The sweet spot for purpose-led advertising

BBDO, Dieste show AT&T customers outshine stars | Mustache Agency takes Monday.com to Super Bowl | Mekanism, OKCupid celebrate "every single pro-choicer" Created for {EMAIL} | [Web Version]( January 26, 2022 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 [] [BBDO, Dieste show AT&T customers outshine stars]( [BBDO, Dieste show AT&T customers outshine stars]( (AT&T/YouTube) BBDO and Dieste created a humorous campaign for AT&T that features a series of spots starring Demi Moore, Mila Kunis, Barbara Corcoran and Sofia Vergara. The stars, playing themselves, all get outshone in a different way by customers of the brand's new "multi-gig-capable technology," otherwise known as "GIGillionaires." Full Story: [The Drum (free registration)]( (1/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( 3 billion viewing hours per month. Through audience targeting and insights from aggregated Comcast viewership data, Effectv helps you reach the highly engaged TV and streaming viewers needed to generate results for your brand. [Learn more.]( ADVERTISEMENT: [] Creative [] [Mustache Agency takes Monday.com to Super Bowl]( Mustache Agency is taking workflow software company Monday.com to the Super Bowl for the first time with a 30-second spot running in 19 major US markets during the game's first half. An accompanying campaign will run across social media and out of home. Full Story: [Campaign US (tiered subscription model)]( (1/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Mekanism, OKCupid celebrate "every single pro-choicer"]( Mekanism's latest work for OKCupid's "Every Single Person" campaign features an out-of-home ad supporting reproductive rights with the copy "every single pro-choicer" and enables the platform's users to display a "pro-choice" badge on their dating profile. The brand also is giving $1 to GLAAD for each of the 10,900 likes received by a viral video showing people on a New York subway tear down the campaign's previous work and is donating $2, up to $25,000, to the nonprofit for every like of a [new Instagram post](. Full Story: [Ad Age (tiered subscription model)]( (1/25), [Adweek]( (1/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( How to Align Marketing and Sales — And Why It Matters To You Discover the keys to marketing and sales alignment, and learn how it can lead to closing more deals, driving greater revenue, and building long-term customer relationships — at the individual and account level. [Register for the webinar.]( ADVERTISEMENT: [] Agency Insider [] [Cornett's Whit Hiler talks favorite work]( Whit Hiler, executive creative director at Cornett, talks about creative inspirations and favorite work. Hiler explains why he's proud of the agency's hotel room inspired by "The Queen's Gambit" for VisitLEX and being inspired by Wieden+Kennedy's creative for Old Spice and KFC. Full Story: [Muse by Clio]( (1/26) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [The sweet spot for purpose-led advertising]( UM's Lawrence Dodds refutes the idea that advertisers should back away from purpose-driven campaigns and argues that the sweet spot lies in delivering meaningful experiences that matter to your particular audience and address real problems. "Only through fundamental understanding of the consumer journey can you provide meaningful cultural, commercial and community-based experiences, and create a purpose that links to the brand's objectives as well as the consumer need," Dodds writes. Full Story: [Campaign US (tiered subscription model)]( (1/24) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Are you tired of biased news stories? 1M+ daily readers escape the opinions reported by traditional media outlets by subscribing to the 1440 Daily Digest. 1440 (curated and edited by a scientist) scours 100+ news sources and delivers a just-the-facts news briefing to your inbox daily. [Learn more!]( ADVERTISEMENT: Sponsored content from The Wall Street Journal Free to read exclusively for SmartBrief readers - [I Spent 44 Years Studying Retirement. Then I Retired.]( - [Returning Workers Confront Creepy Time Capsules of Pre-Pandemic Life]( - [Farewell, High-Waisted Skinny Jeans. The Low-Rise Returns]( - [Burned Out? Maybe You Should Care Less About Your Job]( - [Where Inflation Is Highest in U.S.]( [] Agency News [] [Ogilvy appoints Devika Bulchandani as global president]( Ogilvy appoints Devika Bulchandani as global president Bulchandani (Ogilvy/Facebook) Ogilvy has appointed Devika Bulchandani as global president and she will also remain CEO of Ogilvy North America. "This new global role is a recognition of the dynamic partnership we developed over the past year as we've modernized Ogilvy's offering, invested in talent, and delivered for our clients," said Ogilvy global CEO Andy Main. Full Story: [MediaPost Communications (free registration)]( (1/26), [Ad Age (tiered subscription model)]( (1/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Here’s how Twitter is making its service safer Brand safety is human safety. After all, people are at the core of everything we do. [See how Twitter is investing in brand safety]( through policies, products, and partnerships to make the service a safer place for all. ADVERTISEMENT: [] Media & Technology Trends [] [Google prepares to test FLoC replacement]( Google is testing Topics, an interest-based targeting method, as a replacement for Federated Learning of Cohorts in its effort to get rid of third-party cookies before 2023 ends. The system starts with 300 subjects and uses machine learning to categorize sites it hasn't encountered before. Full Story: [Ad Age (tiered subscription model)]( (1/25), [TechCrunch (tiered subscription model)]( (1/25), [The Wall Street Journal]( (1/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( The smarter way to reach travel & hospitality professionals SmartBrief helps marketers reach hotel, resort, restaurant, bar, and travel executives every day. Whether you need to showcase your brand, position your thought leadership, or drive demand, we have a marketing solution to match your needs. [Download our media kit](. 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 [] [] Persistence is critical. Being creative and persistent is even better. 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