Why disagreeing leads to more creativity

Leo Burnett updates classic Miller Lite campaign | Martin Agency pits Axe against Tom Ford | Gut, Globant get comedic with "Taste ID" Created for {EMAIL} | [Web Version]( March 22, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Leo Burnett updates classic Miller Lite campaign]( [Leo Burnett updates classic Miller Lite campaign]( (Miller Lite/YouTube) Leo Burnett Chicago brought back Miller Lite's "Tastes Great, Less Filling" campaign with one spot transforming J.J. Watt, Mia Hamm and other former professional athletes and actor Luke Wilson into 1970s-inspired characters who carry on the classic debate. The push is leveraging the multi-generational appeal of nostalgic outreach, said Britt Nolan, president and chief creative officer at Leo Burnett Chicago. Full Story: [Ad Age (tiered subscription model)]( (3/21) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] [Martin Agency pits Axe against Tom Ford]( [Martin Agency pits Axe against Tom Ford]( (Axe/YouTube) The Martin Agency created a global "The Haters Upset: Axe vs Tom Ford" campaign, which is anchored by a two-minute film showing basketball standouts Brandon Beloti, Chiney Ogwumike, Kris Jenkins and Shareef O'Neal taking part in a blind smell test pitching Axe's Lynx Black Vanilla fragrance against Tom Ford's Tobacco Black Vanille. The ad, which shows the majority preferring Axe, is running in the US during March Madness across linear and streaming TV, plus YouTube. Full Story: [The Drum (free registration)]( (3/21) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Gut, Globant get comedic with "Taste ID"]( [Gut, Globant get comedic with "Taste ID"]( (Globant/YouTube) Gut's latest 60-second spot for Globant's humorous "Stuck in Consultancy" campaign features a team of consultants pitching "Taste ID," a fictitious technology that can tell what you feel like eating from the lick of a smartphone screen. "Enough with nonsense tech. Get a technology partner that knows your business and your customers," the ad concludes. Full Story: [DesignRush]( (3/21), [Ad Age (tiered subscription model)]( (3/21), [More About Advertising]( (3/22) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [AKQA's Ajaz Ahmed talks agency history, digital trends]( Ajaz Ahmed, founder and CEO of AKQA, talks about the agency's 30-year history, its Future Lions program and which innovations are on his watchlist. Ahmed explains how the agency stays ahead of the latest digital trends by following its mantra, "It's good to be first, it's better to be good, it's best to be both." Full Story: [Campaign US (tiered subscription model)]( (3/20) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Why disagreeing leads to more creativity]( Jamie King, partner at Camp + King, explains why healthy disagreement is an integral part of the creative process to fuel ideas, innovation, an agency's collective voice and to prevent conflict. "The intersection between intellectual and creative minds at an agency and the tension it creates is where unexpected, yet effective ideas are born," King writes. 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Full Story: [Adweek]( (3/22) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Justice Dept., 16 AGs file antitrust lawsuit against Apple]( The Justice Department, joined by the attorneys general of 15 states and the District of Columbia, has filed an antitrust lawsuit alleging that Apple has created an unlawful monopoly in the smartphone market and is hindering competitors and innovation in that space. Apple said the lawsuit would "set a dangerous precedent, empowering government to take a heavy hand in designing people's technology." Full Story: [Politico]( (3/21), [The Associated Press]( (3/21), [Bloomberg]( (3/21) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [4A's Research and Insights]( Call on [4A's Research]( if you are doing research for new business, looking to support a recommendation to a client, or simply trying to stay up to date on techniques and trends in advertising and the agency business. 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