Most Clicked 4A's SmartBrief Stories


1. TBWA to move away from regional model in reorganization

4A's SmartBrief | Mar 30, 2015

TBWA Worldwide has begun a global reorganization that will transform its traditional, regional structure into a more flexible model that better suits its multinational clients. The new structure will include promoting three executives who will focus on managing core disciplines, talent and new client models. Advertising Age (free access for SmartBrief readers) (03/27)


2. WPP's CEO warns against ignoring print ads

4A's SmartBrief | Mar 27, 2015

Consumers are spending increasingly less time with print newspapers and magazines, but print commands better reader engagement and ad recall than digital or mobile, said Martin Sorrell, CEO of WPP. "There is an argument at the moment going on about the effectiveness of newspapers and magazines, even in their traditional form, and maybe they are more effective than people give them credit [for]," Sorrell said. Wall Street Journal (tiered subscription model), The (03/26)


3. How brands need to change if they abandon the AOR model

4A's SmartBrief | Mar 25, 2015

Brands that use agencies on a project-only basis need to rethink their hangups about conflicts, John Butler, executive creative director at BSSP, said during a 4A's Transformation panel. Leo Burnett's Susan Credle said that she expects deeper relationships to make a comeback as agencies and brands work together on long-term goals. Advertising Age (free access for SmartBrief readers) (03/24)


4. Agencies wary of cost cuts as a result of Heinz-Kraft merger

4A's SmartBrief | Mar 26, 2015

The merger between Heinz and Kraft Foods may not be good news for agencies, as the move is being driven by a private-equity firm known for its commitment to cutting costs. "It will probably take a year before the fallout really happens," said Ann Billock, an Ark Advisors partner. "A lot of it will depend on how autonomous the two companies stay under this." Wall Street Journal (tiered subscription model), The (03/25)


5. How agencies are transforming amid the rise of millennials

4A's SmartBrief | Mar 30, 2015

Millennials now make up 44% of the ad industry workforce, which is leading to a transformation in the way agencies work and incorporate technology, according to industry executives and observers. Millennials are making agencies more fluid, democratic and tech-savvy, but they're also less likely to learn from past mistakes or develop long-term strategic thinking, observers say. "I don't think they understand the history of advertising like we do. They just don't have the curiosity," said John Moore of Mediahub. Adweek (03/30)


6. Food and beverage giants Kraft, Heinz set to merge

4A's SmartBrief | Mar 25, 2015

Kraft and Heinz seek to create the third-largest food-and-beverage company in North America in a deal brokered by Berkshire Hathaway and 3G Capital. The deal, pending completion, would combine Heinz brands such as Classico pasta sauce, Heinz Ketchup and Ore-Ida with Kraft's A1, Cool Whip, Jell-O, Kool-Aid and Maxwell House. Bloomberg (03/25) Associated Press, The (03/25) Business Insider (03/25)


7. Heineken, W+K release more comical Neil Patrick Harris spots

4A's SmartBrief | Mar 31, 2015

Heineken Light has released a short spot from Wieden+Kennedy, New York, in which Neil Patrick Harris humorously introduces a money-back guarantee that is being offered in select states. In a longer online spot, also from W+K, Harris is seen in a supermarket being recognized exclusively for his Heineken endorsement. Hollywood Reporter, The (03/30) Adweek (03/30)


8. Digital era has led to a more diverse advertising industry

4A's SmartBrief | Mar 27, 2015

Savvier brands and the rise of digital has transformed the advertising industry from its male-dominated "Mad Men" days to an era where women "have the opportunity to take highly visible leadership roles in creative departments and prove they can succeed in a competitive, ever-changing environment," writes Selina Petosa, executive creative director and founding principal at Rational Interaction. Digiday.com (03/27)


9. Miller Lite aims for positivity with TBWA\Chiat\Day spot

4A's SmartBrief | Mar 25, 2015

Miller Lite's latest ad celebrates group activities such as softball, bowling and backyard barbecues. TBWA\Chiat\Day L.A. created the 60-second spot, called "Wonderful World," which also features some advanced camera and video techniques. Adweek (03/24)


10. How smaller agencies can embrace the industry's transformations

4A's SmartBrief | Mar 31, 2015

Content, data, collaboration and consolidation were among the most topics discussed at 4A's Transformation 2015, writes Marc Brownstein, president and CEO of Brownstein Group. Small and midsize agencies will need to closely follow each of those trends to make sure they're staying relevant, he notes. "Agencies should be open to working with all sorts of new resources that can provide access and talent to drive results for clients," he writes. Advertising Age (free access for SmartBrief readers) (03/31)




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