Value of agency-client relationships needs to be defined

4A's, ANA study finds priorities of agencies, clients Created for {EMAIL} | [Web Version]( June 11, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Value of agency-client relationships needs to be defined]( Just 10% of agencies and 5% of clients have a definition of value for agency-client partnerships, and clients prioritize campaign performance while freedom to "do great work" ranks highest for agencies, per a study from the American Association of Advertising Agencies and Association of National Advertisers, conducted by Advertiser Perceptions. In addition, 61% of agencies don't have a system to measure the value of their relationships with clients, and the 4A's and ANA are working to create a framework to address the issue. Full Story: [Ad Age (tiered subscription model)]( (6/11) [LinkedIn]( [X]( [Facebook]( [Email]( [Can you spare a Brief moment?]( Can you spare a Brief moment? You have been selected to participate in a short, anonymous one-question survey. [Click here to share your feedback.]( ADVERTISEMENT [] Creative [] [Arts & Letters, ESPN show the "Art of Combat"]( [Arts & Letters, ESPN show the "Art of Combat"]( (Arts & Letters Creative Co./Instagram) Arts & Letters created a black-and-white "Art of Combat" spot for ESPN, voiced by actor Josh Brolin, which touts the June 29 UFC 303 event by showing the drama inside the Octagon. The ad, which is running in various lengths across multiple channels, brings the UFC "to life in a way that feels as cinematic and powerful as the sport feels to fans," says Arts & Letters' Zack Stergar. Full Story: [DesignRush]( (6/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] [FCB Chicago, Great Wolf Resorts say, "Wolf Out!"]( FCB Chicago's debut campaign for Great Wolf Resorts features a 30-second spot set to a "Wolf Out!" version of Chic's "Le Freak," and shows a family enjoying the vast array of experiences available at one its lodges. The push is running across connected, over the top and streaming TV, social, audio and email. Full Story: [Adweek]( (6/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] [GS&P, Lay's share joy with "Dog Car Window"]( [GS&P, Lay's share joy with "Dog Car Window"]( (Orange Films/Vimeo) Goodby Silverstein and Partners created a "Dog Car Window" spot for Lay's, which begins with a group of friends taking a break from driving in the middle of the desert to enjoy the brand's chips. They watch in awe as a cavalcade of vehicles drive past with a variety of dogs poking their heads out of windows and sunroofs as copy reads, "Joy is a simple recipe." Full Story: [Shots (UK)]( (6/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Wren: Creativity -- not tech -- will make work stand out]( Omnicom CEO John Wren shares his thoughts on why generative AI will not displace human creativity. "When you can establish a true union between humans and machines, this technology can have a multiplier effect on creativity that leads to better ideas and solutions," Wren writes, noting, "As everyone is deploying the same tools, creativity is what will make some work stand out from the rest." Full Story: [Campaign US (tiered subscription model)]( (6/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Team DDB's John Carstens talks favorite work]( John Carstens, creative lead at Team DDB, talks about creative inspirations and favorite work. Carstens explains why he's proud of "Be All You Can Be" for the US Army and why was inspired by "Happy Mornings" for Folgers. Full Story: [Muse by Clio]( (6/10) [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 [] [Jill Smith promoted to CEO, Americas at Iris]( [Jill Smith promoted to CEO, Americas at Iris]( Smith (Jill Smith/LinkedIn) Jill Smith was elevated by Iris Worldwide from global chief marketing officer to CEO, Americas, responsible for offices including Atlanta, Boston, New York, San Francisco, Sao Paulo and Toronto. "She is a role model and an inspiration and will be great as the CEO of the region," said Ian Millner, co-founder and chair of Iris Worldwide. Full Story: [Adweek]( (6/10), [Campaign US (tiered subscription model)]( (6/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] - [GroupM ups 2024 US ad spend forecast to 9%]( MediaPost Communications (free registration) (6/10) [] - [Instagram's Adam Mosseri offers content insights]( Social Media Today (6/10) [] - [Behind the rise of Reddit in Google search results]( SmartBrief/Marketing (6/11) [] 4A's News [] ["The Cost of the Pitch II: The Rise of Value"]( "The Cost of the Pitch II: The Rise of Value" is an in-depth follow-up to the groundbreaking 2023 "[Cost of the Pitch](" report. This new 2024 report examines the role of value and other other key factors responsible for a successful, long-term client-agency relationship including trust, cost, transparency and respect. The report was released jointly by the American Association of Advertising Agencies and Association of National Advertisers in partnership with Advertiser Perceptions. Insights and key [takeaways for agencies]( include: - the need for a standardized definition and systematic measurement of value - the importance of transparency, trust and open communications - what evolving from cost to value looks like - strategic recommendations to foster value-driven relationships [Get the report](. [LinkedIn]( [X]( [Facebook]( [Email]( [] [4A's AInsights: Guidance, resources & training for agencies]( [4A's AInsights: Guidance, resources & training for agencies]( (4A's) Gear up to make well-informed decisions about AI and GenAI integration. The [4A's AI/GenAI Hub]( offers resources and recommendations drawn from our deep industry experience and leverages subject-matter-expertise from the agency community. Equip yourself with the insights you need to stay current and competitive. Check out the [4A's AI/GAI Hub](. 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