Are strong opinions holding back your creativity?

Johannes Leonardo, Uber say "Get Your Ride Right" | Courage travels the world to show Nescafe's reach | Droga5 takes on mental health in PSA for young people Created for {EMAIL} | [Web Version]( October 27, 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 [] [Johannes Leonardo, Uber say "Get Your Ride Right"]( [Johannes Leonardo, Uber say "Get Your Ride Right"]( (Uber/YouTube) Johannes Leonardo created a "Get Your Ride Right" campaign for Uber that spotlights the brand's various rideshare options in a series of humorous spots running across linear and connected TV, social, audio and out of home. One 30-second ad shows a young man getting good financial news at a will reading and subsequently celebrating by upgrading his ride to a luxurious Uber Black. Full Story: [Ad Age (tiered subscription model)]( (10/26) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Download the 2022 Higher Impact report Personal values are a powerful lens through which consumers develop expectations and motivations when interacting with brands. Research from Amazon Ads explores the evolving relationship between brands and consumers and how shared values can help drive deeper connections. [Download the report.]( ADVERTISEMENT: [] Creative [] [Courage travels the world to show Nescafe's reach]( [Courage travels the world to show Nescafe's reach]( (Nescafe Canada/YouTube) Courage's debut campaign for Nescafe features a 60-second spot showing scenes of how the brand's instant coffee is an integral part of life across the world. The ad was shot in countries across three continents and ends with the copy, "5,500 cups enjoyed every second. It's how the world says coffee." Full Story: [Muse by Clio]( (10/26) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Droga5 takes on mental health in PSA for young people]( [Droga5 takes on mental health in PSA for young people]( (Ad Council/YouTube) Droga5 created a pro bono public service announcement for The Ad Council, The Jed Foundation and American Foundation for Suicide Prevention as part of a "Seize the Awkward" campaign. "We Can Talk About It" features Hispanic and Black young people being bombarded by messages that conflict with their feelings and then finding help from friends who listen. Full Story: [The Drum (free registration)]( (10/26) [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 [] [Are strong opinions holding back your creativity?]( Holding strong opinions without having the flexibility to embrace uncertainty can hamper creative work, writes MullenLowe NY's Jonny Gadd, who offers five tips for encouraging diverse viewpoints in the creative process. "Letting ideas emerge out of chaos over time might feel uncomfortable in a world where we all like to feel in control, but it's how some of the best ideas happen," Gadd writes. Full Story: [Muse by Clio]( (10/26) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [R/GA CEO Sean Lyons talks agency restructure]( R/GA CEO Sean Lyons talks about how the agency is restructuring to create a model of "distributed creativity" that moves away from geographic teams and locations to establish five practices. "We are doing this because this enables us to better serve our clients and create better work today and, in the future," Lyons says. Full Story: [Ad Age (tiered subscription model)]( (10/26) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Unleash the Power of Acquisition Email New market research reveals that acquisition email is a significantly underused, undervalued and powerful channel in omnichannel marketing. [Get your copy.]( ADVERTISEMENT: Featured Content Sponsored Content from Waze - [The marketer's guide to the third space (your car)]( - [Where shoppers are headed & how to meet them there]( - [Behavioral shifts shaping the restaurant industry]( - [3 key trends to attract on-the-go shoppers]( - [QSR leaders sound off: Staying on top of the data]( [] Agency News [] [Leo Burnett Chicago wins creative AOR for Kashi]( Leo Burnett Chicago won creative agency of record for Kashi and its first work will debut early next year. "It's a populist brand with a populist offering, we're just looking to bring that to life in the right way," said Leo Burnett's Chris Bergen. Full Story: [Campaign US (tiered subscription model)]( (10/26) [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: [] Media & Technology Trends [] [Zuckerberg outlines priorities as Meta revenue drops again]( Zuckerberg outlines priorities as Meta revenue drops again (Chesnot/Getty Images) Meta said Facebook's user base increased 3% during the third quarter year over year, while average ad rates dropped 18% across its platforms and revenue dropped 4%, the second consecutive quarterly decline. Meta warned that Q4 revenue also will drop, while CEO Mark Zuckerberg laid out key focus areas: improving engagement through better artificial intelligence discovery tools; new business messaging options; improving advertising to minimize user data; and continuing its metaverse investments. Full Story: [Deadline Hollywood]( (10/26), [The Wall Street Journal]( (10/27), [Social Media Today]( (10/26), [Ad Age (tiered subscription model)]( (10/26) [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 [] [] The truth is always exciting. Speak it, then. Life is dull without it. [Pearl S. 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