2023 predictions from agency leaders

AKQA uses AI-generated art to tell GoFundMe stories | Anomaly, Johnnie Walker put a twist on "Jingle Bells" | The best holiday ads picked by Campaign US Created for {EMAIL} | [Web Version]( December 22, 2022 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [AKQA uses AI-generated art to tell GoFundMe stories]( [AKQA uses AI-generated art to tell GoFundMe stories]( (GoFundMe/YouTube) AKQA San Francisco created a "Help Changes Everything" spot for GoFundMe that shows how the platform's donors helped the world during 2022. The ad uses artwork generated by artificial intelligence to build a world that looks like paintings and showcases real stories such as the reunion of Ukrainian refugees and the home of a veteran being rebuilt following a fire. Full Story: [The Drum (free registration)]( (12/21), [Ad Age (tiered subscription model)]( (12/21) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Creative [] [Anomaly, Johnnie Walker put a twist on "Jingle Bells"]( Anomaly New York created a "Jingle Bells on the Rocks" campaign for Johnnie Walker Blue Label that stars Kilo Kish and is running across social channels. A spot shows Kish putting a twist on "Jingle Bells" using the sounds made with a Johnnie Walker Blue Label bottle, ice in a glass and the drink being poured. Full Story: [MediaPost Communications (free registration)]( (12/21) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [The best holiday ads picked by Campaign US]( [The best holiday ads picked by Campaign US]( (Terri & Sandy/YouTube) Campaign US selects its favorite holiday campaigns, including Terri & Sandy's "Santa's Slay" interactive book for children. Others highlighted are David&Goliath's "Holiday Joyride" for Kia, McCann UK's 3D-animated take on "Home Alone" for ALDI and adam&eveDDB's spot for UK grocer Waitrose. Full Story: [Campaign US (tiered subscription model)]( (12/21) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [2023 predictions from agency leaders]( Agency leaders share their industry predictions for next year, including more challenges measuring connected TV, the growth of retail media and a focus on privacy and data. "We will see an accelerated rise in social commerce and streamlined experience to shorten the distance between 'brand love' and 'brand bought,' " says iProspect's Danielle Gonzales. DDB North America's Tomas Gonsorcik adds, "2023 is going to test the nerve of most marketers. ... The winners will master how to market value with emotion." Full Story: [The Drum (free registration)]( (12/21) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [How agencies can build loyalty with freelance talent]( Kristie Brown, partner and chief operating officer at Big Day, describes five ways agencies can effectively use freelancers while still offering continuity to clients. Brown's advice includes building long-term relationships with a limited pool of freelance talent using retainer contracts, fostering trust and loyalty by giving them credit and recommending them to others. Full Story: [Ad Age (tiered subscription model)]( (12/21) [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 [] [Peter Nicholson joins Hill Holliday as CCO]( Peter Nicholson has left Periscope to join Hill Holliday as chief creative officer. "Peter is one of the most creative people in the industry and he has a deep understanding of how to deliver across media channels and throughout the customer journey," said Chris Wallrapp, president of Hill Holliday. Full Story: [Adweek]( (12/21), [MediaPost Communications (free registration)]( (12/21) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Quotient rolls out comprehensive Retail Ad Network]( Digital media and advertising company Quotient has launched the Retail Ad Network, which will allow advertisers to develop, execute and measure campaigns across various retailers. The Retail Ad Network will aggregate retail media networks in a central platform and help retailers monetize first-party data and inventory while providing performance metrics. Full Story: [Progressive Grocer]( (12/20) [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 [] [] Hope Smiles from the threshold of the year to come Whispering 'It will be happier'... 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