Most Clicked 4A's SmartBrief Stories


1. Geico pre-roll ads offer a surprise after the first 5 seconds

4A's SmartBrief | Mar 03, 2015

Geico and The Martin Agency have released a series of digital pre-roll ads that are designed to capture the attention of viewers within the first five seconds -- and then offer them a surprise when they stick around. In one spot, a family dinner appears to be locked in a freeze-frame, until a dog hops on the table and starts to eat off of the plates. Adweek (03/02)


2. Alex Bogusky, Fusion form agency focusing on social issues

4A's SmartBrief | Mar 04, 2015

Alex Bogusky has teamed with Fusion to form a "social impact" agency that will help clients create campaigns based on social causes. The venture will be called Fearless, and it will use Fusion's TV, digital and social media resources to spread messages. "That structure of the agency as the gateway into the media is really important. In very fundamental ways, we're not like a typical agency," Bogusky said. Wall Street Journal (tiered subscription model), The (03/04)


3. Agencies get creative to woo top talent

4A's SmartBrief | Mar 02, 2015

Agencies are thinking outside the box in their efforts to attract and retain talented employees. Many agencies have offered prospects a trial period, while shops such as 72andSunny have put an emphasis on developing an entrepreneurial skill-set. "We have made progress in elevating entry-level salaries and how we motivate rising stars at the early stage of their careers," said Bill Koenigsberg, CEO of Horizon Media. Advertising Age (free access for SmartBrief readers) (03/02)


4. What the "postdigital age" will look like for advertisers

4A's SmartBrief | Feb 27, 2015

The "postdigital age" of advertising will see technology blend into the background and become an understood part of the landscape, instead of being seen as a separate phenomenon, writes Tom Goodwin of Havas. Although it's likely a few years away, the postdigital age will be marked by a blending of e-commerce and traditional stores, a user-centric approach to ad targeting, and new ad types that are created specifically for the context they'll be experienced in. MediaPost Communications (02/26)


5. Agency execs discuss how to fix compensation models

4A's SmartBrief | Mar 04, 2015

Agencies just want to make a fair profit for the great work they do, said Alister Adams, vice president of digital at Publicis Modem, one of four agency executives offering their take on how to fix compensation models. David Baldwin, founder of Baldwin&, and Sophie Kelly, CEO of The Barbarian Group, each said the pitch process needed an overhaul, and that agencies are too willing to put in upfront work with little promise of intellectual property protection or payment. Digiday.com (03/03)


6. Spotify's engaged audience appeals to digital agencies

4A's SmartBrief | Mar 02, 2015

Spotify's engaged user base, integration with radio-buying software and expansion into video products have made it a preferred advertising channel for agencies and brands. "We've become very bullish on Spotify. ... They've made huge strides in the competitive space, mostly on scale, but also on better backend technology, products and targeting," said John Tuchtenhagen, senior vice president of media at Digitas. Digiday.com (03/02)


7. 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)


8. Jose Cuervo takes margaritas to the final frontier

4A's SmartBrief | Mar 02, 2015

Jose Cuervo celebrated National Margarita Day in February by mixing and freezing a margarita in outer space. McCann New York, in conjunction with a team of rocket scientists, created the experience and accompanying video. "Other brands have sent stuff into space, but we had a much better reason to do it -- to literally freeze a margarita," said Tom Murphy, McCann New York's chief creative officer. Digiday.com (02/27)


9. Coca-Cola ad imagines a series of escalating disasters

4A's SmartBrief | Feb 26, 2015

Coca-Cola debuted an ad from Wieden+Kennedy during the Oscars that showed a series of increasingly devastating catastrophes happening to a small beach-side boardwalk. In the spot, each disaster victim chooses to pass on a bottle of Coke to the next unlucky person. Adweek (02/25)


10. GroupM: Our viewability standard was "built by our clients"

4A's SmartBrief | Feb 26, 2015

GroupM is among the more vocal members of a growing group of agencies and advertisers that setting viewability standards beyond those recommended by the Media Ratings Council. "Our standard was built by our clients," said GroupM's Ari Bluman. "When they heard the MRC guidelines, they said they were unacceptable, so we got together with our clients and designed this standard together." Wall Street Journal (tiered subscription model), The (02/25)




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