Are clients easing up on agency conflict rules?

Zulu Alpha Kilo gets "Hot & Toxic" for Gas Leaks Project | The Shipyard, Visit California say "Let's Play" | Martin Agency, Axe tap Coi Leray, Metro Boomin Created for {EMAIL} | [Web Version]( March 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 [] [Zulu Alpha Kilo gets "Hot & Toxic" for Gas Leaks Project]( [Zulu Alpha Kilo gets "Hot & Toxic" for Gas Leaks Project]( (Hot & Toxic/YouTube) Zulu Alpha Kilo NY created a spoof "Hot & Toxic" reality show trailer for nonprofit The Gas Leaks Project, which features contestants who personify the 21 carcinogenic pollutants leaked into homes by gas stoves. The push, backed by a $1 million media investment, is running across Instagram, YouTube, TikTok, streaming platforms, and via out of home ads and activations in Washington, D.C., and Los Angeles. Full Story: [Campaign US (tiered subscription model)]( (3/4), [Adweek]( (3/4) [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 [] [The Shipyard, Visit California say "Let's Play"]( [The Shipyard, Visit California say "Let's Play"]( (Visit California/YouTube) The Shipyard created a "Let's Play" campaign for Visit California, which features a joyful spot set to "Mr. Blue Sky" by ELO that shows residents and tourists across different settings collaborating to keep a beach ball flying through the air. The $32.8 million push is running in the US, Canada and four other countries across linear, connected and streaming TV, social media, digital, podcasts and out of home. Full Story: [MediaPost Communications (free registration)]( (3/4), [The Drum (free registration)]( (3/4) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Martin Agency, Axe tap Coi Leray, Metro Boomin]( [Martin Agency, Axe tap Coi Leray, Metro Boomin]( (Axe/YouTube) The Martin Agency is targeting Generation Z women for Axe with a surreal 30-second spot starring rapper and singer Coi Leray and music producer Metro Boomin, who play their "Enjoy Yourself" track as Axe Black Vanilla fragrance transports a couple into their world. The push includes a [TikTok video shared by Boomin](, which attracted nearly 90,000 views within the first 24 hours of being posted. Full Story: [Adweek]( (3/4) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Ari Weiss on founding Quality Experience]( Ari Weiss, co-founder of Quality Experience, talks about launching the independent agency and its focus on creativity and the consumer experience across multiple channels. "It always comes down to making sure the idea is dead simple," Weiss says, adding that "focus and simplicity are important to do these modern experiential pieces." Full Story: [The Drum (free registration)]( (3/5) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Quantasy's Terrence Burrell on supporting Black talent]( Black talent still face barriers to succeeding in advertising, including a lack of awareness of industry options and not receiving adequate leadership support to flourish in their careers, writes Terrence Burrell, executive creative director at Quantasy + Associates. "Agencies can make a lasting cultural and social impact by actively hiring and supporting historically left out, ignored or suppressed individuals," Burrell writes. Full Story: [Campaign US (tiered subscription model)]( (3/1) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [The 10 Nonverbal Communication Skills You Need to Learn]( - [70+ Excel Keyboard Shortcuts for Windows (Free Cheat Sheet)]( - [Managing Remote Employees Legally & Effectively (Free Business Management Daily Report)]( - [The Next Action Method: A Simple System for Overcoming Procrastination (Free Guide)]( - [Fueling Growth Through Change (Free Heinz Marketing Guide)]( [] Agency News [] [Are clients easing up on agency conflict rules?]( Are clients easing up on agency conflict rules? (Pixabay) The same agency working for direct competitors used to be a complete no-no but a shift in agency-client relationships and increase in project-based assignments is helping to change this policy, most recently exemplified by Ogilvy's Super Bowl campaigns for competitors Dove and CeraVe. Kern Schireson, CEO of Known, which works with multiple tech clients, says managing potential conflicts comes down to establishing trust on client confidentiality and appropriate team alignment. Full Story: [Ad Age (tiered subscription model)]( (3/4) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [How ad spending will shift with demise of cookies]( The demise of third-party cookies and compounding effects will likely spark more spending with retail media networks and streaming video and audio, though cookie-comparable targeting and metrics are still lacking. Display ads will remain popular but experts expect less of a spray-and-pray approach and more focus on smaller targeting data sets and using programmatic and third-party data to create cookie-free custom segments. Full Story: [Digiday (tiered subscription model)]( (3/4) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [Registration open for 4A's Advancing Talent 2024: March 28]( Attention talent specialists, HR decision-makers, managers and mentors! Unlock the key to exceptional work by tapping into your most valuable resource: your team! Gain insights during this [March 28 virtual event]( on how to eliminate the barriers that limit human potential and in the process, inspire your employees to deliver excellence. Take advantage of the [special member pricing]( and 5-block tickets. 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