Most Clicked 4A's SmartBrief Stories

1. Why execs return to agency world after visiting the client side

4A's SmartBrief | Feb 24, 2015

Ad industry observers see a growing trend in agency executives switching to the client side only to return to the agency world after a short period. The reasons for the moves vary, but agency executives say being on the client side gave them valuable insights and experiences. "The entire industry would continue to be better off if there was more cross-pollination," said Pat Lafferty, CEO of BBH North America who was formerly the top marketer at the Travel Channel. (02/23)

2. McGarryBowen resigns Sears account amid delayed review

4A's SmartBrief | Feb 25, 2015

McGarryBowen has resigned its account with Sears, ending a four-year relationship with the retailer. Sears in November launched a procurement-led consolidation review that is now projected to be completed in May after a delay. MediaPost Communications (02/24) Advertising Age (free access for SmartBrief readers) (02/24)

3. Coca-Cola campaign in Puerto Rico uses smiling emojis as URLs

4A's SmartBrief | Feb 20, 2015

Coca-Cola Puerto Rico has launched a campaign that uses happiness emojis as the brand's Web addresses, which all lead to a dedicated landing page. "The vast majority of our audience now visits our website via a mobile device," said Alejandro Gomez, Coca-Cola Puerto Rico's president. "And since emojis have become a kind of second language for Coke's younger consumers, we felt this was a great opportunity to connect on a deeper level with our most important demographic." Adweek (02/19)

4. The '90s are back, but are they here to stay?

4A's SmartBrief | Feb 23, 2015

Marketing and media giants are fully on board with the cultural trend that has seen many 1990s staples return to the forefront -- including a Geico ad starring Salt-N-Pepa and black-and-white Calvin Klein underwear shoots. The trend reflects millennials beginning the process of "recycling their childhood," says Jane Buckingham of Trendera. "It's taken on mass appeal now, and it may have more staying power as a trend than we think." Adweek (02/23)

5. Ad review: Comcast, GSP deliver a "beautiful" Oscars spot

4A's SmartBrief | Feb 23, 2015

Comcast's ad during the Academy Awards was a "beautiful" mix of emotion and craft, writes Tim Nudd. Goodby, Silverstein & Partners, New York, created the spot, which re-imagines "The Wizard of Oz" as described by a blind 7-year-old girl. "We're really proud of this one. It's the first big national spot to come from this office, and it's great to have this work debut on a big stage like the Oscars," said Paul Caiozzo, executive creative director of the agency. Adweek (02/20)

6. PetSmart to launch campaign from GSD&M during Academy Awards

4A's SmartBrief | Feb 20, 2015

PetSmart will launch a brand campaign with two 30-second spots during Sunday's Academy Awards telecast. The campaign is called "PetSmart Partners in Pethood" and is from GSD&M. "The focus of this campaign is how happy pets make their pet parents," said PetSmart's Phil Bowman. Advertising Age (free access for SmartBrief readers) (02/20)

7. Send us your terrible employees, Cannes Lions says in ads

4A's SmartBrief | Feb 24, 2015

McCann London has created an ad campaign for the Cannes Lions festival that's based on the idea that a company's worst employees should be sent as delegates. "Why should being a Cannes Lions delegate be the preserve of the already excellent? If we really want a more creative world, as we all profess, we should also be encouraging the not-so-excellent performers to be inspired by Cannes Lions," said Rob Doubal, McCann London's chief creative officer. Adweek/AdFreak blog (02/23)

8. 360i to handle U.S. media for Spotify

4A's SmartBrief | Feb 25, 2015

Spotify has handed its roughly $10 million U.S. media account to Dentsu Aegis' 360i, in a move that reflects the brand's digital-first strategy. "We're not a brand that plays in traditional media. That's not where we interact best with our audience," said Jackie Jantos, vice president of creative and brand strategy at Spotify. Advertising Age (free access for SmartBrief readers) (02/24)

9. American Media hires Zimmerman but doesn't want to advertise

4A's SmartBrief | Feb 26, 2015

American Media Inc. has hired Zimmerman Advertising to expand its audience through research, analysis and strategic advice, but not through advertising. Zimmerman was hired without a pitch, as the agency "reflects the aggressive growth strategy of AMI, has a proven track record of driving growth in multiple sectors and is a true strategic partner," said David Pecker, CEO of American Media. Adweek (02/25)

10. Why ideas must evolve as they're presented on different platforms

4A's SmartBrief | Feb 25, 2015

The marketing theory a single idea must be communicated consistently across all platforms doesn't work in a digital age in which "utility, service [and] entertainment" must be considered, writes Jonathan Lee, Huge's managing director of marketing strategy. Instead of thinking in terms of "integration," marketers should focus on "cohesion," which can help "ensure that an idea is not just attached or extended into a medium but that it evolves to deliver all that that the medium can offer," Lee writes. (U.S.) (02/24)

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