5 agency presidents win the 2023 Beacon Award

5 agency presidents win the 2023 Beacon Award | Orchard, Etsy show gifting doesn't have to be impossible | Edelman showcases the rewards of teen adoption Created for {EMAIL} | [Web Version]( October 31, 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 [] [5 agency presidents win the 2023 Beacon Award]( Adweek and AdColor named the five recipients of their 2023 Beacon Award, which recognizes individuals for their contributions toward driving forward diversity, equity and inclusion. The recipients are all presidents at their agencies and are: AKQA North America's Tesa Aragones, Wieden+Kennedy New York's Jiah Choi, MullenLowe US' Jordan Muse, Ogilvy New York's Darla Price and Wieden+Kennedy Portland's Jason White. Full Story: [Adweek]( (10/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( New Report: Digital Advertising Trends Forrester Research teamed up with Smartly.io, the leading multi-channel creative and media optimization advertising platform, to uncover how savvy marketers can maximize budgets. [Download the report for data, insights and best practices.]( ADVERTISEMENT: [] Creative [] [Orchard, Etsy show gifting doesn't have to be impossible]( [Orchard, Etsy show gifting doesn't have to be impossible]( (Etsy/YouTube) Orchard's debut campaign, "Your Mission," for Etsy features four lighthearted spots that show people on a gift "mission" for loved ones. The ads show characters singing about the challenges of finding the perfect gift to the music of the "Mission Impossible" theme before Etsy comes to the rescue. Full Story: [Ad Age (tiered subscription model)]( (10/30), [Muse by Clio]( (10/31), [Adweek]( (10/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Edelman showcases the rewards of teen adoption]( [Edelman showcases the rewards of teen adoption]( (AdoptUSKids/YouTube) Edelman created a pro bono campaign to show the rewards of adopting older children for the Ad Council, US Department of Health and Human Services, AdoptUSKids and Administration for Children and Families. An emotional "Parents Adopted" spot shows a diverse group of parents talking about how being adopted by their foster teens has changed their lives for the better. MMI Agency assisted with the media buys. Full Story: [Ad Age (tiered subscription model)]( (10/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [Agency creatives share ad shoot horror stories]( Agency creatives share their horror stories from ad shoots that went wrong. The Martin Agency's Brett Alexander talks about the time he was working with animals that would "eat each other's faces off," Luquire's Michael Ashley shares a bloody encounter with leeches and Goodby, Silverstein & Partners' Margaret Johnson remembers a shoot with Elizabeth Taylor. Full Story: [Ad Age (tiered subscription model)]( (10/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Purpose doesn't have to mean the death of comedic ads]( A focus on purpose-driven work has led to a decrease in comedic advertising, but the two don't have to be mutually exclusive, writes Ogilvy's Maaike Kessels. "Drawing inspiration from successful brands of today, the overarching principle is that we approach topics with lightness but never ridicule," Kessels writes. Full Story: [The Drum (free registration)]( (10/30) [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 [] [Omnicom buys digital commerce platform Flywheel]( Omnicom made its largest acquisition to date, the purchase of Ascential's Flywheel Digital, a digital commerce platform, for $835 million. "The acquisition of Flywheel significantly broadens our reach and influence in the rapidly expanding digital commerce and retail media sectors, two of the fastest-growing parts of the industry," said Omnicom CEO John Wren. Full Story: [MediaPost Communications (free registration)]( (10/30), [Adweek]( (10/30), [The Wall Street Journal]( (10/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [Mekanism wins creative, strategy for Amtrak]( Ad Age (tiered subscription model) (10/31) [] - [Kirk McDonald stepping down as CEO of GroupM North America]( Campaign US (tiered subscription model) (10/30) [] Media & Technology Trends [] [Brands invest heavily in advertising AI]( Marketers have invested a minimum of $40 million on advertising AI products this year with $35 million of that spent in the third quarter, a 550% increase over Q3 2022, per ad-tracking firm MediaRadar. Digital advertising (49%) captured the dominant percentage of the spending to tout AI products, followed by TV (34%), online video (29%) and print (12%). Full Story: [Digiday (tiered subscription model)]( (10/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] 4A's News [] [Upcoming 4A's webinars]( Agencies face new challenges and opportunities every day. You don't have to figure it all out on your own. The 4A's partnerships bring you first-hand experience and expertise from around the industry tailored to agencies. [Sign up for these upcoming webinars]( and find answers to your burning questions [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Supporting employee growth]( Dedicated to supporting agency professionals, the [4A's Learning Institute]( offers an ever-growing library of live workshops, certificate programs and on-demand courses. Stretching across every aspect of the industry and every role, the Learning Institute has something to help every agency professional grow. [Learn more](. 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