Most Clicked 4A's SmartBrief Stories


1. 4A's report: Pay rates for senior ad execs have fallen

4A's SmartBrief | Jul 06, 2015

Hourly rates for senior advertising executives have fallen from 2011 to 2014, according to the 4A's Labor Billing Rate Survey Report. Examples include client service directors dropping from $784 to $660, chief creative officers going from $1,000 to $861, and executive directors of account planning decreasing from $626 to $605. Rates for advertising positions in analytics, social media and the Web increased during the same period. Advertising Age (free access for SmartBrief readers) (07/06)


2. All the ways clients annoy agencies

4A's SmartBrief | Jul 01, 2015

A lack of manners, internal disagreements and not paying attention are some of the annoying client behaviors identified by a focus group of agency executives. "Quite honestly, there are some meetings where we ask them to put their devices away or pay attention to us, because they're paying for us to do this," said one CEO. Digiday.com (07/01)


3. Publicis Worldwide is named lead agency for Heineken

4A's SmartBrief | Jul 01, 2015

Heineken has chosen Publicis Worldwide to be its lead global agency, weeks after parting ways with Wieden+Kennedy. "We enjoy a strong cultural fit with the Publicis team and are confident that this partnership will further build on the success we have enjoyed with recent Heineken campaigns," said Heineken's Jan Derck van Karnebeek. Reuters (06/30) Advertising Age (free access for SmartBrief readers) (06/30)


4. How cross-country collaboration led to 113 Lions for Grey

4A's SmartBrief | Jul 01, 2015

WPP's Grey won 113 awards at Cannes, including four Grand Prix Lions, from work generated across 18 countries. Grey's Tor Myhren says the agency's collaborative approach led to the success. "We all root for each other, and that is a very unique thing. I've never seen that at any agency in my 20 years in advertising. And this camaraderie is our biggest competitive advantage," he said Adweek (06/30)


5. Adidas Golf hires Venables Bell & Partners to sell golf as a sport

4A's SmartBrief | Jul 02, 2015

Adidas Golf has chosen Venables Bell & Partners to take over from Kastner & Partners as lead creative agency. The brand was seeking a new partner as it shifts "to be more aligned with the Adidas brand and the idea that golf is a sport, and golfers are athletes," said Melissa Ziegler, Adidas Golf's global brand marketing director. Adweek (07/01)


6. AB InBev hands W+K its U.S. Bud Light, global Corona accounts

4A's SmartBrief | Jul 06, 2015

Anheuser-Busch InBev has hired Wieden+Kennedy to handle Bud Light in the U.S. and Corona globally. Wieden+Kennedy's New York office will handle Bud Light, replacing BBDO, while its Amsterdam office will take charge of Coronoa. "We truly see this as a long-term relationship of like-minded organizations from a cultural perspective," said AB InBev's Jorn Socquet. Adweek (07/02) Advertising Age (free access for SmartBrief readers) (07/02)


7. Incumbent McKinney won't take part in Travelocity's creative review

4A's SmartBrief | Jul 02, 2015

Travelocity is seeking a new creative agency to replace McKinney, the agency that gave the brand the Roaming Gnome mascot. McKinney declined to take part in the review following Travelocity's acquisition by Expedia. "Our interests are not aligned with the direction being taken by Travelocity's new owner," said Brad Brinegar, CEO of McKinney. Adweek (07/01)


8. The Martin Agency's CEO reflects on the agency's past and future

4A's SmartBrief | Jul 06, 2015

The Martin Agency CEO Matt Williams in this interview talks about the shop's history, its best work, its upcoming 50th anniversary and its future goals. "We can't attract the most talented people in the world or the best creative opportunities for those people if we limit our view to the borders of the U.S.," Williams says. "So it's very important to us to have a presence outside the U.S." RichmondBizSense.com (Va.) (07/05)


9. Highlight the features of a brand, not the outcome

4A's SmartBrief | Jul 02, 2015

Marketers should concentrate on promoting the features of products or services as opposed to the benefits offered, writes Ries & Ries Chairman Al Ries. He cites successful examples such as Burger King's advertising push that highlighted its broiled burgers and Dove's focus on the fact that its soap is one-quarter moisturizing cream. Advertising Age (free access for SmartBrief readers) (07/01)


10. Memorial Sloan Kettering ads put spotlight on cancer survivors

4A's SmartBrief | Jul 01, 2015

Pereira & O'Dell has created three digital videos as part of a wider campaign for New York's Memorial Sloan Kettering Cancer Center, which is seeking to encourage a more optimistic dialogue about cancer. The short films feature cancer patients and survivors telling their stories and sharing the hopes and ambitions they have for the future. Adweek (06/30)




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