Mischief's Greg Hahn on avoiding the Moloch Trap

LePub unveils "Forgotten Beers" for Heineken | Barker emphasizes comfort for Bali Breathe | Solve, Oberon say "We Summer Different" Created for {EMAIL} | [Web Version]( August 5, 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 [] [LePub unveils "Forgotten Beers" for Heineken]( [LePub unveils "Forgotten Beers" for Heineken]( (Heineken/YouTube) Publicis' LePub celebrated International Beer Day for Heineken with a 60-second "Forgotten Beers" spot. The ad, part of the brand's 150th anniversary campaign, shows lonely glasses and bottles of Heineken, temporarily forgotten as people socialize around them, and ends with the copy, "The best part of having a beer isn't the beer." Full Story: [The Drum (free registration)]( (8/2), [Ad Age (tiered subscription model)]( (8/2) [LinkedIn]( [X]( [Facebook]( [Email]( Strategic Organizational Management Increase your competitive gain by aligning your business strategy with your organizational structure. You'll gain the frameworks to build a highly energized workforce that operates in a fashion to achieve long-term business goals. Held in Chicago this September 9-13.[Register now.]( ADVERTISEMENT: [] Creative [] [Barker emphasizes comfort for Bali Breathe]( [Barker emphasizes comfort for Bali Breathe]( (Bali Bras/YouTube) Barker is touting Hanes' Bali Bras' Bali Breathe collection with a campaign running across video, audio, digital and social media. A 30-second spot shows a woman coming home and changing into more comfortable clothing, but leaving her bra on as a voice-over says, "The first thing you put on, shouldn't be the first thing you take off." Full Story: [DesignRush]( (8/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Solve, Oberon say "We Summer Different"]( Solve created a humorous "We Summer Different" campaign for Oberon Ale that celebrates the quirky ways Midwesterners enjoy good weather, such as tubing down a river with a separate inflatable for the beer. The push is running across the Great Lakes region and includes billboards and videos, supported by social content. Full Story: [Ad Age (tiered subscription model)]( (8/2) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Mischief's Greg Hahn on avoiding the Moloch Trap]( The Moloch Trap results in agencies collectively making the pitching process more arduous, which is why all agencies should agree that if a client request for proposal says "no spec," then any shop that provides one should automatically be out of the running, writes Greg Hahn, co-founder and chief creative officer of Mischief. "As an industry, I think we should agree to a level playing field, with level-setting rules," Hahn writes, noting that when that happens, it simply becomes about "chemistry, chemistry, chemistry, combined with a large dose of strategy and collaborative problem-defining." Full Story: [Ad Age (tiered subscription model)]( (8/5) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Finding the meaning behind taglines]( Jake Hancock, senior partner in strategy at Lippincott, explains how taglines can go beyond a catchy campaign hook to build brand value by communicating meaning and purpose. "When you release your brand from using a tagline in every moment, you're free to create a line that can work harder in the most important moments," Hancock writes. 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