January 15, 2021
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Top Story
Joan Creative challenges climate science skepticism
(Science Moms/YouTube)
Joan Creative's 60-second animated spot for advocacy group Science Moms asks viewers why they believe the expertise of doctors, plumbers, fitness instructors or mechanics but not 99% of climate scientists who agree that the climate is being negatively affected by humans. The ad urges people to take action on climate change, and Joan Creative's Bryce Hooton explains, "It's a very common sense approach, but that's exactly what we need right now -- common sense."
Full Story: Ad Age (tiered subscription model) (1/14) 
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Has this happened to you?
You find the perfect job opening. You're ready to apply but there's one bullet point you don't meet the criteria for. You begin to doubt yourself. You procrastinate and, just like that, your dream job slips through your fingers. Sound familiar? Join us on January 22 for Career Day. Let's put those doubts to rest.
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Creative
Wild Combination, Dole show "Normal-ish" life
(Dole Packaged Foods/YouTube)
Dole's latest series of spots for Fruit Bowls from Wild Combination, in partnership with Spark Foundry, Peppercomm and High Wide & Handsome, continue the brand's campaign where people use the words "fruit bowls" as code for something else. The "Normal-ish" ads show people adapting during the pandemic, with a mom working from her garage and a dad working out with his children as weights and all end with the line, "I'll fruit bowl to that."
Full Story: Ad Age (tiered subscription model) (1/14) 
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Camp + King humorously shows benefits of Re/Max agents
(Re/Max/YouTube)
Camp + King created a "The Right Agent Every Step of the Way" campaign for Re/Max that features 12 ads and is running across TV, social, radio and digital. The spots humorously highlight how the brand's agents help homebuyers and sellers, such as a 30-second "Photo" ad that shows the disastrous results of a couple taking photos of their home.
Full Story: MediaPost Communications (free registration) (1/14) 
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Media is changing. Let’s change media for good.
We believe media works best when it works in everyone's best interest. It's the idea we built our company on. And right now, it's more important than ever. We're harnessing the power of empathy, data, and transparency to change media for good. For everyone. Media, re-imagined by Target. See How
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Agency Insider
Jan Jacobs and Leo Premutico, co-founders and chief creative officers of Johannes Leonardo, offer 13 lessons from 13 years since founding the agency. "If you show clients you care, you will be surprised about how honest you can be with them, and them with you," the pair write, adding, "Bring your uniqueness, your weird, your ideas."
Full Story: Muse by Clio (1/14) 
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Mother US CEO Peter Ravailhe talks about why the agency is launching Media by Mother, which will be led by former WPP executive Dave Gaines and former Accenture executive Will Heins. Ravailhe explains that the agency will tackle problems in the current media agency world that he describes as "a lack of ambition, a lack of rigor, a lack of, quite honestly, respect in how media companies viewed the customer, the client and the way media companies incentives were all misaligned."
Full Story: Digiday (tiered subscription model) (1/15) 
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McCann Worldgroup's Horwitz: 4 key trends from CES
(bHaptics)
McCann Worldgroup's Elav Horwitz highlighted four trends from CES that marketers should watch -- contactless screens, advanced haptics that enable virtual sensations, robots as the next evolution of virtual assistants and augmented reality experiences. "Brands need to re-imagine innovation and create personalized options," Horwitz says.
Full Story: Ad Age (tiered subscription model) (1/14) 
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Agency News
Rob Reilly announced his departure from McCann Worldgroup to join WPP as global chief creative officer and talks to Ad Age about the move. "I'm leaving this agency in the best shape with great talent," he says, adding, "Now I hopefully can inspire, challenge and help grow a bunch of other amazing networks to do great things."
Full Story: Adweek (1/14),  Ad Age (tiered subscription model) (1/14) 
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Media & Technology Trends
TV ad measurement platform iSpot.tv has purchased video advertising analytics firm Ace Metrix and will be integrating operations to offer brands "cohesive ad measurement at all stages of the advertising life cycle," says Ace CEO Peter Daboll. CEO Sean Muller says iSpot "plans to roll out specific brand impact [measurement for] every streaming platform and across linear."
Full Story: Mobile Marketing Magazine (1/14),  AdExchanger (tiered subscription model) (1/14),  TechCrunch (tiered subscription model) (1/14) 
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Editor's Note
SmartBrief will not publish Monday
In observance of Martin Luther King Jr. Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday.
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Wisdom isn't about accumulating more facts; it's about understanding big truths in a deeper way.
Melinda Gates,
philanthropist, advocate for women and girls
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