Opinion: TV needs to stop blaming ads and start making better content

BBDO New York, Macy's show how the wrong gift can be right | How W+K, Bud Light made "Dilly Dilly" go viral | McGarryBowen shows the "Humanability" of Verizon's tech Created for {EMAIL} | [Web Version]( December 4, 2017 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [FORWARD]( [] Top Story [] [BBDO New York, Macy's show how the wrong gift can be right]( [BBDO New York, Macy's show how the wrong gift can be right]( (Macy's/YouTube) BBDO New York's latest digital and TV campaign for Macy's features people buying gifts that initially appear to be inappropriate but turn out to be ideal. One spot shows a girl purchasing a bottle of cologne for her mom, with a well-meaning employee asking her if she's sure it's the right one, before it's revealed that the male fragrance is to remind her mom of her dad, who's working away from home at Christmas. [Ad Age]( (11/30) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Is Your Agency Prepared for What’s Next? Just as technology drives change, it also provides the tools to cope with that change. Agencies can now draw on cloud-based solutions for insight into consumers, clients and trends. In this report, you'll find how technology can enable innovation and agility—two keys for success in the coming years. [Download here to see if your team is ready for what's next.]( ADVERTISEMENT [] Creative [] [How W+K, Bud Light made "Dilly Dilly" go viral]( [How W+K, Bud Light made "Dilly Dilly" go viral]( (Bud Light/YouTube) Wieden+Kennedy created a viral campaign for Bud Light with spots during college football and NFL games that coined the phrase, "Dilly Dilly." Anheuser-Busch InBev marketing chief Miguel Patricio chats about the popularity of the ads, saying, "I went on Amazon. There were like ten different types of "Dilly Dilly" t-shirts. I said 'Yes! That's it!' " [Business Insider]( (12/3) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [McGarryBowen shows the "Humanability" of Verizon's tech]( [McGarryBowen shows the "Humanability" of Verizon's tech]( (Verizon/YouTube) McGarryBowen New York's new campaign for Verizon features the potential of 5G to assist with technology upgrades like robot-assisted surgeries and traffic improvement. "Humanability" debuted during "Sunday Night Football," and aims to show that "technology is at the core of everything we do -- helping to innovate in telematics, IoT, smart cities, health care, food safety and more," said marketing chief Diego Scotti. [Ad Age]( (12/1), [MediaPost Communications]( (12/3), [The Wall Street Journal (tiered subscription model)]( (12/1) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Are Your Videos Reaching Your Mobile Audience? Consumers spend 20% of their day on their phones. Are you reaching them with your video ads? [Download this new Ebook]( to learn why mobile video is a must-have for any modern marketing campaign. ADVERTISEMENT [] Agency Insider [] [The rise of pop-up marketing]( Pop-up marketing has become a valuable way for advertisers to woo younger consumers with unique, time-limited physical experiences that tie into digital campaigns, Cassandra's Melanie Shreffler writes. She notes that most pop-ups occur in major coastal cities and says brands need to launch pop-ups in smaller markets or let fans and influencers host pop-ups in local markets to "spread the love" to the middle of the country. [Campaign US (free registration)]( (12/1) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [Opinion: TV needs to stop blaming ads and start making better content]( Opinion: TV needs to stop blaming ads and start making better content (Pixabay) Advertising isn't television's problem -- content is, writes Maarten Albarda. The quality of shows on digital competitors such as Netflix, Amazon Prime and Hulu is far superior, and until TV networks start producing better programming, they will continue to lose audiences and advertisers, he writes. [MediaPost Communications]( (12/4) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency News [] [Alexander leaves The Martin Agency]( The Martin Agency's chief creative officer, Joe Alexander, has left after over 25 years. Neither the agency nor Alexander have explained the reason for his departure. [Adweek]( (12/1), [Richmond Times-Dispatch (Va.)]( (12/1) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Media & Technology Trends [] [25M marketers tap business profiles on Instagram]( 25M marketers tap business profiles on Instagram (Josh Edelson/AFP/Getty Images) Instagram's business profiles have been taken up by more than 25 million marketers, an increase from 15 million in July, the company reports. Business profiles on the app differ from regular accounts by including "contact us" buttons on pages and offering detailed analytics on content. [Marketing Land]( (11/30), [TechCrunch]( (11/30) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Association News [] [Brand Film Festival Open for Entries]( Brand Film Festival Open for Entries (4A's) The 3rd annual Brand Film Festival showcases the year's most artistic, creative and effective branded content films. This unique festival honors a new generation of marketing storytellers, while rewarding the brands, agencies, and craftspeople leading the way in their fields. Use code 4As for 20% off entry fee. [Learn more and enter.]( [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [Tomorrow: How Agencies Can Harness The Power of People-Based Marketing]( Tomorrow: How Agencies Can Harness The Power of People-Based Marketing (4A's) Learn in this FREE webinar how people-based marketing has the power to level-up your marketing, including use cases from agencies already seeing success. Thanks to our sponsor LiveRamp, this session is yours at no cost! Register [here](. 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