How holding companies are seeking to attract, retain talent

RPA shows Honda's "Origin of Determination" | FTX, DentsuMB spark Tom Brady mania | Le Truc says "You have to see it" on TikTok Created for {EMAIL} | [Web Version]( October 19, 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]( ADVERTISEMENT Top Story [] [RPA shows Honda's "Origin of Determination"]( [RPA shows Honda's "Origin of Determination"]( (Honda/YouTube) RPA created a campaign for Honda that celebrates the automaker's history while looking forward to an electric future, and "The Origin of Determination" is running across broadcast TV, including major sporting events, cable, social, digital and digital audio. An anthem 60-second spot, directed by Paul Mitchell, blends live action, special effects and computer graphics to showcase the brand's on-road, off-road and powersports vehicles and aircraft as they traverse race tracks and desert landscapes. Full Story: [MediaPost Communications (free registration)]( (10/18), [ShootOnline (free content)]( (10/18), [Adweek]( (10/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Writing for Response and Revenue Ann Handley, writer and digital marketing icon, is next in the lineup with "Writing for Response and Revenue," on October 20, at 2PM ET. Join us live or on-demand and hear pro tips and expert advice on what really makes for engaging writing for Marketing & Sales. [Sign up for the series today!]( ADVERTISEMENT: [] Creative [] [FTX, DentsuMB spark Tom Brady mania]( [FTX, DentsuMB spark Tom Brady mania]( (Tom Brady/Twitter) FTX's 60-second spot from dentsu mcgarrybowen features Tom Brady unwittingly sparking an NFL frenzy across the nation when he casually mentions he's considering a "trade," which turns out to be a cryptocurrency move, not a team transfer. The TV spot ends with the line "Trade everything but Tom Brady," and the football star has been promoting it on Twitter. Full Story: [Ad Age (tiered subscription model)]( (10/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Le Truc says "You have to see it" on TikTok]( [Le Truc says "You have to see it" on TikTok]( (TikTok/YouTube) Publicis Groupe's US-based Le Truc created a global campaign for TikTok that features the tagline "You have to see it" and stars regular people, influencers and celebrities talking about popular moments on the platform, including one spot that features a cameo from Martha Stewart and a popular video of a New York City apartment from creator @samanthartsoe. The campaign debuts in the US and is running across TV, social, digital, cinema, print and out of home, including "wild postings" and billboards in sites such as Times Square, JFK Airport and Sunset Boulevard. Full Story: [Ad Age (tiered subscription model)]( (10/18), [The Drum (free registration)]( (10/19) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Equity & Inclusion Congress On 10/25-26, [join the 4A's]( as we bring together the best minds, knowledge and ideas to create a better industry for all. ADVERTISEMENT [] Agency Insider [] [How holding companies are seeking to attract, retain talent]( Executives from WPP, Publicis Groupe, Omnicom and Dentsu talk about what their companies are doing to attract and retain talent in a tight job market. WPP's Shannon Moorman talks about its Career Explorer initiative, Publicis US' Geraldine White discusses the company's programs around belonging and inclusion, an Omnicom spokesperson discusses working with partners such as the American Association of Advertising Agencies, and Dentsu's Wendy Clark explains why it's focused on "the returners." Full Story: [Adweek]( (10/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [BBDO's David Lubars on the importance of social video]( David Lubars, chairman and chief creative officer of BBDO, offers advice to agency executives, including finding the good in difficult times, being willing to embrace what's new and understanding that social media trends like short video are the future. "Agencies need to do more. It's not just taking video and sticking it on these platforms," Lubars writes, adding that each one "has its own language, its own culture, its own assets and tools. Agencies are behind there." Full Story: [The Drum (free registration)]( (10/19) [LinkedIn]( [Twitter]( [Facebook]( [Email]( See what 8,200+ marketers said about today's trends. In the 7th State of Marketing report, uncover the trends and insights from over 8,200+ leading marketers worldwide, so you can strengthen your strategy and career in the year ahead. [GET THE REPORT]( ADVERTISEMENT: Free eBooks and Resources Free eBooks and resources brought to you by our partners - [Why Workers Are Calling BS on Leaders About Returning to the Office]( - [1,869 Leadership Quotes - Timeless Truths]( - [Google Chrome Quick Reference Guide]( - [101 Productivity Principles to Help You Work Less & Achieve More]( - [Free Guide: Practical Stress Busting Secrets]( [] Agency News [] [How Fable.works plans to disrupt advertising]( Marcel Yunes and Rick Williams, founders of new agency Fable.works, talk about their goal to help brands move away from interruptive ads that people hate to creating integrated branding that's more influencer-like and focuses on "communicating with their audience on a much more constant basis," Yunes explains. Williams says, "[Customers are] our audience. We have an emotional relationship with them, a covenant between them, and the minute you start selling to them, you break that covenant." Full Story: [Ad Age (tiered subscription model)]( (10/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Report: US brand risk falls for digital content]( The rate of brand risk for US desktop display fell to 3.5% in the first half of this year from 5.9% during the same period in 2020, while desktop video brand risk dropped to 5.5% from 8%, according to Integral Ad Science. Mobile web display risk fell to 4.3% from 6.7% and mobile web video dropped to 7.1% from 9.9%, and IAS's Nick Morley notes, "The distinct reduction in brand risk this year suggests that industry stability is resuming, with confidence increasing towards video ad inventory as the economy recovers." Full Story: [Campaign US (tiered subscription model)]( (10/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Sharing 4A's SmartBrief with your network keeps the quality of content high and these newsletters free. 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