4A's, ANA denounce Google's move to block third-party cookies

Moxie places Arby's hat on competitors' mascots | Did Cheetos inspire MC Hammer's classic hit? | Why Oatly's outdoor push is this creative director's pick Created for {EMAIL} | [Web Version]( January 17, 2020 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [4A's, ANA denounce Google's move to block third-party cookies]( The American Association of Advertising Agencies and Association of National Advertisers have responded to Google's announcement that it's planning to eliminate third-party cookies from Chrome with a joint open letter denouncing the move. The letter states that the decision "would threaten to substantially disrupt much of the infrastructure of today's Internet without providing any viable alternative," adding, "We are deeply disappointed that Google would unilaterally declare such a major change without prior careful consultation across the digital and advertising industries." [The Drum (free registration)]( (1/17), [Ad Age (tiered subscription model)]( (1/16), [MediaPost Communications]( (1/16), [The Wall Street Journal (tiered subscription model)]( (1/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( The 2020 Influencer Marketing Playbook It's no secret that influencer marketing is a critical marketing strategy in 2020. Get the 2020 Influencer Marketing Playbook to guide you through the 6 steps to strategize & execute influencer marketing. [Download the Playbook!]( ADVERTISEMENT [] Creative [] [Moxie places Arby's hat on competitors' mascots]( Arby's, with Moxie, marked Wednesday's National Hat Day with a gallery of Instagram images showing mascots from competitors wearing the brand's brown hat, accompanied by the copy, "Let's be honest, our hat makes everyone look good." The images show the hat atop just the brows of the Burger King, Ronald McDonald, Wendy and Colonel Sanders. [Adweek (tiered subscription model)]( (1/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Did Cheetos inspire MC Hammer's classic hit?]( [Did Cheetos inspire MC Hammer's classic hit?]( (Cheetos/YouTube) Goodby Silverstein & Partners has released a teaser for Cheetos' first Super Bowl spot in 10 years, which stars MC Hammer snacking on Cheetos at a piano in 1989 before having a moment of inspiration when he realizes his fingers are covered in the snack's dust, or what the brand is calling Cheetle, and says, "Wait, I can't touch this." The teaser is running across the brand's social channels. [The Drum (free registration)]( (1/16), [Adweek (tiered subscription model)]( (1/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [Why Oatly's outdoor push is this creative director's pick]( Burns Group's Sam Arcade explains why Oatly's clever out-of-home campaign that pokes fun at the ad industry is her favorite recent creative work. "As a creative I'm always striving to create smart lines that speak to, not at people," she writes, adding, "When I see it out in the world (and on the subway, no less) it's beautiful, and, I believe, truly effective." [The Drum (free registration)]( (1/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Collective stand needed against punitive payment terms]( Collective stand needed against punitive payment terms (Pixabay) Leaders from Mcgarrybowen, TBWA\Chiat\Day New York, Joan and VMLY&R argue the case that agencies must collectively take a stand against clients pushing for unfair compensation models. "As agencies we have to cowboy up and just say I'm not going to accept these terms -- go do it somewhere else. Do it with your in house agencies," says TBWA\Chiat\Day New York's Rob Schwartz. [Campaign US (tiered subscription model)]( (1/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency News [] [Linda Knight becomes CCO at Observatory]( Linda Knight, who was most recently chief creative officer at Phenomenon, has been appointed as CCO of Observatory, replacing Tony Fur and Todd Hunter, who left the agency last year. Observatory CEO Jae Goodman, who worked with Knight at Wieden+Kennedy, says, "She's led global campaigns and agencies that took me beyond admiration to envy and jealousy!" [Ad Age (tiered subscription model)]( (1/16), [Campaign US (tiered subscription model)]( (1/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Artificial intelligence starts taking root in media buying process]( Artificial intelligence holds promise in enhancing media buying and campaign design and implementation, but some agency execs are finding it's adding work tasks and brands are having mixed results in setting up their own AI systems, writes Kristina Monllos. She points to Facebook and Google as platforms that are making strides in integrating artificial intelligence into the media buying process to help brands boost efficiencies. [Digiday (tiered subscription model)]( (1/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Association News [] [Workshop | Account Management Boot Camp, Feb. 27, New York]( [Workshop | Account Management Boot Camp, Feb. 27, New York]( The 4A's Digital Academy is a comprehensive workshop to help you ramp up the digital marketing skills and knowledge you need to succeed in the ever-changing agency environment, including history, programmatic, ad fraud and ad industry trends and challenges. [Sign up here](. [LinkedIn]( [Twitter]( [Facebook]( [Email]( Learn more about 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] Editor's Note [] SmartBrief will not publish Monday In observance of Martin Luther King Jr. Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday. [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [] You know there are moments such as these when time stands still and all you do is hold your breath and hope it will wait for you. 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