Agency founders share their top decisions of 2022

Leo Burnett shows "The Start of Something Great" | Team One, Lexus say "Like Attracts Like" | The Angel Soft baby is ready for prime time Created for {EMAIL} | [Web Version]( January 5, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Leo Burnett shows "The Start of Something Great"]( [Leo Burnett shows "The Start of Something Great"]( (Nature Made/YouTube) Leo Burnett Chicago created a 30-second "The Start of Something Great" spot for Nature Made that shows how the brand's vitamins and supplements bring positive benefits to lifestyles. The push, with media managed by MediaCom, is running across broadcast and connected TV, Facebook Reels, TikTok and Pinterest, and includes a "Good Morning America" sponsorship. Full Story: [Marketing Dive]( (1/4) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Webinar: How To Bring New Advertisers to Television Advertising Meeting potential customers where they are is more important than ever, especially in television advertising where customers want to feel like they are having a more personalized experience. Join industry experts on Jan. 26 at 2pm EST as they explore challenges, opportunities, programmatic TV trends, and more. [Register now.]( ADVERTISEMENT [] Creative [] [Team One, Lexus say "Like Attracts Like"]( [Team One, Lexus say "Like Attracts Like"]( (Lexus/YouTube) Publicis Groupe's Team One created a "Like Attracts Like" spot that shows how Lexus' electric vehicle lineup is inspired by human energy. The ad is part of a wider "Lexus Electrified" campaign that's running across linear and cable TV, digital, social, out of home, print and audio. Full Story: [MediaPost Communications (free registration)]( (1/4) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [The Angel Soft baby is ready for prime time]( [The Angel Soft baby is ready for prime time]( (Angel Soft/YouTube) Georgia-Pacific's Angel Soft bath tissue brand is featuring its on-pack angel baby image in an advertising campaign for the first time. The animated spots from Grey New York star Angel with her friends and give the brand "an ownable personality with entertainment value," said Nicole Cook, senior director of brand building. Full Story: [MediaPost Communications (free registration)]( (1/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [How General Idea elevates LGBTQ+ voices]( Ian Schatzberg, CEO and cofounder of General Idea agency, talks about being an LGBTQ+ leader and shaping a diverse and inclusive agency. "We are a group of diverse, LGBTQIA+ people who have a seat at the table of who gets to represent brands, and we're keeping brands accountable and ensuring they're prioritizing who they cast and elevate," Schatzberg says. Full Story: [Digiday (tiered subscription model)]( (1/5) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Agency founders share their top decisions of 2022]( Founders of the seven agencies shortlisted by Adweek for Breakthrough Agency of the Year share details of the most important strategic decisions they made last year. Gut's Anselmo Ramos explains why hiring Andrea Diquez as the agency's first global CEO was the most significant strategic move of 2022, while Majority's Omid Farhang talks about prioritizing diversity "as a conduit to more voices in the room, and therefore a competitive advantage for more ideas that tap into culture and land in culture." Full Story: [Adweek]( (1/4) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [4 Simple Productivity Improvement Points To Dominate Your Day]( - [The Ultimate Guide To Developing Self-Discipline]( - [30 Life Lessons Learned in 30 Years]( - [How to Find Average Salary Information for US Workers]( - ["I Will Teach You to be Rich" Book Summary]( [] Agency News [] [Ogilvy wins creative AOR for Truly Hard Seltzer]( Ogilvy won creative agency of record for Truly Hard Seltzer following a competitive review, replacing incumbent Goodby Silverstein & Partners. The business will be managed by Ogilvy's New York office. Full Story: [Ad Age (tiered subscription model)]( (1/4) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Why brands shouldn't overlook baby boomers]( Only 5% of US advertising targets baby boomers, per Havas Group, while the demographic is expected to have $70 trillion in spending power by 2030 compared to $33 trillion for Generation Z, says the Federal Reserve. VMLY&R Commerce's Shelly Schroedl suggests brands rethink their approach to the "misunderstood boomer generation" and details three ways to reach them, via digital, mobile gaming and online video. Full Story: [MediaPost Communications (free registration)]( (1/4) [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 ambition should always be to play an elegant game. 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