Chick-fil-A shifts creative from The Richards Group to McCann after 22 years | Leo Burnett blends national anthems for Samsung | Anomaly celebrates diversity for YouTube music
July 22, 2016
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Chick-fil-A shifts creative from The Richards Group to McCann after 22 years
Chick-fil-A shifts creative from The Richards Group to McCann after 22 years
(Paul J. Richards/Getty Images)
The Richards Group has been dropped by Chick-fil-A after 22 years, and the account is moving to McCann New York with plans to branch out from its cow-focused marketing strategy. "There are not very many circumstances where you get to do what is recognized as brilliant work and do it consistently for 20 years and never falter," said The Richards Group founder Stan Richards.
Advertising Age (free-article access for SmartBrief readers) (7/21) 
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20 Must-Have Martech Solutions
Which marketing technologies are truly essential to fostering lasting customer relationships? The Forrester Tech Tideā„¢: Martech For B2C Marketers, Q2 2018 report will help you assess the 20 critical technologies that underpin modern marketing. Get the report.
Company News
Leo Burnett blends national anthems for Samsung
Leo Burnett blends national anthems for Samsung
(Samsung Mobile/YouTube)
Leo Burnett Chicago's Olympics campaign for Samsung takes 15 national anthems and blends them together for a message of unity. "The Anthem" features people from around the globe singing the national anthems of those half a world away.
Mashable (7/21), (U.K.) (free content) (7/21) 
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Anomaly celebrates diversity for YouTube music
Anomaly has created a campaign for YouTube's music service that shows the diversity of music tastes and people. An Asian tween gets the confidence to act cool in front of older kids by listening to Korean hip-hop, and a hijab-wearing Muslim girl struts through school while listening to "Alphabet Aerobics" by Blackalicious.
MediaPost Communications (7/20),  Advertising Age (free-article access for SmartBrief readers) (7/19) 
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A road map for success from loyalty experts
Olson 1to1, a leading loyalty provider, uncovers the human element that exists between the customer and the brand. We define why establishing emotional loyalty is more critical than ever to creating an unbreakable bond with customers and provide strategies that you can start using right away. Download Now
Market Trends
Is Facebook stealing YouTube's video crown?
Hometalk has recently built a video presence on Facebook, with one spot that shows an environmentally-friendly way to clean an oven attracting over 38 million views -- a significantly better performance than the brand's experience on YouTube. "A lot of media organizations have struggled on YouTube," said Josh Topolsky, the former digital head at Bloomberg, noting that organizations wish YouTube was more like a social network.
The Wall Street Journal (tiered subscription model) (7/21) 
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Programmatic to account for up to 50% of TV ad investment in 2017
Almost three-quarters of media buyers intend to invest as much as half their television ad budgets on programmatic next year, WideOrbit reports. Ninety-three percent of respondents said it's essential to invest in both digital video and TV.
MediaPost Communications (7/20) 
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The right mindset is the key to faster success
Target goals
You'll achieve your goals faster if you clearly establish them and focus on the end result, writes Scott Hansen. Establish an emotional connection to your goals and take time every day to focus on strengthening that connection, Hansen writes.
Entrepreneur online (7/19) 
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Addressable Audience
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    Sephora launches mobile Tinder-style shopping for beauty fans
    Sephora is touting its private-label beauty brand with new features on mobile and desktop that enable consumers to quickly sift through thousands of product choices. One feature is called "swipe it, shop it" and gives beauty buyers a Tinder-like shopping experience.
    Adweek (7/21) 
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    All human situations have their inconveniences. We feel those of the present but neither see nor feel those of the future; and hence we often make troublesome changes without amendment, and frequently for the worse.
    Benjamin Franklin, member, Advertising Hall of Fame
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