How agencies are compensating new business execs

4A's teams with others on Influencer Pay Equity Guide | Martin Agency casts Geico's Gecko as "Ease Specialist" | Havas makes the perfect "collab" with Kevin Costner Created for {EMAIL} | [Web Version]( November 16, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [4A's teams with others on Influencer Pay Equity Guide]( 4A's teams with others on Influencer Pay Equity Guide (4A's) The 4A's, Association of National Advertisers and PR Council published an Influencer Pay Equity Guide, which offers advice on equitable compensation, metrics, rights and transparency. Among the guide's five main recommendations are to offer monetary compensation, treat nano- and microinfluencers fairly, and ensure diversity, equity and inclusion is embedded through the entire process, not just from the influencer's side. Full Story: [Ad Age (tiered subscription model)]( (11/15) [LinkedIn]( [X]( [Facebook]( [Email]( A Marketer's Guide to App Engagement Data As marketers prepare for the full deprecation of the third-party cookie, they are hurrying to assemble reliable sources of scalable and privacy-compliant data. T-Mobile first-party Mobility Data is one form of data that marketers are leaning on heavily. [Get the guide.]( ADVERTISEMENT: [] Creative [] [Martin Agency casts Geico's Gecko as "Ease Specialist"]( [Martin Agency casts Geico's Gecko as "Ease Specialist"]( "Wormhole" (Geico Insurance/YouTube) Geico's Gecko takes on the role of "Ease Specialist" in humorous spots from The Martin Agency, which are running across TV, social and digital. "Wormhole" sees the Gecko called in to save the universe, while "Down and Easy" shows him called in to deliver a pep talk to a football team. Full Story: [Muse by Clio]( (11/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Havas makes the perfect "collab" with Kevin Costner]( [Havas makes the perfect "collab" with Kevin Costner]( (Green Mountain Coffee Roasters/YouTube) Kevin Costner is making his first US ad appearance in three decades in a 50-second spot by Havas New York for Green Mountain's Horizon Blend, one of a new line of coffees endorsed by the actor. The spot shows Costner on set, being sold the idea of "collabs" with various fictional brands, before he realizes the perfect brand collaboration would be for the coffee he actually likes drinking. Full Story: [Ad Age (tiered subscription model)]( (11/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [How agencies are compensating new business execs]( Incentives make up the compensation packages for 74% of new business executives at agencies, representing around a quarter of their total pay, with median salaries ranging between $170,000 and $328,000, per research by NBZ Partner. Half of new business executives think their pay is fair and the top metrics they want to be graded against are agency performance, number of account wins and win rate. Full Story: [Adweek]( (11/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] [VMLY&R Commerce's Tyler Murray talks retail creativity]( Tyler Murray, US CEO at VMLY&R Commerce, talks about his role, holiday shopping trends and creative commerce. "We really believe that retail is the next great canvas of creativity. We think it's a great place to not only drive sales of your brand but also as a place to build brands," Murray says. Full Story: [Campaign US (tiered subscription model)]( (11/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency News [] [Mischief named first social AOR for Pizza Hut]( Mischief @ No Fixed Address has been named as Pizza Hut's first social agency of record. "Be it partnerships or quickly jumping into hot topics and social conversations, we know Mischief will continue our momentum as we aim to expand our fandom among younger audiences," Pizza Hut's Lindsay Morgan said. Full Story: [Ad Age (tiered subscription model)]( (11/15), [Adweek]( (11/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Google Analytics, Salesforce Marketing can sync]( The Salesforce Marketing Cloud can now incorporate audiences from Google Analytics 4, letting marketers target them directly with SMS and email messages. Users need to add Marketing Cloud Subscriber IDs into their URLs' tags and use Marketing Cloud's integration tools and Journey Builder. Full Story: [MarTech Today]( (11/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [4A's Incubator: Set up your growing agency for success]( Benefit from a uniquely curated experience that includes multidisciplinary mentorship and counsel from successful 4A's members, access to a community of agency entrepreneurs, full access to 4A's resources for a fraction of the member price and much more. We are invested in and committed to your success. Our new cohort starts January 2024. [Sign up now](! [LinkedIn]( [X]( [Facebook]( [Email]( [] [4A's Membership Guide for Emerging Professionals]( Emerging professionals and industry newcomers, in particular, will find that the 4A's serves as a subject-matter expert, career coach, research specialist, strategy consultant, media specialist, ESG, data and tech advisor helping them navigate the complex, fast-changing industry. 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