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| (M&M's/YouTube) |
Mars' seven-minute mini-documentary, "Protect the Peanut," was created by BBDO Chicago and highlights the agricultural and scientific efforts to improve the peanut supply for Peanut M&M's after Reddit users in the early 2000s started to note a taste issue. The film features perspectives from farmers, scientists and consumers, and showcases breeding methods to develop hardier peanut varieties and protect them from issues caused by climate change.
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| (Kikkoman USA/YouTube) |
BSSP's "Unleash Legendary" for Kikkoman is a multiyear campaign targeting Generation Z home cooks by tapping into the popularity of anime and Japanese culture. The campaign, running across connected TV, programmatic and other media, features anime-inspired creative from illustrator Agustin Nakamura and Club Camping and is supported by updated packaging and a refreshed product lineup.
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| (LiveOnNY/YouTube) |
LiveOnNY's campaign DeVito/Verdi is designed to encourage organ donation and features a TV spot with patients singing Bonnie Tyler's "Holding Out for a Hero." The campaign targets New Yorkers and includes out-of-home ads on commuter railroads and subways. LiveOnNY saw a 44% increase in transplants after its 2024 campaign.
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| ICYMI: Most-Clicked From Previous Issue |
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Ad agencies are increasingly focusing on higher education as colleges and universities face challenges such as rising tuition costs and a declining population of college-aged students. Agencies like TwoxFour, Mighty Union and Mammoth are developing specialized practices to help institutions improve their marketing strategies. The process of pitching to higher education clients is different from consumer-facing clients, often resembling government contracts.
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Adweek's inaugural Agencies Vanguard Awards recognize 20 agency executives who have made significant impacts through visionary leadership and innovative strategies. Honorees include Nadja Bellan-White of M+C Saatchi North America, who has driven double-digit revenue growth; Jared Belsky of Acadia, who turned a $7 million loss into a $7 million gain in a year's time; and Anibal Casso of Ogilvy, who has helped The Coca-Cola Company achieve double-digit growth.
Other leaders such as Marie Julie Gerbauld of David Sao Paulo, Jessica Henrichs of Colle McVoy and Doner and Katy Hornaday of BarkleyOKRP also were recognized for their resilience and ability to drive business success.
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Wendy's shifted its US media account to WPP Media from Publicis Groupe's Spark Foundry following a closed review. That closed review included Omnicom but not Spark Foundry, which declined the review invitation. The restaurant chain seeks to integrate creative and media teams, as it already works with VML, to enhance efficiency and campaign effectiveness.
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| Media & Technology Trends |
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Agency compensation continues to be a pressure point in client-agency relationships. A new 4As study reveals a notable shift in thinking. More than half of agency search consultants now say it’s time to move away from hourly billing models and overly granular financial disclosures like salaries, overhead and profit margins. Too much focus on inputs can derail partnerships that should be centered on value, outcomes and growth, beyond just cost breakdowns. Get the study.
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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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| But ultimately, we will always choose Earth. We will always choose each other. |
Christina Koch,
engineer, astronaut, Artemis II mission specialist |
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