22Squared plays Halloween tricks for Party City

22Squared plays Halloween tricks for Party City | TBWA\Chiat\Day, LG say, "Life's Good" | Maximum Effort, Mint Mobile tap into "Golden Bachelor" Created for {EMAIL} | [Web Version]( September 29, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [22Squared plays Halloween tricks for Party City]( [22Squared plays Halloween tricks for Party City]( (Party City/Instagram) 22Squared is showcasing Party City's Halloween products in three spots where unsuspecting people who signed up for market research were instead subjected to horror-themed pranks, such as zombies appearing in an office or an elevator opening to a hellish scene. People can win a $500 Party City gift card and other prizes by sharing their own scary pranks on Instagram using [#daretoscarecontest]( and tagging the brand. Full Story: [Ad Age (tiered subscription model)]( (9/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Digital Engagement Benchmarks Report How engaging is your B2B marketing? Understand the current state of digital engagement based on thousands of digital experiences created and delivered by leading B2B brands to millions of attendees across the globe in 2022. [Download the report.]( ADVERTISEMENT: [] Creative [] [TBWA\Chiat\Day, LG say, "Life's Good"]( [TBWA\Chiat\Day, LG say, "Life's Good"]( (LG Global/YouTube) TBWA\Chiat\Day New York created a global "Life's Good" campaign for LG, anchored by a 90-second spot that follows a middle-aged man as he longboards down suburban streets, finding optimism along the way. The push is running across digital out of home and social media, including influencer collaborations with Willow Smith, Park Jenny and Cody Simpson. Full Story: [Campaign Brief online (Asia)]( (9/29), [Ad Age (tiered subscription model)]( (9/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Maximum Effort, Mint Mobile tap into "Golden Bachelor"]( [Maximum Effort, Mint Mobile tap into "Golden Bachelor"]( (Mint Mobile/Instagram) Maximum Effort is touting how Mint Mobile can help couples maintain strong communication with a 30-second spot that debuted during and played off of ABC's new show, "The Golden Bachelor." The ad stars reality TV couple Heidi Montag and Spencer Pratt, aged with makeup to look many years older, as they discuss the longevity of their relationship thanks to the brand. Full Story: [The Drum (free registration)]( (9/28), [Ad Age (tiered subscription model)]( (9/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [OMG CEO Florian Adamski talks wins, media landscape]( Florian Adamski, CEO of Omnicom Media Group, talks about the agency network's reorganization and its recent account wins, including Uber, HSBC and Beiersdorf. Adamski also discusses prioritizing succession planning and how media buying is evolving with an increasing emphasis on commerce. Full Story: [Campaign US (tiered subscription model)]( (9/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Alma, Lerma are discovering generative AI's biases]( Leaders from Alma and Lerma discuss the problems and racial biases they're encountering when using generative AI tools like MidJourney, Firefly and Stable Diffusion for Hispanic campaigns. "It's important for [AI] platforms to consider looking at consultants, such as marketing planners or even anthropologists, to provide input onto these tools to try and avoid those biases from happening," says Michael Sotelo, vice president of digital at Alma. Full Story: [Adweek]( (9/28) [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]( - [ABM in the World of AI: Priorities for 2024]( - [2023 State of B2B Content Consumption and Demand Report for Marketers]( - [How Buyer-Level Intent Data Reveals Who is Ready to Buy]( - [State of B2B Marketing for Global Tech]( [] Agency News [] [Media up for review at Amazon]( Amazon is reviewing its global media business, which is currently handled by IPG's Initiative. The brand invested $20.6 billion in global advertising and promotion last year, a 22% increase over the previous year. Full Story: [Ad Age (tiered subscription model)]( (9/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [MullenLowe introduces chief culture officer role]( MediaPost Communications (free registration) (9/28) [] - [Publicis wins US media for Kimberly-Clark]( Ad Age (tiered subscription model) (9/28) [] Media & Technology Trends [] [Nibble uses AI to encourage online shoppers to haggle]( [Nibble uses AI to encourage online shoppers to haggle]( (Pixabay) AI-powered chatbot Nibble dangles discounts for shoppers at more than 300 ecommerce sites and invites them to negotiate lower prices. Part of the appeal for brands and retailers is Nibble's potential to replace blanket discounts with personalized deals that encourage consumers to make a purchase. 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Join us as we gather with friends and supporters from the advertising, marketing, tech and entertainment industries to celebrate our MAIP Alumni Diamonds of the Decades, and honor luminaries whose career contributions and impact embody the mission of MAIP and the 4A's Foundation. Visit [MAIP Golden Gala]( for more information and [reserve your spot today](. [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 [] [] Who Said It? The two things vital to success -- how to sense approaching danger and how to be flexible. 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