social media. On the Facebook page of Amy's Baking Company Bakery Boutique & Bistro, responses to criticism included comments -- in all caps -- such as "We do not care about a 'witch hunt' I am not a witch. I am gods child." Adweek/AdFreak blog (05/14)
5. Digital agencies bemoan "perverse" incentive deals
4A's SmartBrief | May 13, 2013
About 60% of advertisers are including performance incentives into their agency-compensation deals, according to a survey of Association of National Advertisers members -- and some digital marketers aren't happy about the trend. Such deals are "perverse," says 360i CEO Bryan Wiener, because they reward paid-media impressions but overlook the fact that digital campaigns typically cost more to make than to distribute. Advertising Age (tiered subscription model) (05/13)
6. How a brand's color choices can affect consumer decisions
4A's SmartBrief | May 13, 2013
Yellow can inspire optimism, clarity and warmth, whereas blue can make a brand seem strong, trustworthy and dependable, according to this feature on website- and package-design color selection. The science of choosing the right color can make online action buttons more likely to be pushed and products more likely to fly off the shelf, writes Leo Widrich. Fast Company online (05/06)
7. Karen Kaplan to add CEO title at Hill Holiday
4A's SmartBrief | May 14, 2013
Hill Holiday President Karen Kaplan will succeed Mike Sheehan as CEO of the Boston-based agency. Kaplan began her career at Hill Holiday as a receptionist in 1982. "There is no one who has worked harder or who is better positioned to lead Hill Holliday to new levels of growth and success," said Sheehan, who is staying on as chairman. Advertising Age (tiered subscription model) (05/13) Adweek (05/13)
8. BBH North America picks McCann's Patrick Lafferty as CEO
4A's SmartBrief | May 15, 2013
Bartle Bogle Hegarty has tapped McCann's Patrick Lafferty to become its North American CEO, replacing Greg Andersen. "The choice of Mr. Lafferty signals a major change in tack when it comes to the CEO spot, as BBH is bringing on someone steeped in account management experience rather than planning experience," writes Rupal Parekh. The agency represents Sony's PlayStation, Unilever's Axe and Red Bull, among other brands. Advertising Age (tiered subscription model) (05/14) Adweek (05/14)
9. Wired Insider churns out complete tablet magazine in 48 hours
4A's SmartBrief | May 16, 2013
Wired Insider gave itself 48 hours to create a complete stand-alone magazine for tablets about transportation -- and pulled off the task on time. The resulting magazine, The Connective, included interactive advertising from Cisco and a variety of offbeat articles generated by readers. Adweek (05/15)
10. Nintendo launches digital review amid new focus
4A's SmartBrief | May 13, 2013
Nintendo is launching a review of its digital advertising amid an effort to go beyond gaming-device orientation and into digital distribution and sales. Leo Burnett has recently handled digital creative among other duties; Optimedia has been doing the digital media buying and planning. Advertising Age (tiered subscription model) (05/10)
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