Most Clicked 4A's SmartBrief Stories

1. Why agencies should cultivate a culture of endless ideas

4A's SmartBrief | Apr 15, 2015

Agencies should embrace "a mentality that refuses to recognize a boundary in what we provide, in both making and cultivation," writes David Rolfe, director of integrated production at BBDO New York. To facilitate that new focus, agencies should form new partnerships with content creators and expand their own content efforts, Rolfe writes. Advertising Age (free access for SmartBrief readers) (04/14)

2. Video production is becoming a critical agency function

4A's SmartBrief | Apr 13, 2015

Agencies such as 72andSunny and BBDO New York are rapidly expanding their internal video-production capabilities, reflecting a broader trend of agency-led media production. "In-house capabilities need to become the soul of the agencies in general. If you have that capability, and it is part of the creative process from the beginning, it helps to inform and calibrate the entire agency," said David Rolfe, BBDO New York's director of integrated production. Advertising Age (free access for SmartBrief readers) (04/13)

3. Why fragmented agencies aren't the answer for fragmented media

4A's SmartBrief | Apr 14, 2015

Agencies embraced specialization to deal with the rise of media fragmentation, but that made quality ideas harder to implement and collaboration more difficult, writes Tom Goodwin of Havas Media. A better approach might to classify agencies by campaign timescale, he writes, with "visionary agencies" handling long-term investments, "brand agencies" focused on storytelling and medium-term brand building, and "performance agencies" working on projects with a limited scope. Advertising Age (free access for SmartBrief readers) (04/14)

4. What media agencies think about the NewFronts

4A's SmartBrief | Apr 13, 2015

The NewFronts are undergoing a transformation into more of a yearlong process that focuses on hybrid deals between TV and digital, requiring greater flexibility from both advertisers and publishers, according to ad executives. "It's a 24/7/365 marketplace today that demands more publishers be flexible on their terms," said Amanda Richman, Starcom's president of investment and activation. Advertising Age (free access for SmartBrief readers) (04/13)

5. How Facebook's default settings are changing digital video

4A's SmartBrief | Apr 16, 2015

Facebook videos play automatically but are muted, which means advertisers must think about how their efforts will play without sound. "We call it the three-second rule. If you want to stop people on a mobile device, it can't be long-form copy," said Chris Pape, executive creative director at Genuine Interactive. He added, "It has to be short, punchy, silent and visual." Advertising Age (free access for SmartBrief readers) (04/15)

6. Millennials seek meaningful responsibilities, regular check-ins

4A's SmartBrief | Apr 14, 2015

Agencies can retain talented millennial employees by allowing them to take on meaningful tasks and checking in regularly, according to a focus group of anonymous millennials. While jumping from job to job is seen as the clearest route to higher salaries, agencies can guard against this by providing clear and upfront career guidance and opportunities for growth. (04/14)

7. Wieden+Kennedy creates live-gaming experience for Old Spice

4A's SmartBrief | Apr 14, 2015

Old Spice is launching a campaign on video platform Twitch that will let users send commands to a real person in a forest. Wieden+Kennedy is behind the three-day experience, which could include scenarios such as arm wrestling with a fake bear. "We're always looking for new ways to entertain and build brand loyalty with our fans, and Twitch is the perfect partner to help us reach the gaming and live streaming culture in an authentic way," said Kate DiCarlo, communications manager at Procter & Gamble. Adweek (04/13)

8. Target throws a party in spot promoting Lilly Pulitzer line

4A's SmartBrief | Apr 14, 2015

Target has launched a TV, digital and print campaign for its Lilly Pulitzer line of clothes. Chandelier Creative created the debut 60-second spot for the campaign, which is a throwback to the extravagant summer parties hosted by Pulitzer in the 1960s. "All together, the campaign shows what a vibrant and colorful force Lilly was -- inside and out," said Richard Christiansen, Chandelier's founder and creative director. Adweek (04/13)

9. What consumers don't know about their own behavior

4A's SmartBrief | Apr 16, 2015

Marketers should stop asking consumers why they purchase products, because neuroscience has proved that humans don't fully understand why they make certain decisions, writes Tom Denari, president of Young & Laramore. "It's up to all of us to push market research toward a more nuanced view of how consumers behave and choose," he writes. Advertising Age (free access for SmartBrief readers) (04/15)

10. Lowe Profero to create a "content machine" for packaged-foods firm

4A's SmartBrief | Apr 14, 2015

Packaged foods brand T. Marzetti Co. has consolidated its marketing under Lowe Profero as part of a plan to pursue an online-publishing-driven strategy. The company will look to reach consumers primarily through digital content and search-engine marketing, backed by some print and radio ads. "We're trying to create a content machine," said Aaron Reitkopf, CEO for the Americas at Lowe Profero. Adweek (04/13)

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