Brands shift to short-term returns, says UM's Stewart

DDB, Kroger tug on heartstrings with holiday spot | Saatchi & Saatchi brings back NBA duo for Goldfish | McCann, Mastercard lift up Black female business owners Created for {EMAIL} | [Web Version]( October 25, 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 [] [DDB, Kroger tug on heartstrings with holiday spot]( DDB New York created a 60-second animated "Today's Holiday Moments Are Tomorrow's Memories" spot for Kroger that shows a grandfather reliving memories with his late wife when he re-creates her holiday recipes for the family. The campaign will run during Macy's Thanksgiving Day Parade and across TV, social and digital. Full Story: [Adweek]( (10/24) [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: [] Creative [] [Saatchi & Saatchi brings back NBA duo for Goldfish]( [Saatchi & Saatchi brings back NBA duo for Goldfish]( (Goldfish Smiles/YouTube) Saatchi & Saatchi is bringing back NBA stars Boban Marjanovic and Tobias Harris for Goldfish in a spot that sees the pair improvise to grab a handful of the brand's Mega Bites. The push is running across TV, TikTok and Instagram, and aims to repeat the success of last year's push starring the duo, which achieved 77 million earned media impressions and more than 10 billion TikTok views. Full Story: [Ad Age (tiered subscription model)]( (10/24) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [McCann, Mastercard lift up Black female business owners]( [McCann, Mastercard lift up Black female business owners]( (Mastercard/YouTube) McCann created a campaign for Mastercard that champions businesses owned by Black women, which includes a 30-second spot positioning Egypt Otis, owner of the Comma Bookstore & Social Hub in Flint, Mich., as a superhero. The push, part of the brand's sponsorship of Marvel's "Black Panther: Wakanda Forever," is running across national and connected TV, cinemas, digital out of home and social, including a shoppable Instagram marketplace. Full Story: [Ad Age (tiered subscription model)]( (10/24) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Integrated food and beverage solutions At Tetra Pak, you'll get a lot more than a production line. You'll get expert advice on every choice along the way—from strategic decision-making to operational excellence and beyond. [Learn more]( about how we can tailor a solution to fit your needs. ADVERTISEMENT: [] Agency Insider [] [Brands shift to short-term returns, says UM's Stewart]( Stacey Stewart, US chief marketplace officer at UM Worldwide, talks in this podcast about budget planning, less reliance on tracking cookies and shifts in advertising spending. "There's definitely a shift to more immediate results -- lower-funnel metrics if you will -- focusing on revenue in the short term versus branded-building," Stewart says. Full Story: [Digiday (tiered subscription model)]( (10/25) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [The Community's Fernandez talks favorite work]( Cora Perez Fernandez, creative director at The Community, talks about creative inspirations and favorite work. Fernandez explains why she loved working on "The Secret Lives of Animals" for PETA and why she's proud of "How to Become a Bridgerton" for Tanqueray. Full Story: [Muse by Clio]( (10/24) [LinkedIn]( [Twitter]( [Facebook]( [Email]( T-Mobile Mobility Data for Advertising Finding the right audiences is easier than ever. Using T-Mobile mobility data, which identifies patterns in app ownership and engagement, marketers can better understand and address consumer interests and intent—as signaled by the apps they use. [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 [] [Publicis wins US media for Pernod Ricard]( Publicis Media won the media account for Pernod Ricard USA, replacing incumbent Wavemaker following a formal review. The agency created a dedicated Publicis Sante team to manage the account. Full Story: [MediaPost Communications (free registration)]( (10/24), [Ad Age (tiered subscription model)]( (10/24) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [GroupM: New advertisers causing "creative destruction"]( Low unemployment and "relatively healthy" consumer spending indicate the US is not fully in a recession but is teetering between "not-so-bad" and "not-so-good" said GroupM's Brian Wieser and Kate Scott-Dawkins during a recent podcast. While there's no trend of top brands reducing ad budgets, there is "creative destruction" as new digital advertisers displace legacy brands and cause "a meaningful disconnect" between economic and advertising growth, Wieser said. Full Story: [MediaPost Communications (free registration)]( (10/24) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] 4A's News [] [Join us to experience the CX Effect+]( [Join us to experience the CX Effect+]( (4A's) Join prominent leaders in CX strategies to discuss the imperative for creative convergence and the business transformation that convergence makes possible. [Register today]( for this virtual Nov. 10 event. [LinkedIn]( [Twitter]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( 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 [] [] Let the old dreams die. We have new ones. [John Ajvide Lindqvist](, writer [LinkedIn]( [Twitter]( [Facebook]( [Email](   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