VML's Jon Cook on how AI is helping agency creativity

TBWA\Chiat\Day\L.A. is "Always in Motion" for Gatorade Water | "Suits" stars return for T-Mobile | McCann NY taps Getty's Generative AI for Mucinex Created for {EMAIL} | [Web Version]( February 29, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [TBWA\Chiat\Day\L.A. is "Always in Motion" for Gatorade Water]( [TBWA\Chiat\Day\L.A. is "Always in Motion" for Gatorade Water]( (Gatorade/Instagram) TBWA\Chiat\Day\L.A. created an "Always in Motion" campaign to introduce Gatorade Water, which is running across TV, digital and social media, online video and out of home during March Madness, the WNBA tip-off and the NBA season and playoffs. The push showcases "disruptors in the world of movement," such as hip-hop duo Les Twins -- aka brothers Laurent and Larry Nicolas Bourgeois -- dancer and choreographer Aliya Janell, and Witney Carson from "Dancing with the Stars." Full Story: [Ad Age (tiered subscription model)]( (2/28), [MediaPost Communications (free registration)]( (2/28) [LinkedIn]( [X]( [Facebook]( [Email]( [Can you spare a Brief moment?]( You have been selected to participate in a short, anonymous survey. [Click here to share your feedback.]( ADVERTISEMENT [] Creative [] ["Suits" stars return for T-Mobile]( Panay Films created a sequel to its "Auditions" Super Bowl spot for T-Mobile, bringing back "Suit" stars Gabriel Macht and Patrick J. Adams. The 30-second spot shows Adams thinking he's getting the star treatment everywhere he goes due to his fame, with Macht repeatedly telling him it's due to T-Mobile's Magenta Status. Full Story: [Ad Age (tiered subscription model)]( (2/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] [McCann NY taps Getty's Generative AI for Mucinex]( McCann NY taps Getty's Generative AI for Mucinex (Mucinex/PRNewswire) McCann New York, with Active Theory and Addition, tapped Getty Images Generative AI to create a [game for Mucinex]( that lets players crush brand mascot Mr. Mucus with objects from Getty's image library. The game is being promoted via paid social and a pop-up activation today in New York City, featuring Mr. Mucus crushed under a piano that displays a QR code directing passersby to the interactive experience. Full Story: [MediaPost Communications (free registration)]( (2/28), [Marketing Dive]( (2/27), [Drug Store News]( (2/27) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [VML's Jon Cook on how AI is helping agency creativity]( Jon Cook, global CEO of VML, talks about how the agency is continuing to spend on generative AI and invest in innovation despite cost-cutting efficiences by parent company WPP. Cook discusses how he envisions the agency's AI tools facilitating more creative and strategic work, stressing that the technology is there to help, not replace, staff. Full Story: [Campaign US (tiered subscription model)]( (2/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Advertising must tackle race-based hair discrimination]( The advertising industry must champion the elimination of race-based hair discrimination, not just in its own workplaces but to push society forward as a whole, writes Ron Brown II, business affairs manager and co-lead for noir, the Black Affinity Group at Wieden+Kennedy New York. "It's not enough for us to show up to work as ourselves, the nuances of who we are must be allowed to show up in the creative as well," Brown writes. Full Story: [Adweek]( (2/28) [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 [] [Deutsch L.A. wins AOR for Credit One Bank]( Deutsch L.A. won creative, brand and media agency of record for Credit One Bank following a competitive review, replacing incumbent The TRG Agency, which also participated. "We've assembled an incredible integrated team here at Deutsch L.A. Credit One is the perfect client to be able to implement our full offering," said Deutsch L.A.'s Lauren Tetuan. Full Story: [Adweek]( (2/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [Wieden+Kennedy Portland lays off 90 employees]( Ad Age (tiered subscription model) (2/29) [] - [Zaxby's is reviewing creative business]( Ad Age (tiered subscription model) (2/29) [] Media & Technology Trends [] [Study: Marketers challenged to do more with AI]( Nearly 100% of marketers in 14 countries, including the US, are using a form of AI and want to increase usage, per Wakefield Research. While 79% say it can automate routine tasks to give them more time to think and be creative, nearly all say there are challenges when applying AI to creative and strategic tasks, such as showing the return on investment of creativity. 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