Why agencies should shoot for the moon

Advertisers getting more involved with connected TV | BBDO New York stages everything unlimited for AT&T | Saatchi & Saatchi, Toyota tap Watson Ads for Prius Prime Created for {EMAIL} | [Web Version]( ADVERTISEMENT[Advertisement] June 16, 2017 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [FORWARD]( [] Top Story [] [Advertisers getting more involved with connected TV]( Advertisers are asking for more connected TV inventory, and they are demanding better measurement and more opportunities to be experimental with creative, media executives say. "There's a lot more discussion going on than just, 'Here's my commercial. Run it,' " says DISH and Sling TV's Adam Lowy. [AdExchanger]( (6/14) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Is Software Holding Your Agency Back? Agencies must surmount a unique set of challenges. Like many businesses, they need to arrive at profits after their costs for resources. Agencies must monitor internal and external resource utilization and overall profitability of each project or client. Also, they have creative endeavors that need the support of modern and adaptable technology. [Download to learn how NetSuite helps streamline business.]( ADVERTISEMENT [] Creative [] [BBDO New York stages everything unlimited for AT&T]( [AT&T]( Click to watch video (AT&T/YouTube) BBDO New York is promoting AT&T's unlimited data plan with humorous spots that play on the concept of what would happen if everything were unlimited. "Unlimited Romance" features a couple in a never-ending embrace, causing chaos as they roll together from a beach through a busy street, onto a runway and even through snowy mountains. [Advertising Age]( (6/15), [Adweek]( (6/15) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [Saatchi & Saatchi, Toyota tap Watson Ads for Prius Prime]( Toyota (Justin Sullivan/Getty Images) Toyota, with Saatchi & Saatchi, is touting the Prius Prime with The Weather Channel's Watson Ads, which enable consumers to ask real-time questions when they click on an ad. Buttons prompt consumers to enter into conversations relating to the vehicle's features, with a company rep saying, "The unique feature is Watson's conversation capabilities, which really humanizes the engagement." [The Drum (Scotland)]( (6/15), [MediaPost Communications]( (6/16) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Driving Full-Funnel Results With Video Ads Nearly $29 billion is being spent worldwide on digital video advertising this year. Are you getting the most out of your video investment? [Download this new ViralGains ebook]( to learn how to use video ads to engage consumers at every stage of the customer journey—from awareness to purchase. ADVERTISEMENT [] Agency Insider [] [Making the most of Cannes Lions]( It's easy to be cynical about the self-congratulatory gloss that surrounds Cannes Lions, but it's important to realize that it offers valuable experiences such as being able to study creative from around the globe, DigitasLBi's Doug Ryan writes. He advises paying attention to emerging categories, such as creative data, and visiting the Discovery Zone to explore potential partners. [Advertising Age]( (6/16) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [Why agencies should shoot for the moon]( Advertisers should immerse themselves in the real world and aim for one "psychological moonshot" each year -- one idea that truly transforms an experience for the better, writes Ogilvy Group UK's Rory Sutherland. "I have always believed that the people within agencies, if given the chance, could crack ten times more problems than the ones we are currently asked to solve," he writes. [Campaign UK]( (6/16) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency News [] [Philippine tourism department alleges plagiarism in latest creative]( McCann Worldgroup Philippines has been fired by the Philippine Department of Tourism after controversy surrounding an ad called "Sights." The department alleges the spot is a copycat of a 2014 spot by Johannesburg agency Ireland/Davenport for South African tourism; in a public statement, McCann said, "We stand by the integrity with which this campaign was developed." [Adweek]( (6/15) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Media & Technology Trends [] [Facebook ups transparency efforts]( Facebook is trialing a feature with select advertisers that allows them to review a list of the publishers with which their ads could be affiliated. The company is also planning to allow advertisers to implement block lists at account level for Instant Articles and Audience Network, expanding to in-stream ads later this year. [MediaPost Communications]( (6/14), [Marketing Land]( (6/14) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Association News [] 4A's and The Drum: Beyond the Brief Katrina Busch Busch (4A's) To celebrate its 100th Anniversary, the 4A's has partnered with The Drum to pull back the curtain and look at an industry full of problem solvers, creative types and analytical minds. [Learn more.]( "Be a constant student": Beyond the Brief, featuring Katrina Busch Fulfilling her dream of running an agency had been a full circle moment for Roberts Communications president Katrina Busch. [Read more.]( The filmmaker: Beyond the Brief, featuring Law Chen A young director who's known from Tribeca to Cannes, someone who advocates for as many great stories to be told as possible, BBDO director Law Chen's crystal-clear vision takes him beyond the brief. [Read more.]( [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Learn more about 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] [] Any clod can have the facts, but having opinion is an art. Charles McCabe, columnist [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [Sign Up]( [SmartBrief offers 200+ newsletters]( [Advertise]( [Learn more about the SmartBrief audience]( Subscriber Tools: [Manage Subscriptions]( [Update Your Profile]( [Unsubscribe]( [Send Feedback]( [Archive]( [Search]( Contact Us: Advertising - [Dena Malouf](mailto:dmalouf@smartbrief.com) Editor - [Andrea Brake](mailto:aaaa@smartbrief.com) Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004 © 1999-2017 SmartBrief, Inc.® [Privacy policy]( | [Legal Information]( Â