Direct-to-consumer brands increasingly engaging agencies

Mars urges brands to join "The Lion's Share" | McCann New York channels Broadway for the New York Lottery | Translation touts freestyle program for Weight Watchers Created for {EMAIL} | [Web Version]( June 22, 2018 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 [] [Mars urges brands to join "The Lion's Share"]( Mars announced at Cannes Lions that it has signed up to the UN Development Programme's "The Lion's Share" fund and will be donating a percentage of its advertising budget to animal welfare and conservation initiatives. "We urge other companies and brands to join us in The Lion's Share to help build a movement to tackle these critical issues," Mars' Andrew Clarke said. [The Drum (Scotland)]( (6/21), [BrandChannel]( (6/21), [Adweek (tiered subscription model)]( (6/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Creative [] [McCann New York channels Broadway for the New York Lottery]( McCann New York's humorous spot for the New York Lottery touts its Take 5 game with a Broadway-esque musical number that features a couple dancing through the city as they sing about beating the odds to find each other -- before realizing they're not very compatible after all. The ad is running across social, out-of-home, radio and digital. [Ad Age (tiered subscription model)]( (6/20) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [Translation touts freestyle program for Weight Watchers]( [Translation touts freestyle program for Weight Watchers]( (Weight Watchers/YouTube) Weight Watchers' new global campaign from Translation, which was created before Anomaly took over the account, touts the brand's "WW Freestyle" approach to healthier living and weight loss. The push includes a 30-second TV spot that features real members and star ambassadors DJ Khaled, chef Eric Greenspan and filmmaker Kevin Smith on social, and the trio appeared in a special Father's Day spot on Facebook and Instagram. [Campaign US (free registration)]( (6/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency Insider [] [WPP's Read on what the future may hold]( WPP co-Chief Operating Officer Mark Read talks about the future of the holding company, why it needs a "new beating heart" and what a possible reorganization might look like. "I think we need to be much more flexible about co-locating teams and much more flexible about locating teams on clients," he says. [Ad Age (tiered subscription model)]( (6/21), [Reuters]( (6/20) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [Direct-to-consumer brands increasingly engaging agencies]( Direct-to-consumer brands such as Bark have cut back on Facebook ads and are seeking agency expertise to launch integrated national campaigns, writes Ilyse Liffreing. Havas Edge's Chad Crammer said, "There's a lot of online entrepreneur clients who are saying, 'OK, we've squeezed as much juice as we can out of digital. Where can we go next?' " [Digiday]( (6/22) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( . Breaking News in Advertising, Media and Technology Featured content from Adweek - [The Company Behind Netflix’s ‘Rapture’ Brings Production House Decon Under Its Roof]( - [French Authorities Detain Former Havas Chairman Vincent Bolloré for Alleged Corruption]( - [Joe Biden Says ‘Fear Is No Excuse’ for Not Confronting Peers About Sexual Assault]( - [Droga5 and NYT Issue a Call to Arms on World Press Freedom Day: Support Independent Journalism]( - [Courtyard by Marriott Focuses New Campaign on How Millennials Are Redefining Work and Success]( Click [here]( to learn more about Featured Content [] Agency News [] [AdLedger's blockchain efforts backed by IBM, Omnicom]( Blockchain consortium AdLedger announced its first eight board members at Cannes Lions, including executives from Omnicom Media Group, Salon, IBM, Reprise Media, CoinDesk and Meredith Corp. The group's aim is to progress the use of blockchain technology to build standards for a more transparent digital media ecosystem, which could place it in competition with the Interactive Advertising Bureau, which also created a blockchain task group. [Adweek (tiered subscription model)]( (6/21), [Marketing Dive]( (6/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Media & Technology Trends [] [AdWords tool to test YouTube ads]( Advertisers will be able to experiment with and test their ads on YouTube using a new AdWords tool from Google. The Video Experiments tool will allow real-time trials and offer results in as little as three days, while another tool will facilitate audience segmentation and measure retention. [Marketing Land]( (6/20), [Campaign US (free registration)]( (6/20) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Association News [] [Squared Online Upskills Digital Leadership Capabilities]( Squared Online Upskills Digital Leadership Capabilities (4A's) Squared Online has delivered an award-winning learning experience to 2,000+ companies globally, driving tangible results. Ninety-five percent of graduates are more confident discussing digital strategy and execution. Four in five graduates have developed stronger leadership capabilities. Two in three graduates have progressed their career and take on more responsibility. [Learn more here.]( [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [From the 4A's Foundation: Scholarship Opportunity]( Since 1997, the advertising and media industry has come together to increase diversity within agencies through the 4A's Foundation. The Visto Bill Caspare Memorial Fund Scholarship, established in 2015 by Visto LLC, through the O'Toole Media Awards, supports diversity in the new media and data science disciplines within advertising and media. One student will be awarded $10,000 based on outstanding talent -- [learn more](. [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Learn more about 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] [] Tact is, after all, a kind of mind-reading. Sarah Orne Jewett, writer [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](mailto:dmalouf@smartbrief.com) Editor - [Andrea Brake](mailto:aaaa@smartbrief.com) Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004 © 1999-2018 SmartBrief, Inc.® [Privacy Policy (updated May 25, 2018)]( | [Legal Information]( Â