How agencies can overcome client caution

Tom, Dick & Harry makes debut for Chicago Sports Network | Anomaly, Amazon Ads spotlight small NYC businesses | Leo Burnett, Snyder's unveil "Pretzelface" Created for {EMAIL} | [Web Version]( October 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 [] [Tom, Dick & Harry makes debut for Chicago Sports Network]( [Tom, Dick & Harry makes debut for Chicago Sports Network]( (Chicago Sports Network/Instagram) Tom, Dick & Harry Creative won agency of record for Chicago Sports Network and its first work for the brand includes spots celebrating the city's sports teams, fans and communities, ending with the campaign's tagline, "Where Chicago Comes First." The push also is running across social, digital, search, local radio and out of home. Full Story: [MediaPost Communications (free registration)]( (10/10), [DesignRush]( (10/9) [LinkedIn]( [X]( [Facebook]( [Email]( Elevate Engagement with CTV Advertising Leverage dynamic ads within premium streaming environments to elevate viewer experiences and amplify brand impact. With a deep focus on personalization, we create ads that truly resonate with your audience, ensuring your message captivates viewers and cultivates enduring brand loyalty. [See how.]( ADVERTISEMENT: [] Creative [] [Anomaly, Amazon Ads spotlight small NYC businesses]( Anomaly and Amazon Ads are placing prominent movie-style posters in New York City's Penn Station to bring attention to small, local businesses, accompanied by the copy, "Your small business deserves the biggest stage." A poster for Peter Pan Donut & Pastry Shop takes on a nostalgic, family-movie style while one for Hometown Bar-B-Que is in the style of a Western. Full Story: [Muse by Clio]( (10/9) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Leo Burnett, Snyder's unveil "Pretzelface"]( [Leo Burnett, Snyder's unveil "Pretzelface"]( How to make Snyder's Mini Ghouls spot (Snyder's of Hanover/YouTube) Leo Burnett Chicago is celebrating Halloween for Snyder's of Hanover with a campaign that introduces "Pretzelface," a terrifying character who becomes a softie as he teaches viewers how to make Snyder's Mini Ghouls, Mummy Rods and Monster Snaps. The trio of 30-second spots are supported by social content. Full Story: [DesignRush]( (10/9) [LinkedIn]( [X]( [Facebook]( [Email]( Step inside the intelligence revolution Don't miss the martech industry's premier event that envisions a smarter tomorrow, explores cutting-edge product innovations, and discovers AI's transformative impact on the future of business and the global ecosystem. [Register now.]( ADVERTISEMENT: [] Agency Insider [] [Translation, BBDO on showing up in popular culture]( Translation's Joel Rodriguez and BBDO's Matt Low were among the panelists at the Clio Creative Summit and discussed how legacy brands can find their place in popular culture. "It's not just about the story. It's where it shows up, when it shows up and who it shows up through," Rodriguez said, while Low spoke about the importance of the agency/client relationship in shaping the best work, saying, "We are a team. Their problem is our problem." Full Story: [Muse by Clio]( (10/9) [LinkedIn]( [X]( [Facebook]( [Email]( [] [How agencies can overcome client caution]( Agency executives discuss the challenges of selling creative ideas to clients who have less money to spend, are apprehensive about potential controversy and are becoming more wedded to performance marketing. Chief marketing officers are facing "enough of a pressure cooker to make the most ambitious, strategic clients insecure," says Pereira O'Dell's Mona Munayyer Gonzalez. Joan's Jaime Robinson stresses the importance of solving client challenges, noting, "Advertising is about listening and understanding and applying creativity to a problem." Full Story: [Ad Age (tiered subscription model)]( (10/9) [LinkedIn]( [X]( [Facebook]( [Email]( [Delivering integrated food & beverage solutions]( With Tetra Pak, you get more than a production line. You get expert advice on every choice along the way—from strategic decision-making & operational efficiency to your sustainability transformation and new product development.[Learn more]( the many ways to work with Tetra Pak. ADVERTISEMENT: Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [The Proof is Out There: Discover True Buyer-Level Intent Data]( - [The Future of AI in Technology]( - [2023 Salary Guide for Marketing Professionals]( - [Mastering Microsoft Outlook: 20 Expert Tips & Tricks]( - [2023 US IT Salary Report]( [] Agency News [] [Menno Kluin joins Iris Worldwide as global CCO]( Iris Worldwide hired Menno Kluin as global chief creative officer following the departure of Grant Hunter. Kluin has previously been chief creative officer of Ogilvy New York, Dentsu and Deutsch and said he was drawn to Iris' "entrepreneurial, rebellious, challenger spirit that lives in the work." Full Story: [Ad Age (tiered subscription model)]( (10/10) [LinkedIn]( [X]( [Facebook]( [Email]( The Retail Marketing Revolution Retail media networks are transforming retail marketing, offering brands new ways to engage directly with consumers. As these networks grow, brands must choose the right strategies to maximize their ROI within retail media networks, especially as competition for ad space grows. [Register for the Webinar](. ADVERTISEMENT [] Media & Technology Trends [] - [TikTok launches AI-powered, automated Smart+ ads]( MediaPost Communications (free registration) (10/9) [] - [WhatsApp sticker coming to Instagram Stories]( Social Media Today (10/9) [] - [ChatGPT will incorporate SearchGPT by end of 2024]( Search Engine Land (10/9) [] 4A's News [] [New Guidance: Decoding Compensation Models & Implementing the Right Model]( [New Guidance: Decoding Compensation Models & Implementing the Right Model]( (4A's) Not happy with your current compensation model? Ready to consider alternatives, but not sure where to start? Want to evaluate different models to find the best fit for your agency? The 4A's and the Association of National Advertisers (ANA) crafted a [comprehensive toolkit on compensation models]( to help agencies and brands. The executive-level guide dives into alternative compensation models and provides you a framework to evaluate what works best. Discover commonly used models, best practices and an in-depth analysis of the pros and cons of each model. Earlier this year, we conducted a survey of 4A's members to gather insights into compensation systems in practice. This resulting study provides valuable data and trends analysis. Paired with our [new free Toolkit](, this study will aid in strategic decisions and enable agencies to optimize compensation methodologies in line with industry trends. [Access the study here](. [LinkedIn]( [X]( [Facebook]( [Email]( [] [4A's AI insights: Guidance, resources & training for agencies]( [4A's AI insights: 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](. [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 [] [] I'd sell my soul, but there aren't any takers. 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