How The Backscratchers became the "fixer" of advertising

Alphabet maintains clear lead in digital, mobile ad revenue | McGarryBowen leads millennial-focused campaign for Mondelez Snacks | Ogilvy says mobile phones can be social with Motorola Moto Z Created for {EMAIL} | [Web Version]( ADVERTISEMENT July 26, 2017 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [FORWARD]( [] Top Story [] [Alphabet maintains clear lead in digital, mobile ad revenue]( Google parent Alphabet rakes in about a third of digital ad revenue globally, making it the world leader with a projected $73.8 billion in sales this year, two-thirds of which will come from mobile. Trailing well behind is Facebook, with less than half of Alphabet's digital total. [Recode]( (7/24) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Creative [] [McGarryBowen leads millennial-focused campaign for Mondelez Snacks]( McGarryBowen leads millennial-focused campaign for Mondelez Snacks (Mondelez International) McGarryBowen, Carat, VaynerMedia and Weber Shandwick have created a campaign for Mondelez called "Find Your Real to Real" that touts the brand's new Vea snacks to authenticity-hungry millennials. The push includes TV, media partnerships with millennial-focused sited such as Insider and Mic, and collaborations with social influencers. [Advertising Age]( (7/24), [MediaPost Communications]( (7/25) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [Ogilvy says mobile phones can be social with Motorola Moto Z]( [Ogilvy says mobile phones can be social with Motorola Moto Z]( Click to watch video (Motorola US/YouTube) Ogilvy's new spot for Motorola shows that mobile phones can actually bring friends together as opposed to isolating people in their own digital worlds. The ad sees dinner party guests bonding over Motorola Moto Z family phones, having fun together as they try out the Moto Mods. [The Drum (Scotland)]( (7/25), [MediaPost Communications]( (7/25) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency Insider [] [Study: Consumers like brands that challenge sexism, stereotypes]( Sixty-five percent of females and 59% of males approve of brands that challenge stereotypes via traditional media, Universal McCann reports. The research found that consumers think worse of brands who advertise on channels they associate with sexist content, such as tabloid newspapers, reality TV shows, comedy platforms, magazines aimed at young women and fashion publications. [Campaign US (free registration)]( (7/25) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [How The Backscratchers became the "fixer" of advertising]( The Backscratchers founder Jody Orsborn explains why she created a shop that matches brands to freelancers for creative projects, describing how she identified the need for a fixer role in advertising. "I realized that there was a bit of gap in the industry for the role of 'fixer' -- the kind of person you call up and say 'I need this...,' " she said. [The Drum (Scotland)]( (7/26) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency News [] [R/GA wins creative for Coty's Wella, Clairol brands]( R/GA has been chosen to lead the creative accounts for Coty's Wella and Clairol hair care brands after a competitive review. "The beauty category overall and the retail hair category in particular are ripe for disruptive innovation," said R/GA's Barry Wacksman. [Adweek]( (7/25) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Media & Technology Trends [] [Virtual Room aims to change the ad experience]( Unity has unveiled Virtual Room, a virtual reality ad format that will be released later in the year and will appear across a range of VR apps. The Interactive Advertising Bureau has teamed with Unity to develop guidelines for the ads, and the IAB's Eric John says, "Our hope is that VR creates new opportunities that don't replicate advertising the way that mobile originally did with repurposed 30-second TV spots." [Wired online]( (7/21) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Association News [] [4A's Reveals 100 People Who Make Advertising Great]( 4A's Reveals 100 People Who Make Advertising Great (4A's) 4A's, the leading trade association representing the advertising agency business, announced the advertising professionals who it will honor as 100 People Who Make Advertising Great at their [Anniversary Gala](. This 4A's 100th anniversary initiative recognizes a diverse and distinguished group across all levels and disciplines. From now through September, 100 People Who Make Advertising Great will be featured in a series of Adweek issues. [Read the press release](. [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [The Final Executive Leadership Program of 2017 -- NYC]( The Final Executive Leadership Program of 2017 -- NYC (4A's) In the 4A's Executive Leadership Program (ELP), participants will hone their leadership skills and learn how decisions impact the viability of the business while building lasting relationships with your peer group in a safe, interactive space. Next and last session this year will be in NYC September 12 to 14. [Learn more](. [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Learn more about 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] Editor's Note [] Got something to say about digital marketing? Say it through SmartBrief SmartBrief publishes original blog posts, videos and interviews with digital-marketing thought leaders on its blog network, [SmartBrief Originals](. Submitting guest posts is a great way to share your perspective with SmartBrief's marketing and advertising audiences. 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