Dentsu restructures into global creative, media, CXM

Orchard, Ocean Spray "Power Your Party" | Wunderman Thompson unveils #ShotWithGoldPeak | TDA Boulder, Daiya prank plant-based pizza "Skeptics" Created for {EMAIL} | [Web Version]( October 30, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [Orchard, Ocean Spray "Power Your Party"]( [Orchard, Ocean Spray "Power Your Party"]( (Ocean Spray/YouTube) Orchard is following up its 2022 "Power Your Holiday" spot for Ocean Spray Cranberries with a "Power Your Party" push, which shows people standing around awkwardly at a party before enthusiastic swirling abounds after cranberry juice is poured into a cocktail bowl. The campaign includes granfluencers competing in a "Team Canned or Team Homemade" social activation. Full Story: [Ad Age (tiered subscription model)]( (10/27), [The Drum (free registration)]( (10/27), [Adweek]( (10/27) [LinkedIn]( [Twitter]( [Facebook]( [Email]( New Report: Digital Advertising Trends Forrester Research teamed up with Smartly.io, the leading multi-channel creative and media optimization advertising platform, to uncover how savvy marketers can maximize budgets. [Download the report for data, insights and best practices.]( ADVERTISEMENT: [] Creative [] [Wunderman Thompson unveils #ShotWithGoldPeak]( Wunderman Thompson, via WPP's OpenX, created a cap for Coca-Cola's Gold Peak Tea that smartphone users can fill with the iced tea and attach to their devices as a lens to take golden-hued photos. The #ShotWithGoldPeak campaign features out-of-home content from professional photographers and social content from [TikTok]( and [Instagram]( influencers. Full Story: [Ad Age (tiered subscription model)]( (10/27) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [TDA Boulder, Daiya prank plant-based pizza "Skeptics"]( [TDA Boulder, Daiya prank plant-based pizza "Skeptics"]( (TDA_Boulder/YouTube) TDA_Boulder pranks "Skeptics" for Daiya in a campaign showing pizza lovers unknowingly eat pies topped with the plant-based cheese. One 30-second spot shows three pizza delivery drivers in a "focus group" declaring plant-based pizza will never catch on, but a clip shows them devouring it unwittingly 30 minutes earlier. Full Story: [Adweek]( (10/27) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [Mekanism's Jason Harris talks favorite work]( [Mekanism's Jason Harris talks favorite work]( Case study on Mekanism's "It's On Us" campaign to stop sexual assault on college campuses (Mekanism/Vimeo) Jason Harris, CEO of Mekanism, talks about creative inspirations and favorite work. Harris explains why the "It's On Us" effort is one of his favorite creative projects and why he's proud of "[The Best Obsess](" for Whoop. Full Story: [Muse by Clio]( (10/28) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [VB+P's Brittni Hutchins on the agency's "Do Right Work"]( Venables Bell + Partners' Brittni Hutchins explains how the agency encourages creatives to get involved in purpose-driven side hustles, dubbed "Do Right Work." Hutchins describes the benefits, writing, "Dedicating more time to creating our own work, developing our own briefs and tackling social issues that matter deeply to our employees has flexed our creative muscles in new ways." Full Story: [Campaign US (tiered subscription model)]( (10/25) [LinkedIn]( [Twitter]( [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 [] [Dentsu restructures into global creative, media, CXM]( Dentsu has restructured its business into three global practices -- creative, media and customer experience management. Yasuharu Sasaki was named global chief creative officer, Will Swayne was appointed global practice president for media and Pete Stein was named global practice president for customer experience management. Full Story: [Ad Age (tiered subscription model)]( (10/27), [MediaPost Communications (free registration)]( (10/27) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Google tests "search themes" for Performance Max ads]( Brands using Google's AI-powered Performance Max can now add "search themes" targeting to ads running inside certain search queries across Search, YouTube, Gmail, Discover, Maps, and Display as part of a trial. Brands can add up to 25 search topics, and exact keywords that coincide with search queries will continue to be prioritized. Full Story: [MediaPost Communications (free registration)]( (10/26), [Ad Age (tiered subscription model)]( (10/26) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] 4A's News [] [4A's: Your Partner Hub]( The talent you need, when you need it. 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