4A's Kaplowitz: In-housing not about "all or nothing" | The Martin Agency, Sling TV unveil puppet mascot | Huge taps yearbook style for quirky Zelle spots
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March 25, 2019
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Top Story
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[4A's Kaplowitz: In-housing not about "all or nothing"](
4A's President & CEO Marla Kaplowitz talks about how the sheer volume of work in today's marketing world has contributed to the in-housing trend and how it can be an opportunity for agencies and brands to meet that challenge while still delivering unique, third-party expertise. "It doesn't have to be all or nothing. It doesn't have to be negative," she says. [Beet.tv]( (3/21)
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Creative
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[The Martin Agency, Sling TV unveil puppet mascot](
[The Martin Agency, Sling TV unveil puppet mascot](
(Sling TV/YouTube)
The Martin Agency's new digital push for Sling TV features a new spokesperson, Slingy The Puppet, who was created by Tim Clarke -- a former Muppeteer at The Jim Henson Company. The quirky puppet stars in YouTube spots that explain how viewers can access the digital TV service. [MediaPost Communications]( (3/24)
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[Huge taps yearbook style for quirky Zelle spots](
Huge is using yearbook-style imagery for its new campaign for Zelle, which features 15- and 30-second online ads humorously showing people lamenting unwanted gifts, and worst of all, a paper check, instead of what they really want -- money sent digitally. "[W]e're trying to thread the needle in appealing to an older demographic who might see the work as nostalgic and retro, as well as a younger demographic who sees it as fun and kitschy and analog," says Huge's Jason Musante. [Muse by Clio]( (3/22)
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Agency Insider
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[A look at the history, changes at McGarryBowen](
A look at the history, changes at McGarryBowen
Gordon Bowen (Monica Schipper/Getty Images)
Lindsay Stein takes a look at the history of McGarryBowen, including its 10 years as part of Dentsu Aegis Network and how a rocky 2015 simply galvanized the agency to do better and continue growing. Global and US Chief Strategy Officer Jen Zimmerman talks about Dentsu's hands-off, supportive approach, saying, "The ethos of the agency is unchanged. We're more 'gentlemen rebel' now than before we joined." [Campaign US (free registration)]( (3/22)
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[Real diversity can be driven via minority-founded agencies](
Agencies and brands are creating diversity initiatives like Free the Bid but true change will only happen when diverse creatives are involved in the entire campaign process, from strategy through to production, writes Red & Co.'s Mira Kaddoura. "Agencies with an inherent dedication to diversity -- such as those founded by women, people of color, and others underrepresented in the ad industry -- don't need to consciously 'work on' creating a rich ecosystem of ideas and voices," she writes. [The Drum (free registration)]( (3/23)
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Agency News
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[Bloomberg's Jacki Kelley heads to Dentsu Aegis Network](
Former Bloomberg Deputy Chief Operating Officer Jacki Kelley has been recruited as president, chief client officer of the US by Dentsu Aegis Network. "It is an exciting time to return to an agency network as I see the disruption as a significant opportunity to differentiate with integrated solutions for clients," says Kelley. [Adweek (tiered subscription model)]( (3/20)
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Media & Technology Trends
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[Facebook, Google continue to dominate ad spend](
Facebook and Google captured 56.4% of internet ad spending and 24.5% ($144.6 billion) of worldwide ad dollars in 2018, according to a WARC Global Ad Trends report, and they're reducing the funds available to other media firms as, for the first time, overall ad spend drops. EMarketer recently adjusted its figures for Amazon, Facebook and Google and expects them to account for nearly 70% of digital spending in the US by 2021. [Advanced Television (free registration)]( (3/21), [eMarketer]( (3/21)
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Association News
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[Strategy Boot Camp, May 7, New York](
Strategists today are expected to be experts in endless topics, methods and trends. In this highly interactive hands-on course, we'll cover the mindset, tool set and skill set any strategist needs for success. This workshop is designed for strategists with zero to five years of experience and will engage participants in real-time practice using a case study. Get [more information here](.
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Hot Topics
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- [DDB Worldwide unveils new logo]( Adweek (tiered subscription model)
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Legislative & Regulatory
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[4A's Pepper: Tech, data privacy must be solved nationally](
The 4A's Alison Pepper writes about the association's Decisions 20/20 conference, at which the industry will try to untangle the issues of data, privacy, technology and media, and why federal data privacy legislation is the only way forward to prevent a patchwork of state-level laws. Technology is entwined throughout a "national economy, and needs to be regulated in a comprehensive, cohesive, national way that sets the ground rules. ... There's too much at stake here to get this wrong," she writes. [The Drum (free registration)]( (3/25)
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I never did understand the trick of doing things like you were "supposed to."
Karen Uhlenbeck,
mathematician, professor and first female winner of the prestigious Abel Prize (2019)
March is Women's History Month
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