Agency leaders on 2024's top creative trends

Martin Agency, Geico awaken the caveman | Deutsch L.A. gets musical for NerdWallet | Barkley taps Megan Thee Stallion for Planet Fitness Created for {EMAIL} | [Web Version]( January 2, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [Martin Agency, Geico awaken the caveman]( [Martin Agency, Geico awaken the caveman]( (Geico Insurance/YouTube) The Martin Agency brought back Geico's caveman character in a two-minute "The Nightmare" spot that aired during an NBC NFL broadcast Christmas Eve where he's unable to sleep due to anxiety about having to star in a documentary for the brand. The ad centers around the fact that the caveman can't get over being "turned into a punchline" 20 years ago by the brand, the last time he starred in a Geico campaign that carried the tagline, "So easy a caveman could do it." Full Story: [Marketing Dive]( (12/22), [MediaPost Communications (free registration)]( (12/22), [Ad Age (tiered subscription model)]( (12/22) [LinkedIn]( [X]( [Facebook]( [Email]( Delivering integrated food & beverage solutions With Tetra Pak, you get more than a production line. You get expert advice on every choice along the way— from strategic decision-making & operational efficiency to your sustainability transformation and new product development. [Learn more]( about the many ways to work with Tetra Pak. ADVERTISEMENT: [] Creative [] [Deutsch L.A. gets musical for NerdWallet]( [Deutsch L.A. gets musical for NerdWallet]( (NerdWallet/YouTube) Deutsch L.A. created a musical 90-second "Future You" spot for NerdWallet, which is set in 2074 and shows seniors singing about their financial woes due to the bad decisions they made in early adulthood, ending with the line, "Don't make your future you hate you!" The push is running across TV, digital and social. Full Story: [Muse by Clio]( (12/26) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Barkley taps Megan Thee Stallion for Planet Fitness]( [Barkley taps Megan Thee Stallion for Planet Fitness]( (Planet Fitness/YouTube) Barkley casted Megan Thee Stallion as "Mother Fitness" in a New Year campaign for Planet Fitness, anchored by a 30-second spot where the rapper urges people to ditch the "toxic nastiness" of other fitness providers and be welcomed into the brand's "judgment-free zone." The campaign, with media managed by Crossmedia, features a "Real Squat Girl Fit" TikTok challenge led by Stallion, co-branded merchandise and is running across TV, digital and social. Full Story: [Ad Age (tiered subscription model)]( (12/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Behind Murder Hornet's lethal holiday gift]( Murder Hornet gave a bottle of Clase Azul Gold tequila to its five founding clients for the holidays, accompanied by a Japanese murder hornet in a small glass bottle, along with a note saying, "If you were brave enough to choose us as an agency, you're brave enough to add a real Japanese murder hornet to your tequila." Agency founder Noel Cottrell says, "I think targeted, clever corporate gifting is a lost art." Full Story: [Ad Age (tiered subscription model)]( (12/27) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Agency leaders on 2024's top creative trends]( Agency leaders predict 2024's biggest creative trends including the return of humor, the rise of creators and experiences, personalized storytelling and a more nuanced approach to purpose and culture. "More clients are realizing that, in order to make work that's all about your brand and what you offer, comedy is the route that allows you to do that in the most ownable way possible," says Eric Kallman, co-founder and chief creative officer of Erich and Kallman. Full Story: [Adweek]( (12/28) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [Nonverbal Communications Skills -- The 10 Skills You Need to Learn]( - [70+ Excel Keyboard Shortcuts for Windows (Free Cheat Sheet)]( - [Best Practices for Email Etiquette]( - [11 Habits That Will Give You A Complete And Successful Life]( - [Creating Positive Habits - The Ultimate Guide]( [] Agency News [] [Agencies use mentorship programs to advance diversity]( Agencies such as Wieden+Kennedy, VML, Droga5, BBDO and Goodby, Silverstein & Partners are paving the way for more diverse talent via mentorship programs and those who have participated share their experiences. Marla Kaplowitz, president and CEO of the 4A's, urges agencies to continue this work beyond entry-level diversity, saying, "A long-term metric needs to focus on inclusion as well as what level is being targeted within the agencies to drive change at the C-suite." Full Story: [Ad Age (tiered subscription model)]( (1/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [LinkedIn ad rates jump amid rising demand]( New ad products and attention from brands boycotting X, formerly Twitter, are among factors driving higher demand at LinkedIn and pushing advertising rates up by as much as 30% with returns on investment as high as 20%, say Financial Times sources. Insider Intelligence estimates LinkedIn ad sales increased 10% year-over-year last year and predicts 14% growth for 2024. Full Story: [MediaPost Communications (free registration)]( (12/28), [Insider]( (12/30) [LinkedIn]( [X]( [Facebook]( [Email]( [] [4A's join industry groups to oppose Colo. opt-out ad tool]( Colorado is supporting its 2021 state privacy law with a Global Privacy Control tool that enables residents to opt out of data collection and use among advertisers for behavioral targeting beginning in July. The 4A's, Association of National Advertisers, American Advertising Federation, Digital Advertising Alliance and IAB argue in a recent letter that the practice of relying on IP address information "is not indicative of residency, as consumers travel across state lines often and may access the internet from nearly any state or country in the world." Full Story: [MediaPost Communications (free registration)]( (12/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [Decisions 2024: Registration is open]( [Decisions 2024: Registration is open]( (4A's) Decisions 2024 -- [Los Angeles]( on Feb. 7 and [Kansas City]( on March 20 -- is your chance to connect with advertising, business and technology thought leaders and peers to explore the latest developments in media, data, technology and entertainment and uncover pragmatic approaches to building for sustained growth. [Register now]( (free for 4A's members). [LinkedIn]( [X]( [Facebook]( [Email]( [] [Registration is now open for 4A's Advancing Talent 2024: March 28]( Attention talent specialists, HR decision-makers, managers and mentors! Unlock the key to exceptional work by tapping into your most valuable resource: your team! Gain insights during this [March 28 virtual event]( on how to eliminate the barriers that limit human potential and in the process, inspire your employees to deliver excellence. Take advantage of the [special member pricing]( and 5-block tickets. [LinkedIn]( [X]( [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 [] [] New Year -- a new chapter, new verse, or just the same old story? Ultimately we write it. The choice is ours. [Alex Morritt](, writer, poet [LinkedIn]( [X]( [Facebook]( [Email]( SmartBrief publishes more than 200 free industry newsletters - [Browse our portfolio]( [Sign Up]( | [Update Profile]( | [Advertise with SmartBrief]( [Unsubscribe]( | [Privacy policy]( CONTACT US: [FEEDBACK](mailto:aaaa@smartbrief.com) | [ADVERTISE](mailto:dmalouf@smartbrief.com) [SmartBrief Future]( SmartBrief, a division of Future US LLC © Full 7th Floor, 130 West 42nd Street, New York, NY, 10036