How agencies are seeking scale

Droga5 wants you to ride in Coors' Super Bowl train | Nail Communications spoofs pharma ads with "StayingHome" | McCann, GM honor Detroit Lions with logo revamp Created for {EMAIL} | [Web Version]( January 23, 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 [] [Droga5 wants you to ride in Coors' Super Bowl train]( [Droga5 wants you to ride in Coors' Super Bowl train]( (Coors Light/YouTube) Droga5 is engineering a return of the Coors Light's train as the Coors Light Chill Train and a spot invites viewers to enter a sweepstakes to have the chance to become a virtual passenger and star in the brand's 30-second Super Bowl ad. A slow-mo version of the spot also will run online and the virtual passengers will each receive limited-edition merchandise and $500. Full Story: [MediaPost Communications (free registration)]( (1/22), [Campaign US (tiered subscription model)]( (1/23) [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 [] [Nail Communications spoofs pharma ads with "StayingHome"]( [Nail Communications spoofs pharma ads with "StayingHome"]( (RIDOHealth/YouTube) Nail Communications created a spoof 30-second pharma ad for Rhode Island Department of Health that spotlights the fictional product, "StayingHome." The spot shows people who are sick resting up at home as a voice-over says, "StayingHome has been proven effective to aid in the recovery of illness while preventing its transmission to others." Full Story: [MediaPost Communications (free registration)]( (1/22) [LinkedIn]( [X]( [Facebook]( [Email]( [] [McCann, GM honor Detroit Lions with logo revamp]( [McCann, GM honor Detroit Lions with logo revamp]( (General Motors/Instagram) McCann Detroit and Jack Morton Worldwide helped General Motors celebrate the Detroit Lions' NFL playoffs run by releasing a version of its logo that features a lion's tail. GM showcased the tweaked logo on its global headquarters, Detroit's Renaissance Center, and an animated version is showcased in a video. Full Story: [Ad Age (tiered subscription model)]( (1/22), [MediaPost Communications (free registration)]( (1/20) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [How agencies are seeking scale]( The creation of VML and Gut's sale of a majority stake to client Globant are recent examples of different paths agencies are taking to scale their businesses, a trend that's likely to accelerate this year, Jameson Fleming writes. "We were trying to build for that nexus of where consultants are heading and where agencies are heading," says VML's Jon Cook, while Gut's Anselmo Ramos describes its move as "a very strategic, complementary partnership." Full Story: [Adweek]( (1/22) [LinkedIn]( [X]( [Facebook]( [Email]( [] [4 ways brands can grow profits and purpose]( [4 ways brands can grow profits and purpose]( (Akil Mazumder/Pexels) Ivan Sanchez, chief planning officer at Culture+ Group, outlines four ways brands can drive profit through purposeful marketing and better engage with consumers in their desire to create a more inclusive culture. Sanchez points to Nike's "Familia" as a best-practice example, noting it reflects the brand's "deep understanding that true marketing excellence lies in fostering positive social change and championing diversity." Full Story: [SmartBrief/Marketing]( (1/22) [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 [] [Sharb Farjami becomes CEO of GroupM North America]( Sharb Farjami becomes CEO of GroupM North America Farjami (GroupM) Sharb Farjami was named as CEO of GroupM North America, promoted from his role as Wavemaker North America CEO. "Sharb is a hands-on, collaborative leader and a brilliant thinker about the issues shaping the future of our industry," said Christian Juhl, global CEO at GroupM. Full Story: [Campaign US (tiered subscription model)]( (1/22), [Ad Age (tiered subscription model)]( (1/22) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [Leo Burnett wins creative AOR for Qdoba]( Campaign US (tiered subscription model) (1/22) [] - [Argonaut chosen as creative AOR by California Olive Ranch]( Adweek (1/22) [] Media & Technology Trends [] [How brands should adapt in a contentious election cycle]( [How brands should adapt in a contentious election cycle]( (Pixabay) As America starts an election cycle that is no less toxic than recent cycles, SS+K co-founder Mark Kaminsky offers four strategies to "flourish when others risk stumbling." These are: offering hope rather than preying on fear, being specific about customers' problems they solve, helping opposing sides find commonalities and incorporating empathy and understanding in messages. Full Story: [Ad Age (tiered subscription model)]( (1/22) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [Privacy and the Future of TV Advertising: New report]( A new, comprehensive report titled "Privacy and the Future of TV Advertising" examines the impact of privacy-related shifts on the TV advertising landscape and the data associated with planning, activation and measurement practices. The report was commissioned by the 4A's in partnership with the Coalition for Innovative Media Measurement (CIMM), and developed with the help of consulting firms ThinkMedium and Shullman Advisory. The findings will help businesses assess their risk tolerance and guide future initiatives and investments. [LEARN MORE](. [LinkedIn]( [X]( [Facebook]( [Email]( [] [4A's Perspective on AI -- GenAI Guidance]( [4A's Perspective on AI -- GenAI Guidance]( (4A's) The opportunities and challenges generative AI presents are profound. To help the agency community navigate the fast-moving technology, the 4A's offers high-level guidance in a new "4A's Perspective on AI" paper. The guidance can be summarized by the acronym PICA: Participate, Incubate/Investigate, Collaborate, Accelerate. The guide also includes an easy way to help you identify hype vs. reality when it comes to expectations and predictions around AI. Get the [4A's GenAI Guidance Paper](. [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 [] [] Finally, in conclusion, let me say just this. 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