Agencies, brands on the hybrid in-housing trend

4A's: Agencies look to rebranding to spur growth | Mischief, Kraft Heinz urge people to "#SendNoods" | The Community shows how Verizon tests performance Created for {EMAIL} | [Web Version]( October 7, 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 [] [4A's: Agencies look to rebranding to spur growth]( A member survey by the American Association of Advertising Agencies shows that 58% of agencies say the best opportunity for growth during the pandemic is from redefining their positioning and branding. "Agencies are more focused on differentiation with their branding and positioning before looking to vertical offerings or a new design mix of resources, including talent," says 4A's President and CEO Marla Kaplowitz. Full Story: [Campaign US (tiered subscription model)]( (10/7) [LinkedIn]( [Twitter]( [Facebook]( [Email]( We believe in having nothing to hide and everything to gain. At Roundel, we're committed to providing a true understanding of what your buy does for bottom-line improvement and top-line growth. Because media partners should be transparent about the mutual value of media. And that's exactly what we do. Media, re-imagined by Target. [See How]( ADVERTISEMENT: [] Creative [] [Mischief, Kraft Heinz urge people to "#SendNoods"]( [Mischief, Kraft Heinz urge people to "#SendNoods"]( (Kraft Macaroni and Cheese/YouTube) Mischief @ No Fixed Address created a playful "#SendNoods" campaign for Kraft Heinz that enables people to send their loved ones a free box of Kraft Macaroni & Cheese, an initiative explained in a humorous, pun-filled spot by Vanessa Bayer of "Saturday Night Live." The push includes billboards with copy such as "Who knew sending noods could be this tasteful?" and social and dating site ads, and influencer collaborations. Full Story: [Muse by Clio]( (10/6), [Adweek (tiered subscription model)]( (10/6), [Ad Age (tiered subscription model)]( (10/6) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [The Community shows how Verizon tests performance]( [The Community shows how Verizon tests performance]( (Verizon/YouTube) The Community created two 60-second spots for Verizon that go behind the scenes to show how the company tests itself. One ad features the company's annual disaster simulation day while the other shows engineers testing network capabilities, and both feature the copy "Nobody tests us like we test us." Full Story: [Ad Age (tiered subscription model)]( (10/6) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Deutsch, Real California Milk say "The Day Can Wait"]( [Deutsch, Real California Milk say "The Day Can Wait"]( (Real California Milk/YouTube) Deutsch L.A.'s "The Day Can Wait" campaign for Real California Milk features two spots that show families ignoring the sounds of emails, texts and notifications to savor instead the peaceful time of breakfast together. The push is running across TV, social and digital. Full Story: [Adweek (tiered subscription model)]( (10/6) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Reach today’s hard-to-reach audiences. Every day, millions of 18-34 year olds gather on Facebook Watch to discover, watch and share the videos they love. [Reach them wherever they are, whenever they watch, with a brand safe publisher video buy.]( ADVERTISEMENT: [] Agency Insider [] [Agencies, brands on the hybrid in-housing trend]( The in-housing trend continues but with a hybrid model emerging as the most popular solution. Kenneth Hein talks to agencies and brands about how well this hybrid approach is working in practice, including 4A's President and CEO Marla Kaplowitz, who says, "[A]gencies will continue to add value to businesses and ensure positive customer experiences with an external perspective." Full Story: [The Drum (free registration)]( (10/6) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Engine's Matt Steinwald: Limitations can spur creativity]( Engine Executive Creative Director Matt Steinwald explores the creative edge that can come from overcoming the increasing amount of limitations imposed by the pandemic. "To win at the high-limitations game, ideas must be challenged and pressure-tested, discussions must be welcomed, and egos must be set aside," Steinwald writes. Full Story: [Muse by Clio]( (10/6) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Partnership benchmarks 2020 As we shift from summer into fall, the pandemic continues to strain the partnership industry. Impact's regularly published benchmark reports (this makes five) have enabled us to keep our finger on the pulse of how COVID-19 has affected partnerships. Back to school and the holiday season will likely present interesting changes as we enter the final quarter of 2020. [Find out what the data reveals in this ebook.]( ADVERTISEMENT: Featured Content Sponsored content from [Twitter]( [5 insights from the back-to-school conversation]( back to school this year is unlike any other. Conversations about buying pencils and shoes are down, while talk about what computers and sweatpants to get are rising. [See how the back-to-school conversation on Twitter is impacting shopping trends and what brands can do about it.](   [LinkedIn]( [Twitter]( [Facebook]( [Brands take note: Co-viewing is having a moment]( may be apart, but they're coming together on Twitter to watch and talk about the biggest cultural moments of the year. In fact, 44% of people say their use of Twitter while watching TV has increased since March. [Here's why your brand needs to be part of the conversation.](   [LinkedIn]( [Twitter]( [Facebook]( [] Agency News [] [Research: 56% of agency staffers want to go back to office]( Research: 56% of agency staffers want to go back to office (Pixabay) A study from 99designs and Corus reveals 56% of agency staff members want to return to full-time office work, in comparison to 38% of in-house employees. Additionally, 25% of agencies think retainers will disappear, compared with 14% of in-house shops who say that. Full Story: [MediaPost Communications]( (10/6) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [GroupM's MediaCom takes control of Uber's global media]( Adweek (tiered subscription model) (10/6) 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 [] [Judiciary panel pushes for significant big tech reforms]( A House Judiciary subcommittee on antitrust, in a 449-page report, accused Apple, Amazon, Facebook and Google of participating in monopolistic efforts and misusing their power, and called for the "structural separation" of business units within each company. Amazon said in a blog post that intervention "would kill off independent retailers and punish consumers," while Google contends the report contains "inaccurate allegations from commercial rivals." Full Story: [AdExchanger (tiered subscription model)]( (10/7), [Ad Age (tiered subscription model)/Bloomberg]( (10/6), [Reuters]( (10/6), [The Wall Street Journal (tiered subscription model)]( (10/6) [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 [] [] Don't rest on your laurels. There's always going to be someone behind you who's going to be better than you. So you need to get out there and keep working. 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