Ridley Scott gets criticism from IBM's Watson

W+K shines a light on pay gap between men and women | Ridley Scott gets criticism from IBM's Watson | CP&B spotlights Kraft's award-worthy Cracker Barrel macaroni and cheese Created for {EMAIL} | [Web Version] April 13, 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 [W+K shines a light on pay gap between men and women] Wieden+Kennedy's first push for Secret spotlights pay gaps and other gender barriers faced by women. One spot features a young woman gearing up to ask her boss for a raise, because a male co-worker in a similar role for less time earns more than she does. "The team approached this campaign thinking about what it means to be a young woman right now," said Justine Armour, W+K Portland creative director. [Advertising Age (free-article access for SmartBrief readers)] (4/11), [Adweek] (4/12) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Creative [Ridley Scott gets criticism from IBM's Watson] [Ridley Scott] Scott (Alberto E. Rodriguez/Getty Images) Ogilvy & Mather has created 15 spots for IBM's Watson that feature a host of famous faces, including author Stephen King and director Ridley Scott. Watson and Scott discuss artificial intelligence, with the supercomputer telling the director that his portrayal of AI in movies such as "Blade Runner" and "Alien" is "not flattering." [Adweek] (4/12) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] [CP&B spotlights Kraft's award-worthy Cracker Barrel macaroni and cheese] Kraft Heinz is touting its packaged Cracker Barrel macaroni and cheese with a campaign from CP&B called "Award Worth Winning." The push highlights awards won by Cracker Barrel cheese while poking fun of lesser award-worthy competitions, such as awards for spelling or dogs. [Advertising Age (free-article access for SmartBrief readers)] (4/11) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Agency Insider [David Miami's Anselmo Ramos on talent: Look beyond the portfolio] Instead of relying on portfolios to hire great talent, Anselmo Ramos, co-founder and chief creative officer at David Miami, advises agencies to hire based on characteristics such as cultural fit and fearlessness. "If you have great people, great work will simply follow," he concludes. [Advertising Age (free-article access for SmartBrief readers)] (4/12) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] [Why brands must recognize male empowerment] Marketers need to delve into and reflect on the modern perceptions of manhood by engaging with men on a unique, personalized basis, Landor London's Steve Owen writes. "Put simply, one half of the world was never a demographic. Only now, with the help of social media and more liberal attitudes, men feel more empowered and encouraged to go beyond the stereotypes and explore their own individuality," he writes. [The Economist Group] (4/8) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Agency News [Asda selects Saatchi & Saatchi and Zenith as new agencies] [Asda logo] (Asda/YouTube) Saatchi & Saatchi and Zenith have picked up the creative and media accounts for Wal-Mart's UK supermarket subsidiary, Asda. Zenith is replacing Dentsu's Carat, while Saatchi & Saatchi is taking over from VCCP. Asda invests roughly $150 million in advertising each year. [Advertising Age (free-article access for SmartBrief readers)] (4/12), [MediaPost Communications] (4/12) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Media & Technology Trends [Study: Older smartphone users prefer longer-form videos] [mobile phone, mobile search] (Miguel Riopa/AFP/Getty Images) Millennials prefer short videos on their smartphones, while users between the ages of 35 and 54 prefer 30-second spots, according to a study by IAB with Millward Brown Digital and Tremor Video. It also found that longer videos work better for complex topics and that tablet videos work well for relaying new information. "These findings are critical in creating the next generation of multiscreen video advertising," IAB Vice President Joe Laszlo said. [Adweek] (4/11) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Association News [Crush Your Competition By Optimizing Creative Operations] Have a direct impact on your agency's creative success by optimizing Creative Operations and understanding the key tactics to building your Creative Ops playbook: structuring your team based on the business strategy, using freelance effectively, SOPs and best practices for more effective output. Join Eve Asbury Duke April 19, Founder of Optimize Ease, for this webinar and walk away with tools to solve unsolvable problems in Creative Operations and Production. [Register Now!] [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Meet the #MAIP2016 Mentors [4A's meet the mentors] (4A's) The MAIP Mentor Program has been revamped to offer a deeper and more continuous relationship that will be exponentially beneficial for both the fellows and the bighearted professionals involved. With more than 160 people across various levels, disciples and cities, this is the largest group of mentors MAIP has ever seen. [Meet the passionate individuals, who are shaping the future here]. Interested in getting involved? Contact: Shannon Galvin ([sgalvin@aaaa.org]) [LinkedIn] [Twitter] [Facebook] [Google+] [Email] Learn more about 4A's: [Homepage] | [Upcoming Events] | [4A's Career Center] | [4A's Bookstore] I speak to everyone in the same way, whether he is the garbage man or the president of the university. Albert Einstein, theoretical physicist [LinkedIn] [Twitter] [Facebook] [Google+] [Email] [Sign Up] [SmartBrief offers 200+ newsletters] [Advertise] [Learn more about the SmartBrief audience] Subscriber Tools: [Manage Subscriptions] [Update Your Profile] [Unsubscribe] [Send Feedback] [Archive] [Search] Contact Us: Advertising - [Dena Malouf] Editor - [Tanya Martin] Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004 © 1999-2016 SmartBrief, Inc.® [Privacy policy] | [Legal Information] Â