Publicis' Tobaccowala talks creativity, data

D&AD's Black Pencils go to W+K, Droga5 | Mattel, Mercedes-Benz, R/GA tackle stereotypes | Team One, Lexus, Sony gear up for "Men in Black" Created for {EMAIL} | [Web Version]( May 24, 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 [] [D&AD's Black Pencils go to W+K, Droga5]( Wieden+Kennedy Portland and Droga5 both took home the top honor of a Black Pencil at London's D&AD Awards, which is "often seen as a predictor for what will win at Cannes," Alexandra Jardine writes in AdAge. Wieden+Kennedy won for its "Dream Crazy" campaign for Nike and Droga5 was honored for its "The Truth Is Worth It" work for The New York Times. [Ad Age (tiered subscription model)]( (5/24), [Adweek (tiered subscription model)]( (5/23) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Get scale you want, with the quality you need. You don't have to choose between scale and quality. Leverage our marketplace to connect to a premium collection of TV inventory – while maintaining the complete control you demand. [Get started]( ADVERTISEMENT [] Advertising Week [] [Mattel, Mercedes-Benz, R/GA tackle stereotypes]( [Mattel, Mercedes-Benz, R/GA tackle stereotypes]( (Mercedes-Benz USA/YouTube) Mattel and Mercedes-Benz USA have teamed to create toy cars modeled on the Mercedes-Benz 220SE -- driven by female racer Ewy Rosqvist when she won the 1962 Grand Prix in Argentina -- which will be given away to girls in the first grade. A spot from R/GA shows young girls choosing gender stereotypical toys to play with, such as dolls, before showing them watch Rosqvist's win and realizing cars can be toys for girls, too. [Marketing Dive]( (5/23) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Team One, Lexus, Sony gear up for "Men in Black"]( [Team One, Lexus, Sony gear up for "Men in Black"]( (Lexus/YouTube) Lexus and Sony, with Team One, have collaborated on a spot to tout the 2020 Lexus RC F and upcoming movie "Men in Black: International," which is running across broadcast, cable and advanced TV, social and digital. The 30-second ad features the film's stars Tessa Thompson and Chris Hemsworth, and is voiced by Minnie Driver, who says, "When you're protecting the Earth from the scum of the universe, a little extra horsepower never hurts." [MediaPost Communications]( (5/23) [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 [] Agency Insider [] [Publicis' Tobaccowala talks creativity, data]( Publicis' Tobaccowala talks creativity, data Tobaccowala (Eric Piermont/AFP/Getty Images) Publicis' Rishad Tobaccowala chats in this podcast about data, creativity and why the original reasons behind establishing the holding company model -- to enable scale and solve competitive clashes -- are taking a backseat to more vital concerns. "What is important is the ability to solve a client's problem with a broad range of tools but also do it in a highly collaborative way," he says. [Ad Age (tiered subscription model)]( (5/24) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Huge's Stein on consultancies, DTC brands]( Huge's new global CEO, Pete Stein, talks about the lack of creative talent at consultancies vying for agency business and why the direct-to-consumer model is one that agencies should be helping traditional brands to follow. "[I]f you have an obsession with the customer experience, if [you're really] data savvy, if you bring really strong product experience to life, if you know how to create a brand that is value and mission-based then you can scale and grow and consumers will love you," he says. [Digiday (free content)]( (5/24) [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 . Featured Content Sponsored content from Optimizely 10%+ lift in revenue with digital experimentation]( consumer battlefield has shifted. [Watch the video]( to learn how today's leading brands are winning customers based on the quality of their digital experiences. Featuring Dan Siroker, Optimizely Co-founder & Executive Chairman, and Matty Wishnow, Managing Director, Experience Design & Optimization at Accenture Interactive. [] Agency News [] [WPP's Deeplocal adds Flaming Lips singer to staff]( WPP's Deeplocal adds Flaming Lips singer to staff Coyne (Taylor Hill/Getty Images) WPP's Deeplocal has tapped Wayne Coyne, lead singer of The Flaming Lips, as an experience designer and the rest of the band will also contribute to certain experiential campaigns. Coyne "understands what we understand about marketing simple stories, [catering to] short attention spans, [making] something that people can remember," says agency CEO Nathan Martin. [Ad Age (tiered subscription model)]( (5/23) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Location data’s use in AI-driven segmentation Progressive advertising uses AI to quickly and easily identify data patterns, making it ideal for audience segmentation, personalization and targeting. Discover location data's importance in AI-driven segmentation. [Download the HERE Technologies' whitepaper now](. ADVERTISEMENT [] Media & Technology Trends [] [Industry attempts to solve CTV issues]( Many ad buyers are sheepish about purchasing addressable connected TV inventory due to the complexity and fragmentation of data and the issue of data that's spread across numerous different platforms, writes Sarah Sluis. Efforts may become easier as the industry attempts to implement "technologies designed to stitch together capabilities like targeting, measurement, frequency management and optimization; through partnerships between distributors and programmers; and through the formation of industry standards," writes Sluis. [AdExchanger]( (5/23) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Editor's Note [] SmartBrief will not publish Monday In observance of Memorial Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday. 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