Brands enlisting stricter AI safeguards with agencies

Tombras, MoonPie hype "Sun vs. Moon '24" | SPCSHP shows "Where Travelers Go" with Chase | MullenLowe, Aleve reveal "The Painful Truth" Created for {EMAIL} | [Web Version]( March 27, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Tombras, MoonPie hype "Sun vs. Moon '24"]( [Tombras, MoonPie hype "Sun vs. Moon '24"]( (MoonPie/Instagram) Tombras and MoonPie are imagining the April 8 solar eclipse as a WWE-style "Sun vs. Moon '24" battle with a spot hyping the event and touting the brand's "Solar Eclipse Survival Kit," which includes branded eclipse glasses in packaging that reads, "Get Mooned on 4.8.24." Tombras' Dooley Tombras says, "The eclipse is MoonPie's Super Bowl. We had to go all out." Full Story: [Ad Age (tiered subscription model)]( (3/26) [LinkedIn]( [X]( [Facebook]( [Email]( Delivering integrated food & beverage solutions With Tetra Pak, you get more than a production line. You get expert advice on every choice along the way— from strategic decision-making & operational efficiency to your sustainability transformation and new product development. [Learn more]( about the many ways to work with Tetra Pak. ADVERTISEMENT: [] Creative [] [SPCSHP shows "Where Travelers Go" with Chase]( SPCSHP created a "Where Travelers Go" campaign for Chase Travel that spotlights the benefits of being a Chase Sapphire member and is running across digital, social and out of home, including Times Square billboards. A 30-second hero spot shows phrases being typed in a Chase search bar, followed by the unique travel experiences unlocked by the brand. Full Story: [Ad Age (tiered subscription model)]( (3/26) [LinkedIn]( [X]( [Facebook]( [Email]( [] [MullenLowe, Aleve reveal "The Painful Truth"]( [MullenLowe, Aleve reveal "The Painful Truth"]( (Aleve Bayer/YouTube) MullenLowe created "The Painful Truth" to spotlight how opioid prescriptions can lead to addiction for Aleve and Mothers Against Prescription Drug Abuse. A three-minute film shows a pain expert explaining the side effects of opioids to patients, saying, "You could find yourself lying about everything that you do, everywhere you are and everywhere your money is going," before revealing, "That was me. Everything I've just told you was my life." Full Story: [Campaign US (tiered subscription model)/MM+M]( (3/26) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Terri & Sandy's Tanya Saliba talks favorite work]( Tanya Saliba, associate creative director at Terri & Sandy, talks about creative inspirations and favorite work. Saliba explains why she's proud of the [agency's rebrand]( and why "Beauty Mark" for CVS was one of her favorite projects. Full Story: [Muse by Clio]( (3/27) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Assembly's Jess Santini talks influencer marketing]( Jess Santini, vice president of global marketing at Assembly, talks about her favorite campaigns and why she's excited about more authenticity in influencer marketing, but less so about virtual influencers. "The effects on mental health -- not just for younger generations but for all social media users -- can be detrimental when you can't decipher real from fake," Santini says. Full Story: [Marketing Brew]( (3/25) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [Nonverbal Communications Skills -- The 10 Skills You Need to Learn]( - [70+ Excel Keyboard Shortcuts for Windows (Free Cheat Sheet)]( - [Best Practices for Email Etiquette]( - [11 Habits That Will Give You A Complete And Successful Life]( - [Creating Positive Habits - The Ultimate Guide]( [] Agency News [] [Brands enlisting stricter AI safeguards with agencies]( While AI tools are advancing, public missteps are driving marketers to add strict safeguards to agency contracts about the use of AI, with some demanding prior approval for any use without distinguishing between AI-created content and AI-powered measurement or targeting. These client-side actions "serves only to unnecessarily complicate the contractual requirements when there is no practical benefit for the advertiser in doing so," says the 4A's Ashwini Karandikar. Full Story: [Ad Age (tiered subscription model)]( (3/26) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Ad buyers reluctant to spend extra for publisher's data]( Many media buyers aren't being swayed to spend the additional $2 or more premium on CPM for publishers' first-party data or contextual targeting capabilities. "Data is going to be table stakes for a lot of businesses and the [publishers] that are going to win are going to be the ones that have high-quality data and they make their data portable and accessible without limitations," says Havas Media Group's Holly Dunn. Full Story: [Digiday (tiered subscription model)]( (3/25) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [Register now for Thursday's for 4A's Advancing Talent 2024]( [Register now for Thursday's for 4A's Advancing Talent 2024]( (4A's) Attention talent specialists, HR decision-makers, managers and mentors! 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