These agencies are honing in on niches

Arts & Letters welcomes Jason Kelce to ESPN | Colle McVoy urges "Selfie Control" around wildlife | Deutsch L.A., NerdWallet say "Listen to the nerd" Created for {EMAIL} | [Web Version]( August 27, 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 [] [Arts & Letters welcomes Jason Kelce to ESPN]( [Arts & Letters welcomes Jason Kelce to ESPN]( (ESPN Marketing/YouTube) Arts & Letters Creative's 30-second spot for ESPN shows Jason Kelce taking over the control room of "Monday Night Countdown" before being interrupted by irritated co-hosts Marcus Spears and Scott Van Pelt, with the latter declaring, "These are my buttons. Only I press these buttons." The ad is running across linear TV and digital. Full Story: [Ad Age (tiered subscription model)]( (8/26) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] [Colle McVoy urges "Selfie Control" around wildlife]( [Colle McVoy urges "Selfie Control" around wildlife]( (Visit Jackson Hole/YouTube) Colle McVoy created a "Selfie Control" campaign for Jackson Hole Travel & Tourism Board that aims to prevent tourists from getting dangerously close to wildlife with an Instagram filter that alerts them when they're too close to specific animals. A humorous 60-second spot shows a wildlife expert observing the behaviors of humans, shown through real user-generated content, before telling people to get some "Selfie Control." Full Story: [Adweek]( (8/26) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Deutsch L.A., NerdWallet say "Listen to the nerd"]( [Deutsch L.A., NerdWallet say "Listen to the nerd"]( (NerdWallet/YouTube) Deutsch L.A.'s 30-second spot for NerdWallet begins with a chief financial officer seemingly walk into a swanky penthouse before he strips off a wig and his suit to reveal he's not a financial guru and he's not even human, he's a robot -- except he's not even that, he's cake. "When it comes to your finances, listen to the nerds," says a NerdWallet employee as the cake robot starts disintegrating. Full Story: [Muse by Clio]( (8/26) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [These agencies are honing in on niches]( Agencies such as Adolescent Content and Dang, which specialize in Generation Z marketing, and Openly Gray and Five0, which cater to older generations, are among an increasing number of shops succeeding with specializations. Other niche agencies include Sky Drones, which creates drone shows, outdoor brand specialist Backbone, food-focused Biite Club and alcohol specialist Stout Collective. Full Story: [Ad Age (tiered subscription model)]( (8/27) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Calcium+Company's Bruno Brasileiro talks health care]( Calcium+Company's Bruno Brasileiro talks about favorite work and how agencies in health care are evolving from simply promoting health care brands to helping them develop solutions. "It's the future of our industry," Brasileiro says, adding, "I believe agencies can do even more to help elevate the brands we partner with and the lives they impact." Full Story: [Muse by Clio]( (8/27) [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 [] [Sources: Omnicom wins global media for Michelin]( Omnicom Media Group won global media agency of record for Michelin, replacing incumbent Havas following a review, sources report. The brand invested around $120 million last year in media, per COMvergence. Full Story: [MediaPost Communications (free registration)]( (8/26) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] - [77% of expected $389B US ad spend will be digital]( eMarketer (8/27) [] - [Head of Instagram: How to boost content performance]( Social Media Today (8/26) [] - [Calif. AI watermark bill gets OK from Adobe, Microsoft, OpenAI]( TechCrunch (tiered subscription model) (8/26) [] 4A's News [] [AInsights playlist]( [AInsights playlist]( (4A's/YouTube) Equip yourself to leverage generative AI by [watching the 4A's AInsights YouTube playlist](. The playlist includes tutorials, webinars and sessions from recent 4A's conferences. [Subscribe to the 4A's channel]( to get the latest! [LinkedIn]( [X]( [Facebook]( [Email]( [] [The State of Generative AI Inside US Agencies, 2024]( [The State of Generative AI Inside US Agencies, 2024]( (4A's) The latest generative AI survey report from Forrester and the 4A's examines insights about adoption, objectives, use cases, benefits and barriers to help understand the state of generative AI inside US agencies. Learn what other agencies are doing and how you can apply the findings to your agency's generative AI implementation journey. [Download the report](. [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 have always been at the same time / woman enough to be moved to tears / and man enough / to drive my car in any direction [Hettie Jones](, poet, writer, publisher 1934-2024 [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]( | [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.