Apple pairs up with Cookie Monster in TBWA\Media Arts Lab ad

Apple pairs up with Cookie Monster in TBWA\Media Arts Lab ad | Red Fuse, Irish Spring campaign pushes Celtic traditions | TBWA\Chiat\Day celebrates small business with feline fashion for GoDaddy Created for {EMAIL} | [Web Version] April 12, 2016 CONNECT WITH 4A's  [LinkedIn] [Facebook] [Twitter] [Â] [4A's SmartBrief] News for the advertising, media, and marcom industries [SIGN UP] ⋅ [FORWARD] Top Story [Apple pairs up with Cookie Monster in TBWA\Media Arts Lab ad] [Cookie Monster] (Jim Watson/AFP/Getty Images) TBWA\Media Arts Lab has released a behind-the-scenes video of its recent 60-second spot for Apple, starring Cookie Monster. The ad features humorous interactions between Cookie and Siri, including them wishing each other good night at the end of a long day. Cookie ends by saying, "Me wish me could close me eyes." [Adweek] (4/8), [Fast Company online] (4/8) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] [Download Now!] 2015 Influencer Marketing Benchmarks Report With an average EMV of $11.20 for every $1 of paid media, influencer marketing can be a powerful way to reach your target audience. [RhythmOne's report] analyzes dozens of campaigns across 12 verticals to provide insights into KPIs and best practices including earned media value, channel effectiveness, social amplification, consumer engagement & more. Advertisement Creative [Red Fuse, Irish Spring campaign pushes Celtic traditions] [Irish Spring] (Irish Spring/YouTube) New ads for Irish Spring, developed by agency Red Fuse, focus on life in rural Ireland, but some experts wonder whether highlighting ethnic and male cliches are the right move for the brand. One ad features a man tossing a boulder in the Celtic Games, and another shows a fisherman at the fishing market explaining that he uses Irish Spring so that he can "go from catchin' bass to chasin' lass." [Adweek] (4/8) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] [TBWA\Chiat\Day celebrates small business with feline fashion for GoDaddy] TBWA\Chiat\Day New York has unveiled its first ad for GoDaddy's "Go You" campaign. The push comes as part of a move to focus on small business innovation. One quirky spot showcases a fictitious company called CatsWithHats.com whose website features felines in a range of hats from a captain's cap to a crown. [Advertising Age (free-article access for SmartBrief readers)] (4/11) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Agency Insider [Why it's time for agencies to start listening to brands] Marketers such as Procter & Gamble Chief Brand Officer Marc Pritchard are calling for agencies to fix their piecemeal approach and focus on providing seamless marketing communications. In pointing out the complex agency ecosystem, Pritchard said, "Frankly, your complexity should not be our problem, so we want you to make that complexity invisible." [MediaPost Communications] (4/11) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] [How GreenRubino is helping companies reach LGBTQ community] GreenRubino's Rachael Brister discusses how companies need to be authentic for the LGBTQ community by creating employee support groups and getting involved in pride events. Brister's LGBTQ strategy practice now accounts for between 10% and 20% of the agency's client base. "We exist because we truly believe equality is good business," she said about GreenRubino. [American City Business Journals/Seattle] (4/11) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Agency News [JWT has lost Macy's, insiders report] [Macy's] (Emmanuel Dunand/AFP/Getty Images) Macy's has reportedly ended its relationship with J. Walter Thompson following the resignation of Global CEO and Chairman Gustavo Martinez after he was accused of discrimination, according to sources. When asked about the situation, a Macy's spokesperson said, "We have no advertising agency of record -- we have worked with many agencies, including JWT. Right now, we have no upcoming projects with them." [Adweek] (4/11) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Media & Technology Trends [Pinterest plays up data-driven marketing strategies] Pinterest aims to win over big-brand marketers with data-driven offerings that have targeting features that let brands get better results despite posting less content. "It isn't about putting more content on the platform -- it's about putting the right content and then targeting to the right people at the right time," said Jill Sherman of DigitasLBi. [Adweek] (4/8) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Association News [4A's Diamond FORUM Celebrates 20 Years] The 4A's Diamond FORUM conducted its first meeting in Chicago in the spring of 1996, and after two decades, 29 member agencies and 39 forum meetings across the country, the group is still going strong. In celebration of this milestone, their 20th Anniversary Meeting is planned for May 4-6 in New York City. Jim Vutech, Principal of 4A's Diamond FORUM founding agency Conrad Phillips Vutech, reflects on the FORUM's staying power, "It's been very gratifying to establish so many friendships and watch so many agencies succeed in their own way. From my view, the FORUMs continue to be the lifeblood of 4A's; relevant, practical, worthwhile each time we meet." In advance of the FORUM celebration, the group has welcomed its newest agency member, Civilian, with offices in California. Other current members of the 4A's Diamond FORUM include Conrad Phillips Vutech (Columbus), JStokes (Walnut Creek), HDMZ (Chicago/San Francisco), Furman Roth (NYC), Launch (Dallas), Walker Marketing (Concord, N.C.), Morgan + Company (New Orleans), Big River (Richmond) and Mortenson Safar Kim (Milwaukee / Indianapolis). The 4A's FORUM Program is made up of over a dozen different groups comprised of agency principals from member 4A's agencies. The members of each group are typically of similar size to those who gather two times per year to discuss mutual problems and exchange ideas. FORUMs consist of agency executives from different cities, so potential competitors do not participate in the same group. Specific meeting locations, dates and agendas are determined by FORUM members. The purpose of a FORUM is to help our members share knowledge and discuss common problems and experiences. The agenda for each meeting is determined by the FORUM members. Typical agenda items include new business strategies, agency compensation, human resource matters, mergers and acquisition concepts, and other areas of interest and concern to an agency CEO. 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