Engagement in 6 seconds: Is it possible?

Grey London says "Take 90" to manage anger | R/GA, Mercedes-Benz use IGTV to honor Bertha Benz | Engagement in 6 seconds: Is it possible? Created for {EMAIL} | [Web Version]( ADVERTISEMENT August 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 [] [Grey London says "Take 90" to manage anger]( [Grey London says "Take 90" to manage anger]( (Grey London/YouTube) Grey London's new campaign for Police Now, a UK group dedicated to crime reduction, is based on research that it takes as little as 90 seconds for anger to abate. "Take 90" aims to prevent anger escalating into violence and features a 90-second spot, 90 emoticons that portray going from angry to serene, a print ad that takes 90 seconds to read and original mindfulness meditations created by the Calm app. [Ad Age (tiered subscription model)]( (8/21), [The Drum (Scotland)]( (8/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Location Accuracy = Stronger Personalization Data from mobile devices is highly indicative of consumer behavior. When marketers completely understand a consumer's offline location activity, it becomes the most valuable metric for improving performance. [Download the Whitepaper]( "How Location Accuracy Leads to Stronger Personalization," to learn more! ADVERTISEMENT [] Creative [] [R/GA, Mercedes-Benz use IGTV to honor Bertha Benz]( R/GA has created an Instagram TV black-and-white short film for Mercedes-Benz of USA that tells the story of the brand's founder's wife, Bertha Benz, who drove her husband's first car for 60 miles in Germany in 1888. Shorter versions will run across YouTube, Twitter and Facebook, and viewers will be directed to the IGTV film via the brand's Instagram channel. [MediaPost Communications]( (8/21), [Mobile Marketer]( (8/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency Insider [] [Engagement in 6 seconds: Is it possible?]( Sonoo Singh explores the trend of the six-second ad, which has gained traction with advertisers trying to appease consumers with shortened attention spans who are also more likely to skip or block traditional ads. Agency executives give their views on the phenomenon, with We Are Social's Nathan Mallon noting, "The best ads don't force a product down your throat but bring a level of human connection that makes you feel something. Doing that in six seconds truly is an art." [The Drum (Scotland)]( (8/22), [The Drum (Scotland)]( (8/22) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [Is it time to rebrand?]( Is it time to rebrand? (Pixabay) The constantly evolving digital ecosystem is changing consumer and employee expectations as well as the rate of company transformation, which is why brands must regularly consider a brand refresh to ensure their messaging is still relevant to their offer and their audience, writes Steve Hill. "Like a child wearing clothes they long outgrew, an 'old' brand can inhibit connection with customers," he writes. [SmartBrief/Marketing]( (8/22) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( . Featured Content Brought to you by Facebook [Make Prime Time Anytime]( into the latest reports from Facebook]( on the positive effects of TV and digital campaigns working better together. Learn how to bid for the most efficient brand metrics, engage the scientific method to improve your creative, and explore monumental new video research to build your brand using today's hottest format on and off Facebook.   Click [here]( to learn more about Featured Content [] Agency News [] [United Airlines reviews worldwide digital, media accounts]( United Airlines has launched a global review of its digital and media business, and the brand invested $31 million in US measured media in 2017, per Kantar Media. Wavemaker currently handles media for United and will take part in the review, while it's unclear whether digital incumbent Wunderman intends to participate. [MediaPost Communications]( (8/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Media & Technology Trends [] [Facebook culls 5,000 ad filters to curb discrimination]( Facebook has eliminated more than 5,000 filters available to advertisers for targeting purposes related to attributes such as religion or ethnicity. The move was prompted by an investigation by the US Department of Housing and Urban Development that discovered that some vendors and landlords were flouting the Fair Housing Act by advertising to limited demographics. [TechCrunch]( (8/21), [The Drum (Scotland)]( (8/22), [MediaPost Communications]( (8/21), [Marketing Land]( (8/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Association News [] 4A's Workshops: Essential Presentation Skills 4A's Workshops: Essential Presentation Skills Learn how to captivate your audience through a memorable message to drive business results. How confident are you about the messages you're sending? This workshop prepares you to present internally and externally, to manage anxiety and the audience while delivering a compelling message. [Learn more here.]( [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Aspire to Agency Leadership? Start Your Prep Now Aspire to Agency Leadership? Start Your Prep Now When you first start out in your career, you might fall back on a mental habit from your early educational experience: distinguishing between days to work hard and learn, and days to relax and have fun. If you want to get ahead in advertising, you'll discover that the only way to hone your skills and stand out is to approach every day as a school day. [Learn more here.]( [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Learn more about 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] Legislative & Regulatory [] [Groups file court brief urging net neutrality reinstatement]( Industry groups and technology companies including Free Press, Vimeo, Public Knowledge and Mozilla have filed a joint motion with the D.C. Circuit Court of Appeals calling for the Federal Communications Commission to reinstate net neutrality rules introduced by the Obama administration. "The new FCC acted based on a lopsided discussion of the supposed cons of open Internet rules, of which it found a myriad, and their pros, of which it found none," the statement says. [MediaPost Communications]( (8/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [] In the affairs of this world, poverty alone is without envy. 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