How generative AI could transform the agency model

Carmichael Lynch makes quirky musical for Treasure Cave | McCann Detroit casts Terry Crews' feet for Shoe Carnival | Copacino Fujikado, Symetra tap Sue Bird for "Breathe" Created for {EMAIL} | [Web Version]( August 2, 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 [] [Carmichael Lynch makes quirky musical for Treasure Cave]( [Carmichael Lynch makes quirky musical for Treasure Cave]( (Treasure Cave Cheese/YouTube) Carmichael Lynch is touting Treasure Cave's blue cheese with a 60-second musical number set in a cave and sung by a weird cast of characters, including a man hanging upside down named Hank. The campaign includes a series of 15-second spots and refreshed packaging featuring a new logo. Full Story: [Ad Age (tiered subscription model)]( (8/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( NEW EBOOK: Gen Alpha and Gen Z: In Control of the Family Remote Access SuperAwesome's free ebook, "Gen Alpha and Gen Z: In Control of the Family Remote" and unlock valuable insights into what is most important to Gen Alpha and Gen Z streaming audiences, as well as why their voices are key in influencing what platforms families subscribe to. [Read now.]( ADVERTISEMENT: [] Creative [] [McCann Detroit casts Terry Crews' feet for Shoe Carnival]( [McCann Detroit casts Terry Crews' feet for Shoe Carnival]( (Shoe Carnival/YouTube) McCann Detroit's back-to-school campaign for Shoe Carnival is voiced by Terry Crews, who explains that the retailer is offering more savings this season by paying only to show his "megastar feet" in ads. The humorous push, running across TV, social and radio, also touts the Terry Crews Megastar Giveaway, which gives customers the chance to win daily prizes in stores. Full Story: [Ad Age (tiered subscription model)]( (8/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Copacino Fujikado, Symetra tap Sue Bird for "Breathe"]( [Copacino Fujikado, Symetra tap Sue Bird for "Breathe"]( (Symetra/Facebook) Copacino Fujikado created a 60-second "Breathe" spot for Symetra Life Insurance that celebrates how teammates, just like the brand, help make life easier. The ad features and is voiced by retired WNBA star Sue Bird. Full Story: [ShootOnline (free content)]( (8/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [How generative AI could transform the agency model]( Generative AI could transform the agency billing model from time-based to value-based, while upskilling the workforce so less time is spent on mundane tasks and more invested in strategic, creative work, writes Aaron Kwittken, founder and CEO of PRophet and CEO of Stagwell Marketing Cloud's Comms Tech Cloud. Kwittken outlines three steps agencies can take to move toward value-based billing, noting that "bold agencies that succeed early with [generative AI] are poised to gain a major competitive edge." Full Story: [Adweek]( (8/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Johannes Leonardo's Kat Logan on marathons, creativity]( Kat Logan, strategy director at Johannes Leonardo, writes about how running marathons is similar to working on creative campaigns. "As you approach a creative campaign, having a solid physical foundation is crucial -- a strong, well-balanced team with knowledge and expertise that's been built over time," Logan writes. Full Story: [Muse by Clio]( (8/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [The Proof is Out There: Discover True Buyer-Level Intent Data]( - [Unlocking The Potential of ChatGPT]( - [2023 Salary Guide for Marketing Professionals]( - [Mastering Microsoft PowerPoint: 25 Tips & Tricks]( - [2023 US IT Salary Report]( [] Agency News [] [Terri & Sandy named lead agency for My/Mochi]( Terri & Sandy was named creative and strategic lead agency for My/Mochi without a pitch. "I love that the agency is founded by two impressive women, as well as the energy of the team and passion they have for food," said My/Mochi Chief Marketing Officer Brigette Wolf. Full Story: [Adweek]( (8/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Agency execs seek more transparency in YouTube ads]( Some agency executives hope YouTube will improve transparency and adjust ad sales processes, such as its negative-option provision, following allegations that Google Video Partner program ads frequently run on sites that advertisers are unaware of and lack domain-level reporting. If all tech provider publishers' claims about brand safety were true, "then we wouldn't need any of the third-party brand safety, blocking and verification that we use, like IAS or DoubleVerify," says one ad executive. Full Story: [Digiday (tiered subscription model)]( (7/31) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] 4A's News [] [Redefining the future of advertising talent]( 4A's and Catalyte have [partnered to create]( a more diverse, dynamic and inclusive advertising industry. Catalyte's end-to-end, AI-driven, re-skilling program makes significant strides to eliminate hiring bias and creates opportunities based on aptitude, regardless of background or education, providing a highly-skilled and de-risked hiring process for agencies. [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 [] [] Work takes on new meaning when you feel you are pointed in the right direction. 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