4A's Kaplowitz: Agencies must push back on transparency

And The Drum Awards winners are ... | Havas' "new identity is much more than a logo tweak" | Anomaly makes a human "Murmuration" for Hoka Created for {EMAIL} | [Web Version]( June 15, 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 [] [And The Drum Awards winners are ...]( [And The Drum Awards winners are ...]( Teaser for the "Live From Upside Down," from Observatory and Slap Global. (Doritos/YouTube) Observatory and Slap Global's campaign for Doritos and Netflix's "Stranger Things" won the Grand Prix at The Drum Awards for Marketing Americas 2023. Other winners included DDB Chicago, which took home the Chair Award for its "Made to Chill" campaign for Coors Light, Invnt's Kristina McCoobery who won Agency Leader of the Year and Manifest as Agency Team of the Year. Full Story: [The Drum (free registration)]( (6/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Introducing Nexxen From the buy-side to the sell-side, digital to linear, planning to activation to measurement and optimization, Nexxen is here to empower you to utilize video and Connected TV in the most meaningful ways, today and in the future. [Learn More]( ADVERTISEMENT: [] Creative [] [Havas' "new identity is much more than a logo tweak"]( [Havas' "new identity is much more than a logo tweak"]( (Havas/LinkedIn) Havas unveiled a rebrand from its Conran Design Group agency, which includes a new logo, website and spans its global digital and physical presence, bringing a shared identity to all of its branded networks. "Our new identity is much more than a logo tweak," said CEO Yannick Bollore, adding, "It reinforces our difference and gives us a competitive advantage by simplifying our service lines and highlighting our core values." Full Story: [MediaPost Communications (free registration)]( (6/14), [Campaign India]( (6/13) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Anomaly makes a human "Murmuration" for Hoka]( [Anomaly makes a human "Murmuration" for Hoka]( (Hoka TV/YouTube) Anomaly Los Angeles' debut work for Hoka puts a different spin on its "Fly Human Fly" push, which was created last year by FCB. A 60-second "Murmuration" spot, set to Eddie Floyd's "Big Bird," shows walkers, runners and hikers flying through the sky before joining together to form the shape of the brand's logo. Full Story: [Ad Age (tiered subscription model)]( (6/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Crawl, Walk, Run: CTV Advertising Playbook The average TV viewer has 5 or more streaming subscriptions, making CTV a 'must-have' in your multichannel programs. Data Axle's CTV advertising guide is filled with best practices and real-world examples of how global brands are leveraging this popular channel. [Download the playbook.]( ADVERTISEMENT: [] Agency Insider [] [Ogilvy's Billy LePage on "Cycle x Freda"]( Billy LePage, strategy director at Ogilvy, writes about why creating the "Cycle x Freda" campaign while at McCann Worldgroup was one of the most meaningful projects for him. "For me, this project encapsulates the power of queer creatives and allies to change the world for good," LePage writes. Full Story: [Ad Age (tiered subscription model)]( (6/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [IPG CEO Krakowsky on the future of AI and creativity]( Interpublic CEO Philippe Krakowsky writes about how the evolving power of artificial intelligence is changing creativity. "Ultimately, the future of creativity and AI lies in the ability to be fluent in AI tools, and to combine AI output with human insight and creativity," Krakowsky says. Full Story: [Campaign US (tiered subscription model)]( (6/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( What's holding back marketers? Access global and regional marketing trends, advertiser sentiments around streaming and the opportunities and challenges of cross-media measurement in our 2023 Nielsen Annual Marketing Report. [Read the report.]( ADVERTISEMENT: 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]( [] Agency News [] [4A's Kaplowitz: Agencies must push back on transparency]( Clients are demanding more transparency from agencies over fees, including details of staffing plans and salary breakdowns, which 4A's CEO and President Marla Kaplowitz describes as "inappropriate." Brand procurement teams are concerned about agencies offshoring work without passing on the savings, but Kaplowitz argues that, for this and other demands, agencies "have to push back. It does not help to acquiesce to micromanaging of the work." Full Story: [Ad Age (tiered subscription model)]( (6/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [R&R wins media AOR for Brand USA]( Adweek (6/14) [] - [Huge unveils suite of AI tools]( Ad Age (tiered subscription model) (6/14) [] Trends & Research [] [Gen Z taps social for shopping and searching, per report]( Approximately 70% of Generation Z buying products via social platforms are most likely to use Instagram followed closely by YouTube and TikTok, Facebook and then Snapchat, per Insider Intelligence. Gen Z also tends to prefer TikTok (43%) to search for products, compared with search engines (38%). Full Story: [Marketing Brew]( (6/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] 4A's News [] [Supporting employee growth]( Dedicated to supporting agency professionals, the [4A's Learning Institute]( offers an ever-growing library of live workshops, certificate programs and on-demand courses. Stretching across every aspect of the industry and every role, the Learning Institute has something to help every agency professional grow. [Learn more](. [LinkedIn]( [Twitter]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( 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 [] [] It was a baptism by fire, but it was great. 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