Mary Wells Lawrence, a female trailblazer, dies at 95

Mary Wells Lawrence, a female trailblazer, dies at 95 | Martin Agency brings the humor for Geico | American Haiku shows "Grey Days" for New Balance Created for {EMAIL} | [Web Version]( May 13, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Mary Wells Lawrence, a female trailblazer, dies at 95]( [Mary Wells Lawrence, a female trailblazer, dies at 95]( Wells Lawrence in 2013 (Mike Pont/Getty Images) Mary Wells Lawrence, the first female to run and own a large agency, Wells Rich Greene, and the creator of the "I ♥ NY" campaign, died Saturday at the age of 95. Wells Lawrence left Tinker & Partners in 1966 to form her own agency with colleagues Dick Rich and Stewart Greene after being rejected for the title of president because she was a woman. Full Story: [MediaPost Communications (free registration)]( (5/12), [The New York Times]( (5/11) [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 [] [Martin Agency brings the humor for Geico]( The Martin Agency created four humorous spots for Geico, one of which features Frankenstein's cousin, who is set upon by an angry mob when his car breaks down until they're reassured he's not the monster they're seeking. The ads are running across linear and streaming TV plus paid social. Full Story: [Muse by Clio]( (5/13) [LinkedIn]( [X]( [Facebook]( [Email]( [] [American Haiku shows "Grey Days" for New Balance]( [American Haiku shows "Grey Days" for New Balance]( (New Balance/YouTube) American Haiku's debut work for New Balance is a 7-minute "Grey Days" film that tells seven stories of how the brand has affected subcultures through the decades with cameos from NFL player Chase Young, skateboarder Andrew Reynolds and rapper Dave. The black-and-white film is running in full across US cinemas and online, with individual cuts of the stories also airing, supported by out of home and print. Full Story: [DesignRush]( (5/10), [Ad Age (tiered subscription model)]( (5/10), [Campaign US (tiered subscription model)]( (5/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [The power of redefining "normal American family"]( [The power of redefining "normal American family"]( (YouTube TV/YouTube) Details from Beth Fujiura's family home created an "authentic and human" background for a YouTube TV ad in 2021 while representing a "normal American family" that includes Asian heritage and traditions. Fujiura, Translation's creative director, praises how the agency asks people from diverse backgrounds to include their whole perspectives in everyday work. Full Story: [Ad Age (tiered subscription model)]( (5/9) [LinkedIn]( [X]( [Facebook]( [Email]( [] [WPP CEO sees business picking up after tough quarter]( WPP CEO Mark Read talks in this interview about momentum likely gaining for the company after a 1.6% decline in revenue in the first quarter, banking on a strong pipeline and easing delays in project-related work with clients. WPP's internal intelligent marketing operating system called WPP Open is advancing with AI services embedded in it, such as a predictive model for campaign performance. Full Story: [PRWeek/Campaign UK]( (5/9) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [2024 Content Trends & Planning Guide: Discover Your Buyer's Interests]( - [How to Create Lasting Change]( - [[On-Demand Webinars] Beyond Limits: The Power of Content and Insights to Ignite Your Engine for Growth]( - [2024 Unlocked: B2B Content Trends and Marketing Strategies]( - [Course: Introduction to Getting Things Done]( [] Agency News [] [MullenLowe wraps flowers in moms' resumes]( [MullenLowe wraps flowers in moms' resumes]( Video explaining this year's Momternship effort (MullenLowe US/Instagram) MullenLowe is urging agencies to hire moms looking to get back into the workforce by sending them flower bouquets wrapped in the resumes of qualified women. The bouquets, the latest in the agency's "Momterns" initiative, were sent to mothers in hiring roles at shops including Wieden+Kennedy, Mischief, 72andSunny and TBWA\Media Arts Lab. Full Story: [Muse by Clio]( (5/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] [US media up for review at Rocket Cos.]( Rocket Cos. is reviewing the media business for its US portfolio of brands with a view to consolidating with one agency, says Jonathan Mildenhall, chief marketing officer. Universal McCann is the incumbent for the Rocket Mortgage brand, which invested $151 million in US measured media in 2023, a decrease from 2022's $217 million. Full Story: [Ad Age (tiered subscription model)]( (5/13), [MediaPost Communications (free registration)]( (5/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [TikTok labels other platforms' AI-produced content]( [TikTok labels other platforms' AI-produced content]( (Cfoto/Future Publishing via Getty Images) TikTok has started labeling content people make with AI on other platforms, using "Content Credentials" metadata tools from the Coalition for Content Provenance and Authenticity to add watermarks when users upload videos and images. The platform plans to expand Content Credentials to audio content "soon." Full Story: [The Hill]( (5/9) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [Submission open for 2024 Jay Chiat Awards]( [Submission open for 2024 Jay Chiat Awards]( (4A's) 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 $250 but hurry: Regular deadline is May 17! Learn [more and submit your entry]( 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. 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