Most Clicked 4A's SmartBrief Stories


1. Agency execs share stories of pitches gone wrong

4A's SmartBrief | Jul 28, 2015

Agency executives from Venables Bell & Partners, Barton F. Graf 9000, Ogilvy & Mather and FCB West tell the story of the biggest disasters to strike their new-business pitches, including presenting to clients with stomach flu, showing up at the wrong office and a power outage. "In most cases, in true agency fashion, these shops still managed to win the account, despite everything that went wrong," Shareen Pathak writes. Digiday.com (07/28)


2. Is there a place for strategy-only shops?

4A's SmartBrief | Jul 29, 2015

Creatives and strategists can -- and should -- work together in a collaborative environment, but strategy is a valuable and broad discipline that can live outside agency confines, writes Sylvain Labs CEO Alain Sylvain. In a companion piece, Publicis Seattle's Britt Fero argues that agencies that only deal with strategy are "simply think tanks. They fuel insight and great visions of what could be. But without execution, they are simply that: visions, not reality." CampaignLive.com (U.S.) (07/28) CampaignLive.com (U.S.) (07/29)


3. Why creatives should embrace programmatic

4A's SmartBrief | Jul 30, 2015

Advertisers need to stop fighting programmatic and embrace it as the inevitable path the industry is taking, writes Renee Zalles of J. Walter Thompson New York. Programmatic can free up time and money, and provide new ways to create engaging, creative work, Zalles writes. "There is a huge opportunity for brands to seize the precision to tell the next big story. As agencies, it's a unique chance to design new ways to write briefs, execute creative, and to reconsider the definition of a big idea." Digiday.com (07/30)


4. How small agencies should approach new business

4A's SmartBrief | Jul 31, 2015

Four advertising industry executives give advice in this article on how to win new business as a smaller agency, including taking it slow, making an effort to get to know the client, being honest, writing handwritten thank you notes and being direct about budgets. "If they don't want to talk about the budget, it's not going to be a good fit. I always have a really direct conversation about that, even if it's non-profit," said 72andSunny's Rebekah Jefferis. Advertising Age (free access for SmartBrief readers) (07/30)


5. P&G has cut $300M in agency, production fees in past year

4A's SmartBrief | Jul 31, 2015

Procter & Gamble trimmed the number of agencies it works with worldwide by 40% in its recently concluded fiscal year, resulting in savings of $300 million in agency and production fees. "We're simply shutting down the unproductive non-working dollars and we're converting it to working, and we're getting a heck of a lot more out of our digital, mobile, search and social programs," said A.G. Lafley, CEO and chairman. Advertising Age (free access for SmartBrief readers) (07/30)


6. Why agencies should focus on problem-solving, not time sheets

4A's SmartBrief | Jul 29, 2015

Eliminate time sheets to increase trust with clients and deliver a better product, writes Bohan Advertising CEO Kerry Graham. He describes how his agency developed a "brand village" approach that gives a client a dedicated team that is focused on working until a problem is solved, not until a prescribed time is up. "It's no longer about finishing the campaign before the time-sheet clock runs out, but about truly solving the business problem in elegant ways," he writes. Advertising Age (free access for SmartBrief readers) (07/28)


7. DDB's director of talent looks to build on inclusion legacy

4A's SmartBrief | Jul 29, 2015

Julius Dunn, DDB North America's new director of talent, talks in this interview about the need to increase diversity in advertising and why it's important to increase understanding between age group ranges as well as looking at gender, race and sexual orientation. "DDB specifically was built on the premise of diversity and inclusion. ... We're still building on that legacy and looking for new ways to do that," he says. Digiday.com (07/29)


8. UM to lead media in North American for Coca-Cola

4A's SmartBrief | Aug 03, 2015

IPG Mediabrands' UM has been appointed lead media agency for Coca-Cola in North America, replacing incumbent MediaVest, which also participated in the review. The soft drink company also indicated that it would be developing a list of agencies to take on specific campaigns, with support from UM. "With this model we believe we're best positioned with the talent, the tools, the technologies and the thinking to suit our strongest and innovative ambitions," said a Coca-Cola spokeswoman. Advertising Age (free access for SmartBrief readers) (07/31) MediaPost Communications (07/31)


9. NFL campaign from Grey shows why "Friends Talk Fantasy"

4A's SmartBrief | Jul 28, 2015

Grey has created a campaign for the NFL called "Friends Don't Small Talk, Friends Talk Fantasy" that features players and fans struggling to find topics to chat about when they're no longer talking about fantasy football. "Camaraderie through rivalry ... [is] why people play. And with camaraderie comes conversation," said Jaime Weston, senior vice president of marketing for the NFL. Adweek (07/27)


10. Gap hopes supermodel campaign will help rejuvenate sales

4A's SmartBrief | Jul 30, 2015

Gap is featuring supermodels Liu Wen, Angel Rut, Karolin Wolter, Andreea Diaconu and Aya Jones in a campaign that embraces simplicity by placing the models against a white backdrop. "This new campaign is crucial. Gap has been ailing, as the brand recently disclosed it would be shuttering 175 stores -- 140 this fiscal year, alone," writes Mallory Schlossberg. Business Insider (07/29)




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