Agencies see increase in performance-based pay

4A's, trade groups urge scrutiny of Calif. privacy law | Grey, Applebee's give respite to working mom | Regional Super Bowl spot features children's hospital Created for {EMAIL} | [Web Version]( ADVERTISEMENT February 1, 2019 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 [] [4A's, trade groups urge scrutiny of Calif. privacy law]( The American Association of Advertising Agencies, the American Advertising Federation, the Interactive Advertising Bureau and the Association of National Advertisers are among the trade groups that have written to California Attorney General Xavier Becerra requesting clarification about certain aspects of the state's privacy law. "Without clarification and adjustments, these and other ambiguities in the law could result in reduced choice and privacy for consumers, rather than expanding it, as the law intended," the letter states. [AdExchanger]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( How is marketing changing in 2019? Digital-first marketing strategies are obsolete. To succeed in 2019, marketers need to adopt a data-first mindset that takes in the entire customer journey. Learn how top brands are already doing so. [Get the ebook](. ADVERTISEMENT [] Creative [] [Grey, Applebee's give respite to working mom]( [Grey, Applebee's give respite to working mom]( (Applebee's Grill & Bar/YouTube) Applebee's is touting its Car Side To Go service with a pregame Super Bowl ad from Grey that shows the brand coming to the rescue at the end of a hectic day for a mom who is also a doctor. The spot is set to the 1961 classic "Runaround Sue" by Dion. [Adweek (tiered subscription model)]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Regional Super Bowl spot features children's hospital]( A TV spot created by Colle McVoy shows the resiliency of children who have faced health challenges. The ad for Children's Hospital will run in the Dallas-Fort Worth area during the Super Bowl. [Ad Age (tiered subscription model)]( (1/31), [MediaPost Communications]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Xbox helps kids with disabilities play video games]( [Xbox helps kids with disabilities play video games]( (Microsoft/YouTube) McCann Worldgroup's 60-second Super Bowl spot for Microsoft promotes an adaptive controller for Xbox by showing children with disabilities being able to enjoy playing video games with their friends. The ad will be shown during the game's fourth quarter. [Ad Age (tiered subscription model)]( (1/31), [Adweek (tiered subscription model)]( (1/31), [The Drum]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [The #10YearChallenge from an ad perspective]( VMLY&R's Harsh Kapadia takes a look at how advertisers stack up to the viral #10YearChallenge by reviewing the changes made by several brands, noting that campaigns have shifted from stereotypical thinking to challenge society's perceptions. "[M]arketing should no longer be treated as an isolated function -- when done right, it can form the very essence of a business or brand," he writes. [The Drum]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [How to maximize love for the underdog]( People love to cheer for the underdog, which is why advertisers should display the qualities inherent to an unlikely winner -- humility, self-deprecation and transparency, write Todd Fabian and Brenda Magnetti. They cite campaigns from Sprint, Buick and Domino's that show the emotional connection and business results that can be achieved when brands position themselves as the underdog. [MediaPost Communications]( (1/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency News [] [Agencies see increase in performance-based pay]( Agencies see increase in performance-based pay (Pixabay) The number of brands using performance-based fees as their main way to compensate agencies has increased to 28%, a rise from 2011's 20%, according to the World Federation of Advertisers and Observatory International. The research discovered that creative agencies have experienced a 20% decline in hourly, fee-based remuneration and a 14% rise in performance-based pay since 2011. [MediaPost Communications]( (1/31), [The Drum]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Association News [] IPA Digital Performance Certificate, April 3 IPA Digital Performance Certificate, April 3 (4A's) Master the basics of digital performance marketing and get your career off to a great start with this brand new certificate. You'll cover the key disciplines in digital marketing including SEO and paid search and develop the skills you need to plan and implement successful digital marketing campaigns. [Learn more](. [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Don't miss 4A's CreateTech! Innovation on many fronts is now imperative for all creative businesses -- not only in technology but also organization, social representation and ethical expression. At 4A's CreateTech 2019, creative technologists and leaders in advertising, marketers and other accomplished creative minds will gather together to begin a discussion of a new Innovation Imperative. 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