Forrester: Why pitching is broken and how to fix it

BBDO NY, GE HealthCare paint portraits of nurses | Translation shows famous faces prepare for NBA Finals | Lisa Loeb asks Old Bay Goldfish to "Stay" Created for {EMAIL} | [Web Version]( May 10, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [BBDO NY, GE HealthCare paint portraits of nurses]( [BBDO NY, GE HealthCare paint portraits of nurses]( (GE HealthCare/Instagram) BBDO New York is celebrating National Nurses Week for GE HealthCare with a campaign that honors the hours of care given by individual nurses via portraits using the same amount of brushstrokes, created by artist Tim Okamura. The creation of "Canvases of Care" are showcased in a series of 15-second spots, which end with the copy, "A nurse's job is never finished. So neither is this painting." Full Story: [Ad Age (tiered subscription model)]( (5/9) [LinkedIn]( [Twitter]( [Facebook]( [Email]( The Composable CDP Market Guide Not all composable CDPs are created equal. Discover the key characteristics of a truly composable CDP, with a breakdown of the offerings on the market right now. [Read the guide.]( ADVERTISEMENT: [] Creative [] [Translation shows famous faces prepare for NBA Finals]( [Translation shows famous faces prepare for NBA Finals]( (NBA/YouTube) Translation created a 60-second spot for the NBA Finals that ramps up excitement with basketball legends Magic Johnson and Larry Bird, along with a host of famous fans including Jimmy Kimmel, Tony Hawk, SUGA and Eli and Peyton Manning. "We are All in the Finals" is running across TV, social and digital. Full Story: [The Drum (free registration)]( (5/9) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Lisa Loeb asks Old Bay Goldfish to "Stay"]( [Lisa Loeb asks Old Bay Goldfish to "Stay"]( (GoldfishSmiles/Instagram) Goldfish is touting the limited-edition return of its Old Bay flavor with a music video featuring Lisa Loeb singing a remixed version of her 1994 hit "Stay (I Missed You)," with lyrics using social media posts from fans of the seasoning. The campaign, created by Zeno Group, Spark Foundry, Saatchi & Saatchi and PXP Studios, is running across TikTok, Snapchat and Instagram. Full Story: [Ad Age (tiered subscription model)]( (5/9), [MediaPost Communications (free registration)]( (5/9) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [W+K's Marcus Collins on "making meanings"]( Marcus Collins, chief strategy officer at Wieden+Kennedy New York, talks about his debut book and what the industry needs to understand about "culture" to connect more deeply with audiences. "You have to understand how people make meanings if you are to ensure that our messages are received the way they were intended," Collins says. Full Story: [Muse by Clio]( (5/9) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [GS&P's Bonnie Wan: Tackle anti-Asian hate with creative]( Bonnie Wan, partner and head of brand strategy at Goodby Silverstein & Partners, writes about the importance of using creativity to combat anti-Asian hate, using the agency's @Respond2Racism Twitter bot and W+K's "The Myth" as best-practice examples. "By combining storytelling, design and technology to combat racism, @Respond2Racism and 'The Myth' pushed these creators from helpless to heroic," Wan writes. Full Story: [Ad Age (tiered subscription model)]( (5/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [The Resourceful Marketer's Cookbook: Quick and Easy Growth Recipes to Achieve More with Less]( - [Tips and tricks for ABM using ChatGPT]( - [2023 Salary Guide for Marketing Professionals]( - [Python for IT Professionals]( - [Mastering Windows Security and Hardening - Second Edition ($41.00 Value) FREE for a Limited Time - Offer Expires 5/10/2023]( [] Agency News [] [Forrester: Why pitching is broken and how to fix it]( The pitching process needs to be overhauled as agencies are left exposed by financial risk and the expectation to offer free IP, according to a Forrester Research report, the findings of which echo last year's research by the 4A's and Association of National Advertisers. Jay Pattisall, principal analyst at Forrester and author of the report, recommends brands replace pitches with "test runs" to evaluate performance on real work, with agencies compensated for their ideas. Full Story: [Adweek]( (5/9) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Q&A: OpenAI exec outlines differentiators between AI tools]( Q&A: OpenAI exec outlines differentiators between AI tools (NurPhoto/Getty Images) Aliisa Rosenthal, OpenAI's head of sales, explains two ways brands can tap into its technologies: Use its API to integrate AI directly, such as what Spotify and Shopify have done, or use the ChatGPT plug-ins "to capture users off-platform," with opportunities to use its DALL-E, Whisper or ChatGPT options. Rosenthal advises taking the API route, while plug-in access is available through a waitlist. Full Story: [Ad Age (tiered subscription model)]( (5/9) [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 [] [] At times you'll wish more than anything that you could be like everyone else. Please don't. [Christina Ricci](, 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