Magna Global: Advertising needs to be culturally relevant

Huge celebrates Project Chimps with adventure maps | TBWA Media Arts Lab, Apple go "Behind the Music" | McDonald's delivers happiness with Uber Eats Created for {EMAIL} | [Web Version]( May 20, 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 [] [Huge celebrates Project Chimps with adventure maps]( Huge's awareness campaign for chimpanzee sanctuary Project Chimps features adventure maps created from the perspective of 59 chimpanzees ages 8 to 34 that are now free from research facilities to enjoy the "Playground of Possibilities" or the "Wooded Wonderland." Huge Creative Director Roy Torres says, "Caretakers in the workshop build toys for daily enrichment activities with power tools and donated supplies. It almost feels like Santa's Workshop." [Campaign US (free registration)]( (5/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Why Hispanics Will Spend More In Their Lifetime The average U.S. Hispanic household will spend ~$538,636 more than the average non-Hispanic White household over their lifetimes. With the rapid growth of Hispanic Americans, its critical corporations shift their investment priorities. [Get this data and more in the newest research report.]( ADVERTISEMENT [] Creative [] [TBWA Media Arts Lab, Apple go "Behind the Music"]( [TBWA Media Arts Lab, Apple go "Behind the Music"]( (Apple United Kingdom/YouTube) TBWA Media Arts Lab's new spot for Apple, "Behind the Music. Behind the Mac," showcases the UK music scene with black-and-white stills of artists including David Bowie and Paul McCartney deep in the creative process. The ad is set to Swindle's "What We Do," featuring Rider Shafique, P Money, D Double E and Daley. [The Drum (free registration)]( (5/17) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [McDonald's delivers happiness with Uber Eats]( [McDonald's delivers happiness with Uber Eats]( (McDonald's/YouTube) McDonald's is touting its partnership with Uber Eats in a new spot from its dedicated agency DDB Worldwide's We Are Unlimited, which features diverse people in a variety of scenarios being cheered up when the doorbell rings and the brand's food is delivered to their homes. "Delivering Happy" is running nationally across digital and TV. [Campaign US (free registration)]( (5/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [Magna Global: Advertising needs to be culturally relevant]( Magna Global partnered with Twitter to uncover insights related to purpose-driven advertising and the study reveals that 25% of buying decisions made by consumers are due to a brand's cultural relevance and that 58% of consumers want to see philanthropic behavior from brands. Advertisers "need to know their audience and choose something that is often a cause or a topic that's authentic to them," says Magna's Kara Manatt. [Adweek (tiered subscription model)]( (5/20) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Podcast: Keith Reinhard on the past and the future]( DDB's Keith Reinhard chats in this podcast about his 65 years in advertising, his iconic "You Deserve a Break Today" campaign for McDonald's, working with legends like Chuck Jones and what's ahead for agencies. "There will always be interest in in-house, there will always be interest in bespoke, there will always be interest in putting disciplines together and Accenture buying Droga," he says, adding, "But there will also always be DDB." [Ad Age (tiered subscription model)]( (5/17) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency News [] [McKinney branches out to West Coast]( McKinney is launching a Los Angeles office by buying Operam Creative Group in an undisclosed deal. McKinney is based in Durham, N.C., with another office in New York City, and the new McKinney LA operation will retain Operam Creative Group's staff and its current clients, including Amazon Studios, Orion and WeTransfer. [MediaPost Communications]( (5/17) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Brands shift to longer YouTube ads]( Brands shift to longer YouTube ads (Pixabay) Fifteen-second ads continue to dominate YouTube by capturing 47% of ads from January 2018 to February 2019, according to MediaRadar, while 30-second spots increased to 24% of ads, year-over-year, and 6-second promos dropped to 16.5% of ads. The shift can be attributed to the fact that 15-second, nonskippable ads are only recently available in ad auctions and the popularity of long-form content, says MediaRadar CEO Todd Krizelman. [MediaPost Communications]( (5/17) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Association News [] [Workshop | Launch for Leaders, Sept 18-19, New York]( Workshop | Launch for Leaders, Sept 18-19, New York In this two-day workshop, you will learn about conflict resolution, feedback performance and how emotional intelligence will help make you more effective in leadership situations. This learning experience provides senior managers with an opportunity to build critical skills to become effective agency leaders, including a DiSC assessment. [Learn more](. [LinkedIn]( [Twitter]( [Facebook]( [Email]( Learn more about 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] Hot Topics [] - [Sources: General Mills' RFP called "insane" by agencies]( Adweek (tiered subscription model) [] - [W+K, Nike urge female athletes to "Dream With Us"]( Ad Age (tiered subscription model) [] - [Mother LA tackles parenting inequality with "Call of Doody"]( Campaign US (free registration) [] - [Droga5 reimagines classic Bonnie Tyler for Dos Equis]( Adweek (tiered subscription model) [] - [Stone Temple Pilots drummer jams on cardboard drums]( Adweek (tiered subscription model) [] [] If you only think about your own advancement, your own success, you run out of fuel pretty quickly. But if we believed in something bigger than ourselves, that kind of motivation is self-sustaining. Elaine Chao, US secretary of transportation May is Asian/Pacific American Heritage Month [LinkedIn]( [Twitter]( [Facebook]( [Email]( [Sign Up]( [SmartBrief offers 200+ newsletters]( [Advertise]( [Learn more about the SmartBrief audience]( Subscriber Tools: [Manage Subscriptions]( [Update Your Profile]( [Unsubscribe]( [Send Feedback]( [Archive]( [Search]( Contact Us: Advertising - [Dena Malouf](mailto:dmalouf@smartbrief.com) Editor - [Mike Driehorst](mailto:aaaa@smartbrief.com) Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004 © 1999-2019 SmartBrief, Inc.® [Privacy Policy (updated May 25, 2018)]( | [Legal Information]( Â