RPA: What Gen Z wants from advertisers

Adam&eveDDB, Droga5, McCann NY score at the One Show | Fluent360, State Farm focus on cricket fans | McCann, Mastercard find a dog's ball with global athletes Created for {EMAIL} | [Web Version]( May 9, 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]( ADVERTISEMENT Top Story [] [Adam&eveDDB, Droga5, McCann NY score at the One Show]( Adam&eveDDB took home the most gold pencils at the One Show, winning eight for its UK-based "Campaign Against Living Miserably" to raise awareness of suicide among men. Droga5 was awarded seven gold pencils, most of which were for its "The Truth Is Worth It" push for The New York Times, and McCann New York also won seven golds for campaigns, including "Price On Our Lives" and "Universal Love." [Adweek (tiered subscription model)]( (5/8) [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 [] [Fluent360, State Farm focus on cricket fans]( [Fluent360, State Farm focus on cricket fans]( (State Farm Insurance/YouTube) Fluent360 is targeting Indian American cricket fans for State Farm in a campaign that includes a "Cricket Crashes" spot, which features a fan of the sport being so shocked to see it being watched by Americans that he crashes his car and turns to the brand for help. "What makes these spots compelling and keeps them on point is that when it comes to casting, acting and the script, we made sure we portrayed our audience in relatable ways, never stereotypically," says fluent360's Jose Suaste. [Adweek (tiered subscription model)]( (5/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [McCann, Mastercard find a dog's ball with global athletes]( [McCann, Mastercard find a dog's ball with global athletes]( (Mastercard/YouTube) McCann's new campaign for Mastercard features a spot that can be customized for 45 countries through its inclusion of international sporting stars including soccer's Lionel Messi, tennis player Ana Ivanovic, ice hockey's Valeri Kamensky and golfer Annika Sorenstam. "The Red Ball" shows athletes showing off their prowess as they help a girl to find her dog's lost ball. [The Drum (free registration)]( (5/8), [Adweek (tiered subscription model)]( (5/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Get a Free Gift - Ad Age Magazine at No Cost! Ad Age is a daily must-read for an influential audience of decision makers and disruptors across the marketing and media landscape. Stay up-to-date with a complimentary subscription. No Credit Card Required. No Auto-Renewal and Absolutely No Cost. [Get your free subscription today.]( ADVERTISEMENT [] Agency Insider [] [What advertisers can learn about creative from "Avengers"]( Grey's Graham Nolan explores how "Avengers: Endgame" provides creative risk-taking lessons for advertisers, including displaying commitment to brand promise, consistent world-building and the "surprising but inevitable" conclusion. "That's the magic of the best brand work: when people didn't realize they needed the solution you're presenting, but welcome it as something that's almost familiar," he writes. [Campaign US (free registration)]( (5/7) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [RPA: What Gen Z wants from advertisers]( RPA conducted a yearlong study into how Generation Z will affect creativity in advertising, including commissioning two digital spots that gave Gen Z representatives the chance to share their creative process and ideas. RPA's Jess Watts breaks down the lessons for advertisers, including that Gen Z likes brands to take a stand for them, wants to see an unvarnished side of brands and is open to brands taking on different identities depending on the platform, context and audience. [Adweek (tiered subscription model)]( (5/7) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Tips to Keep Your High Performers Happy Superstar employees are undoubtedly in high demand. So business managers need a clear strategy to recruit and retain high performers and to get rid of toxic workers. [Learn more]( from faculty and experts at the Kellogg School of Management at Northwestern University. ADVERTISEMENT [] Agency News [] [Ogilvy reworks leadership team; Crampsie becomes NY president]( Ogilvy has promoted Lauren Crampsie, global chief marketing officer, to the president of its New York and New Jersey office. The agency has also made US CEO Lou Aversano The Ogilvy Group's chief client officer and global CEO John Seifert will become interim US CEO. [Campaign US (free registration)]( (5/7) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Experts weigh out possible fallout of Chrome update]( Experts weigh out possible fallout of Chrome update (AFP/Getty Images) Google's Chrome privacy tool update may be considered a step in the right direction for consumer privacy, but critics argue the move is "anti-competitive." Experts on both the martech and adtech side weigh out the possible outcomes from the change in their respective industries, with some like Marketing Town's Ken Leren attesting that those "vendors who don't explore new ways to monetize first-party cookies, context and content, will be punished." [Digiday (free content)]( (5/9) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Association News [] [Virtual Workshop | Mothers@Agencies, Aug. 28-Dec. 4]( Virtual Workshop | Mothers@Agencies, Aug. 28-Dec. 4 Succeeding at the highest level at agencies while being a good parent can feel impossible. 4A's [Mothers@Agencies leadership program]( has empowered women to better prioritize, take control, and create lasting change in their work and home lives. [LinkedIn]( [Twitter]( [Facebook]( [Email]( Learn more about 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] [] Every once in a while, a new technology, an old problem, and a big idea turn into an innovation. 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