Opinion: Why your agency needs to specialize

Commonwealth//McCann, Chevrolet bring back Walter | BBDO, WhatsApp liken unencrypted texts to opened mail | David&Goliath, Kia tug heartstrings with "Robo Dog" Created for {EMAIL} | [Web Version]( February 1, 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]( [] Top Story [] [Commonwealth//McCann, Chevrolet bring back Walter]( [Commonwealth//McCann, Chevrolet bring back Walter]( (Chevrolet/YouTube) Commonwealth//McCann has brought back Walter the cat in a 60-second spot for Chevrolet that showcases the winter capabilities of its Silverado Trail Boss and Walter's doglike antics. The ad shows Walter bringing his leash to signal he wants to go out, digging in the snow to rescue a skier, relieving himself against a fire hydrant and chasing a postman. Full Story: [Muse by Clio]( (1/31) [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. [Watch the webinar.]( ADVERTISEMENT: [] Creative [] [BBDO, WhatsApp liken unencrypted texts to opened mail]( [BBDO, WhatsApp liken unencrypted texts to opened mail]( (WhatsApp/YouTube) BBDO San Francisco created a "Doubt Delivered" campaign for WhatsApp, the brand's first US push, which shows people get annoyed when a postman delivers mail that's already been opened to demonstrate the lack of user privacy provided by other messaging apps. The campaign debuted during the AFC Championship Game and also will run across social, digital and out of home. Full Story: [Muse by Clio]( (1/31), [The Drum (free registration)]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [David&Goliath, Kia tug heartstrings with "Robo Dog"]( [David&Goliath, Kia tug heartstrings with "Robo Dog"]( (Kia America/YouTube) David&Goliath revealed a 15-second teaser for Kia's 60-second Super Bowl spot, which shows a large-eyed, lonely "Robo Dog" on sale in a store as "Total Eclipse of the Heart" by Bonnie Tyler plays in the background. The teaser ends with the copy "Get ready to fall for it," and the spot will tout the automaker's EV6 and its partnership with the Petfinder Foundation. Full Story: [Adweek]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [Burns Group's Arturo Gigante talks favorite work]( Arturo Gigante, chief creative officer of Burns Group, talks about creative inspirations and favorite work. Gigante explains why he loved working on "Respect the Pouch/Disrespectoids" for Capri Sun, being inspired by the Rio Paralympics' "We're the Superhumans" spot and why he admires Dove's "Courage Is Beautiful" ad. Full Story: [Muse by Clio]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Opinion: Why your agency needs to specialize]( Specialization is the key for agencies to be able to turn down requests for proposals and still attract new clients, writes Meade founder and CEO Jeff Meade. There are three ways agencies can specialize, Meade writes, with five questions agencies should ask to determine how to specialize. "Specialized agencies no longer need to scramble to respond to the cattle call of RFPs -- clients will search them out specifically," Meade writes. Full Story: [MediaPost Communications (free registration)]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our partners - [eGuide - Five-Point Leadership]( - [The Best Bosses Say These 9 Things]( - [Power Words to Use On Your Resume]( - [The Guide to Leadership from ResourcefulManager]( [] Agency News [] [US new business pitches up 21% in 2021]( New US business pitches rose 21% year over year in 2021 and new business revenues in the US were up 7%, according to R3. WPP took R3's the top spot for holding companies on both the creative and media New Business League rankings in the US as well as globally. Full Story: [Campaign US (tiered subscription model)]( (1/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Meta updates, expands 3D avatars]( Meta updates, expands 3D avatars (Meta) Meta is making personal 3D avatars available in Instagram Stories and for direct messaging users in the US, Canada and Mexico, and updated them within Facebook and Messenger to include skin tones, facial expressions and wheelchairs. The update includes the availability of Super Bowl LVI-themed apparel. Full Story: [The Verge]( (1/31), [Ad Age (tiered subscription model)]( (1/31), [TechCrunch (tiered subscription model)]( (1/31) [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 [] [] There is no secret orchard where ideas grow. Oh my, do I wish there were. Erik Larson, journalist, writer [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, a division of Future US LLC © 1100 13th St. NW, Suite 1000, Washington, DC 20005