Agency pros on what makes a great idea

4A's Foundation, VMLY&R partner for Dear Black Talent | Highdive amuses with captions for Jeep's Super Bowl ad | AKQA, Cutwater say "Here's to the Lazy Ones" Created for {EMAIL} | [Web Version]( February 15, 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 [] [4A's Foundation, VMLY&R partner for Dear Black Talent]( The 4A's Foundation and VMLY&R have partnered on a Dear Black Talent recruitment website that provides job vacancy details, networking opportunities, educational resources and stories about Black advertising professionals and their careers. The initiative is supported by other agencies, including BBH USA, Brunner, Campbell Ewald, Day One Agency, Hill Holliday, Kettle, Leo Burnett, McKinney, Omnicom Health Group, as well as Yahoo. Full Story: [Campaign US (tiered subscription model)]( (2/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( The Digital Experience Summit 2022 This virtual conference positions you for growth in the new customer age. Learn from customer experience successes (and failures), and get in touch with the world's foremost thought-leaders in the industry. Qualified attendees will also receive an UberEats voucher! [Register for Free Today and Lunch is on Us]( ADVERTISEMENT: [] Creative [] [Highdive amuses with captions for Jeep's Super Bowl ad]( [Highdive amuses with captions for Jeep's Super Bowl ad]( (Jeep/YouTube) Highdive's pregame Super Bowl spot for Jeep, "2022: Earth Odyssey," showcases the Grand Cherokee 4xe and Wrangler 4xe while noises from animals are incorporated into the music for the movie classic, "2001: A Space Odyssey." Social media users noticed the ad's hidden treat -- amusing closed captions that accompanied each animal's musical contribution. Full Story: [Adweek]( (2/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [AKQA, Cutwater say "Here's to the Lazy Ones"]( [AKQA, Cutwater say "Here's to the Lazy Ones"]( (Cutwater Spirits/YouTube) AKQA's "Here's to the Lazy Ones" campaign for Cutwater debuted at the Super Bowl and features black-and-white spots showing how being lazy can actually mean smarter. The push, with a nod to Apple's "Here's to the crazy ones," is running across streaming and broadcast TV, YouTube, Facebook, Instagram and Twitter. Full Story: [MediaPost Communications (free registration)]( (2/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [Agency pros on what makes a great idea]( Agency executives talk about how they know when an idea is creative gold. "Good ideas are like pop-up books; they get dimensional right before your eyes," says Digitas North America's Atit Shah, while Havas Entertainment's Sarah Leccacorvi says, "A great idea evokes a visceral response deep in your gut." Full Story: [The Drum (free registration)]( (2/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Highdive's Pat Burke on making effective Super Bowl ads]( Pat Burke, executive creative director at Highdive, talks about the agency's success at creating Super Bowl ads, evidenced by winning the USA Today Ad Meter for the third consecutive year. Burke talks about the importance of creating a campaign with cultural relevance that "remains sticky," writing for specific celebrity voices and keeping conversations going via social. Full Story: [Adweek]( (2/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Featured Content Sponsored Content from 1440 Media [Tired of biased news stories? Try 1440.]( The 1440 Daily Digest team scours hundreds of sources every day to provide a concise, comprehensive, and objective view of what's happening in the world. 1440 brings you fact-based news on culture, science, sports, politics, business, and more—all in a 5-minute read. [Sign up now!]( [] Agency News [] [WPP's m/Six opens Data Ethics Practice]( M/Six, the global media agency owned by WPP, has launched a Data Ethics Practice to help brands navigate privacy and other ethical issues within programmatic, out of home, audio and TV advertising. "While unethical practices could appear to deliver in the short term, long term these turn into liabilities," says Carolyn Simpson, data ethics lead. Full Story: [The Drum (free registration)]( (2/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Meta exec notes big improvement in iOS ad measurement]( Meta has reduced its iOS ad conversion underreporting from roughly 15% to 8% after it implemented technical fixes and brands followed its recommendations, executive Goksu Nebol-Perlman revealed. Nebol-Perlman expects "some level of underreporting" to continue due to Apple's tracking restrictions and advocates tactics such as using the Automatic Placements feature during campaign setup. Full Story: [Adweek]( (2/14), [AdExchanger (tiered subscription model)]( (2/15), [Ad Age (tiered subscription model)]( (2/14) [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 [] [] Hold fast to dreams For if dreams die Life is a broken-winged bird That cannot fly. 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