4A's: 7 steps to make agencies recession-proof

Gut, Michelob Ultra aim for marathon gender equality | Mother L.A. shows "The Peloton Effect" for the holidays | Arnold, Chewy show pets confused by holiday traditions Created for {EMAIL} | [Web Version]( November 9, 2022 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [Gut, Michelob Ultra aim for marathon gender equality]( [Gut, Michelob Ultra aim for marathon gender equality]( (Michelob Ultra/YouTube) Gut Los Angeles created a 60-second spot for Michelob Ultra that tells the story of Kathrine Switzer, who was the first woman to run the Boston Marathon in 1967 at a time when women were banned. The ad marks the launch of the Michelob Ultra Run Fund, an initiative to increase gender equality in running that includes coaching and will give female and nonbinary runners the chance to win bibs, starting at the 2023 New York City Marathon. Full Story: [Ad Age (tiered subscription model)]( (11/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Catch up on the latest from unBoxed 2022 Brand leaders and industry experts gathered in New York to learn about the latest Amazon Ads products and share how they're earning audience attention with inventive marketing campaigns. [Explore our coverage from the event.]( ADVERTISEMENT: [] Creative [] [Mother L.A. shows "The Peloton Effect" for the holidays]( [Mother L.A. shows "The Peloton Effect" for the holidays]( (Peloton/YouTube) Mother L.A. created "The Peloton Effect," a holiday campaign that's running across TV, social and digital and shows busy parents trying to fit everything in during the festive season. A 30-second spot shows Peloton instructors Robin Arzon and Alex Toussaint coaching a mom and dad through their treadmill and bike workouts before popping up in miniature form around the home to provide motivation with cooking and decorating. Full Story: [Marketing Dive]( (11/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Arnold, Chewy show pets confused by holiday traditions]( [Arnold, Chewy show pets confused by holiday traditions]( (Chewy/YouTube) Arnold Worldwide's holiday campaign for Chewy features a 30-second spot that shows the bemusement of dogs and cats at holiday decorations and activities while highlighting the pet goodies that will keep them happy during the festive season. "This campaign takes that truth about pet parenthood and reverses it, imagining how some of the odd things we humans do over the holidays might appear to our pets," says Arnold's Sean McBride. Full Story: [Ad Age (tiered subscription model)]( (11/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Football is truly the world’s sport Football fans are more likely than the general population to be influenced by sponsorship, affecting how they perceive a brand and what they're likely to buy. How will you make the most of it? [Learn more.]( ADVERTISEMENT: [] Agency Insider [] [4A's: 7 steps to make agencies recession-proof]( The American Association of Advertising Agencies published a paper titled "Seven Essential Steps to Recession-Proof Your Agency," some of which is summarized in this article by CEO and President Marla Kaplowitz and Mollie Rosen, executive vice president of strategy, insight and innovation. They explain how to perform an internal audit, review headcount, revenue and cash and explain why "[s]trengthening and expanding client relationships should be top priority." Full Story: [Campaign US (tiered subscription model)]( (11/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [How agencies are counseling clients about Twitter]( Agency leaders share how they are advising clients during the changes being made at Twitter. Barbarian's Jo Hayes says the agency prepared unique recommendations for each client and is staying "hyper-vigilant about general brand safety because of the fluidity and unpredictability of Twitter." Meanwhile, The Boathouse Agency's Aram Rappaport says spending was already shifting from Twitter before Elon Musk's takeover "because brands aren't finding success on the platform the way they used to." Full Story: [The Drum (free registration)]( (11/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Shift in spending habits this shopping season 'Tis almost the holiday season. Understanding consumer shopping behavior and spending intentions before the holiday season is crucial to generating revenue and driving growth. [Get the stats in this infographic.]( ADVERTISEMENT: Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [How Technology Can Help you Get a Good Night's Sleep]( - [10 Ways to Manage Stress in the Workplace]( - [10 Secrets For Managing Your Time]( - [The Life Changing Manage of Tidying Up Book Summary]( - [Microsoft Excel 2021 Basic - Quick Reference Guide]( [] Agency News [] [India's Zoo Media enters US market with Dawn]( India's biggest independent agency network Zoo Media is opening its first US office in New York and has joined Dawn, an independent agency collective that houses shops including Barkley, Rethink and Crossmedia. "Zoo Media has industry-leading technology and development expertise critical to today's marketers and the modern marketing model," says Dawn CEO Bob Kantor. Full Story: [Adweek]( (11/7) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Twitter develops new "Official" account label]( Twitter will assign a new "Official" designation and check mark to the profiles of select verified accounts it deems as official, including "government accounts, commercial companies, business partners, major media outlets, publishers and some public figures," tweeted Twitter's [Esther Crawford](. Platform users paying $7.99 per month for a Twitter Blue membership will be assigned the traditional blue check without required verification. Full Story: [CNBC]( (11/8), [Social Media Today]( (11/8), [TechCrunch (tiered subscription model)]( (11/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] 4A's News [] [Join us Thursday to experience the CX Effect+]( [Join us Thursday to experience the CX Effect+]( (4A's) Join prominent leaders in CX strategies to discuss the imperative for creative convergence and the business transformation that convergence makes possible. [Register today]( for this virtual event Thursday. [LinkedIn]( [Twitter]( [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 [] [] 'Bring on the dessert. I think I'm about to die.' [Gael Greene](, restaurant critic, journalist, co-founder of Citymeals on Wheels 1933-2022 [LinkedIn]( [Twitter]( [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](mailto:aaaa@smartbrief.com) | [ADVERTISE](mailto:dmalouf@smartbrief.com) SmartBrief, a division of Future US LLC © 1100 13th St. NW, Suite 1000, Washington, DC 20005