Agency leaders on 2024's major trends

Mischief, Tinder reveal latest "It Starts with a Swipe" | "You can't have test baths?" ask Martin Agency, CarMax | It's a Coca-Cola family affair in "The Bear"-style ad Created for {EMAIL} | [Web Version]( January 3, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Mischief, Tinder reveal latest "It Starts with a Swipe"]( [Mischief, Tinder reveal latest "It Starts with a Swipe"]( "A Goodnight Kiss" spot (Tinder/YouTube) Mischief @ No Fixed Address released its latest spots for Tinder's "It Starts with a Swipe" campaign, with elements running across the US, Brazil, Mexico, Germany and Thailand and including out-of-home content, ahead of Dating Sunday. The 15-second ads continue the theme of how Tinder dates can lead to love and focus on Generation Z dating truths. Full Story: [Ad Age (tiered subscription model)]( (1/2), [Muse by Clio]( (1/3), [Adweek]( (1/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] ["You can't have test baths?" ask Martin Agency, CarMax]( ["You can't have test baths?" ask Martin Agency, CarMax]( (CarMax/YouTube) The Martin Agency's humorous 60-second "Unsettle" spot for CarMax stars actress and comedian Jessica Williams, who takes a bubble bath in a home-goods store and when challenged by an employee says, "CarMax has test drives. You can't have test baths?" The push includes a series of 30-second spots showcasing equally silly scenarios without Williams and is running across TV, digital and social, including influencer collaborations and a partnership with ABC's "The Bachelor." Full Story: [Adweek]( (1/2), [Muse by Clio]( (1/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] [It's a Coca-Cola family affair in "The Bear"-style ad]( [It's a Coca-Cola family affair in "The Bear"-style ad]( (Coca-Cola/YouTube) Majority and OpenX recruited Christopher Storer -- who developed the Hulu family dynamic-focused series "The Bear " -- to create a spot for Coca-Cola featuring several of its brands together for the first time. In "New Guy," a man meets his girlfriend's large family for the first time in a crowded, hectic holiday meal preparation setting featuring people reaching for Sprite, Coke, Honest juice boxes and other Coca-Cola brands. Full Story: [Marketing Dive]( (1/2), [Ad Age (tiered subscription model)]( (1/2), [Variety]( (1/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Ogilvy's Ansley Williams talks 2024 influencer trends]( Ansley Williams, head of influence for North America at Ogilvy, talks about the agency's report on 2024 influencer trends, which reveals the importance of sonic identities, explores how AI will change the influencer landscape and how sports, driven by the Olympics, will have a big impact. Williams also discusses the power of influencers, who are "a bridge between the brand and the consumer, translating the message into something relatable and approachable that connects people." Full Story: [Muse by Clio]( (1/3) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Agency leaders on 2024's major trends]( Agency leaders share their thoughts on 2024's biggest trends, including the rise of visual effects creators, integration of AI tools, Apple's Vision Pro bringing new life to immersive experiences, an explosion in retail media and division due to elections. "I believe that AI is here to stay, and I predict 2024 will be the year of the 'human factor' behind AI," says Havas CEO Yannick Bollore, adding, "[I]t will push both agencies and clients towards creative excellence to stand out." Full Story: [Ad Age (tiered subscription model)]( (1/2) [LinkedIn]( [X]( [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]( - [The Future of AI in Technology]( - [2023 Salary Guide for Marketing Professionals]( - [Mastering Microsoft Outlook: 20 Expert Tips & Tricks]( - [2023 US IT Salary Report]( [] Agency News [] [Flywheel Digital purchase completed by Omnicom]( Omnicom has completed its purchase of Flywheel Digital from Ascential for $900 million. Flywheel will become a unit within Omnicom, led by Duncan Painter, former CEO of Ascential, who said that, through the purchase, "We can scale faster, leverage relationships and combine data and technology efforts." Full Story: [MediaPost Communications (free registration)]( (1/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Brands turn from interruption to integration]( Cultural integration looks like the path to success for many brands, as customers shift their habits and become more resistant to traditional ads that interrupt their engagement with media. Experts say that companies must listen to consumers and develop agile response strategies, giving up attempts to control the conversation, to successfully make the change. Full Story: [Digiday (tiered subscription model)]( (1/3) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [4A's Crash Courses: Navigate the Nuances of AI]( Tackle the complexities of AI with the right balance of confidence and caution. We've curated content that covers a wide range of topics in this self-paced crash course, including how agencies are harnessing AI's power, opportunities, legal considerations, tools and risks. [Start learning](. 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