Most Clicked 4A's SmartBrief Stories


1. Procter & Gamble plans major overhaul of agency relationships

4A's SmartBrief | Apr 23, 2015

Procter & Gamble is planning to "significantly simplify and reduce the number of agency relationships" it has, with potential savings in fees reaching "up to half a billion dollars," said Chief Financial Officer Jon Moeller. The company expects the changes to upgrade "agency capability to improve creative quality and communication effectiveness," Moeller added. Advertising Age (free access for SmartBrief readers) (04/23)


2. Agencies say they are culling the digital-vendor herd

4A's SmartBrief | Apr 22, 2015

Ad agency leaders say they are beginning to cull the list of digital ad vendors they work with, as they seek to streamline operations and avoid overly complicated campaign management. "It's a good thing as far as I'm concerned. We want to [be] more of a preferred partner, not just doing business month-to-month," said Bill Lonergan, CEO of RadiumOne. Wall Street Journal (tiered subscription model), The (04/22)


3. P&G wants to boost creative quality as it cuts agency costs

4A's SmartBrief | Apr 24, 2015

Procter & Gamble is hoping to realize $500 million in savings as it consolidates agencies and cuts fees, but "it's critically important that P&G brands have the best creative quality and the most effective communications," said Global Brand Officer Marc Pritchard. He said that the combination of media fragmentation and agency specialization over the past few years "created a lot of extra work and in some cases a lot of extra cost." Advertising Age (free access for SmartBrief readers) (04/23)


4. Samsung's "unboxing videos" for Galaxy S6 take adventurous turns

4A's SmartBrief | Apr 20, 2015

Samsung and agency McKinney have created "unboxing videos" for the Galaxy S6 and Galaxy S6 Edge that take unexpected turns, with one video showing a man taking to the roof to escape in a helicopter. "It's a great way of messing with the form," writes Tim Nudd. "And while the stunts and gags are certainly the high points, it's impressive how the videos actually get the product features across as well." Adweek (04/17)


5. Publicis chief: Rebate controversy is "a lot of noise"

4A's SmartBrief | Apr 22, 2015

Executives from Omnicom and Publicis on Tuesday dismissed the idea that their agencies are benefiting from undisclosed rebates. "Most of our clients know ... that we are extremely rigorous and that we are playing by the rules," said Publicis CEO Maurice Levy. "So we are suffering as an industry because there has been a lot of noise which has been made by a former media commentary." Wall Street Journal (tiered subscription model), The (04/21)


6. Wells Fargo embraces diverse families in BBDO ad

4A's SmartBrief | Apr 24, 2015

Wells Fargo is kicking off a campaign from BBDO with a spot called "Learning Sign Language" that shows a lesbian couple practicing how to sign in anticipation of meeting the deaf child they're going to adopt. "We really felt that this is a great way to both represent the notion of family and adoption -- which is obviously a very important part of our community and many of our customers' lives -- and we do it in a way that felt very true to our perspective about diversity and inclusion," said Chief Marketing Officer Jamie Moldafsky. Adweek (04/23)


7. SMG to defend as Coca-Cola reviews its U.S. media account

4A's SmartBrief | Apr 23, 2015

Coca-Cola says it's conducting its first U.S. media agency review in more than 10 years. Incumbent Starcom MediaVest Group will defend against Coca-Cola roster shops Carat, MediaCom and UM. The company spent more than $406 million on U.S. media this past year, and spending is expected to grow this year as it invests savings from a cost-cutting initiative. MediaPost Communications (04/22) Advertising Age (free access for SmartBrief readers) (04/22) Adweek (04/22)


8. Airbnb seeks new customers with "Never a stranger" campaign

4A's SmartBrief | Apr 22, 2015

Airbnb is targeting tentative travelers who are unsure about staying in another person's home with a campaign that uses the tagline "Never a stranger." An initial TV spot from TBWA\Chiat\Day launched this week, showing a real Airbnb user discussing her trips around the world. "We have a fantastic retention rate once people start using us, so the real mission was to make more and more people both aware of and comfortable with us," said Jonathan Mildenhall, Airbnb's chief marketing officer. Business Insider (04/21) USA Today (04/21)


9. Behind Huge's mysterious spinoff shop that handles Apple work

4A's SmartBrief | Apr 24, 2015

Huge created a separate agency in San Francisco called Elephant to handle work for Apple, but not much else is known about the spinoff shop. A spokesman for Huge said only that "Elephant works exclusively with Apple." This article rounds up what is publicly known about the agency. Adweek (04/23)


10. Horizon Media lands $400 million STX Entertainment account

4A's SmartBrief | Apr 20, 2015

STX Entertainment, an emerging film studio, is handing over media buying and planning to Horizon Media as is seeks to support two films in 2015 and 12 to 15 annually going forward. The company says it will spend as much as $400 million a year across traditional and digital media. "We know how competitive this process was and we are enormously proud to represent STX Entertainment and their diverse slate of motion pictures," said Horizon CEO Bill Koenigsberg. Advertising Age (free access for SmartBrief readers) (04/17)




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