Is VML a good or bad sign for creative agencies?

Gale, MilkPEP tackle "milk shaming" with Queen Latifah | Bensimon Byrne, Narrative spotlight transgender hate | Fallon, Arby's debut the "Good Burger 2" meal Created for {EMAIL} | [Web Version]( November 14, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [Gale, MilkPEP tackle "milk shaming" with Queen Latifah]( [Gale, MilkPEP tackle "milk shaming" with Queen Latifah]( (OK2Milk/YouTube) Gale's latest campaign for MilkPEP stars Queen Latifah in a 90-second parody public service announcement where people share their experiences of being "milk shamed" and viewers are invited to call a dedicated number to hear supportive messages from the actress and rapper, along with Cardi B, Kelis and other celebrities. The humorous push centers around an "OK2Milk" support group and is running across paid media including TikTok, YouTube and Instagram, with proceeds from campaign merchandise supporting STOMP Out Bullying. Full Story: [Muse by Clio]( (11/13), [Ad Age (tiered subscription model)]( (11/13), [Adweek]( (11/12) [LinkedIn]( [X]( [Facebook]( [Email]( A Full Report on Rideshare Advertising The demand for ridesharing is growing rapidly as consumers continue to get more comfortable in a post-pandemic world. This, in turn, is driving massive adoption of rideshare advertising as brands and agencies look to engage with consumers on the go. [Get the report.]( ADVERTISEMENT: [] Creative [] [Bensimon Byrne, Narrative spotlight transgender hate]( [Bensimon Byrne, Narrative spotlight transgender hate]( (White Ribbon/YouTube) Bensimon Byrne and Narrative created a "Short Life Stories" film for White Ribbon, which is set to a version of Fatboy Slim's "Praise You" by Hannah Grace and follows the lives of three transgender friends, one of which ends in tragedy due to violence. "It can take years for a transgender person to begin their true life. It deserves to be a full one," copy reads at the end. Full Story: [Muse by Clio]( (11/13), [Ad Age (tiered subscription model)]( (11/13) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Fallon, Arby's debut the "Good Burger 2" meal]( Arby's is celebrating the release of "Good Burger 2" on Paramount+ with a movie-dedicated meal featuring its Deluxe Wagyu Steakhouse Burger and an accompanying campaign running across TV, social, and out of home, including a takeover of an Atlanta outlet to replicate the film's restaurant. The push was created with Fallon, Inspire Media Engine and Paramount Brand Studio, and the ads, voiced by actor Ving Rhames, feature the fast food puppets from the movie. Full Story: [Ad Age (tiered subscription model)]( (11/13) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [How WPP's OpenX is managing Coca-Cola's business]( Leaders from WPP's OpenX discuss the inner workings of the agency to handle Coca-Cola's global business. "Great work comes from points of integration and collaboration and insight and simplicity. What we've tried to do is to strip out the layers of complexity," says Chris Binns, global chief strategy officer. Full Story: [The Drum (free registration)]( (11/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Is VML a good or bad sign for creative agencies?]( Agency experts talk about whether the creation of VML from the merger of VMLY&R and Wunderman Thompson will lead to other creative shop consolidations and if that's a good thing for the industry. "The client benefit of bringing together different creative capabilities to strengthen full-funnel thinking and customer centricity is obvious, but how that works operationally is more complicated," says Rebecca Nunneley of AAR Group. Full Story: [Campaign US (tiered subscription model)]( (11/13) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency News [] [Kellanova reviewing snack brand accounts]( Kellanova, split off from Kellogg last month, is analyzing its North America agency relationships for brands including Cheez-It, Pringles, Eggo, Kellog's Rice Krispie Treats and Pop-Tarts, and will make a decision on the review process next year. Agencies most affected include Leo Burnett, Starcom and Grey. Full Story: [Ad Age (tiered subscription model)]( (11/13) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [Ciro Sarmiento joins Colle McVoy as creative chief]( Adweek (11/14) [] - [Connelly Partners expands to West Coast]( Ad Age (tiered subscription model) (11/13) [] Media & Technology Trends [] [Why agencies are betting on social]( The lower costs and risks of social media marketing, compared to ads in formats like TV, is driving brands like BMW to sign on social agencies of record and agencies like Stagwell to acquire digital specialists. Social media also gives marketers a greater shot at Generation Z, 38% of whom use social apps for at least four hours every day, per a Morning Consult survey. "We're seeing larger legacy brands reaching out with social-focused assignments. It is also taking up a bigger spotlight in pitch asks," says Pereira O'Dell's Mona Munayyer Gonzalez. 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