R/GA New York, E-Trade dare you to out-stare Kevin Spacey

Leo Burnett, Art Institute of Chicago puts Van Gogh's bedroom up for rent | R/GA New York, E-Trade dare you to out-stare Kevin Spacey | SheaMoisture, Droga5 spotlight ethnic beauty disparity Created for {EMAIL} | [Web Version] [Online Master’s in Integrated Marketing Communications Learn to apply data-driven consumer insights] April 8, 2016 CONNECT WITH 4A's [LinkedIn] [Facebook] [Twitter]  [4A's SmartBrief] News for the advertising, media, and marcom industries [SIGN UP] | [FORWARD] | [ARCHIVE] | [ADVERTISE] Top Story Sponsored By [Leo Burnett, Art Institute of Chicago puts Van Gogh's bedroom up for rent] [A reproduction of Van Gogh's bedroom] (Yasser Al-Zayyat/AFP/Getty Images) Leo Burnett created a pro-bono campaign for the Art Institute of Chicago, featuring a real-life version of "Van Gogh's Bedroom" that consumers were able to rent out from Airbnb. The push included room for rent posters, and when people texted the number, agency staffers pretended to be Van Gogh. The campaign garnered over 500 million impressions and almost $6 million in earned media. [Advertising Age (tiered subscription model)] (4/7) Share: [LinkedIn][Twitter][Facebook][Google+][Email] The Content Creation Guide Marketers are creating more content than they did one year ago — but is that content really making an impact? This guide provides step-by-step instructions to help you create a top-notch content strategy. You'll also get access to 6 marketing templates to guide your content efforts. [Download now!] Creative [R/GA New York, E-Trade dare you to out-stare Kevin Spacey] R/GA New York's new push for E-Trade stars Kevin Spacey challenging viewers to a staring contest. The campaign is divided into three 15-second spots, with Spacey declaring himself the victor in the final ad. [Adweek] (4/7) Share: [LinkedIn][Twitter][Facebook][Google+][Email] [SheaMoisture, Droga5 spotlight ethnic beauty disparity] [SheaMoisture logo] SheaMoisture (SheaMoisture) SheaMoisture's new "Break the Walls" campaign from Droga5 highlights the fact that "ethnic" beauty products are often not found in the same section as other similar items and are often not as well stocked. The ad addresses how that division can affect women's self-esteem. "We decided to go right at the issue and create a film that shows the destruction of the archaic walls that have, until now, divided women in the beauty category," says Droga5 Senior Art Director Emmie Nostitz. [FastCoCreate] (4/6) Share: [LinkedIn][Twitter][Facebook][Google+][Email] Agency Insider [Conversant's creative chief on how data triggers creativity] Conversant's Michael Davis discusses how the company's algorithm can use consumer data to drive millions of different creative iterations for one campaign, as well as how the company scrubs its data to avoid ad bots. "The holy grail is, how many real people can we talk to today? We have 160 million real people across devices -- we can talk to that many people," Davis says. [MediaPost Communications] (4/7) Share: [LinkedIn][Twitter][Facebook][Google+][Email] [12 experts give tips on making customers act] Twelve marketing executives give their advice on how to spur customer action. Leverage Big Data to determine the demographics of your target audience and what makes them tick, Epsilon's Liz Buderus says. Provoke action from your audience by targeting messaging around individual needs. [Direct Marketing News] (4/6) Share: [LinkedIn][Twitter][Facebook][Google+][Email] Agency News [Omnicom aims to shake up health care advertising with TBWA\WorldHealth] Omnicom has merged the offices of LLNS and Corbett to create global health agency TBWA\WorldHealth. The shop will be headed up by Omnicom health care veteran Sharon Callahan, and Corbett's former president, Robin Shapiro, will act as North American group president. "We are, as of now, one agency with nine locations around the world ... united by our belief in the methods of disruption and finding new space for brands to live," Callahan said. [Adweek] (4/7) Share: [LinkedIn][Twitter][Facebook][Google+][Email] Media & Technology Trends [Bright future seen for native advertising on mobile] [Mobile advertising] (Justin Sullivan/Getty Images) Native advertising is likely to account for more than 60% of all mobile display advertising globally by 2020, a study by Facebook commissioned with IHS says. Within the native category, first-party in-app ads will drive the most revenue while third-party in-app native ads will account for 10.6% of all mobile display ads. [MediaPost Communications] (4/6) Share: [LinkedIn][Twitter][Facebook][Google+][Email] Association News [Save the Date! 4A's Talent@2030 -- Sept. 27-28, 2016, NYC] [Talent@2030] Last year's 4A's [Talent@2030] brought together 250 Talent and HR leaders, along with top C-suite agency and client-side executives, who offered candid perspectives about the significant impact that technology, social media and data have had on people and culture. The event culminated with a dynamic Master Class on unconscious bias that left our attendees with new insights about what it really takes to build sustainable inclusive people and culture practices. Mark your calendars now and plan to attend this September's 4A's [Talent@2030]. This year is sure to be an even stronger talent community and knowledge building event for the industry! The agency-focused agenda will present best practices in talent retention that enable the future through innovative engagement and development strategies. Share: [LinkedIn][Twitter][Facebook][Google+][Email] Introducing the #MAIP2016 Class [#MAIP2016 Class] After six months of industry-led screening, interviewing and selecting top candidates from across the country, we'd like to introduce you to this year's MAIP class! Comprised of over 135 innovative thinkers and storytellers from 55-plus college and university campuses, our #MAIP2016 fellows represent the future of this industry. In March, they started their MAIP experience by participating in Spring Training, a 12-week virtual training series that serves as a primer for their agency experience and professional career. Hybrid by design, the series will feature a mix of self-guided tutorials focused on tangible skill sets and industry-led webinars to ensure all are ready to hit the ground running in June, when they start work at one of 78 advertising and media agencies across the country. Interested in connecting with the #MAIP2016? Reach out to Shannon Galvin, [sgalvin@aaaa.org], to learn how! Share: [LinkedIn][Twitter][Facebook][Google+][Email] SmartQuote To improve is to change, so to be perfect is to have changed often." -- Winston Churchill, statesman Share: [LinkedIn][Twitter][Facebook][Google+][Email] Learn more about 4A's -> [Homepage] | [Upcoming Events] | [4A's Career Center] | [4A's Bookstore] Subscriber Tools Please contact one of our specialists for advertising opportunities, editorial inquiries, job placements, or any other questions. 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