Criteo: Media agencies say clients should try new channels

Klick Health, PAWS NY create tearjerker "The Bridge" | Erich & Kallman provides 10 mins of reading for Take 5 | W+K Portland shows why you should "Come To TurboTax" Created for {EMAIL} | [Web Version]( January 13, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Klick Health, PAWS NY create tearjerker "The Bridge"]( [Klick Health, PAWS NY create tearjerker "The Bridge"]( (Paws NY/YouTube) Klick Health created a four-minute "The Bridge" spot for PAWS NY that shows the mental health benefits of having a pet. The animated spot, inspired by a true story, is set to "Perfect Day" by Lou Reed, and shows a man struggling with depression and suicidal thoughts until he's saved by the emotional bond that he develops with an abandoned dog. Full Story: [Adweek]( (1/13) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Marketing Tech Talk: Using programmatic data to bring in new TV advertisers Connected TV is expected to see a 14.4% increase in spending compared to 2022. Join SmartBrief and industry experts as they discuss how programmatic data and technology can bring new advertisers to TV advertising for the first time. [Register now.]( ADVERTISEMENT [] Creative [] [Erich & Kallman provides 10 mins of reading for Take 5]( Erich & Kallman created a print ad for Take 5 Oil Change that it says takes 10 minutes to read, which happens to be the time it takes the brand to change your oil. "Writing this took about three straight days and required us to visit the far corners of our mind to find enough content for 2,380 characters," says Eric Kallman, chief creative officer and founder. Full Story: [Ad Age (tiered subscription model)]( (1/12) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [W+K Portland shows why you should "Come To TurboTax"]( [W+K Portland shows why you should "Come To TurboTax"]( (TurboTax/YouTube) Wieden+Kennedy Portland created a "Come To TurboTax" campaign that shows the experiences people are free to have when they enlist the brand to do their taxes. A 60-second anthem spot shows people doing things like creating model villages, hiking, playing chess and working out, and ends with the copy, "Don't do your taxes." Full Story: [ShootOnline (free content)]( (1/12) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [Sorrell, ter Haar talk CES, economy, favorite shops]( Sir Martin Sorrell, executive chairman and founder of S4 Capital, and Wesley ter Haar, co-founder of subsidiary Media.Monks, talk about CES 2023, the advantages of a network model, what lies ahead and which agencies they currently most admire. "Wieden is a class of one," says ter Haar, while Sorrell highlights "specialists like Oliver or Jellyfish and tech services companies like Globant and Epam." Full Story: [Adweek]( (1/11) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [The Martin Agency's Ashley Marshall talks favorite work]( Ashley Marshall, executive creative director at The Martin Agency, talks about creative inspirations and favorite work. Marshall explains why she's proud of the agency's work for LegalShield and why she admires "The Greatest" from Apple. Full Story: [Muse by Clio]( (1/11) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [Tips & Tricks Guide - Microsoft Windows 11]( - [Career Planning Tips]( - [25 Cryptocurrencies You Should Know About]( - [Nonverbal Communications Skills – The 10 Skills You Need to Learn]( - [How Technology Can Help You Get a Good Night's Sleep]( [] Agency News [] [Dentsu X wins global media for McCormick]( McCormick & Co. consolidated its global media account with Dentsu X, which already manages the brand's North America business. "When it comes to delivering innovative thinking to fuel our media-driven marketing approach, Dentsu X has proven tools and expertise to help us build deeper connections between consumers and our brands," said McCormick's Melanie Sifuentes. Full Story: [Ad Age (tiered subscription model)]( (1/12), [Adweek]( (1/12) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [Ashish Prasar is leaving R/GA]( Ad Age (tiered subscription model) (1/12) [] - [NitroC CEO Ashlee Clarke acquires majority share in Empower]( MediaPost Communications (free registration) (1/12) [] Media & Technology Trends [] [Criteo: Media agencies say clients should try new channels]( Brands still can make gains against economic challenges, say 60% of US and European media agency professionals surveyed by Criteo. More than 90% say brand clients should explore new digital channels, and 64% say newer digital options such as retail media networks will deliver returns that outpace social media or search. Full Story: [MediaPost Communications (free registration)]( (1/11), [Adweek]( (1/11) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Editor's Note [] SmartBrief will not publish Jan. 16 In observance of Martin Luther King Jr. Day in the US, SmartBrief will not publish Monday, Jan. 16. [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 [] [] Who Said It? I want to learn to love people like this, the way I love my dog, with pride and enthusiasm and a complete amnesia for faults. 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