Area of Expertise provides home for agency freelancers

BBDO, Extra Gum launch a "Real Friend Request" | Wolfgang gets resourceful to launch Adidas' Climacool | Siltanen & Partners, Coldwell Banker honor homes Created for {EMAIL} | [Web Version]( August 4, 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]( ADVERTISEMENT Top Story [] [BBDO, Extra Gum launch a "Real Friend Request"]( [BBDO, Extra Gum launch a "Real Friend Request"]( (Extra Gum/YouTube) BBDO created a "Real Friend Request" spot for Extra Gum that shows a girl get the attention of her smartphone-obsessed sister by handing her a note written on a gum wrapper that reads, "NEW FRIEND: LENA/[ ] CONFIRM/[ ] DENY." The ad is part of the brand's "Give Extra, Get Extra" campaign and is running across TV, Roku, Hulu and Amazon Fire TV. Full Story: [Adweek (tiered subscription model)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Making sense (and money) in the new partner ecosystem Join us on August 4 at 2:00 PM EST to hear Jay McBain from Forrester Consulting as he unpacks research about channel innovations across people, processes, programs, and technology, and delivers actionable advice on new business strategies. [Register now.]( ADVERTISEMENT: [] Creative [] [Wolfgang gets resourceful to launch Adidas' Climacool]( Wolfgang's 30-second launch spot for Adidas' new Climacool shoe was created amid the pandemic, replacing technological expertise with FedEx printouts and fishing poles to suspend the shoe and simulate motion. "We rolled up our sleeves to find a way to get it done with a team of three and very little time and budget," says Wolfgang's Colin Jeffery, and Adidas' Mark Mirocha notes, "We were really inspired by how far they wanted to push the boundaries." Full Story: [Adweek (tiered subscription model)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Siltanen & Partners, Coldwell Banker honor homes]( [Siltanen & Partners, Coldwell Banker honor homes]( (Coldwell Banker Real Estate/YouTube) Siltanen & Partners' "All We Have Is Home" spot for Coldwell Banker features user-generated content and clips from the brand's brokers that acknowledges the claustrophobia of quarantine, shows people venturing out again and pays tribute to the homes that kept everyone safe. The ad is running across cable, Hulu, digital and social for the remainder of the NBA season. Full Story: [Adweek (tiered subscription model)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [Is your brand ready for the return of sports?]( Live sports are back, and sports fans couldn't be more pumped, even if they can't attend in person. Without packed arenas or sports bars, Twitter is the roar of the stadium. For marketers eager to get back into the game, opportunities are rampant, and the audiences are primed. [Learn more.]( ADVERTISEMENT: [] Agency Insider [] [360i execs make the case for data-driven creativity]( 360i's Menno Kluin and Raig Adolfo write about the opportunities presented by data-driven insights to inspire creativity and the agency's Rigorous Imagination approach. "With shifts happening across the consumer segments that brands engage with, data will increasingly play a vital role moving forward in helping brand actions adapt and pivot even faster," they write. Full Story: [Muse by Clio]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Why flexibility, empathy is needed from agency leaders]( Nabs' Lorraine Jennings urges agency leaders to display empathy to staff wary of returning to offices and to explore the potential of keeping remote working in place to boost diversity. "We're calling for all leaders across our industry to place wellbeing at the center of everything we do as we enter the new normal," she writes. Full Story: [The Drum (free registration)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency News [] [Area of Expertise provides home for agency freelancers]( Agency veterans Jim DiPiazza and Dena Gonzalez launched a collective of freelance talent, Area of Expertise, which can provide individual or team-based support to brands across advertising, digital and social. "Clients are realizing that they don't need a bloated agency, they just need a team that can solve their challenge without getting married to them," DiPiazza says. Full Story: [Campaign US (tiered subscription model)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Facebook boycott: Brands evaluate; Everson assures]( Facebook boycott: Brands evaluate; Everson assures (Justin Sullivan/Getty Images) The official Stop Hate for Profit Facebook ad boycott campaign officially ended July 31 with some leading brands such as Ben & Jerry's ready to resume their platform spending, while others such as Coca-Cola plan to continue the boycott and others still considering their next moves, writes Garett Sloane. Facebook's Carolyn Everson assured marketers that Facebook was planning to implement "some of the strictest brand safety protocols in the industry and open the platform to independent checks that would verify the work," Sloane writes. Full Story: [Ad Age (tiered subscription model)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Sharing 4A's SmartBrief with your network keeps the quality of content high and these newsletters free. Help Spread the Word [SHARE]( Or copy and share your personalized link: smartbrief.com/aaaa/?referrerId=iXmpAZYZQV [] [] Success is not the key to happiness. Happiness is the key to success. Albert Schweitzer, theologian, organist, writer, humanitarian, philosopher, physician [LinkedIn]( [Twitter]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events](   SmartBrief publishes more than 200 free industry newsletters - [Browse our portfolio]( [Sign Up]( | [Update Profile]( | [Advertise with SmartBrief]( [Unsubscribe]( | [Privacy policy]( CONTACT US: [FEEDBACK](mailto:aaaa@smartbrief.com) | [ADVERTISE](mailto:dmalouf@smartbrief.com) SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004