How agency mergers, acquisitions are shaping up in 2024

Highdive says BetMGM is for everyone, but not Tom Brady | TBWA\MAL Shanghai creates "Little Garlic" for Apple | 1Password warns against "bad actors" with Tommy Wiseau Created for {EMAIL} | [Web Version]( January 30, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Highdive says BetMGM is for everyone, but not Tom Brady]( [Highdive says BetMGM is for everyone, but not Tom Brady]( (BetMGM/YouTube) Highdive released a 60-second version of its 30-second Super Bowl spot for BetMGM. The ad shows actor Vince Vaughn, a cast of Tom Brady fans and Wayne Gretzky explaining that BetMGM is for everyone, except a disappointed Brady, who's told, "The truth is, you've won too much, Tommy. Let others have their turn." Full Story: [Ad Age (tiered subscription model)]( (1/29), [Muse by Clio]( (1/29) [LinkedIn]( [X]( [Facebook]( [Email]( [An effective alternative to traditional advertising]( With its precise targeting capabilities, high engagement and cost-effective campaigns, connected TV advertising offers a compelling alternative to traditional advertising channels. Join industry experts as they explore which CTV trends you should embrace and how to integrate them with other marketing strategies. [Register now](. ADVERTISEMENT: [] Creative [] [TBWA\MAL Shanghai creates "Little Garlic" for Apple]( [TBWA\MAL Shanghai creates "Little Garlic" for Apple]( (Apple/YouTube) TBWA\Media Arts Lab Shanghai created a 15-minute "Little Garlic" film for Apple's "Shot on iPhone" campaign to celebrate Chinese New Year. The film tells the story of a little girl and her grandpa, from his support as she's bullied at school for her "garlic nose" to his guiding her back to her true self after she discovers shapeshifting powers. Full Story: [The Drum (free registration)]( (1/30), [Adweek]( (1/29), [Ad Age (tiered subscription model)]( (1/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] [1Password warns against "bad actors" with Tommy Wiseau]( [1Password warns against "bad actors" with Tommy Wiseau]( (1Password/YouTube) Maximum Effort tapped a self-deprecating Tommy Wiseau, infamous for "The Room" -- a movie panned by critics that became a cult classic -- to warn people against "bad actors" for 1Password. The spot, running across linear and streaming TV, social and digital, shows Wiseau directing a scene while touting the benefits of 1Password for protecting company data. Full Story: [Adweek]( (1/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [VML's Kapria Jenkins talks favorite work tools]( VML's Kapria Jenkins explains why sticky notes are her favorite work tool. "Sticky notes allow me to find structure within creative freedom, unity out of fragments, clarity in a sea of colorful notes," Jenkins says. Full Story: [Adweek]( (1/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] [How to address AI's access gap]( AI leaders and the advertising industry must work to make the technology more inclusive by addressing the access gap, writes Razorfish's Lea Taylor. "How we make AI-generated brand conversations more inclusive to disadvantaged communities and representative from a disability and language standpoint, for example, will be vital to the experiences it creates for diverse communities in the long run," Taylor writes. Full Story: [Campaign US (tiered subscription model)]( (1/29) [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]( - [Unlocking The Potential of ChatGPT]( - [2023 Salary Guide for Marketing Professionals]( - [Mastering Microsoft PowerPoint: 25 Tips & Tricks]( - [2023 US IT Salary Report]( [] Agency News [] [How agency mergers, acquisitions are shaping up in 2024]( Industry experts share their thoughts on how agency mergers and acquisitions might unfold this year, including independent shops such as Mojo Supermarket and Tombras reporting increased unwanted interest from potential buyers. Marla Kaplowitz, CEO and president of the 4A's, says agencies of particular interest to suitors are those demonstrating "high-level data and tech skills especially related to AI and specifically, generative AI, as well as influencer marketing." Full Story: [Ad Age (tiered subscription model)]( (1/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Could Google's Bard end up stepping into a privacy flap?]( Could Google's Bard end up stepping into a privacy flap? (SOPA Images/Getty Images) Reports have surfaced that Google's Bard AI chatbot may get "chatty" and help you craft text messages, but first it'd have to be allowed to read private text messages. "Here comes the next privacy battlefield for smartphone owners still coming to terms with app permissions, privacy labels and tracking transparency," writes privacy and security expert Zak Doffman. Full Story: [Forbes (tiered subscription model)]( (1/29), [TechRadar]( (1/26) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [4A's CES 2024 recap]( [4A's CES 2024 recap]( (4A's) A team of SMEs from the 4A's attended CES 2024 to capture key themes and takeaways for our members. We sifted through thousands of innovations and put together this recap highlighting agency implications to help you identify areas of opportunity, and separate the hype from commercial viability. Key themes: - AI - Immersive Entertainment - Reinventing Health Care - Post-Phone Era [Download our recap]( to see what caught our attention at CES 2024 and what we think are significant implications for agencies as you adopt new technologies and innovations. [LinkedIn]( [X]( [Facebook]( [Email]( [] [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]( 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 [] [] I don't think of my work as selfies at all. A lot of people were taking photos of themselves before me. [Cindy Sherman](, artist, photographer [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