Global digital shops say data science will be top required skill

Forrester analyst on the future of TV advertising | Cutwater, Axos warn of the real bank robbers | OMD Create pro bono PSAs warn about buzzed driving Created for {EMAIL} | [Web Version]( March 6, 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 [] [Forrester analyst on the future of TV advertising]( Addressable TV advertising is still in the experimental stage, with marketers testing whether hypertargeted ads work on a channel historically skewed toward mass reach, Jim Nail of Forrester says. "I am starting to see more of the digital and traditional people starting to put their heads together and understand each other's world view and language so that they can work together more effectively," he adds. [CMO]( (3/4) [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 [] [Cutwater, Axos warn of the real bank robbers]( [Cutwater, Axos warn of the real bank robbers]( (Axos Bank/YouTube) Cutwater's new campaign for digital bank Axos includes spots that feature tellers in physical banks adorned in ski masks who put their customers' deposits into big black sacks as copy reads, "Don't get robbed by your bank." The push also features bankers in "Wanted" posters across social media. [Ad Age (tiered subscription model)]( (3/5), [The Drum (free registration)]( (3/5) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [OMD Create pro bono PSAs warn about buzzed driving]( [OMD Create pro bono PSAs warn about buzzed driving]( (Ad Council/YouTube) A campaign from the Ad Council and the Department of Transportation's National Highway Traffic Safety Administration features singer/songwriter Hunter Hayes talking about the buzzed "warning signs" of which drivers should be self-aware and therefore avoid getting behind the wheel. "Buzzed Driving is Drunk Driving" was created pro bono by OMD Create. [The Drum (free registration)]( (3/5), [Campaign US (free registration)]( (3/5) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [Founding lessons from Funworks' Paul Charney]( Funworks co-founder and CEO Paul Charney writes about what he's learned since founding the agency, including the importance of having partners who share the same vision and how being persistent has to be taken to a new level. "You have to get off the mat and not accept the discouragement as the final answer, but as a speed bump along the journey," he writes. [Ad Age (tiered subscription model)]( (3/5) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Pressured CMOs look for quick fixes in martech]( Pressured CMOs look for quick fixes in martech (Pixabay) With chief marketing officers under pressure from all angles in an ever-changing landscape, they are turning to various marketing technologies for answers, though that effort can cause its own dilemma. Baesman Insights & Marketing's Evan Magliocca writes that the situations offer opportunities and a call for responsibility for brand partners: "CMOs and marketers need our support and, most importantly, we need to win back their trust." [SmartBrief/Marketing]( (3/5) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency News [] [Coors Light reviews creative; 72andSunny won't participate]( MillerCoors has put the creative business for Coors Light under review, for which 72andSunny has been the lead since 2015. The agency said in a statement that it won't be taking part in the review, adding, "We've put a lot of great work on the table for this brand and some of it made it out into the world, but not enough." [Ad Age (tiered subscription model)]( (3/5), [Adweek (tiered subscription model)]( (3/5) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Global digital shops say data science will be top required skill]( Some 72% of global digital agencies say the most needed skills their shops will require in two years time will be data science and analysis, according to a Marketing Land survey. A separate study from YouAppi and Dimensional Research shows that 68% of agencies worldwide have dramatically increased their focus on data, metrics and analysis in the past five years. [eMarketer]( (3/5) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Association News [] An important conversation on agency management 4A's Management Practitioners Forum (MPF) features mission-critical topics, speakers who share practical solutions, and a forum environment that encourages open discussion. 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