4A's to help agencies "tame the AI beast"

Erich & Kallman gets weirdly scientific for GoodBoyBob | Martin Agency, Kris Jenner take Oreo to Super Bowl | David & Goliath creating Super Bowl ad for Kia Created for {EMAIL} | [Web Version]( January 18, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Erich & Kallman gets weirdly scientific for GoodBoyBob]( Erich & Kallman's 45-second spot for GoodBoyBob begins with a scientist declaring the brand's coffee is the best she's ever tasted and decided to test the theory on lab rats, who happen to have human facial features growing on their backs. The rats gather to form a human face, before coffee is dripped into a mouth on one of the rat's backs and its voice says, "That's the best coffee I've ever tasted. More." Full Story: [Muse by Clio]( (1/17), [Shots (UK)]( (1/18), [Adweek]( (1/17) [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 [] [Martin Agency, Kris Jenner take Oreo to Super Bowl]( [Martin Agency, Kris Jenner take Oreo to Super Bowl]( (Oreo Cookie/YouTube) The Martin Agency tapped Kris Jenner to star in Oreo's 30-second Super Bowl spot, which is running during the game's second quarter. A 15-second teaser shows Jenner with her 2007 haircut, the year "Keeping Up with the Kardashians" debuted, as she stacks cookies in a jar and says, "How'd we get here? Well to answer that, I'd have to go back to the beginning." Full Story: [Ad Age (tiered subscription model)]( (1/17) [LinkedIn]( [X]( [Facebook]( [Email]( [] [David & Goliath creating Super Bowl ad for Kia]( David & Goliath creating Super Bowl ad for Kia Kia America's Super Bowl ad will focus on its electric EV9 flagship SUV (Kia America/PRNewswire) David & Goliath is creating Kia's third consecutive Super Bowl spot, a 60-second ad to tout its electric crossover EV9 vehicle. The brand is the third automaker to announce an ad presence during this year's game, following BMW and Volkswagen, and this year's spot will be Kia's 15th Big Game ad. Full Story: [Ad Age (tiered subscription model)]( (1/17) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [4A's to help agencies "tame the AI beast"]( The top priority in 4A's "Look Ahead Report" is to help members "tame the AI beast" this year and the organization will be running various events and programs on AI, expanding from its existing "AI Crash Course" webinars. "[E]very area within the agency ecosystem" will be affected by AI, says President and CEO Marla Kaplowitz. Full Story: [MediaPost Communications (free registration)]( (1/16) [LinkedIn]( [X]( [Facebook]( [Email]( [] [The Considered's Knight-Kristoffersen on favorite work]( The Considered's Emily Knight-Kristoffersen talks about creative inspirations, health care advertising and favorite work. Knight-Kristoffersen explains why she's proud of "Speak Up Man" and why she admires "The Most Beautiful Sound." Full Story: [Muse by Clio]( (1/17) [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 [] [Johannes Leonardo names Dan Ng as strategy chief]( [Johannes Leonardo names Dan Ng as strategy chief]( Ng (Dan Ng/LinkedIn) Johannes Leonardo hired Dan Ng, formerly of Uncommon, as its chief strategy officer. "I've always believed that great strategy and great creativity aren't that far apart, and the work coming out of JL proves just that," Ng says. Full Story: [Adweek]( (1/18) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Early cookie-free Chrome ad tests yields tentative optimism]( Google Chrome ads targeting a test group of the 1% cookieless audience yielded an average of 30% lower CPMs than those whose browsers still used cookies, report Raptive and Index Exchange. Executives say alternative IDs could be proving helpful in delivering stronger rates than expected, compared to the 60% drop seen among cookie-blocked Safari audiences, but believe it's too soon to draw solid conclusions. Full Story: [AdExchanger (tiered subscription model)]( (1/18) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [4A's Research and Insights]( Call on [4A's Research]( if you are doing research for new business, looking to support a recommendation to a client, or simply trying to stay up to date on techniques and trends in advertising and the agency business. Available only to 4A's member agencies, our research specialists will support your agency by completing custom secondary research for you. Enjoy 24/7 access to resources on our research site which includes five databases to help you conduct your own research plus curated content on industries, trends, consumers and more. [Learn more](. [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. With your agency's 4A's membership, you have access to a wide range of free and discounted resources and insights to help you in every aspect of your work. Learn [more in this guide]( and take advantage of your agency's 4A's membership. Managers, [please share this guide]( with your emerging professionals and industry newcomers! [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 [] [] There's really no point in asking what if? The only question worth asking is: what's next? 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