Why agencies are diversifying through IP investments

Deutsch L.A. celebrates employees with "Lowe's Knows" | Opinionated shows "Nature Finds a Way" | Fitzco, Checkers & Rally's put you in the driver's seat Created for {EMAIL} | [Web Version]( March 6, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [Deutsch L.A. celebrates employees with "Lowe's Knows"]( Deutsch Los Angeles created a "Lowe's Knows" campaign that features a 30-second spot celebrating the store's employees, with digital assets and signage reflecting the red of employee vests. The push, with media handled by Starcom, is running across national TV, streaming, social and digital. Full Story: [Ad Age (tiered subscription model)]( (3/6) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Master your omnichannel marketing Only 35% of companies feel they are successfully achieving omnichannel personalization. Are you one of them? Our latest guide is all about mastering your own omnichannel approach. What it is. Why you need it. And how to do it really well. [Learn more.]( ADVERTISEMENT: [] Creative [] [Opinionated shows "Nature Finds a Way"]( [Opinionated shows "Nature Finds a Way"]( (Nature's Way/YouTube) Opinionated created a "Nature Finds a Way" campaign for Nature's Way that's narrated by actor Amy Sedaris and is running across digital, including Spotify and Pandora, and at events. One 60-second spot features a bug taking viewers on a tour of how nature solves any problem, just like the brand's multivitamins and probiotics. Full Story: [MediaPost Communications (free registration)]( (3/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Fitzco, Checkers & Rally's put you in the driver's seat]( Fitzco's campaign for Checkers & Rally's features a new "You're in the driver's seat" tagline and is running across national linear and connected TV, radio, online video and paid social. Spots show customers as "the boss of the drive-thru." Full Story: [MediaPost Communications (free registration)]( (3/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( ADVERTISEMENT [] Agency Insider [] [Why agencies are diversifying through IP investments]( Stagwell, Mother, The Martin Agency, Anomaly and XenoPsi Ventures are among agencies seeking non-traditional revenue by investing in intellectual property as a means to develop talent, prove expertise to clients and, above all, weather client fluctuation. "Every industry is seeking growth, and IP offers growth through diversification," says Marla Kaplowitz, president and CEO of the American Association of Advertising Agencies. Full Story: [Ad Age (tiered subscription model)]( (3/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Reach Agency's Karen Hart talks favorite work]( Karen Hart, vice president of creative and content at Reach Agency, talks about creative inspirations and favorite work. Hart explains why working on the social strategy for "The Voice" was one of her favorite projects and why she's proud of the TikTok soundtrack campaign for DiGiorno's Fully Stuffed pizza. Full Story: [Muse by Clio]( (3/3) [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 [] [Puma hires McKinney as global AOR for Run/Train]( McKinney won global agency of record for Puma's Run/Train business and will manage the brand's worldwide creative and strategy work. "Over the years, Puma has shaped the culture around sport and they have been instrumental in driving social change in the space. We're excited to partner with them," said McKinney CEO Joe Maglio. Full Story: [MediaPost Communications (free registration)]( (3/3), [Adweek]( (3/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [New Pinterest "Spotlight" gives brands top search spot]( Pinterest has started testing "Premiere Spotlight," a format for video ads that gives brands 24-hour access to premium placement in the app's search results. Kohl's is showcasing its spring apparel as part of the trial. Full Story: [TechCrunch (tiered subscription model)]( (3/2) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Hot Topics [] - [This year's most innovative agencies are ...]( Fast Company (tiered subscription model) [] - [DDB Chicago, Twix get profound with two chickens]( Ad Age (tiered subscription model) [] - [Pete Davidson is the "Same Kid" for VMLY&R, Smartwater]( Muse by Clio [] - [Agency execs talk reasons for declining creativity]( Ad Age (tiered subscription model) [] - [Cartwright, P&G show Black women "Unbecoming"]( Ad Age (tiered subscription model) 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 work was the top priority so I was certainly willing to sacrifice my personal life. [Tu Youyou](, pharmaceutical chemist, malariologist, Nobel Prize winner March is Women's History Month [LinkedIn]( [Twitter]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events](   SmartBrief publishes more than 200 free industry newsletters - [Browse our portfolio]( [Sign Up]( | [Update Profile]( | [Advertise with SmartBrief]( [Unsubscribe]( | [Privacy policy]( CONTACT US: [FEEDBACK](mailto:aaaa@smartbrief.com) | [ADVERTISE](mailto:dmalouf@smartbrief.com) SmartBrief, a division of Future US LLC © Full 7th Floor, 130 West 42nd Street, New York, NY, 10036