4A's Kaplowitz, agency leaders talk generative AI

Moontide, OrangeTwist turn back time for Father Time | Walrus shows Hello toothpaste brings "Everyday Yay" | McCann adds sensory experience to Mastercard logo Created for {EMAIL} | [Web Version]( September 25, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Moontide, OrangeTwist turn back time for Father Time]( [Moontide, OrangeTwist turn back time for Father Time]( (OrangeTwist/YouTube) Moontide is touting medical spa chain OrangeTwist with the help of Father Time in a "Make Time For You" campaign running across streaming, digital, search and social media. One 30-second spot shows a haggard-looking Father Time entering an OrangeTwist, emerging as a funkier, younger version of himself after enjoying a hydra facial. Full Story: [Adweek]( (9/24) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] [Walrus shows Hello toothpaste brings "Everyday Yay"]( [Walrus shows Hello toothpaste brings "Everyday Yay"]( (Hello Products/YouTube) Walrus won the creative business for Colgate-Palmolive's Hello brand and its first work features the tagline, "Everyday Yay." One 15-second spot shows a boy brushing his teeth with Hello toothpaste, known for its fun flavors, as a strip of wallpaper detaches from the wall, encircling him in a colorful ribbon. Full Story: [Ad Age (tiered subscription model)]( (9/24) [LinkedIn]( [X]( [Facebook]( [Email]( [] [McCann adds sensory experience to Mastercard logo]( [McCann adds sensory experience to Mastercard logo]( (Roberto Machado Noa/Getty Images) Mastercard worked with McCann to create a haptic logo that vibrates to the rhythm of the brand's sonic logo when people pay via their smartphone and is designed to reinforce brand trust by reassuring anxious customers that their transactions have successfully completed. "When you address even the tiny little bit of that uncertainty, the amount of return you get in favor of your brand is awesome," says Raja Rajamannar, chief marketing officer of Mastercard. The haptic logo, which lasts 1.3 seconds, is being rolled out in Eastern Europe and Latin America first. Within a year, it's expected to be available at global point-of-sale locations for the brand. Full Story: [Creative Bloq]( (9/25), [Adweek]( (9/24) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [4A's Kaplowitz, agency leaders talk generative AI]( Marla Kaplowitz, CEO of the 4A's, and agency leaders discuss how generative AI is being used in the agency world, how clients are reacting to the technology and how it could affect compensation models. "Faster should mean more money, not less," Kaplowitz says, while Erin Riley, CEO of TBWA\Chiat\Day, notes, "AI threatens two things that I think are fundamental for us -- the power of human creativity and how we get paid." Full Story: [Adweek]( (9/24) [LinkedIn]( [X]( [Facebook]( [Email]( [] [FCB/Six blends creativity with data]( The combination of data and creativity helped FCB/Six, a unit within Foote, Cone & Belding, increase revenue 15% last year and expand into markets like Brazil, India and New Zealand. R3's Greg Paull says FCB/Six's focusing on customer relationship management let it progress "further than typical creative agencies in this space.” Full Story: [Marketing Dive]( (9/23) [LinkedIn]( [X]( [Facebook]( [Email]( Featured Content Sponsored Content from Expedia Media Group [Unlock Success in Travel Advertising]( Ready to elevate your travel marketing? First-party data is key! Explore how it enables precise targeting, personalized campaigns, and improved ROI, all while adapting to new privacy standards. Don't let your strategy fall behind! [Read more.]( [] Agency News [] [Deutsch L.A. reveals new look as simply Deutsch]( [Deutsch L.A. reveals new look as simply Deutsch]( New branding video for Deutsch (Deutsch/Vimeo) Deutsch Los Angeles rebranded as Deutsch following the sale of Deutsch New York to Attivo Group and its subsequent name change to DNY. The rebrand includes a new logo featuring a scripted brand name on a vibrant orange background, with each employee represented by a personalized "D," created by generative AI via client Adobe Firefly. Full Story: [Ad Age (tiered subscription model)]( (9/25) [LinkedIn]( [X]( [Facebook]( [Email]( [] Readers' Poll [] If you are using generative AI, approximately what percentage of your work uses the technology? The industry is still in the relative early stages of implementing AI into workflows, and the results of our poll this week prove this out. More than 80% of respondents say they use generative AI for up to half of their work. This echoes a point made by Deutsch L.A. in the [Adweek story]( above, which incorporates training into AI assignments. This just shows that, while AI offers great potential, you have to know how and where to use it before taking full advantage of it. Up to 25% 53.85% 26% to 50% 30.77% 51% to 75% 0.00% More than 75% 15.38% [] Media & Technology Trends [] - [OpenAI expands access to revamped Advanced Voice Mode]( TechCrunch (tiered subscription model) (9/24) [] - [TikTok enables brands to run targeted search ads]( MediaPost Communications (free registration) (9/24) [] - [LinkedIn guides marketers through its advanced reporting]( Social Media Today (9/24) 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 seen that every one forgives much in themselves that they find unpardonable in other people. [Amelia E. 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