How agencies benefit from complexities facing brands

W+K NY asks the world, "Wanna go to McDonald's?" | Party Land says "Haha you just ate vegetables" | Deloitte, Bread & Butter Wines smooth awkwardness Created for {EMAIL} | [Web Version]( November 15, 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 [] [W+K NY asks the world, "Wanna go to McDonald's?"]( [W+K NY asks the world, "Wanna go to McDonald's?"]( (McDonald's Corp./YouTube) Wieden+Kennedy New York created a global World Cup campaign for McDonald's, the brand's largest-ever push, which features soccer fans across the world asking "Wanna go to McDonald's?" in different languages, including Jason Sudeikis of "Ted Lasso," Twitch star Edwin Castro and K-pop band Itzy. The campaign includes market-specific activations, which in the US will include "feeding the fandom in real time, engaging brand fans and crew watching the World Cup through online social and offline interactions." Full Story: [Ad Age (tiered subscription model)]( (11/14), [Marketing Dive]( (11/14), [Adweek]( (11/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Shift in spending habits this shopping season 'Tis almost the holiday season. Understanding consumer shopping behavior and spending intentions before the holiday season is crucial to generating revenue and driving growth. [Get the stats in this infographic.]( ADVERTISEMENT: [] Creative [] [Party Land says "Haha you just ate vegetables"]( Party Land created a campaign for Wholly Veggie that features three humorous 30-second spots where people fool their loved ones into healthier eating with the brand's products and end with the tagline "Haha you just ate vegetables." The spots are set to original heavy metal tracks and the campaign is running across social, digital and connected TV. Full Story: [Adweek]( (11/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Deloitte, Bread & Butter Wines smooth awkwardness]( [Deloitte, Bread & Butter Wines smooth awkwardness]( "Mi' Lady" spot (Bread & Butter Wines/YouTube) Deloitte Digital created a "Don't Overthink It" campaign for Bread & Butter Wines that features 30-second spots showing people overcoming awkward moments with the help of a bottle of the brand's wine. The push is running across social, digital and connected TV. Full Story: [Adweek]( (11/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [How agencies benefit from complexities facing brands]( Marketing complexities such as e-commerce, Apple's privacy moves and media fragmentation have proved a growth boon to agency holding companies that have diversified their capabilities, as well as specialty agencies. Macquarie analyst Tim Nollen said the increasing complexity "has actually just fed into the capabilities and the expertise of the ad holding companies." Full Story: [The Wall Street Journal]( (11/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Brands cite lack of strategy for agency-client breakup]( A SetUp survey of agency and client-side marketers found that both agree with the reasons behind a client-agency breakup but differ on the importance of them, with 38% of marketers saying it's likely they will part ways with their agency within six months, citing a lack of strategic direction as the top reason. SetUp CEO and founder Joe Koufman says accounts being managed by junior agency staff is an issue, noting, "There's a team that pitches the client. ... But those aren't the people that are spending time on the account." Full Story: [Ad Age (tiered subscription model)]( (11/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [How Technology Can Help you Get a Good Night's Sleep]( - [10 Ways to Manage Stress in the Workplace]( - [10 Secrets For Managing Your Time]( - [A Brief Guide on How to Stop Procrastinating]( - [Resume Buzzwords: The Good and The Bad]( [] Agency News [] [McCann wins global creative AOR for Smirnoff]( McCann won global creative agency of record for Smirnoff, replacing incumbent 72andSunny, which did not participate in the review. "McCann's proven track record of building brands with breakthrough creative will help us continue the iconic 158-year-old brand's transformation into a modern icon and culture maker," said Smirnoff's Stephanie Jacoby. Full Story: [Ad Age (tiered subscription model)]( (11/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [Droga5 NY promotes Leddy, Roman-Torres as co-CSOs]( Ad Age (tiered subscription model) (11/14) [] - [Smith succeeds Weil as global CEO at Momentum Worldwide]( MediaPost Communications (free registration) (11/14) [] Media & Technology Trends [] [How TikTok gained a digital ad foothold]( [How TikTok gained a digital ad foothold]( (Pixabay) TikTok has grown into a "digital advertising juggernaut" and eclipsed rivals by boosting time spent among its average user to 96 minutes daily, offering ad formats that resemble its other content, cultivating brand/creator relationships and promoting #TikTokMadeMeBuyIt. While brands are gravitating to the platform and report strong returns, some are still concerned about content quality, bot traffic and data security. Full Story: [The New York Times]( (11/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Editor's Note [] [Do you have insight into marketing and communications?]( SmartBrief publishes original posts about [marketing at SmartBrief Originals](. Submitting guest posts is a great way to share your perspective and strengthen your credibility. If you're interested in seeing your work published online and possibly in this newsletter, [email SmartBrief your ideas](mailto:mike.driehorst@futurenet.com). All posts must be original, not already published or self-promotional, and focused on thought leadership, trends, etc. [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 [] [] Everyone is different, and beautifully unique. If we value our uniqueness, we value everything about us. 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