Most Clicked 4A's SmartBrief Stories


1. Why Starcom reorganized and retrained its staff

4A's SmartBrief | May 05, 2015

Starcom has spent the past 20 months undergoing an internal reorganization and training workers to make it better prepared for an tech- and programmatic-driven future. "The big problem with programmatic is that everyone needs a common understanding of the language," said Amanda Richman, president of investment and activation. "Everyone does. Even if they're not making inventory calls, they may still do billing and reconciliation, so they need to know." Digiday.com (05/05)


2. Agency leaders name their top inbox irritants

4A's SmartBrief | May 01, 2015

Agency executives share the e-mail habits that annoy them the most, from aggressively writing "PLEASE REPLY" in the subject line to the underhand tactic of sending an e-mail referencing a chat that never happened simply to get a response. Digiday.com (05/01)


3. CP+B creates a backstory for Fruit of the Loom's see-through pants

4A's SmartBrief | Apr 30, 2015

Fruit of the Loom and creative agency CP+B used plastic, see-through pants to show off the company's No Ride-Up Boxer Briefs, and now the campaign is being expanded into a high-fashion ruse. CP+B has created a stand-alone push for "Plastique" pants from fictional designer Frank La Rant. "We deliberately made it high-end fashion but with a question mark. We wanted people to say, 'It's plastic pants; could this actually be real?' " said Mona Hasan, associate creative director at CP+B. Digiday.com (04/30)


4. Execs from GSD&M, LatinWorks form multicultural agency called Sibling

4A's SmartBrief | May 04, 2015

Executives from Austin, Texas-based agencies GSD&M and LatinWorks have teamed up to launch a multicultural agency called Sibling, targeting an evolving Hispanic millennial market. "The marketplace is genuinely changing in dramatic ways," says Alejandro Ruelas, co-founder of Sibling along with GSD&M CEO Duff Stewart and LatinWorks' Rafael "Rafa" Serrano. Advertising Age (free access for SmartBrief readers) (05/04)


5. Havas program enables its staff to work in new cities

4A's SmartBrief | May 06, 2015

The Havas Lofts program enables employees to work in a new city for a month, and 20 employees took advantage in 2014, switching between New York, London and Paris. The initiative was introduced by Global Chief Talent Officer Patti Clifford, who said that "nurturing talent wasn't happening in a meaningful way." The program is being rolled out to Latin America and Asia. Advertising Age (free access for SmartBrief readers) (05/05)


6. Industry groups to examine effects of project-based work

4A's SmartBrief | May 04, 2015

A joint committee formed by the 4A's and the Association of National Advertisers is expected to meet for the first time this month as it seeks to tackle issues related to the rise of short-term engagements and project-based work. Agency executives say new norms around conflict policies are needed. "It's like if we're going to date, then we're dating. ... We [should be able] to see other people," said John Butler of Butler, Shine, Stern & Partners. Adweek (05/03)


7. DigitasLBi partners with Vice, gains Vox exclusive

4A's SmartBrief | May 01, 2015

DigitasLBi is partnering with Vice to develop content for brands such as Taco Bell and eBay and has secured first access to Vox Media's new native advertising platform, Chorus for Advertisers. "This isn't about the collapse of a legacy model. It's about the birth of a new one," said Scott Donaton, DigitasLBi's chief content officer. Adweek (04/30)


8. Infographics are popular, and there's a reason why

4A's SmartBrief | May 04, 2015

There were 62 million Internet searches for the word "infographic" in April, and 45% of marketers now use infographics -- 12% more than did so in 2013. That may be because infographics are 30 times more likely to be read than text alone, according to this infographic based on OneSpot data. Adweek (04/30)


9. Fisher-Price, 360i introduce "The Mommys" awards

4A's SmartBrief | May 06, 2015

Fisher-Price and 360i have launched a global campaign called "The Mommys," which asks Facebook users in 15 countries to virtually award moms with one of six toy trophies, such as the Potty Independence Award. "We challenged 360i to come up with a way to celebrate moms, but also make sure we're celebrating the milestones that children go through in a positive way," said Fisher-Price's Michele Zimmer. Advertising Age (free access for SmartBrief readers) (05/06)


10. Citibank plans global media shop consolidation

4A's SmartBrief | May 05, 2015

Citibank is reportedly set to review its media agencies in a bid for global consolidation. Its current media shops, including MEC and Starcom MediaVest Group, will compete in a closed review, sources said. Citibank spent $332.5 million on U.S. media last year, according to the Ad Age DataCenter. Advertising Age (free access for SmartBrief readers) (05/04)




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