How agencies are tackling experiential ROI

Mother LA, Martha Stewart say: "Postmate it" | Pepsi welcomes summer with AR filters | MetLife brings stats to life with personal stories Created for {EMAIL} | [Web Version]( May 21, 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 [] [Mother LA, Martha Stewart say: "Postmate it"]( [Mother LA, Martha Stewart say: "Postmate it"]( (Postmates/YouTube) Mother Los Angeles has created Postmates' first national TV campaign, which features Martha Stewart in a humorous series of spots that show her explaining how to cook recipes before finally telling people in a variety of quirky scenarios to "Postmate it" instead. "We wanted to show that there are many reasons people order food, and that Martha and Postmates approves of them all," says Mother Los Angeles' Joe Staples. [Campaign US (free registration)]( (5/20) [LinkedIn]( [Twitter]( [Facebook]( [Email]( How to Keep Your Brand Safe in Programmatic Stay out of the headlines with learnings from the ultimate guide to contextual brand safety. Learn about programmatic risks, how contextual intelligence enables safety at scale, and how to boldly execute campaigns. [Download the guide]( today to move your advertising from cautious to confident. ADVERTISEMENT [] Creative [] [Pepsi welcomes summer with AR filters]( [Pepsi welcomes summer with AR filters]( (Pepsi/YouTube) Pepsi's new campaign from Motive, VaynerMedia and Acceleration taps DJ Khaled and Chrissy Teigen as influencers and features QR codes and graphics on bottles that consumers can scan to launch Instagram Stories that include around 250 branded augmented reality filters. The "Pepsi #Summergram" push also includes 25 15-second TV and digital ads, Giphy stickers for user-generated content, 2,300 outdoor billboards across the country and events in Los Angeles, Miami and Chicago. [Adweek (tiered subscription model)]( (5/20), [Ad Age (tiered subscription model)]( (5/20) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [MetLife brings stats to life with personal stories]( [MetLife brings stats to life with personal stories]( (MetLife/YouTube) MetLife, with FF New York, has created a campaign titled "The 100," which features stories from real people who bring to life the brand's statistics about financial stress. For example, Priscillia's story illustrates the plight of 33% of workers who feel less productive because of financial worries. [Campaign US (free registration)]( (5/20) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Protect Digital Ad Spend from Invalid Traffic Invalid traffic (IVT) is a real problem for digital marketers. Do you have what it takes to fight it? [Download our essential guide]( to IVT protection to learn more about IVT, how the industry is responding, and the steps you can take to protect your campaigns. ADVERTISEMENT [] Agency Insider [] [How agencies are tackling experiential ROI]( Marty Swant explores how agencies are approaching the tricky task of proving return on investment of experiential advertising to clients, including Meta's development of a bespoke platform that determines ROI value from measuring behavioral data, social data, cultural data and psychographic data. Dotdotdash employs facial recognition and heat mapping to garner insights about why consumers interact with certain experiences. [Adweek (tiered subscription model)]( (5/20) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Anonymous male creative on advertising's reaction to #MeToo]( An anonymous male creative director talks about gender inequality in advertising and men's reaction to the #MeToo movement. "There's not only a fear for men who don't want to be called out for their behavior, but there's also a slightly punishing tone," he says, explaining that some male staff are threatening to withhold mentoring and other opportunities for women. [Digiday (free content)]( (5/21) [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 . Featured Content Marketing insights from SmartBrief [Survey Report: Landing Page Habits of Marketers]( surveyed its marketing and advertising audiences to learn more about marketers' habits and attitudes towards digital lead generation. Find out what 150+ marketers had to say! [Read the full report.](   [] Agency News [] [Behind Grey's new Health & Wellness launch]( Grey Health & Wellness President Jason Kahner talks about the recent launch of the practice, which aims to transcend sector-only agency offerings. "Health and wellness is no longer a distinct, separate part of life," he says, noting that when the agency gets invited into health care requests for proposals, "we're hearing more than ever that they are searching for agencies with this broader purview." [Adweek (tiered subscription model)]( (5/17) [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 [] Media & Technology Trends [] [Google says it can help in "anticipatory marketing"]( Google says it can help in "anticipatory marketing" (Karen Bleier/AFP/Getty Images) Google President Allan Thygesen recently shared the platform's plans to become a leader in "anticipatory marketing" by utilizing consumer data obtained through its myriad products and machine-learning algorithms, which will enable marketers to learn more about consumer intent and create promotional plans that "anticipate new opportunities for engaging customers," writes Udayan Bose. New types of ads, shopping platforms and privacy initiatives will make Google poised to capture a larger share of social media marketing spend, Bose predicts. [MediaPost Communications]( (5/20) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [Why Warmth Is Critical to Your Career]( If people think you have low interpersonal warmth, "you have something like a 1-in-2000 chance to make the top quartile of effectiveness as a leader," according to Kellogg School of Management Professor Loran Nordgren. [Read more](. ADVERTISEMENT [] Association News [] [Laughlin Constable earns top honor at PRSA ceremony]( Laughlin Constable took home nine awards, including "Best in Show," at the recent Public Relations Society of America Southeastern Wisconsin Chapter Paragon Awards ceremony. The agency and client the Wisconsin Department of Tourism also have been named finalists for the PRSA Silver Anvil Award. Click for [details on PRSA awards]( Laughlin Constable and its clients won. 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