Omnicom unseats WPP as Most Effective Holding Group

Alto creates a musical led by a corpse for Upwork | Tide tells NFL fans to clean their lucky jerseys | GSD&M spotlights Dodge drivers in "Real Brotherhood" Created for {EMAIL} | [Web Version]( September 29, 2022 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [Alto creates a musical led by a corpse for Upwork]( [Alto creates a musical led by a corpse for Upwork]( (Upwork/YouTube) Alto created a "This Is How We Work Now" campaign for Upwork that features a humorous short film where a company's boss returns from the dead to show there's a better way of working, and it involves flexibility and freelancers. The ad morphs into a musical with the cast singing an original song and the spot is running in various lengths, alongside 15 other original ads. Full Story: [Muse by Clio]( (9/28), [Adweek]( (9/28), [MediaPost Communications (free registration)]( (9/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( 8,200+ marketers weighed in on today's trends. Marketing is on the move. In our latest State of Marketing report, uncover insights from over 8,200+ leading marketers worldwide. Learn the five major trends set to rock the industry, so you can strengthen your strategy — and your career — for the year ahead. [Read now.]( ADVERTISEMENT: [] Creative [] [Tide tells NFL fans to clean their lucky jerseys]( [Tide tells NFL fans to clean their lucky jerseys]( (Tide/YouTube) Tide is urging NFL fans to give their lucky clothes a wash with the help of the Las Vegas Raiders' Davante Adams and other players in a campaign that's running across TV and social, including TikTok, Twitter, Twitch and Instagram. A 30-second spot, created by Saatchi & Saatchi and Woven Collaborative, shows Adams jumping into the stands after scoring a touchdown to have a word with a fan who hasn't washed his lucky jersey for years and give him some Tide Hygienic Clean Pods. Full Story: [Ad Age (tiered subscription model)]( (9/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [GSD&M spotlights Dodge drivers in "Real Brotherhood"]( [GSD&M spotlights Dodge drivers in "Real Brotherhood"]( (Dodge/YouTube) GSD&M created a "Real Brotherhood of Muscle" campaign for Dodge that features an anthem 60-second spot showcasing user-generated content from car owners. The push is running across TV, social media and digital with Dodge drivers encouraged to share their own clips using #RealBrotherhood. Full Story: [MediaPost Communications (free registration)]( (9/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Connect with Walmart customers Our customers are searching. We can help them find you. Walmart Sponsored Search ads put your brand and products in the spotlight. Contact Walmart Connect to get started. [Advertise now!]( ADVERTISEMENT: [] Agency Insider [] [What agencies can do to nurture Hispanic talent]( Agency executives talk about what the industry can do to attract and nurture Hispanic talent, including Droga5's Harry Roman-Torres who advises leaders to advertise their willingness to mentor on LinkedIn and Burns Group's Arturo Gigante who notes the importance of giving Hispanic talent access to training. Roman-Torres also recommends agencies get involved with trade organizations, like the 4A's Multicultural Advertising Intern program, which is organizing a Latinx-specific initiative. Full Story: [Adweek]( (9/27) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Why the ad industry should adopt sexuality offsetting]( The ad industry should replicate its carbon offsetting initiatives with sexuality offsetting, meaning advertisers that use sex to sell also take responsibility to address consequences, such as investing in contraception education and provision, writes Sue Unerman, MediaCom's chief transformation officer. "Making this change, a change to ensure a better outcome for women and girls through media, in terms of responsibly offsetting sexuality, will ensure a more equal future for the world," Unerman writes. Full Story: [Campaign US (tiered subscription model)]( (9/27) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Get Proactive and Predict Business Outcomes Today's marketers need to get proactive by predicting future customer behavior. In this virtual event, Neil Hoyne, Chief Measurement Strategist at Google, and Zohar Bronfman, CEO and co-founder of Pecan, explore how marketers can maximize customer value and engagement with AI. [Learn more.]( ADVERTISEMENT: Driving results with Waze Sponsored Content from Waze - [Waze navigation trends are now at your fingertips]( - [Wisconsin Cheese sees a sharp increase in sales]( - [Steering in-the-moment buying decisions]( - [Disney+ partners with Waze to boost awareness]( - [Detour ahead: How restaurants are evolving]( [] Agency News [] [Omnicom unseats WPP as Most Effective Holding Group]( Omnicom is now the Most Effective Holding Group, according to the Global Effie Effectiveness Index, stopping WPP's winning streak that's been going strong since 2012. WPP took second place, followed by IPG, Publicis and Dentsu, while McCann Worldgroup was named Most Effective Agency Network for the fourth consecutive year. Full Story: [MediaPost Communications (free registration)]( (9/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Twitter vows to fix ads near child sexual abuse profiles]( Reuters' review of research from cybersecurity group Ghost Data revealed that ads from more than 30 top brands appeared on the profile pages of users "peddling links to ... exploitative material." Twitter told advertisers via email that it is suspending ads on profiles and updating its detection system, among additional steps to address the issue. Full Story: [Reuters]( (9/28), [Engadget]( (9/28), [Social Media Today]( (9/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Legislative & Regulatory [] [4A's says more time needed on FTC's privacy proposals]( The American Association of Advertising Agencies is among industry groups that have jointly written to the Federal Trade Commission requesting more time to respond to proposed privacy rules related to what the FTC terms as "commercial surveillance." The groups state in their letter that the FTC "seeks to develop a record to establish a rule that would fundamentally alter the modern economy." Full Story: [MediaPost Communications (free registration)]( (9/28) [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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