Agency leaders offer advice on building media teams

Orchard spotlights human craft for Etsy | Mischief shows meet-cutes for Tinder | BBDO N.Y. taps Sophie Turner for "Something Fresher" Created for {EMAIL} | [Web Version]( July 10, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [Orchard spotlights human craft for Etsy]( [Orchard spotlights human craft for Etsy]( (Etsy/YouTube) Orchard Creative's 45-second TV spot for Etsy juxtaposes the lovingly handcrafted products available on its platform with an increasingly machine-led world, as a voice-over says, "What does a robot know about love? ... The fingerprints we leave behind show how determined we are to give the world a piece of ourselves." The push, with media managed by Ocean Media, is running across linear and streaming TV, supported by paid social and out of home content handled by Etsy's internal creative unit. Full Story: [Adweek]( (7/9), [MediaPost Communications (free registration)]( (7/9), [Ad Age (tiered subscription model)]( (7/9) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] [Mischief shows meet-cutes for Tinder]( [Mischief shows meet-cutes for Tinder]( "Rescue," from Mischief @ No Fixed Address for Tinder (Tinder/YouTube) Mischief @ No Fixed Address' latest "It Starts With a Swipe" spots for Tinder emulate the meet-cutes of romantic comedies. "Rescue" shows a guy catching a girl as she falls off a ladder in a library, followed by them flirting inspired by messaging from a couple who met on Tinder, as a voice-over says, "Meet-cutes happen every day on Tinder, just not like they do in the movies." Full Story: [Muse by Clio]( (7/9) [LinkedIn]( [X]( [Facebook]( [Email]( [] [BBDO N.Y. taps Sophie Turner for "Something Fresher"]( [BBDO N.Y. taps Sophie Turner for "Something Fresher"]( (St-Germain Drinks/YouTube) BBDO New York, with Nike Communications, is touting Bacardi's St-Germain liqueur brand with the help of actress Sophie Turner in a 60-second "Sip into Something Fresher" spot. The ad sets Turner in the south of France, challenging a bartender who makes her a St-Germain Hugo Spritz, which fans also can enjoy at a pop-up next week at the Bergdorf Goodman, New York. Full Story: [DesignRush]( (7/9), [The Drum (free registration)]( (7/9) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Agency leaders offer advice on building media teams]( Leaders from FerebeeLane, Walz Tetrick Advertising and Gale share their advice on setting up media departments. "Building a media department is daunting. It's also kind of a bigger deal than you might think," says Charlie Tetrick, president and CEO of Walz Tetrick, adding, "You've just got to make sure you're always hiring experts." Full Story: [Adweek]( (7/8) [LinkedIn]( [X]( [Facebook]( [Email]( [] [FCB Health's Kerry Fox Ciociola talks favorite work]( Kerry Fox Ciociola, executive vice president and group creative director at FCB Health New York, talks about creative inspirations and favorite work. Ciociola explains why she's proud of "Rise Up Recruitment" for Sickle Cell Disease and why she's excited about the potential of AI in health care, exemplified by Area23's "BAIgrapher" tool for those with Alzheimer's. Full Story: [Muse by Clio]( (7/9) [LinkedIn]( [X]( [Facebook]( [Email]( FREE EBOOKS AND RESOURCES Free eBooks and resources brought to you by our sponsors - [2024 AI Outlook: Ten Predictions]( - [ITPro Today 2024 IT Salary Survey Report]( - [How AI Prompt Engineering Empowers IT]( - [8 Hot AI Stats from InformationWeek Research]( [] Agency News [] [Gail Heimann retiring from Weber Shandwick Collective]( [Gail Heimann retiring from Weber Shandwick Collective]( Heimann (Weber Shandwick) Gail Heimann, CEO of Weber Shandwick Collective, is retiring in November and will be succeeded by Susan Howe, who has been president at the network for three years. "Gail's leadership has been essential in establishing Weber Shandwick as the go-to choice for C-suite executives and brands seeking strategic guidance on a range of communications issues," said Philippe Krakowsky, CEO of parent company IPG. Full Story: [Ad Age (tiered subscription model)]( (7/10), [MediaPost Communications (free registration)]( (7/9) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] - [Airchat becomes more Clubhouse-like]( TechCrunch (tiered subscription model) (7/9) [] - [LinkedIn newsletters can now be sponsored]( Social Media Today (7/9) [] - [Google to continue search ad spend dominance]( eMarketer (7/10) [] 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]( [] [Accelerating the pace of change: AI announcements from OpenAI and Google]( The recent announcements from OpenAI and Google signify an acceleration in the pace of change and the transformation of the advertising landscape with models increasingly becoming multi-modal and agentic. These updates point to a future where AI's role in advertising becomes even more pervasive and impactful. To understand what these announcements mean and learn more about their implications for agencies, [download our latest guidance](. [LinkedIn]( [X]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( 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 [] [] You can be miserable before you eat a cookie, and you can be miserable afterward. But never while you're eating a cookie. [Ina Garten](, cook, cookbook writer, entrepreneur [LinkedIn]( [X]( [Facebook]( [Email](   SmartBrief publishes more than 200 free industry newsletters - [Browse our portfolio]( [Sign Up]( | [Update Profile]( | [Advertise with SmartBrief]( [Unsubscribe]( | [Privacy policy]( CONTACT US: [FEEDBACK](mailto:aaaa@smartbrief.com) | [ADVERTISE](mailto:dmalouf@smartbrief.com) [SmartBrief Future]( Copyright © 2024 SmartBrief. All Rights Reserved. A division of Future US LLC Full 7th Floor, 130 West 42nd Street, New York, NY, 10036.