Most Clicked 4A's SmartBrief Stories

1. The true story behind the Coca-Cola "Hilltop" ad

4A's SmartBrief | May 18, 2015

The final episode of AMC's "Mad Men" suggests that main character Don Draper developed the idea for Coca-Cola's "Hilltop" ad, which featured the song "I'd Like to Buy the World a Coke." In reality, the idea was created by Bill Backer, a McCann Erickson creative director, who said the idea was that Coca-Cola was "a universally liked formula that would help to keep [people] company for a few minutes." The Wall Street Journal (tiered subscription model) (05/18)

2. W+K campaign for KFC stars Darrell Hammond as Colonel Sanders

4A's SmartBrief | May 20, 2015

Wieden+Kennedy's first campaign for KFC celebrates the brand's 75th anniversary by featuring former "Saturday Night Live" star Darrell Hammond as Colonel Sanders. The quirky spots feature the Colonel coming to grips with modern life, singing off-beat tunes and declaring "I'm back, America." The push also includes digital, social media and in-store experiences. Adweek (05/19) CNNMoney (05/19)

3. P&G's $2.6 billion N.A. media account is under review

4A's SmartBrief | May 18, 2015

Procter & Gamble, the biggest advertiser in the U.S., is reviewing its North American media business. The $2.6 billion account has been divided between Starcom MediaVest Group and Carat. P&G recently announced that it is looking to cut $500 million in agency fees and production costs. Advertising Age (free access for SmartBrief readers) (05/15) Adweek (05/15)

4. What agencies need to know about young staffers and turnover

4A's SmartBrief | May 21, 2015

Millennial agency staffers explain why their generation might feel the need to switch companies more often, including the fact it can be hard to progress by sticking around an agency for long. "Instead of bracing for job hopping (which is inevitable), agencies should place more effort on creating an environment that gives their young employees opportunities that they can't get anywhere else," said an anonymous 24-year-old strategist. (05/21)

5. Why advertising needs to focus on solving problems

4A's SmartBrief | May 18, 2015

The ad industry is too focused on performance, has lost sight of what it's there to do -- making work that matters -- and as a result is losing talent, writes Kofi Amoo-Gottfried, chief strategy officer for FCB Garfinkel. Agencies and clients need to have greater communication early on in the relationship to establish problems and how to solve them, he recommends. Adweek (05/18)

6. PHD wins SC Johnson's consolidated media-buying business

4A's SmartBrief | May 15, 2015

SC Johnson has consolidated its global media-buying with Omnicom's PHD, which beat out WPP's Maxus for the account. Media buying had previously been split between PHD and Maxus. "After an extensive assessment, we are confident that PHD has the capability and global footprint to help us drive greater efficiencies and reduce complexity," said Fisk Johnson, SC Johnson's CEO and chairman. Advertising Age (free access for SmartBrief readers) (05/14)

7. What's the difference between producers and project managers?

4A's SmartBrief | May 20, 2015

Agencies often see producers and product managers as similar roles, but the "mindset" of a producer is more likely to lead to great work, writes Michelle Kinsman of Digitas Health. Producers take more risks and "measure their own success by the quality of the end deliverable," whereas project managers can sometimes be too focused on finishing the job on time and under budget, Kinsman writes. Adweek (05/19)

8. Why "Black Mirror" is essential viewing for marketers

4A's SmartBrief | May 15, 2015

The U.K. series "Black Mirror," with Jon Hamm, is a much more relevant series for modern marketers than "Mad Men," writes Andy Maskin. "[T]he show provokes important questions to consider about the incremental steps we've been taking and will take in the near future," Maskin writes. Adweek (05/14)

9. McDonald's is airing a unique TV ad every weekday for a month

4A's SmartBrief | May 19, 2015

McDonald's is promoting its limited edition sirloin burger in "Daily Lovin' Reminder" TV spots, with a unique ad to be aired every weekday for 31 days. That kind of campaign is normally only seen on digital, but the fast food retailer kept costs down by filming all 25 ads in one day, using the same background. "We're looking for new and innovative ways to approach traditional media, particularly TV," said Vice President of Marketing Joel Yashinsky. Advertising Age (free access for SmartBrief readers) (05/18)

10. A N.Y. shop combined its work space with a designer store

4A's SmartBrief | May 19, 2015

Ming Utility and Entertainment Group set up its office in a Manhattan storefront, and in addition to its workspace, also created a connected shop that sells designer goods created by the agency. The result, called The Store, has a gallery feel that encourages passersby to come in and interact with the agency. "Ming is in touch with the emotional side," said co-founder Linus Karlsson. "That's why we wanted to be in a storefront -- so we could meet people who are coming in and browsing and buying stuff." (05/19)

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