5 key principles to shape the modern AOR

W+K, Nike show post-marathon pain in "Stairs" | Arnold, De Beers, Signet show love is "Worth the Wait" | VML, Ford create a "SupportBelt" for mastectomy patients Created for {EMAIL} | [Web Version]( October 16, 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 [] [W+K, Nike show post-marathon pain in "Stairs"]( [W+K, Nike show post-marathon pain in "Stairs"]( (Nike/YouTube) Wieden+Kennedy's latest 30-second spot in its "Winning Isn't Comfortable" campaign for Nike shows people struggling to navigate stairs due to the effects of running a marathon the day before. "Stairs" is set to the 1976 song "Love Hurts" by Nazareth and is running across YouTube and social. Full Story: [Campaign US (tiered subscription model)]( (10/15) [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]( the many ways to work with Tetra Pak. ADVERTISEMENT: [] Creative [] [Arnold, De Beers, Signet show love is "Worth the Wait"]( [Arnold, De Beers, Signet show love is "Worth the Wait"]( (Signet Jewelers/YouTube) Arnold Worldwide created a 90-second "Worth the Wait" spot for De Beers and Signet Jewelers that follows the journeys of personal growth young people take before venturing to find love, culminating in their union being solidified with a natural diamond. The push includes two 15-second and two 30-second spots and is running across social, digital and Signet's properties. Full Story: [Ad Age (tiered subscription model)]( (10/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] [VML, Ford create a "SupportBelt" for mastectomy patients]( [VML, Ford create a "SupportBelt" for mastectomy patients]( (Ford Motor Co./YouTube) VML and Ford Motor Co. created a "SupportBelt," a device designed to fit seatbelts and make them more comfortable for people who have had a mastectomy. The idea was sparked by VML's Lynn Simoncini, whose breast cancer led to a double mastectomy, and consumers can preorder the device for free. Full Story: [Muse by Clio]( (10/15) [LinkedIn]( [X]( [Facebook]( [Email]( The Retail Marketing Revolution Retail media networks are transforming retail marketing, offering brands new ways to engage directly with consumers. As these networks grow, brands must choose the right strategies to maximize their ROI within retail media networks, especially as competition for ad space grows. [Register for the Webinar](. ADVERTISEMENT [] Agency Insider [] [5 key principles to shape the modern AOR]( Left Field Labs founder and CEO Sarah Mehler offers five principles that should shape a modern agency of record model, including the ability to ideate "groundbreaking concepts" and successfully execute them. Agencies also should have the flexibility within their talent pools to embed staff in clients' teams and have an inclusive culture that invites ideas from every discipline to solve client problems, Mehler writes. The other principles Mehler dives into are emphasizing core competencies but being flexible to adapt, and "prioritizing authentic, human-centric work." Full Story: [Ad Age (tiered subscription model)]( (10/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Stagwell's Penn: Brands miss out by avoiding ads with news]( Advertisers' concerns that advertising next to journalistic content could hurt their brand image are unsubstantiated and overblown, says Stagwell CEO Mark Penn. News publications -- which are vital to a healthy democracy, Penn says -- rely on advertising revenue to fund their operations, and avoiding them is a "socially undesirable choice," Penn warns. Full Story: [MediaPost Communications (free registration)]( (10/11) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [The Communication Process: Skills to achieve desired outcomes]( - [Microsoft Excel: Unlocking the Power of Spreadsheets]( - [The Top 75 Leadership Quotes of 2023 - Part 1]( - [ChatGPT Newbie: Your Essential Handbook for Navigating ChatGPT]( - [The Visual You - Why Body Language Matters When You Speak]( [] Agency News [] [Experiential helps drive Omnicom's Q3 revenue]( Omnicom reported 6.5% year-over-year organic growth in the third quarter and $3.88 billion in revenue, spurred in part by a 35.3% year-over-year growth in experiential services. The holding company recently consolidated leadership of its creative agencies under an Omnicom Advertising Group banner, and CEO John Wren explained, "We're still very dedicated to the brands and various cultures that the brands bring to the party, because every one of our agency groups is different in their approach." Full Story: [Campaign US (tiered subscription model)]( (10/15), [Adweek]( (10/15) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] - [AI-powered audio "Dream Tracks" come to YouTube in US]( MediaPost Communications (free registration) (10/15) [] - [Threads encourages real-time engagement with "activity status"]( TechCrunch (tiered subscription model) (10/15) [] - [Instagram's Profile Cards are now flippable]( Social Media Today (10/15) [] 4A's News [] [GenAI certification for advertising: Cohorts starts monthly]( Equip yourself to implement generative AI in your agency. This comprehensive program provides the knowledge, skills and practical experience necessary to become an expert in generative AI, empowering individuals to drive innovation, creativity and efficiency in their agencies. Through a combination of self-paced learning, live sessions and hands-on exercises, participants will delve into key concepts, platforms, prompt engineering and AI-driven workflows, gaining a competitive advantage and strategic framework for implementing generative AI effectively. Check out the [timing for the next cohort and register](. [LinkedIn]( [X]( [Facebook]( [Email]( [] [ANGLES: The Conference for Agency Comms Pros]( [ANGLES: The Conference for Agency Comms Pros]( (4A's) Explore the art and science of strategic communication, emerging technologies, the evolving dynamics between journalism and PR and uncover approaches to influencing agency profitability in [NYC on Dec. 3](. ANGLES brings together thought leaders, innovators and visionaries from publishing, media, brands and agencies to explore and tackle the evolving challenges and emerging opportunities shaping the business of agency comms. [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 [] [] Don't let someone else define whether you're lovable. Make yourself lovable, and if you're doing things that you don't think are appropriate or lovable, well, stop it. Do something else. 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