McCann's Daryl Lee on the commercial value of creativity

Erich and Kallman kick off "Thursday Night Football" | Toyota taps multiple agencies for Grand Highlander debut | VMLY&R challenges YouTube creators in "Sailor VS" Created for {EMAIL} | [Web Version]( September 11, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Erich and Kallman kick off "Thursday Night Football"]( [Erich and Kallman kick off "Thursday Night Football"]( (NFL on Prime Video/YouTube) Amazon Prime Video is touting its "Thursday Night Football" in a campaign from Erich and Kallman that kicks off in a spot featuring retired NFL star Marshawn Lynch at the controls of a boiler room, where he's joined by football announcers and analysts Kirk Herbstreit, Al Michaels, Ryan Fitzpatrick, Charissa Thompson and Andrew Whitworth. Ads will be customized to the teams playing in that week's game, and the push is running on TV, including during other NFL broadcasts, digital, radio, out of home and across Amazon properties. Full Story: [Ad Age (tiered subscription model)]( (9/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Data-Driven Seasonal Campaign Alerts With our seasonal campaign alerts, you won't ever have to fall behind on planning again. Build out the list of holiday events that matter most to your brand. Then receive timely alerts (with data sourced from industry experts) on when to kickoff key digital campaign milestones. [Sign up today.]( ADVERTISEMENT: [] Creative [] [Toyota taps multiple agencies for Grand Highlander debut]( [Toyota taps multiple agencies for Grand Highlander debut]( “Labor," from Conill Advertising (Toyota USA/YouTube) Toyota released a "Life's Grander in the Grand Highlander" campaign that showcases its 2024 Grand Highlander SUV in individual spots from Conill Advertising, Saatchi & Saatchi, Burrell Communications Group and InterTrend Communications. The extensive campaign, which targets multicultural and mainstream audiences, is running across linear TV, social and digital media, search, audio, cinema and programmatic, including various content partnerships. Full Story: [MediaPost Communications (free registration)]( (9/10) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [VMLY&R challenges YouTube creators in "Sailor VS"]( [VMLY&R challenges YouTube creators in "Sailor VS"]( (America's Navy/YouTube) VMLY&R used YouTube's premiere feature to unveil the third season of "Sailor VS" for the US Navy, which shows YouTube creators competing against sailors in challenges such as search and rescue and escape rooms. The push, with media handled by Wavemaker, includes a Hulu takeover, a First Story takeover on Snapchat and an ask-me-anything Reddit session with Fox, a military dog. Full Story: [Campaign US (tiered subscription model)]( (9/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [McCann's Daryl Lee on the commercial value of creativity]( Daryl Lee, CEO of McCann Worldgroup, talks about his first year in the role, why creative agencies need to take back more control of brand performance and the importance of creativity. "I'm energized and surprised by how we are still struggling as an industry to value creativity and the commercial value of an idea," Lee says, adding, "On the agency side, we give away ideas too freely." Full Story: [Campaign Asia (free registration)]( (9/7) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Shake up employee relations to embrace new work trends]( [Shake up employee relations to embrace new work trends]( (Teera Konakan/Getty Images) To support evolving working trends, business leaders should provide customizable work-life balance options and embrace the potential for nonlinear career paths, writes Leigh Ober, chief people officer at Omnicom Precision Marketing Group. Leaders can "prioritize learning and attitude rather than aptitude" and empower employees "to reach beyond their perceived limits," Ober explains. 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Full Story: [Ad Age (tiered subscription model)]( (9/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Google opens up its Privacy Sandbox]( Most Chrome users now have Google's Privacy Sandbox, including new features that let them control topic-based ad targeting, and developers can start testing and integrating its application programming interfaces. Google is leaving out 3% of its user base for a few months so it can run tests, and plans to get rid of third-party cookies before next summer. Full Story: [The Verge]( (9/7), [TechCrunch (tiered subscription model)]( (9/8), [AdExchanger (tiered subscription model)]( (9/7) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] 4A's News [] [4A's Foundation]( The [4A's Foundation]( exists to advocate for and connect diverse talent to the marketing industry, working to foster a culture of curiosity, creativity and craft to fuel a more equitable future. 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