Will generative AI be the savior of digital agencies?

Dentsu Creative, Crayola give adults their childhood art | Colossus shows the "Wisdom of Nature" for New Chapter | David New York puts soccer star in Clash of Clans Created for {EMAIL} | [Web Version]( May 6, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Dentsu Creative, Crayola give adults their childhood art]( [Dentsu Creative, Crayola give adults their childhood art]( (Crayola/YouTube) Dentsu Creative's short film for Crayola, "Stay Creative," explains that the brand started collecting children's artwork 40 years ago to display in galleries, and shows them now as adults being reunited with their creations. The campaign, with help from John Krasinski, hopes to return 1,000 drawings held by the brand to their original creators. Full Story: [Ad Age (tiered subscription model)]( (5/3) [LinkedIn]( [X]( [Facebook]( [Email]( Find and engage the next generation of consumers Fetch helps brands drive lifetime value with a deeply engaged audience. The platform is retailer agnostic, capturing billions of line-item purchases and maintaining a 360-degree view of how America shops. This infographic illustrates how and why brands work with Fetch. With visibility into $152B in retail sales annually and a gamified experience beloved by Gen Z, Fetch is America's Rewards App. [Explore the infographic to learn more](. ADVERTISEMENT: [] Creative [] [Colossus shows the "Wisdom of Nature" for New Chapter]( [Colossus shows the "Wisdom of Nature" for New Chapter]( (New Chapter Vitamins & Supplements/YouTube) Colossus created a "Wisdom of Nature" campaign for Procter & Gamble's New Chapter supplement brand, which is running across linear and streaming TV, social, digital and in stores. One ad shows a woman walking in a lush forest as a voice-over says, "Nature knows best. That's why New Chapter Vitamins follow her example." Full Story: [MediaPost Communications (free registration)]( (5/5) [LinkedIn]( [X]( [Facebook]( [Email]( [] [David New York puts soccer star in Clash of Clans]( [David New York puts soccer star in Clash of Clans]( (Clash of Clans/YouTube) David New York's 90-second spot for Clash of Clans features soccer star Erling Haaland playing the game before characters burst into his world and transport him into the game to become the Barbarian King. Fans can play as Haaland's character and enjoy soccer-themed activations within the game throughout the month. Full Story: [ShootOnline (free content)]( (5/3), [The Drum (free registration)]( (5/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Will generative AI be the savior of digital agencies?]( Digital agencies, which have faced cutbacks due to reduced client spending, could see a resurgence as generative AI transforms marketing, Alison Weissbrot writes. "AI represents a new wave of work for interacting between brands and consumers," says Stagwell CEO Mark Penn, noting that digital shops are "used to engineering and designing the last mile, that connection between the company and the customer." Full Story: [Campaign US (tiered subscription model)]( (5/3) [LinkedIn]( [X]( [Facebook]( [Email]( [] [160over90's Trish Tulloch talks women's sports]( Trish Tulloch, vice president at 160over90, talks about her passion for college and women's sports and using that expertise to advise clients like Allstate, Invesco and Marriott. "A lot of brands that we're working with, everybody's looking at women's sports and what's the right fit, and I think women's college sports are right there in the mix," Tulloch says. Full Story: [Marketing Brew]( (5/3) [LinkedIn]( [X]( [Facebook]( [Email]( Guide to media success Sponsored Content from The Nielsen Company [Elevate your media plans]( Behind every good decision is great data. In the ever-evolving media landscape, Nielsen's 2024 Upfronts/NewFronts Guide is a pivotal resource, offering comprehensive analysis and practical insights. Tailored for advertisers, agencies and publishers aiming to sharpen their strategies for optimal ROI, this guide is your blueprint for success. [Unlock valuable strategies to elevate your media planning](. [] Agency News [] [Ad jobs reach record high in April]( Jobs in advertising, PR and related services increased by 2,500 in April to reach a record high of 522,900, per the US Bureau of Labor Statistics. Agency jobs were down 2,200 in March to 236,000, the biggest month-on-month drop since the start of 2021. Full Story: [Ad Age (tiered subscription model)]( (5/3) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [YouTube introduces pause ads to TV app]( Pause ads on YouTube's TV apps resulted in "strong traction," said Google Chief Business Officer Philipp Schindler, meaning that the platform will likely introduce them on a wider scale. Peacock, Hulu and Max have been using the format for a few years. Full Story: [TechRadar]( (5/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [Management Practitioners Forum: June 4 to 5, Chicago]( Attention senior leaders of independent agencies! Gather with agency peers and industry thought leaders at our premier annual, [members-only conference]( designed for leaders of independent agencies. We will explore the theme "Leading Through Continued Disruption," covering topics pertaining to technology, talent, compensation, creativity, business development, leadership and more. [Register now](. [LinkedIn]( [X]( [Facebook]( [Email]( [] [Multi-Currency National TV Demo-Base Ratings]( While agencies are carefully assessing alternative currency initiatives, the 4A's Measurement Committee believes that the advertising industry is not yet prepared to move to multi-currency national TV demo-based ratings in 2024. This [4A's guidance paper]( provides an overview of short-term and long-term concerns in a multi-currency environment that don't yet have clear solutions. It also offers a solution evaluation framework for agencies and key considerations to take into account before transitioning towards multicurrency. [Get the guide]( now. [LinkedIn]( [X]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] Hot Topics [] - [Wells Fargo promotes credit card with Hulu's Martin, Short]( MediaPost Communications (free registration) [] - [GS&P, Xfinity reunite US Navy pilots in "The Aviators"]( ShootOnline (free content) [] - [Mother N.Y., Gopuff "Bring the Magic"]( Ad Age (tiered subscription model) [] - [BBH USA puts Dunkin' Cold in the fairytale world]( The Drum (free registration) [] - [Gale, MilkPEP tap Vanessa Bayer for "Dairy Diaries"]( DesignRush Sharing 4A's SmartBrief with your network keeps the quality of content high and these newsletters free. Help Spread the Word [SHARE]( Or copy and share your personalized link: smartbrief.com/aaaa/?referrerId=iXmpAZYZQV [] [] It's just something that's happening around us. It's a reminder of the pageantry of nature. It can be very beautiful if you allow for that in your heart. 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