Heat debuts #IAmTheirPeople for mental health unit

Keds, See Me Creative, iProspect redefine "lady" | Heat debuts #IAmTheirPeople for mental health unit | Netflix will "Make Room" for diverse creatives Created for {EMAIL} | [Web Version]( March 4, 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 [] [Keds, See Me Creative, iProspect redefine "lady"]( [Keds, See Me Creative, iProspect redefine "lady"]( (Keds/YouTube) Keds is celebrating International Women's Day on Friday with a campaign from See Me Creative and iProspect that redefines what it means to be "ladylike." A digital spot takes aim at the dictionary definition of "lady," and the push includes collaborations with female influencers, podcasts and partnerships with female-oriented publications like theSkimm. [Campaign US (free registration)]( (3/1) [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 [] [Heat debuts #IAmTheirPeople for mental health unit]( [Heat debuts #IAmTheirPeople for mental health unit]( (SFGH Foundation/YouTube) Heat San Francisco is promoting the mental health treatment initiatives at the Zuckerberg San Francisco General Hospital and Trauma Center with a campaign titled "I Am Their People." The push features success stories of real patients and their care providers and encourages social users to support mental health wellness using #IAmTheirPeople. [MediaPost Communications]( (3/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Netflix will "Make Room" for diverse creatives]( [Netflix will "Make Room" for diverse creatives]( (Netflix/YouTube) Red&Co's new spot for Netflix features Uzo Aduba of "Orange is the New Black" spotlighting how the streaming service will "Make Room" for even more diverse talent in the future. The ad, which showcases the diversity of female talent already at Netflix, calls for more diverse writers, producers, actors and directors. [The Drum (free registration)]( (3/3), [Adweek (tiered subscription model)]( (3/1), [Ad Age (tiered subscription model)]( (3/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [The benefits of a multigenerational workforce]( John Barker writes about the insights to be gained from working among different generations, particularly the lessons to be learned from millennial staffers who have an unapologetically different approach to life and work and the need to be conscious of bias. "Becoming aware of our biases and embracing individual qualities and life experiences boosts communication and understanding, which boosts business," he writes. [MediaPost Communications]( (3/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [WPP's Read on merger strategy, in-housing]( WPP's Read on merger strategy, in-housing Read (Johannes Simon/Getty Images) WPP CEO Mark Read discusses how agency mergers have "made the business more client-centric and easier to manage" and why he's not overly concerned about the in-housing trend. "Clients underestimate in media, particularly in digital media, the challenges in recruiting, retaining and training people," he says. [Campaign US (free registration)]( (3/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency News [] [Adam&eveDDB becomes first creative agency for IPC]( Adam&eveDDB has been chosen as the International Paralympic Committee's first creative shop and will provide pro-bono services to boost brand awareness. "The IPC are ambitious to build on the huge momentum behind their brand and we are delighted to be working with them on their mission to showcase how Para sport is transforming the lives of persons with disabilities," says agency CEO Mat Goff. [Adweek (tiered subscription model)]( (3/1), [The Drum (free registration)]( (3/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [US smart-tech marketing revenue rose 393% in 2018]( PQ Media reports that US marketing revenue from smart technologies hit $340 million in 2018, a 393% gain that marks the fastest growth among marketing segments. Artificial intelligence is leading the smart-tech growth charge, followed by augmented reality, virtual reality, the internet of things, and voice. [Chief Marketer]( (2/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Association News [] [4A's voices agency concerns with Calif. privacy act]( In response to the California Consumer Privacy Act (CCPA), 4A's SVP-Government Relations Alison Pepper delivered to the California Attorney General's Office a list of issues with the act from member agencies, including consent, the use of publicly available data, and the conflation of pseudonymized data and personal information. "Collectively, these issues may not only undermine access to popular consumer programs, but more importantly, they could limit the effectiveness of certain consumer protections," [according to a 4A's statement](. 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