Agency leaders on the challenges of work credit

How agencies, brands are turning out for Mother's Day | MullenLowe, Hawaiian Airlines say "Hawai'i Starts Here" | Mischief, Topo Chico dial into voicemail campaign Created for {EMAIL} | [Web Version]( May 10, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [How agencies, brands are turning out for Mother's Day]( [How agencies, brands are turning out for Mother's Day]( "Runner" spot from McKinney for Shoe Show (Shoe Show/YouTube) This year's Mother's Day campaigns include a 60-second spot from McKinney for Shoe Show, which tells the story of a mom taking on extra shifts to buy her son a pair of new sneakers to enable him to compete on his school's cross-country team. Dept and DoorDash delivered four adult children to their moms, while Sid Lee reimagined hurtful "Yo Mama" jokes into the "[Better Book of Mom Jokes](" for Maple Leaf Foods. Full Story: [Ad Age (tiered subscription model)]( (5/10) [LinkedIn]( [X]( [Facebook]( [Email]( Innovation starts here. Looking to create a new product that will capture the hearts of your consumers? Or is your focus on reducing costs and decarbonizing production? Whatever your current vision, we're dedicated to innovating both with you and for you to build a more resilient and profitable future. [Discover here]( ADVERTISEMENT: [] Creative [] [MullenLowe, Hawaiian Airlines say "Hawai'i Starts Here"]( MullenLowe created a "Hawai'i Starts Here" campaign for Hawaiian Airlines that's set to an original score and is running across online video, out of home, digital, social and in-flight. A 30-second spot showcases the new 787 Dreamliner plane and the island's lush greenery, beaches and wildlife. Full Story: [MediaPost Communications (free registration)]( (5/9) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Mischief, Topo Chico dial into voicemail campaign]( [Mischief, Topo Chico dial into voicemail campaign]( (Topo Chico Hard Seltzer USA/YouTube) Molson Coors is promoting the new Oasis Cherry Topo Chico Hard Seltzer flavor and a new variety pack with the "Hello Topo Chico" campaign from Mischief @ No Fixed Address. The push, including English- and Spanish-language creative, covers multiple channels and invites people to enter to win free Topo Chico Hard Seltzer and a pre-recorded voicemail message from actor and comedian Ben Schwartz. Full Story: [Ad Age (tiered subscription model)]( (5/7), [MediaPost Communications (free registration)]( (5/9) [LinkedIn]( [X]( [Facebook]( [Email]( Win Gen Z with rewards they love Fetch, America's Rewards App, is the platform Gen Z uses to explore new products, decide what to buy and share their rewards journey with friends. With Gen Z comprising 30% of the app’s user base, and as the stickiest shopping app for the demographic, the platform is an indispensable partner for brands to develop and nurture lifetime consumer relationships. Learn more about how Fetch helps brands find, win and retain Gen Z consumers. [Read the infographic](. ADVERTISEMENT: [] Agency Insider [] [Agency leaders on the challenges of work credit]( Agency leaders from Via, Nimbus, Sunday Dinner, Bakery and others talk about the difficulties in getting permission from some clients to promote creative work, with Via CEO Leeann Leahy explaining that the agency now prioritizes a "mutual ability to promote our relationship" clause into master service agreements. "If we're all pushing for that right, the collective will be all the better for it. And at the end of the day, positive press and awards reflect well on the agency and the client," says Micky Ogando, founder and chief creative officer of Bakery. Full Story: [Ad Age (tiered subscription model)]( (5/9) [LinkedIn]( [X]( [Facebook]( [Email]( [] [How your "cultivators" can solve work loneliness]( Some 79% of white-collar employees say their job has contributed to feelings of loneliness during the last month while 43% say their loneliest period during the day is "being at work," per research from Berlin Cameron, BSG and TheLi.st. Agency leaders can help to alleviate this issue by empowering their "cultivators," the employees whose traits include "having a solid network of colleagues and friends that they've nurtured, jumping at opportunities to collaborate and attending regular company-wide meetings," writes Jennifer DaSilva, president at Berlin Cameron and executive officer at VML. Full Story: [Campaign US (tiered subscription model)]( (5/8) [LinkedIn]( [X]( [Facebook]( [Email]( Convergent TV strategy Sponsored Content from The Nielsen Company [Mastering linear & streaming]( In the age of media convergence, planning for linear and streaming platforms is paramount. Nielsen's 2024 Upfronts/NewFronts Guide is your key to understanding the audience's traditional and digital viewing habits. This essential guide empowers you to navigate the complexities of today's TV landscape, ensuring your strategies resonate across all channels. [Because behind every good decision is great data](. [] Agency News [] [Creative up for review at Corona Extra]( The Corona Extra creative account, managed by MullenLowe West, is being reviewed by Constellation Brands, sources report. The brand invested $151 million last year in ad spending, down from 2022's $170 million, per Vivvix and Pathmatics. Full Story: [Ad Age (tiered subscription model)]( (5/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Disney partners with Walmart on data, streaming ads]( Disney has joined Walmart's Partner Lab, adding its audience graph to the retail giant's data resources for marketing categories like packaged goods, automotive products and electronics. The Partner Lab already includes NBCUniversal, TikTok, Roku and TalkShopLive. Full Story: [Adweek]( (5/8) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [4A's Crash Courses: Navigate the Nuances of AI]( Tackle the complexities of AI with the right balance of confidence and caution. We've curated content that covers a wide range of topics in this self-paced crash course, including how agencies are harnessing AI's power, opportunities, legal considerations, tools and risks. [Start learning](. 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