4A's Chair Sharon Napier on agency-client relationships

AKQA Bloom ages farm animals with AI for NotCo | R&R gives hockey fans a "Bally Sports TV Screen Saver" | Mother L.A., Postmates unveil the "Takeoutfit" Created for {EMAIL} | [Web Version]( April 19, 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 [] [AKQA Bloom ages farm animals with AI for NotCo]( AKQA Bloom ages farm animals with AI for NotCo (NotCo/Business Wire) AKQA Bloom's debut campaign for NotCo -- and the brand's first work since Fernando Machado became marketing chief -- uses generative artificial intelligence to create portraits of elderly pigs, cows and chickens, showing how long the animals could live if they weren't killed when young for food. The ads are running across social media, print and out of home. Full Story: [Muse by Clio]( (4/18), [Ad Age (tiered subscription model)]( (4/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Unleash the power of digital printing With Tetra Pak® Custom Printing you can create a range of different designs and print unique QR codes with smaller minimum orders. [Leverage our cost-effective digital printing to unleash your full creative potential and explore new business and marketing opportunities](. ADVERTISEMENT: [] Creative [] [R&R gives hockey fans a "Bally Sports TV Screen Saver"]( [R&R gives hockey fans a "Bally Sports TV Screen Saver"]( (Bally Sports/YouTube) R&R Partners is saving TVs from passionate, remote-hurling hockey fans during the NHL Stanley Cup Playoffs with a "Bally Sports TV Screen Saver." The inflatable is designed to cushion remote controls and is demonstrated by actor Jeff Harms in a humorous spot for Bally Sports+. Full Story: [Muse by Clio]( (4/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Mother L.A., Postmates unveil the "Takeoutfit"]( [Mother L.A., Postmates unveil the "Takeoutfit"]( (Postmates/YouTube) Mother L.A. created the "Takeoutfit" for Postmates -- a black hoodie that incorporates a dining tray, sleeves that can be detached to use as napkins and pockets to hold cutlery and condiments. A 30-second spot shows the "Takeoutfit" in action, noting it can be purchased or added to orders in select markets from 4/20, a day when takeout orders experience an increase. Full Story: [Muse by Clio]( (4/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [4A's Chair Sharon Napier on agency-client relationships]( Sharon Napier, chair of the 4A's and executive chair and founder of Partners + Napier, talks about the current state of agency-client relationships, including the effects of short tenure of chief marketing officers and the idea of category exclusivity. "As client-agency relationships have evolved into more short-term contracts, there's no longer a justification for category exclusivity," Napier says. Full Story: [MediaPost Communications (free registration)]( (4/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [John Wren on bringing staff back to the office]( Omnicom Group CEO John Wren talked during a first-quarter earnings call about the company's stipulation that its 70,000 employees must be in the office three days per week and how its reducing its global office footprint, removing 1.6 million square feet of real estate during Q1. "We're trying every sensible thing to look out for the benefit and the welfare of our employees, and it's time for them to come back because we're a creative services company and we work better when we're together," Wren said. Full Story: [Ad Age (tiered subscription model)]( (4/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency News [] [Horizon Media wins global media AOR for NFL]( Horizon Media won global media agency of record for the NFL, replacing incumbents OMD, Tinuiti, Mediacom and Starcom following a review. "We were looking for a partner to help us combine the intelligent use of data-driven media activations with our best-in-class storytelling," says NFL Vice President for Consumer Media Dave Bolger, adding "Horizon and its global affiliates demonstrated that ability at every step of the process." Full Story: [Ad Age (tiered subscription model)]( (4/18), [MediaPost Communications (free registration)]( (4/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Report highlights creative's roll in digital ad success]( Display ads on mobile and desktop with high-quality creative, i.e., strong imagery, informative messaging and calls to action, was responsible for 56% of purchase intent and yielded a 23% higher recall than those without that level of creative, per Magna Media Trials and Yahoo research. Magna's Kara Manatt says while "creative can often fall by the wayside ... no amount of great media can make up for mediocre creative." Full Story: [Ad Age (tiered subscription model)]( (4/18), [MediaPost Communications (free registration)]( (4/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [Humor makes a return for most effective ad campaigns]( Adweek (4/18) [] - [4A's among coalition urging refrain from "unreasonable" data barriers]( MediaPost Communications (free registration) (4/18) 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 [] [] I can use my voice in a much stronger way than I ever have. [Jenna Ortega](, actor [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