Why agencies are hiring creators for social content

Gut Miami taps David Beckham for Stella Artois debut | Little Hands of Stone, Rover unveil "Cone of Secrecy" | GS&P puts kids versus AI in Lunchables campaign Created for {EMAIL} | [Web Version]( March 13, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Gut Miami taps David Beckham for Stella Artois debut]( [Gut Miami taps David Beckham for Stella Artois debut]( (Stella Artois/YouTube) Gut Miami's debut for Stella Artois is a global "Worth More" campaign starring David Beckham, anchored by a 30-second spot that shows the brand's beer is more valued by a group of friends at a bar than the chance to talk to the soccer legend. "We're about to go big in the US. This is a pivotal moment where the brand is bringing on David Beckham as a global ambassador," says Stella Artois' Tim Ovadia. Full Story: [Ad Age (tiered subscription model)]( (3/12), [Adweek]( (3/12), [MediaPost Communications (free registration)]( (3/12) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] [Little Hands of Stone, Rover unveil "Cone of Secrecy"]( Little Hands of Stone created a two-minute "Cone of Secrecy" spot for Rover, which shows the friends and family members of pet owners sharing how they really feel about pet-sitting for their loved ones while wearing pet-care cones on their heads to protect their anonymity. Displaying name tags like "Beloved Son" or "Co-Worker," people describe the trials they've experienced while pet-sitting before copy reads, "They're kinda over it. Next time, Rover it." Full Story: [Ad Age (tiered subscription model)]( (3/12) [LinkedIn]( [X]( [Facebook]( [Email]( [] [GS&P puts kids versus AI in Lunchables campaign]( [GS&P puts kids versus AI in Lunchables campaign]( (Lunchables Video/YouTube) Goodby Silverstein & Partners' campaign for Lunchables shows what happened when AI and kids were prompted to create artwork based on the brand's new Dunkables range. A 60-second spot and out-of-home pop-up art exhibits show that even AI can't beat a kid's imagination, and the campaign, with support from Carat, The Kitchen and Zeno Group, also is inviting kids to enter artwork to win the chance to be the brand's "head of imagination." Full Story: [Marketing Dive]( (3/12), [Ad Age (tiered subscription model)]( (3/12), [Campaign US (tiered subscription model)]( (3/12) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Sister Mary's Leigh Chandler talks favorite work]( Leigh Chandler, founder and creative director at Sister Mary, talks about creative inspirations and favorite work. Chandler explains why work for Baileys while at Vault49 was one of her favorite projects and why she's proud of the agency's work for FUZED. Full Story: [Muse by Clio]( (3/12) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Why agencies are hiring creators for social content]( Agencies like Edelman, Dentsu Creative, VaynerMedia and Razorfish are increasingly hiring creators to help deliver social content for brands, and the One Club for Creativity is helping to train influencers for agency jobs. Dentsu Creative's Bridget Jewell explains that "[s]mall nuances in the way creators think and their focus on what the audience is going to react to instead of what the brand is trying to say is really, really helpful." Full Story: [Ad Age (tiered subscription model)]( (3/12) [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 [] [Dentsu Creative wins US lead agency for Lowe's]( Dentsu Creative won US lead creative agency for Lowe's following a competitive review. The brand mostly worked with Deutsch L.A. on creative in recent years and invested $880 million last year in US measured media, including social media, a decrease of 11% from 2022, per Vivvix and Pathmatics. Full Story: [Ad Age (tiered subscription model)]( (3/12) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [Steven Moy departs Barbarian to become L&C's first CEO]( MediaPost Communications (free registration) (3/12) [] - [Ogilvy hires McCann's David Webster to head up new tech practice]( Adweek (3/12) [] Media & Technology Trends [] [Why marketers are shifting ad budgets to Amazon]( Advertisers are redirecting budgets to Amazon, enticed by the company's new ad offerings such as a demand-side platform and a data clean room that enables them to use first-party data to target shoppers. Podean CEO Mark Power says brands have shifted funds from Meta and Google to "double Amazon spend," while Envision Horizon CEO Laura Meyer says brands are finding Amazon to be a better value and more effective in finding new customers. Full Story: [Business Insider]( (3/12) [LinkedIn]( [X]( [Facebook]( [Email]( 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 believe that we learn by practice. Whether it means to learn to dance by practicing dancing or to learn to live by practicing living, the principles are the same. [Martha Graham](, dancer, choreographer, pioneer of modern dance March is Women's History Month [LinkedIn]( [X]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events](   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]( Copyright © 2024 SmartBrief. All Rights Reserved. A division of Future US LLC Full 7th Floor, 130 West 42nd Street, New York, NY, 10036.