4A's Kaplowitz: Put an end to category exclusivity

TBWA\Chiat\Day says "Get it Together" with Polly | Jam3, Adidas offer OOH scannable art to soccer fans | VaynerMedia, Lifewtr show "More to Life" with LeBron Created for {EMAIL} | [Web Version]( February 17, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [TBWA\Chiat\Day says "Get it Together" with Polly]( [TBWA\Chiat\Day says "Get it Together" with Polly]( TBWA\Chiat\Day's "UFO" spot for Polly (Polly/YouTube) TBWA\Chiat\Day Los Angeles created a "Get it Together" campaign for Polly that features a series of humorous spots showing car buyers confiding more than they should to the brand's car insurance reps. The ads show car buyers relaying their experiences with UFOs or living in a commune while a Polly rep somehow manages to get them back on track. Full Story: [Adweek]( (2/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Creative [] [Jam3, Adidas offer OOH scannable art to soccer fans]( [Jam3, Adidas offer OOH scannable art to soccer fans]( The OOH installation by the L.A. Football Club (LAFC/Instagram) Jam3 and Adidas are celebrating the return of Major League Soccer with a "Real Knows Real" campaign featuring outdoor art installations in seven US cities. Each artwork displays a QR code that fans can scan for a chance to win a grand prize of being a professional player with a one-day Adidas contract, or other prizes such as custom club cards, personalized jerseys and gift cards. Full Story: [Ad Age (tiered subscription model)]( (2/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [VaynerMedia, Lifewtr show "More to Life" with LeBron]( [VaynerMedia, Lifewtr show "More to Life" with LeBron]( (Lifewtr/YouTube) VaynerMedia created a "More to Life" campaign for PepsiCo's Lifewtr that stars LeBron James, who in a 30-second spot, showcases his life outside basketball, including his family and charity work. The push includes more than $100,000 in grants to those who apply via a dedicated site and explain how they'd use the money to enrich their lives through charity, education, mental health service or other ways. Full Story: [Campaign US (tiered subscription model)]( (2/16), [Ad Age (tiered subscription model)]( (2/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [4A's Kaplowitz: Put an end to category exclusivity]( Marla Kaplowitz, president and CEO of the American Association of Advertising Agencies, outlines six ways agencies can negotiate an end to category exclusivity with clients by taking internal steps to bolster confidentiality. "As work shifts from retainer to project-based, there's no longer a justification for category exclusivity when a long-term commitment is not offered," Kaplowitz writes, adding, "Category exclusivity hampers staff recruitment, retention and development." Full Story: [Ad Age (tiered subscription model)]( (2/17) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [The importance of embedding equity in creativity]( Kara Wright, managing director of Envisioning Equity, writes about working with agencies on training that embeds equity within the entire creative process. "Every creative choice made has the power to shape identity and make a positive contribution to the media landscape," Wright explains. Full Story: [Ad Age (tiered subscription model)]( (2/16) [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 [] [IPG Mediabrands brings Mediahub into its network]( The IPG Mediabrands network, which houses agencies including UM and Initiative, is welcoming a new member, Mediahub. "We just reached the scale and size where it made sense," said Mediahub global CEO John Moore, noting, "Our ambition is to be more global, and Mediabrands can help us do that, not only for future clients, but to support existing global clients." Full Story: [Campaign US (tiered subscription model)]( (2/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [GroupM expands ad campaign emissions calculator]( GroupM teamed with Scope3 to upgrade its carbon calculator with a new "Channel-Level Carbon Calculator" that measures the carbon footprint of ad campaigns -- not just digital -- from inception until they reach consumers, says GroupM's Kieley Taylor. The agency is making its calculator's methods and formulas open to anyone in the ad industry. Full Story: [MediaPost Communications (free registration)]( (2/16), [Ad Age (tiered subscription model)]( (2/16) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Editor's Note [] SmartBrief will not publish Feb. 20 In observance of Presidents Day in the US, SmartBrief will not publish Monday, Feb. 20. [LinkedIn]( [Twitter]( [Facebook]( [Email]( Sharing 4A's SmartBrief with your network keeps the quality of content high and these newsletters free. 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