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| (Stella Artois/YouTube) |
Gut Miami's global FIFA World Cup campaign for Stella Artois features David Beckham, with an anthem "Celebration" spot showing the former soccer star celebrating games with fans at a bar. The campaign continues the bar-theme with curated experiences at bars across the US and limited-edition packaging.
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Helix engineers custom personas tailored to your campaign goals, scaling our audience expertise like never before. Replace guesswork with AI precision to find the audiences you want — and the ones you didn't know you need. Reach your audience with Helix »
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| (Vrbo/YouTube) |
Vrbo's "Surprise-Free Vacation Rentals" campaign from GSD&M addresses traveler concerns about unpredictability in vacation rentals. The campaign uses observational humor to highlight that while travel companions can be unpredictable, the Vrbo rental experience won't be with features such as verified reviews and VrboCare protections. The push "is just a fun and truthful way of reinforcing the promise from Vrbo: consistency, quality, and support travelers can count on," says Jay Russell, chief creative officer at GSD&M.
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| (Toast/YouTube) |
Toast's "Built for Busy" campaign, developed by Arnold, encourages restaurants to embrace busy as a sign of success. The campaign includes a 45-second spot featuring a chef working calmly amid a bustling kitchen, as well as window displays in New York City restaurants and digital content from creators.
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| ICYMI: Most-Clicked From Previous Issue |
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International executives from 72andSunny Creative Collective discuss the early success following the integration of offices from Forsman & Bodenfors, Bruce Mau Design and Hecho Studios. The collective has won global clients such as Indeed, Midnite and Foot Locker.
"We're hyper-competitive, and we like to win," International CEO Chris Kay says. The words of the agency's "Playing to Win" ethos "have become reality," Kay says, adding, "It's great to see them filled with meaning, and now it gives us something to live up for the next year to really deliver against."
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| (Donald Tong/Pexels) |
Fandom is evolving from passive audience to active author, with 73% of marketers expecting fans to play a larger role in social strategy by 2026, per a We Are Social report. Brands are encouraged to give fans access, invite them into the creative process and make them central to stories to foster a sense of ownership and deeper advocacy, writes We Are Social's Paul Greenwood, who spotlights notable campaigns such as McDonald's World Menu Heist, NASCAR's fan councils and Spotify's Fan Life.
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Known has named Lynn Lewis, formerly chief marketing officer at McCann Worldgroup, as its inaugural chief client officer. The move is intended to strengthen the agency's leadership as it expands its work with large, global brands.
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| Media & Technology Trends |
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What is the role of an agency in 2026 and beyond? This is the question we explored with agency leaders, CMOs, brand marketers and industry experts in our latest Look Ahead. Explore the two emerging agency futures as Strategic Partner and Marketing Purveyor and the growing middle path. Get 360-degree insights and perspectives from across the industry. Explore 2026 through two distinct lenses across topics such as:
- AI + workflow transformation
- Media and the changing supply chain
- Government relations and policy
- Compensation and value creation
- New business and growth models
- Talent, structure and team design
Navigate the content however you prefer -- as a clean, downloadable PDF or through a richer, interactive digital version with deeper context, video interviews and expanded perspectives. Select sections with extended content are available exclusively to 4As members.
Start exploring.
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The 4As has developed a new AI Maturity Model Assessment Tool to help members self-assess and get personalized advice for moving forward. Read all about it in our 3-part blog series: From Skeptic to Alchemist: A Practical Guide to AI Maturity for Agencies
Use our free self-assessment tool to evaluate where your agency stands across four key dimensions of GenAI maturity.
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