Why agencies should stop obsessing about office return

David Miami, Netflix go OOH for "Mr. Harrigan's Phone" | McCann, Converse say "Create Now. Create Next" | WE Communications, Brother unveil "The Cartridge Family" Created for {EMAIL} | [Web Version]( October 6, 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 [] [David Miami, Netflix go OOH for "Mr. Harrigan's Phone"]( David Miami is touting Netflix's new spooky movie, "Mr. Harrigan's Phone," with billboards in New York and Los Angeles displaying secret codes that also use Bluetooth to ping nearby phones and encourage passersby to solve the clues. The push also features an experience with Mr. Harrigan's Phone Burial Service in New York's Madison Square Park. Full Story: [The Drum (free registration)]( (10/6) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Where Innovation Meets Imagination The New Open Web presents an exciting opportunity for marketers to remake digital advertising. Discover how you can succeed in the New Open Web with people-based advertising in Three Key Areas of Focus for Marketers in 2023. [DOWNLOAD NOW]( ADVERTISEMENT: [] Creative [] [McCann, Converse say "Create Now. Create Next"]( [McCann, Converse say "Create Now. Create Next"]( (Converse/Twitter) McCann Worldgroup created a global "Create Now. Create Next" campaign for Converse that spotlights creatives from 18 cities, including Maryland punk band Turnstile. The push, with Initiative handling media, is running across YouTube, Twitter, Spotify, TikTok, Instagram and Hulu in North America, accompanied by out of home in Los Angeles and other cities. Full Story: [Ad Age (tiered subscription model)]( (10/6) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [WE Communications, Brother unveil "The Cartridge Family"]( [WE Communications, Brother unveil "The Cartridge Family"]( (Brother Office USA/YouTube) WE Communications with Wild Factory created a campaign for print brand Brother that stars "The Cartridge Family," four comedic TikTok influencers who personify the ink colors cyan, magenta, yellow and black. The digital video series is running across Brother's website and TikTok, with additional content from the four influencers acting in character on their TikTok and Instagram channels. Full Story: [Ad Age (tiered subscription model)]( (10/4) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Make Your CTV/OTT Supply Work Harder Open web programmatic isn't just about having the pipes to great supply. It's about what you do with that supply to get the most out of your big screen campaigns—and that goes for linear too. Learn how to enhance your supply and discover how to put it all together with this soup-to-nuts guide. [Get the guide](. ADVERTISEMENT: [] Agency Insider [] [Alma's Daniel Correa on his creative process]( Daniel Correa, creative director at Alma, talks about the creative process and why one of his favorite recent projects is the "Better With Pepsi" campaign. "I learned from this project that having an idea is less important than making an idea," Correa says. Full Story: [Adweek]( (10/5) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Why agencies should stop obsessing about office return]( The talk of a return to the office is not only unnecessary, it's a distraction from what employees really want, which is the opportunity to do creative, meaningful work and feel valued by their employer, writes Ryan Kutscher, founder and chief creative officer of Circus Maximus. Kutscher explains how his agency is ditching the office that employees don't want and building a new kind of remote workspace and culture. Full Story: [Ad Age (tiered subscription model)]( (10/4) [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 [] [Wolfgang joins Doner after Stagwell acquisition]( Wolfgang joins Doner after Stagwell acquisition DeMuth (left) and Jeffery (Stagwell/PRNewswire) Stagwell has acquired creative agency Wolfgang, of which it had been a minority owner, and added it to the Doner Partners Network. Wolfgang's Colin Jeffery will become Doner's chief creative officer, and Doner Partners Network CEO David DeMuth says, "We're certain Colin will make an immediate impact as Doner's CCO and thrilled for what's ahead as Wolfgang joins the DPN." Full Story: [MediaPost Communications (free registration)]( (10/5), [Adweek]( (10/5) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [DoubleVerify launches attention-based ad service]( DoubleVerify has launched DV Attention Lab, an alternative to cookie-based tracking that measures ad exposure and engagement, and compares campaigns to competitors to understand effectiveness. A test for a Mondelez snack brand reportedly yielded several benefits, including a 9 percentage point increase in brand favorability and 5 point gain in purchase intent among its primary target audience. Full Story: [MediaPost Communications (free registration)]( (10/5), [Adweek]( (10/5) [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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