Agencies are powering RFI success with AI

Martin Agency, Papa Johns say "Better Get You Some" | Havas creates "More Than Just Clothes" for Vanish | Edelman makes some "sonic seasoning" for Barilla Created for {EMAIL} | [Web Version]( April 3, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Martin Agency, Papa Johns say "Better Get You Some"]( [Martin Agency, Papa Johns say "Better Get You Some"]( (Papa Johns/YouTube) The Martin Agency created a 45-second "Better Get You Some" spot for Papa Johns that's set to a catchy custom hip-hop track from rapper Big Boi. The surreal ad begins with a woman daydreaming about the brand's pizza, opening up a surreal world filled with clips from cartoons and vintage TV, and spoofs of culture, such as a recreating Munch's "The Scream" with animated pizza slices. Full Story: [Muse by Clio]( (4/2), [MediaPost Communications (free registration)]( (4/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] [Havas creates "More Than Just Clothes" for Vanish]( [Havas creates "More Than Just Clothes" for Vanish]( (Vanish UK/YouTube) Building on last year's award-winning advertisement, Reckitt, with Havas London, unveiled two Vanish stain remover spots for Autism Awareness Month that share the stories of two teen girls with autism and how their clothes are important to them. Through animation, the audience can visualize how safe and secure these real-life girls feel when wearing their favorite items, and viewers are encouraged to share the "More Than Just Clothes" pledge on social media. Full Story: [Ad Age (tiered subscription model)]( (4/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Edelman makes some "sonic seasoning" for Barilla]( Edelman makes some "sonic seasoning" for Barilla (Barilla America/PRNewswire) Edelman created a "Barilla Al Bronzo" campaign that features a [Spotify soundtrack]( with music created to reflect the emotions felt when eating the brand's pasta products and enhance the dining experience. The music was developed using experimental psychologist Charles Spence's "sonic seasoning" approach in collaboration with Cristobal Tapia de Veer, composer of the "White Lotus" score. Full Story: [Brand Innovators]( (4/2), [Ad Age (tiered subscription model)]( (4/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Agencies are powering RFI success with AI]( Agencies are using proprietary generative AI tools to more effectively respond to requests for information from potential clients, such as Gale's BRAD bot, trained to think like its CEO Brad Simms. Fig CEO Judith Carr-Rodriguez talks about the agency's Story Data tool and how it enables the agency to incorporate strategy into responses, leading to a 95% success rate for RFIs. Full Story: [Adweek]( (4/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Leaders on where multicultural marketing is headed]( [Leaders on where multicultural marketing is headed]( (Pixabay) Advertising executives share their thoughts on whether the term multicultural marketing is still relevant and discuss the rise of agencies referring to themselves as cross-cultural and an increase in companies hiring "culture" agencies. Alma CEO Isaac Mizrahi says, "[Y]ou can be both a great agency and a great multicultural agency," while Walter Isaacson CEO Aaron Walton notes, "You can't just create a title, create a department and not have the history, the passion or the depth of understanding for that particular culture." Full Story: [Ad Age (tiered subscription model)]( (4/2) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [The Communication Process: Skills to achieve desired outcomes]( - [Microsoft Excel: Unlocking the Power of Spreadsheets]( - [The Top 75 Leadership Quotes of 2023 - Part 1]( - [ChatGPT Newbie: Your Essential Handbook for Navigating ChatGPT]( - [The Visual You - Why Body Language Matters When You Speak]( [] Agency News [] [Oberland wins e.l.f. account, hires new talent]( Monica Taylor, formerly of Wieden+Kennedy, has joined Oberland as group creative director and the agency also made four additional hires to boost its creative and strategy teams. The recruitment drive comes as it has experienced 50% growth so far in 2024, with e.l.f. Beauty the latest client win, naming Oberland as its purpose agency of record. Full Story: [Adweek]( (4/3) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Discord brings on ads in strategy shift]( [Discord brings on ads in strategy shift]( (NurPhoto/Getty Images) Discord starts running ads from game companies this week, offering free gifts to users who can get their friends to watch them play through sponsored in-game missions. Jason Citron, Discord's CEO, previously said that the platform won't follow social media companies like Meta and TikTok into reliance on ads. Full Story: [PYMNTS]( (3/31), [The Wall Street Journal]( (3/30) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [Submission open for 2024 Jay Chiat Awards]( The [4A's Jay Chiat Awards]( recognize strategic excellence in marketing, media and advertising around the world and we look forward to recognizing your work. Did an extraordinary strategy lead to the big idea behind an award-worthy campaign? Share it with us to be considered for one of the most coveted awards in the industry. - 12 categories, including 3 new categories for 2024. - Up to 10 submissions per agency. - Save up to $500 but hurry: Early deadline closes April 19! Learn [more and submit your entry]( now. [LinkedIn]( [X]( [Facebook]( [Email]( [] [Privacy and the Future of TV Advertising]( A comprehensive report titled "Privacy and the Future of TV Advertising" examines the impact of privacy-related shifts on the TV advertising landscape and the data associated with planning, activation and measurement practices. The report was commissioned by the 4A's in partnership with the Coalition for Innovative Media Measurement (CIMM), and developed with the help of consulting firms ThinkMedium and Shullman Advisory. The findings will help businesses assess their risk tolerance and guide future initiatives and investments. [LEARN MORE](. 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