Most Clicked 4A's SmartBrief Stories


1. Why 20 major brands are reviewing their media agencies

4A's SmartBrief | Jun 01, 2015

Twenty major brands, representing about $25 billion in annual spending, have announced media agency reviews over the past six months. Although there are several theories as to what's behind the trend, the recent debate over media rebates and agency transparency seems to be playing a significant role in many of the reviews. "It is unprecedented; I've never seen anything like it," said Dentsu Aegis U.S. CEO Rob Horler. Advertising Age (free access for SmartBrief readers) (06/01) Business Insider (05/29)


2. PetSmart breaks with GSD&M, brings advertising in-house

4A's SmartBrief | May 27, 2015

The new leadership team at PetSmart, following its buyout by a group led by BC Partners, has decided to bring most of its advertising in-house, just seven months after appointing Omnicom's GSD&M as its lead creative shop. "We are proud of the work we created together and wish everyone at PetSmart the best during their transition," GSD&M said in a statement. Advertising Age (free access for SmartBrief readers) (05/27)


3. How Johannes Leonardo encourages creativity at its NYC digs

4A's SmartBrief | May 26, 2015

Johannes Leonardo converted a former photography studio in New York City into its office, and it's designed to be "completely transparent from front to back," writes Shareen Pathak. The company hosts cocktail theme parties on the roof, and it invested in a truck to take employees to the beach to surf. "For them to be operating at their full potential, you need truly progressive creative people," said co-Chief Creative Officer Jan Jacobs. Digiday.com (05/26)


4. Why agencies should accept clients' ad tech demands

4A's SmartBrief | May 28, 2015

Clients are seeking more control when it comes to advertising technology, and they're increasingly getting what they want from companies such as Adobe, Oracle and Salesforce, writes Mike Margolin of RPA Advertising. Agencies need to respond by giving "clients more control, more transparency and greater freedom to partner with best-in-class third-party ad tech companies," he writes. Digiday.com (05/28)


5. J&J is reviewing its worldwide media planning and buying

4A's SmartBrief | May 26, 2015

Johnson & Johnson is reviewing its $2.6 billion global media planning and buying account, a year after it moved its U.S. account to Omnicom's OMD. Five of the eight biggest packaged-goods brands are currently undergoing media reviews. Advertising Age (free access for SmartBrief readers) (05/22)


6. Nikon spot captures a dog's excitement in photos

4A's SmartBrief | May 28, 2015

Nikon, with J. Walter Thompson Singapore, has created a spot that features a dog taking photos whenever he gets excited, assisted by the camera attached to him that has a built-in heartbeat monitor. The video, called "Heartography, Photography Straight from the Heart," shows photos of shoes, mushrooms, cats, dogs and stairs. Adweek (05/27)


7. Aaron Paul narrates "A Driver's Life" for Mazda

4A's SmartBrief | May 29, 2015

Mazda North America's 60-second commercial "A Driver's Life" features a voice-over from "Breaking Bad" actor Aaron Paul, in a rhyming narrative that tells the story of a man by recalling the significant car events in his life. The video, from WPP's The Garage/Team Mazda, garnered almost 1 million YouTube views in five days. Adweek (05/28)


8. Coaching takes consistency, says CP+B global CEO

4A's SmartBrief | May 27, 2015

Coaching employees takes clear communication and consistent standards that people can work toward, says Lori Senecal, CEO of CP+B and the MDC Partner Network. "You can't be changing your perspective every five minutes or treating them one way one day and a different way the next," she says. The New York Times (tiered subscription model) (05/23)


9. Oreo S'mores uses quirky animation to target millennials

4A's SmartBrief | May 27, 2015

Mondelez is advertising its recently released Oreo S'mores product with a comedic animated video campaign featuring S'morey, the Unidentifiable Forest Creature. The ads from 360i, which target millennials and will run on Facebook, Instagram, Tumblr and Twitter, show S'morey helping other characters find their S'mores. Adweek (05/26)


10. General Mills is reviewing its media planning and buying

4A's SmartBrief | May 29, 2015

General Mills is reviewing its media buying and planning business. The packaged-food company has worked with Publicis Groupe's Zenith since 2001. In related news, the company also recently added two agencies to its creative roster, with Fallon to work on the Old El Paso brand and 72andSunny set to handle Totino's pizza. Advertising Age (free access for SmartBrief readers) (05/28) Advertising Age (free access for SmartBrief readers) (05/29)




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