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. VW ad shows people re-enacting the Web's best cat videos

4A's SmartBrief | Apr 27, 2015

People dressed as cats re-enact some of the more well-known Internet cat videos in a spot from VW Germany and Berlin-based agency Mangan. The ad was directed by Curtis Wehrfritz and shot on an iPhone 6 to create a home-video feel. "One lesson we learned is that it's actually a lot of work to recreate ramshackle chaos of home movies," Wehrfritz said. FastCoCreate (04/24)


3. 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)


4. 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)


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. Video for AB InBev's Oculto brand seeks to seduce millennials

4A's SmartBrief | Apr 21, 2015

Anheuser-Busch has released a 30-second video for its Oculto brand that's meant to target millennials with an intriguing and mysterious message. "Oculto is for millennials who seek to maximize every experience and view unique, exciting memories made with friends as the ultimate social currency," says John Steed, marketing director at Anheuser-Busch InBev. "... The spot is a dreamy, seductive invitation to put on the mask and have an Oculto kind of night." MediaPost Communications (04/20)




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