The rise of celebrity-founded agencies

W+K Portland gives a voice to the Oregon outdoors | Orchard brings quirky comedy for Google Fi | BBDO Minneapolis takes a 90-year look at Skippy Created for {EMAIL} | [Web Version]( August 9, 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 [] [W+K Portland gives a voice to the Oregon outdoors]( [W+K Portland gives a voice to the Oregon outdoors]( (Oregon/YouTube) Wieden+Kennedy Portland created a 60-second spot for Travel Oregon that touts the state's many outdoor attractions with the help of talking kayaks, beavers, hiking boots and roses. A 30-second version is running on TV during prime sporting events and across streaming platforms, and the campaign includes out of home. Full Story: [Muse by Clio]( (8/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( New ebook! Gen Alpha & Gen Z: Streaming Decision-Makers Gain insights into how parents make streaming decisions for the household. [Download "Gen Alpha and Gen Z: In Control of the Family Remote"]( to learn what is most important to young streaming audiences and how they find out about new content they're excited to see. ADVERTISEMENT: [] Creative [] [Orchard brings quirky comedy for Google Fi]( Orchard is touting Google Fi with four comedic ads that feature characters randomly touting the brand's wireless plans in weird scenarios. One spot shows a teenager awkwardly touting the brand while waiting for his date as her family breaks things in front of him, while another shows two people marooned on a desert island, before one reveals she's had a smartphone the whole time. Full Story: [Ad Age (tiered subscription model)]( (8/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [BBDO Minneapolis takes a 90-year look at Skippy]( [BBDO Minneapolis takes a 90-year look at Skippy]( (Skippy Peanut Butter/Facebook) BBDO Minneapolis created a 30-second "Spreading Fun for 90 Years" spot for Skippy that takes viewers on a whirlwind visual tour of how the peanut butter has been used over nine decades. The ad was directed by duo Les Garcons, who noted, "The carefully planned camera movements are what kept the concept from turning into visual chaos." Full Story: [Muse by Clio]( (8/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [The rise of celebrity-founded agencies]( Celebrities including Idris Elba, Terry Crews, Reese Witherspoon, Tom Brady, Shaquille O'Neal, Tony Hawk and Michael B. Jordan have started their own agencies, a trend that could have been inspired by Ryan Reynolds' success with Maximum Effort. Agency-owning celebrities and industry experts discuss the trend and what it means for diversity, creativity and competition. Full Story: [Ad Age (tiered subscription model)]( (8/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Edelman's Rebecca Ball talks favorite work]( Rebecca Ball, director of creative strategy and innovation at Edelman, talks about creative inspirations and favorite work. Ball explains why "BotSpots" for Symantec is one of her favorite projects and why she admires "Back Up Ukraine." Full Story: [Muse by Clio]( (8/7) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [AI Terms Cheat Sheet]( - [Getting Started with Apache Hadoop]( - [12 Ways to Approach the Cybersecurity Skills Gap Challenge in 2023]( - [Data Center Acronyms Cheat Sheet]( - [6 Worthless Security Tactics That Won't Go Away]( [] Agency News [] [Assembly becomes paid media AOR for Brooks Running]( Assembly was appointed paid media agency of record by Brooks Running, replacing incumbent Empower. The brand invested $7 million last year in North America measured media, per COMvergence. Full Story: [Adweek]( (8/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Bid shading waste tops $6B for advertisers, per report]( Roughly one-third of media buyers are unfamiliar with bid shading options offered by publishers to optimize programmatic buys and 70% are paying extra fees for it, wasting $6.6 billion annually, per Cognitiv and Alter Agents research. "Advertisers need a permanent solution, one that is designed for advertisers by media buyers, not a solution that publishers offered as a stop-gap solution to keep advertisers placated," says Cognitiv co-founder Aaron Andalman. Full Story: [MarTech Today]( (8/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] 4A's News [] [4A's Team Leadership Certification]( Empowering agency managers to LEAD, RETAIN and GROW high-performing teams using a humanistic approach. The [4A's Team Leadership Certification]( is rooted in positive psychology research and helps managers move beyond tactical management and become true people leaders. [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 [] [] In the spring of 1940 my sister, Lillian, who was thirteen, and I, who was eleven, arrived alone on the First Boat to Nome. 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