Agency founders share advice on setting up shop

72andSunny creates a soap opera for CeraVe | GS&P introduces the Mountain Dude for Mtn Dew | Quality Meats touts Cava's "flavory" menu Created for {EMAIL} | [Web Version]( July 16, 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 [] [72andSunny creates a soap opera for CeraVe]( [72andSunny creates a soap opera for CeraVe]( (CeraVe Skincare/YouTube) 72andSunny created a "Cleanse Like a Derm" soap opera for CeraVe, starring actress Xochitl Gomez as Xochitl Cleansington with dermatologist Dr. Dustin Portela, which is running across streaming, digital and social media. The two-minute film is supported by a multi-phase influencer campaign, managed by Ogilvy PR, featuring content from 40 creators on TikTok, YouTube and Instagram Reels, and an out-of-home "Drama Free Cleansing Tour" is hitting the road in August. Full Story: [Ad Age (tiered subscription model)]( (7/15), [MediaPost Communications (free registration)]( (7/15), [Adweek]( (7/15) [LinkedIn]( [X]( [Facebook]( [Email]( We make work, work. You don't know what we do, but you'd know if we didn't do it. From automating order generation to AI-powered document processing, and everything in between. [Learn more about our solutions »]( ADVERTISEMENT: [] Creative [] [GS&P introduces the Mountain Dude for Mtn Dew]( [GS&P introduces the Mountain Dude for Mtn Dew]( "Kickball" spot from GS&P for Mountain Dew (Mountain Dew/YouTube) Goodby Silverstein & Partners' new spots for Mtn Dew star the Mountain Dude, who tells people chilling at home to "get off their ass," after which they're transported to the mountains where they play kickball with yetis and football with rams. The ads end with the tagline, "Do the Dew," and are running in 6-, 15- and 30-second versions across TV, social, digital and out-of-home media. Full Story: [Marketing Dive]( (7/15), [Ad Age (tiered subscription model)]( (7/15), [Campaign US (tiered subscription model)]( (7/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Quality Meats touts Cava's "flavory" menu]( [Quality Meats touts Cava's "flavory" menu]( (Quality Meats Creative/Instagram) Quality Meats' 30-second spot for Cava showcases the chain's Mediterranean menu, while apologizing that viewers are unable to understand how "flavory" the food is, before ending with the line, "You'll know it when you eat it." The push is supported by out of home ads with copy such as, "Sure they're pita chips, but they're also eating utensils you can eat." Full Story: [Ad Age (tiered subscription model)]( (7/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Agency founders share advice on setting up shop]( Agency founders from Cartwright, Schaaf, Magic Camp and others share their tips for those who may be thinking about setting up their own shop. The insights span practical advice such as real estate and business insurance to defining a new agency's vision and finding the right partners. 4A's President and CEO Marla Kaplowitz says two to three founders with complementary skill sets is ideal, but also advises, "Sometimes you don't have to leave your current agency. You might have a great idea for a new division or department." Full Story: [Ad Age (tiered subscription model)]( (7/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] [21Grams' Clay MacGuire on world-changing creativity]( Clay MacGuire, senior vice president and creative director at 21Grams, talks about creative inspirations and favorite work. MacGuire talks about being proud of "The Cure Cup" and explains why working on "[Posts Into Letters](" for Change the Ref "showed me that creativity can do more than achieve business outcomes -- it can change the world." Full Story: [Muse by Clio]( (7/16) [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 [] [Opinionated wins creative AOR for Panda Express]( Opinionated won creative agency of record for Panda Express, replacing incumbent The Many following a competitive review. "We went into this pitch with a lot of passion for the heart of what Panda Express stands for as a brand," said Opinionated founder Mark Fitzloff. Full Story: [Adweek]( (7/16), [Ad Age (tiered subscription model)]( (7/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] - [YouTube testing social-style Community Spaces]( Social Media Today (7/15) [] - [Glitch enables teens to access adults-only TikTok Shop]( TechCrunch (tiered subscription model) (7/15) [] - [Most MFA programmatic ads sold by Google Ad Exchange]( MediaPost Communications (free registration) (7/15) [] 4A's News [] [GenAI Blueprint: A Comprehensive Guide to Agency GenAI]( [GenAI Blueprint: A Comprehensive Guide to Agency GenAI]( (4A's) Whether your agency is just beginning to explore generative AI or already integrating it into your workflows, [this 4A's guide]( provides valuable insights and practical strategies to support agencies in driving business growth, innovation and delivering unparalleled value to their clients. [Download Chapters 1 to 3 now](! [LinkedIn]( [X]( [Facebook]( [Email]( [] ["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](. 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