Behind the trend for small, indie agencies

OKRP creates "Black Shop Friday" for Chicago | McCann shows USPS workers delivering for the holidays | David Madrid, Twitter tap viral "BBC Dad" Created for {EMAIL} | [Web Version]( November 18, 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 [] [OKRP creates "Black Shop Friday" for Chicago]( OKRP creates "Black Shop Friday" for Chicago (O'Keefe Reinhard & Paul) O'Keefe Reinhard & Paul, with Geletka, created a "Black Shop Friday" campaign for the City of Chicago and Chicago Urban League that urges people to support Black-owned businesses during the Thanksgiving weekend via social, digital and out-of-home advertising, with media support from Edelman and Camelot. A dedicated site spotlights more than 500 businesses and OKRP's Rahul Roy says, "After the killing of George Floyd and this summer of social unrest, we wanted to find ways to support Black communities in tangible ways." Full Story: [Adweek (tiered subscription model)]( (11/17), [Ad Age (tiered subscription model)]( (11/17) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Machine Learning Without the Master's Ready to bring machine learning to your organization? Our Chief Data Scientist summed up all the hard-won lessons from his career in our new, non-technical guide. Start from square one, and get it right the first time. [Grab the Guide]( ADVERTISEMENT: [] Creative [] [McCann shows USPS workers delivering for the holidays]( [McCann shows USPS workers delivering for the holidays]( (USPS TV/YouTube) McCann Worldgroup's holiday spot for the US Postal Service shows how postal workers are keeping loved ones connected through deliveries during the pandemic and is set to a cover of "I'll be Home for Christmas" by Leslie Odom Jr. The campaign is running across national TV, social, digital, print and out-of-home. Full Story: [Ad Age (tiered subscription model)]( (11/17) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [David Madrid, Twitter tap viral "BBC Dad"]( David Madrid's spot for Twitter features Robert Kelly, the professor of political science who went viral when his children interrupted a live BBC News interview, explaining how the platform's new conversations settings can stop unwanted interruptions. "Robert Kelly's interruption is one of the most iconic and viral videos of the last years," says David Madrid's Andre Toledo, adding, "This makes him the perfect person to talk about the importance of choosing who can join your conversation." Full Story: [Ad Age (tiered subscription model)]( (11/17), [The Drum (free registration)]( (11/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Media is changing. Let’s change media for good. We believe media works best when it works in everyone's best interest. It's the idea we built our company on. And right now, it's more important than ever. We're harnessing the power of empathy, data, and transparency to change media for good. For everyone. Media, re-imagined by Target. [See How]( ADVERTISEMENT: [] Agency Insider [] [Behind the trend for small, indie agencies]( A number of brands have either shifted whole accounts or more work toward small, independent agencies, and Lindsay Rittenhouse explores the trend for "nimble" shops and what it means for holding companies by talking to industry insiders. "When you hire Terri & Sandy, you get Terri and Sandy. ... In these troubled waters, clients want people they know and trust," says Terri & Sandy co-founder Sandy Greenberg, while R3 co-founder Greg Paull notes, "The challenge for holding companies, as always, is going to be driving greater creativity." Full Story: [Ad Age (tiered subscription model)]( (11/17) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Why creativity is needed now more than ever]( The pandemic is not the time for advertisers to play it safe creatively, writes Hoffman York's Dave Hanneken, who points to examples of successful innovative advertising during other economic crises. "Now more than ever, consumers are craving entertainment, inspiration and normalcy -- not just another 'in these troubling times' stock video montage," Hanneken writes. Full Story: [Muse by Clio]( (11/17) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [Innovid Named a Leader in Creative Ad Tech]( Innovid is dedicated to helping brands solve big challenges, from identity to CTV. So we're honored to be recognized as having "among the strongest tech and tech innovation" in "The Forrester Wave™: Creative Advertising Technologies, Q4 2020." [View the report.]( 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 [] [Canvas Worldwide named US media AOR for Lagunitas]( Canvas Worldwide has been chosen as US media agency of record by Lagunitas Brewing Co. after a four-month review, and the agency's debut campaign for the brand is expected mid-December. "We couldn't be more excited to help share their love for brewing with the world at large," says Canvas Worldwide CEO Paul Woolmington. Full Story: [Adweek (tiered subscription model)]( (11/17) [LinkedIn]( [Twitter]( [Facebook]( [Email]( 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 [] [YouTube testing audio ads to reach 2B music video viewers]( YouTube testing audio ads to reach 2B music video viewers (YouTube) YouTube is testing an audio ad format that brands can tap to deliver messaging in key markets alongside popular artists, songs and genre-focused channels. YouTube says that 2 billion logged-in viewers watch a music video each month, and it will be selling the ad format via auction on Google Ads and Display & Video 360. Full Story: [MediaPost Communications]( (11/17), [AdExchanger (tiered subscription model)]( (11/17), [Ad Age (tiered subscription model)]( (11/17) [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 [] [] The day you settle for less is the day you will get less. Iman Abdulmajid, model, entrepreneur [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