Where agencies can discover diverse talent

Forsman & Bodenfors tires out a sheepdog for Saucony | Johannes Leonardo, EA Games debut "The Spokesplayer" | W+K Amsterdam, Montblanc show what inspires Spike Lee Created for {EMAIL} | [Web Version]( August 26, 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 [] [Forsman & Bodenfors tires out a sheepdog for Saucony]( [Forsman & Bodenfors tires out a sheepdog for Saucony]( (Saucony/YouTube) Forsman & Bodenfors created a 30-second spot for Saucony that shows the legs of a runner and her sheepdog repeatedly returning home through the front door, the dog joyfully bounding ahead. The spot ends by showing the runner come through wearing the brand's shoes for the first time and the dog tiredly trudging in behind her, only to collapse in front of the door, and copy appears saying, "The new Endorphin Collection. You, but faster." Full Story: [Adweek (tiered subscription model)]( (8/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [Personalization: Support Any Goal]( As technology evolves, the line between which channels drive awareness vs. direct response has blurred. Brands can use personalized and interactive ads to make any format drive performance including traditional reach channels. [Click here for trends, tips & tricks.]( ADVERTISEMENT: [] Creative [] [Johannes Leonardo, EA Games debut "The Spokesplayer"]( [Johannes Leonardo, EA Games debut "The Spokesplayer"]( (EA Madden NFL/YouTube) Johannes Leonardo is touting EA Games' "Madden NFL 21" with "The Spokesplayer," a new brand character played by actor King Keraun who welcomes viewers to a new era of football, exemplified by hardworking players. The Spokesplayer will appear across NFL programming, Twitch, Instagram and Twitter, and Johannes Leonardo's Omid Amidi says, "We created The Spokesplayer, a character that would do the talking for the players too busy creating highlights, to give soundbites." Full Story: [Campaign US (tiered subscription model)]( (8/25), [Muse by Clio]( (8/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [W+K Amsterdam, Montblanc show what inspires Spike Lee]( [W+K Amsterdam, Montblanc show what inspires Spike Lee]( (Montblanc/YouTube) Wieden+Kennedy Amsterdam's "What Moves You, Makes You" global campaign for Montblanc features three 60-second spots that show what inspires filmmaker Spike Lee, Chinese actor, singer and writer Chen Kun, and Welsh actor Taron Egerton. The ads end with the tagline "What Moves You, Makes You." Full Story: [Adweek (tiered subscription model)]( (8/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Streaming TV Summit – Sep 29 – Oct 2 A unique opportunity to hear current thinking from industry leading executives - as they discuss the most pressing economic, operational and technological issues facing the "business" of video and share valuable insights into how to succeed in today's dynamic and historically disruptive times. [Register for free today.]( ADVERTISEMENT: [] Agency Insider [] [Where agencies can discover diverse talent]( Kenneth Hein provides a list of resources for agencies to find diverse talent, including the 4A's Foundation, and talks to founders of emerging platforms who are working to boost the numbers of people of color in advertising. "There is a myth that there is a talent pipeline problem. The reality is there is a network gap," says Hue's Fahad Khawaja. Full Story: [The Drum (free registration)]( (8/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Interview with an AI: Creativity "is a mystery to me"]( Interview with an AI: Creativity "is a mystery to me" (Pixabay) Muse by Clio interviewed an artificially intelligent system about creativity and advertising, posing questions about topics like advertising's social value, the most creative human being and if AI will replace human creativity. "It is a mystery to me, but it seems like creativity has something to do with the imagination and experience of the artist," the AI says, noting, "AIs will never be able to replicate such a complex process." Full Story: [Muse by Clio]( (8/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Ad-Supported Streaming Continues to Climb As consumers spend more time at home, video streaming is increasing. While SVOD accounts for the majority of streaming, the time Americans are spending with ad-supported video (AVOD) continues to grow. [Download the report]( to understand the end-to-end streaming universe as it continues to evolve. ADVERTISEMENT: Featured Content Sponsored content from [Twitter]( [How Frank's RedHot connected to a cultural moment]( happens when a hot sauce teams up with a former NFL quarterback to live-Tweet the first golf match in months? Things get spicy. Frank's RedHot plugged into a key cultural moment at the perfect time, leading to a 2.1X gain in positive sentiment for the brand. [Learn more.](   [LinkedIn]( [Twitter]( [Facebook]( [Earn your video badge with Twitter Flight School]( to showcase your Twitter advertising expertise? Sign up for Twitter Flight School and earn your video achievement badge. Our self-paced coursework teaches you how to create, execute, and measure the success of your video campaigns, all from home. [Sign up today.](   [LinkedIn]( [Twitter]( [Facebook]( [] Agency News [] [Hearts & Science wins US media AOR for Cox Automotive]( Cox Automotive awarded US media buying and planning for its Autotrader and Kelley Blue Book brands to Omnicom Media Group's Hearts & Science, after a review involving several holding companies and incumbents MDC's Assembly and Dentsu Aegis Network's 360i. Cox Automotive invested almost $126 million in measured media last year for the two brands and $34 million during 2020's first five months, per Kantar Media. Full Story: [Adweek (tiered subscription model)]( (8/25), [MediaPost Communications]( (8/25), [Ad Age (tiered subscription model)]( (8/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [Periscope's Nathan Young resigns, may not return to advertising]( Ad Age (tiered subscription model) (8/25) Increase Reach 3X without Cookies With LiveRamp, you can increase addressable reach by 3X and access inventory on Safari and Firefox. Now, advertisers can achieve greater reach, more engaged audiences, better ROI, and lower CPMs with LiveRamp—all without cookies. [Click to learn more!]( ADVERTISEMENT: [] Media & Technology Trends [] [Facebook, Instagram add new e-commerce tools]( Facebook launched a Facebook Shop e-commerce tab -- similar to Instagram Shop -- which highlights products from Facebook Shops. In addition, the platform added e-commerce tools for Facebook Shops, and said Instagram plans to enable all US sellers to use its checkout and live seller features in the near future. Full Story: [TechCrunch (tiered subscription model)]( (8/25), [Ad Age (tiered subscription model)]( (8/25), [Glossy (tiered subscription model)]( (8/25), [The Verge]( (8/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( 6 Brands Targeting Female Audiences on Digital Which brands target women in their social advertising? We took a deep dive into Facebook digital data to uncover the advertisers targeting female audiences in 2019 and 2020. [Read more.]( ADVERTISEMENT: 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 [] [] There's too much blank sky where a tree once stood. Jesmyn Ward, writer, professor [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