GS&P takes back Truly creative from Ogilvy

VCCP, Native bring humor to "The Return" | Brand New School, Slack prepare for "The Big Meeting" | McGarrah Jessee gets comedic for Whataburger Created for {EMAIL} | [Web Version]( January 5, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [VCCP, Native bring humor to "The Return"]( VCCP's 60-second "The Return" spot for Native features a husband who's been missing for three days return home to his wife, surrounded by family and an FBI agent, who all become suspicious of his ordeal because he smells of pina colada. They refuse to believe it's simply the fragrance of the brand's deodorant, which has "Unbelievably effective 72-hour odor protection," copy reads. Full Story: [ShootOnline (free content)]( (1/4) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] [Brand New School, Slack prepare for "The Big Meeting"]( [Brand New School, Slack prepare for "The Big Meeting"]( (Brandon Wells/Vimeo) Brand New School's musical-style "The Big Meeting" spot for Slack shows one office employee panicking -- and singing -- about a client moving a meeting, while his colleagues calmly interact remotely with each other using the platform's features like huddle to get things back on track. "The film needed to be playful, charming and rooted in productivity while allowing specific product features -- huddles, canvas, summarize -- to be the center of the story," says director Chris Dooley. Full Story: [Muse by Clio]( (1/4), [MediaPost Communications (free registration)]( (1/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] [McGarrah Jessee gets comedic for Whataburger]( [McGarrah Jessee gets comedic for Whataburger]( (Whataburger/YouTube) McGarrah Jessee introduced Whataburger's limited-time WhataWings with a humorous 30-second spot showing a resident protesting the new product for its lack of bones at a city council meeting. The push includes a "Boneless Bone" utensil to help people eat WhataWings, an apparel line and 15-second social videos. Full Story: [Muse by Clio]( (1/4), [Ad Age (tiered subscription model)]( (1/4), [Adweek]( (1/4) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Dentsu Creative CEO on the agency's vision]( Abbey Klaassen, CEO of Dentsu Creative US, talks about her new role, the creation of the agency and where it's headed this year. Klassen discusses bringing together 10 agencies to form Dentsu Creative with the "shared belief that modern creativity is an unfair advantage that can solve big brand challenges and fuel business growth." Full Story: [Campaign US (tiered subscription model)]( (1/3) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Diversity, innovation are among creatives' 2024 priorities]( Creative leaders share their 2024 resolutions, including prioritizing innovative creativity, experimenting with new technology and focusing on improving diversity. "You have to have a diverse population to have diverse thought. But there's a second art, which is creating a forum for those voices to be heard and those voices to make an impact," says VML CEO Jon Cook. Full Story: [Campaign US (tiered subscription model)]( (1/3) [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 [] [GS&P takes back Truly creative from Ogilvy]( Goodby, Silverstein & Partners took back creative lead for Truly, one year after it lost the account to Ogilvy. "We are going to take the spirit of Truly to new places," said Jeff Goodby, co-chair and co-founder of the agency. Full Story: [Ad Age (tiered subscription model)]( (1/5) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [The One Club names FCB New York Global Agency of 2023]( Adweek (1/4) [] - [Team Epiphany bought by Stagwell]( Ad Age (tiered subscription model) (1/5) [] Media & Technology Trends [] [Facebook link histories could boost ad targeting]( Marketers can use Facebook's new 30-day link histories, an opt-out feature for consumers, to improve ad targeting. International Association of Privacy Professionals Director Cobun Zweifel-Keegan calls the archiving "pro-privacy," while Digital Content Next CEO Jason Kint says it "violates consumers' expectations." 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