Agencies, clients agree: RFP process needs to be fixed

Tombras makes its debut for Hotels.com | Ten35 creates first work for Pearl Milling Co. | Lightning Orchard customizes "Wicked Game" for Oikos Created for {EMAIL} | [Web Version]( August 31, 2021 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 [] [Tombras makes its debut for Hotels.com]( [Tombras makes its debut for Hotels.com]( (Hotels.com/YouTube) Tombras' debut campaign for Hotels.com stars Captain Obvious in a nearly two-minute video taking viewers on a tour around Resorts World's new Las Vegas property. The creative was led by Tombras' Jeff Benjamin, who previously worked at Crispin Porter Bogusky, which lost the account earlier this year. Full Story: [Adweek]( (8/30), [Ad Age (tiered subscription model)]( (8/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [What CMOs Say When You're Not in the Room ...]( ...And How It Can Help You Grow Your Agency is next up on Sept 1st at 2PM ET. Karl Sakas will share what your agency needs to be doing immediately to retain key accounts, what CMOs really care about today, and how to get CMOs to share a bigger slice of their budget. [Sign up for the full series today.]( Let's rock! ADVERTISEMENT: [] Creative [] [Ten35 creates first work for Pearl Milling Co.]( [Ten35 creates first work for Pearl Milling Co.]( (Pearl Milling Co./YouTube) Ten35 has created the first campaign for Pearl Milling Company since its rebrand from Aunt Jemima, which features three TV spots, including a 30-second commercial showing a Black family coming together over pancakes. Different families will be shown in the other two spots, and the push includes digital, paid social and in-store elements. Full Story: [Ad Age (tiered subscription model)]( (8/30), [Adweek]( (8/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Lightning Orchard customizes "Wicked Game" for Oikos]( [Lightning Orchard customizes "Wicked Game" for Oikos]( (Oikos Greek Yogurt/YouTube) Lightning Orchard's latest humorous spot for Oikos features a woman at a karaoke bar singing "Wicked Game" by Chris Isaak, before belting out her own lyrics about wanting to eat the brand's yogurt with a fork. "I long for yogurt with chunks of fruit that I can chew. Forkable yogurt with fruit chunks and nice texture, too," she sings to the track's tune. Full Story: [Ad Age (tiered subscription model)]( (8/30), [The Drum (free registration)]( (8/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( We're All Screaming for More Streaming As the fight for subscribers continues, Addressable platforms are continuing to prove their value to both consumers and advertisers; while proving that Connected TV delivers. [Download our infographic]( to find out why you should take advantage of this booming channel as part of your strategy. ADVERTISEMENT: [] Agency Insider [] [The Variable's Joe Parrish talks favorite work]( The Variable co-founder Joe Parrish talks about his creative inspirations and favorite work. Parrish explains why the agency's "The Year to Forget Event" was his favorite project from the past year and how Progressive's "Can't Save You From Becoming Your Parents" hit the right funny note. Full Story: [Muse by Clio]( (8/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [DDB FTW hires "Rick and Morty's" Jerry Smith]( [DDB FTW hires "Rick and Morty's" Jerry Smith]( (DDB FTW Worldwide/YouTube) DDB FTW announced on LinkedIn that it has hired character Jerry Smith from "Rick and Morty" as creative director, with agency CEO Gavin Cheng commenting, "Jerry is a unique talent and when you see what he's done, you can't help but react." Smith's LinkedIn profile has been active for a while, engaging with the ad community and referencing his employment within the show at ad agency Haas & Milan and his creation of the "Hungry for Apples?" campaign. Full Story: [Ad Age (tiered subscription model)]( (8/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [Join us at 4A's StratFest 2021!]( The only conference for strategists by strategists. Join us on September 14, 2021, from 11- 6 PM ET, to explore how planners will map the new consumer landscape to create valued brands for the future. [Register today.]( ADVERTISEMENT Featured Content Sponsored content from Twitter [3 ways to add women's sports into your marketing mix.]( a new generation of female athletes take the spotlight, Twitter's the perfect place to connect your brand to a new generation of sports fans. In the past year alone, there's been a 30% increase in conversation surrounding women's sports leagues. [Read on to learn 3 ways your brand can harness the energy surrounding women's sports.](   [4 ways Uber won big by putting purpose over profit.]( asking peoople to stay home might seem unusual. But when brands prioritize the greater good, people pay attention. [Find out how Uber's #MoveWhatMatters campaign generated a 33% lift in positive sentiment while providing 10M free rides and deliveries during a global crisis.](   [] Agency News [] [Agencies, clients agree: RFP process needs to be fixed]( Seventy percent of agency executives say the requests for proposals process is broken, compared with 55% of brand executives, according to a survey conducted by Advertiser Perceptions for MediaPost. Agency respondents said the top problems with the RFP process are a lack of information from clients and no opportunities to discuss the brief's remit or the agency's needs. Full Story: [MediaPost Communications (free registration)]( (8/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [Modelo Especial reviews creative account]( Ad Age (tiered subscription model) (8/30) [] - [Constant Analytics purchased by Fitzco]( MediaPost Communications (free registration) (8/30) How to build trust and win customers Brands have the delicate task of considering consumer data privacy concerns while also delivering relevant content. To be successful, they must be proactive in communicating a necessary value exchange for the collection, analysis and use of first-party data or get left behind. But how? [Register for the webinar to find out](. ADVERTISEMENT: [] Media & Technology Trends [] [Critics not stopping Google Privacy Budget]( Some specs for web standards and digital advertising are incorporating Privacy Budget, one of Google's recent efforts to protect users' privacy, despite criticisms for the potential for privacy abuse and disabling standard web functions. A Google spokesperson says the company will "continue to get feedback through the open and iterative process and provide resources for developers to test and integrate in advance to help ensure a smooth transition to a more private web." Full Story: [Digiday (tiered subscription model)]( (8/30) [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 moment you doubt whether you can fly, you cease forever to be able to do it. J.M. 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