4A's Greg Stern: Why collaboration is key to agency growth

The Martin Agency, Purina design floating chicken coop | Elevation, Smithfield Foods tout plant-based brand | Bindery shows Bombas provides comfort in weirdest holiday moments Created for {EMAIL} | [Web Version]( November 12, 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 [] [The Martin Agency, Purina design floating chicken coop]( Purina Animal Nutrition, with The Martin Agency, has launched "Project Re-Coop," an initiative that encourages customers to donate feed tubs that are then recycled into chicken coops that can float to help save flocks during natural disasters. A time-lapse video, created with Spang, shows one of the coops floating under rising water and designs for the coops are available on the Purina Square 125 website. [MediaPost Communications]( (11/11) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Find unexpected fans in 2020 A third of those completely replacing milk with alternatives are Millennials, but that success has not translated to Gen Z. See how Helixa's platform can show you how to [connect to new consumer groups in meaningful ways](. ADVERTISEMENT [] Creative [] [Elevation, Smithfield Foods tout plant-based brand]( Elevation, Smithfield Foods tout plant-based brand (Smithfield Foods) Elevation created a campaign to tout Smithfield Foods' new plant-based Pure Farmland brand that is aimed at "flexitarians" -- those who are choosing to eat less meat, not completely abstain. The push features the tagline "Grow your options. Change your world," and media placements by MDC Partners' Assembly Media include paid social, out-of-home, print, digital banners and in-store. [MediaPost Communications]( (11/11) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Bindery shows Bombas provides comfort in weirdest holiday moments]( Direct-to-consumer sock brand Bombas' new holiday campaign from independent shop Bindery includes a 30-second spot that shows how the brand's socks can keep you comfortable in even the most awkward family moments, such as your mom introducing her strange new beau or your aunt feeding her dog seductively at the dinner table. A second spot focuses solely on the antics of Aunt Kathy and her pooch as the rest of the family looks on in mild horror. [Adweek (tiered subscription model)]( (11/11) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [4A's Greg Stern: Why collaboration is key to agency growth]( Greg Stern, board chair of the American Association of Advertising Agencies and founder and co-chair of BSSP, writes about thoughts from attending recent industry events, including how disruption is affecting client/agency relationships, compensation models and how collaboration is essential to embrace and benefit from change. "[C]lose and continued collaboration between industry organizations like the 4A's, ANA and the IAB is essential for establishing client and agency growth," he writes. [Campaign US (tiered subscription model)]( (11/12) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [GS&P's Robson: The benefits of female leadership]( GS&P's Robson: The benefits of female leadership (Pixabay) Goodby Silverstein & Partners President Derek Robson describes how increasing the number of women in leadership roles has boosted agency growth, increased morale and lowered staff turnover. "Your leadership team should represent the full diversity of your culture," he writes, adding, "Look after the people. Produce great work. The rest looks after itself." [Adweek (tiered subscription model)]( (11/11) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [The 3% Conference: Highlights from Cindy Gallop]( Cindy Gallop outlines her six key thoughts from Chicago's The 3% Conference, including that it's the most representational event of its kind, the amount of "practical and actionable" insights and how it showcases what the industry will look like in the future. She also highlights the increase in male attendees who "[w]ithout exception, they told me they found the conference 'enlightening' and 'transformative.' " [Campaign US (tiered subscription model)]( (11/11) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency News [] [Cam Levin becomes Sid Lee's first US CCO]( Worldwide creative shop Sid Lee has appointed Cam Levin as its first US chief creative officer, who will oversee the Los Angeles, Seattle and New York offices. "What I like most about Cam is that he's a maker with creative dexterity," says Sid Lee US CEO Andy Bateman. [The Drum (free registration)]( (11/11), [Adweek (tiered subscription model)]( (11/11) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Opinion: Why the industry should be using Ad-ID]( Comcast Advertising's James Rothwell writes about why the industry must adopt the universal ad identifier, Ad-ID, which was jointly created by the American Association of Advertising Agencies and the Association of National Advertisers. "When agencies use this simple mechanism, the management of today's array of creative executions is instantly streamlined across all channels, freeing up more time for campaign strategy and optimization," says 4A's President and CEO Marla Kaplowitz. [Ad Age (tiered subscription model)]( (11/7) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Association News [] [4A's New England Council Meeting | Featuring 4A's, Forrester Nov. 14]( 4A's President & CEO Marla Kaplowitz will present The Quantum Age of Marketing report at the [4A's New England Council meeting in Boston]( on Nov. 14. Keith Johnston, Forrester's VP, Research Director Serving CMO Professionals, will also present insights on the state of the marketing industry. This meeting is open to agency C-suite and senior leadership. [Click for more details](. [LinkedIn]( [Twitter]( [Facebook]( [Email]( Learn more about 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] [] Talent is a long patience, and originality an effort of will and intense observation. 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