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| (Adidas/YouTube) |
Lola USA's five-minute "Backyard Legends" film for Adidas features Timothée Chalamet, Lionel Messi and other soccer stars. The film, timed for the FIFA World Cup and directed by Mark Molloy, blends 1990s street soccer aesthetics with modern visual effects to celebrate the emotional impact of informal games.
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| (Mother New York/Instagram) |
Mother New York's fitness initiative, called M.A.M.A. Training -- Men Assisting Moms Ascending -- encourages men to help mothers lift strollers up subway stairs. The campaign, which includes a workout class Saturday in Brooklyn where participants can train using strollers as weights, highlights the lack of elevators in over 300 NYC subway stations, making it difficult for parents to navigate with strollers.
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| (72andSunny/Instagram) |
Following the launch of "It Just Meals Good" last year, 72andSunny led a brand overhaul for Panera Bread, culminating in a full identity redesign this month. The refresh introduced the bespoke Panera Bravo typeface, created by Monotype and inspired by the brand's bakery heritage, plus updated visual elements to reflect Panera's emotionally driven positioning. The brand redesign follows the November launch of Panera RISE, which targets $7 billion in system-wide sales by 2028.
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Independent agencies can excel at Cannes Lions by preparing thoroughly and using their proximity to the work, writes Ronald Wohlman, co-founder of LBRB Collective. While large networks dominate with their infrastructure and presence, independent agencies can turn spontaneous encounters into business opportunities.
Wohlman notes that "the prize at Cannes isn't just the Lion. It's what happens in the moment and whether you can turn that energy into something the market actually wants to buy."
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Agencies must redefine their value proposition to drive growth, Partners + Napier's Sharon Napier writes. Napier emphasizes the importance of integrating creative and business solutions, building strong partnerships and adapting leadership models to create sustainable, accountable and profitable businesses.
"The agencies that win will be the ones that adapt to this reality -- integrating how they work, building the right partnerships and taking real accountability for outcomes," Napier writes.
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The sustainability of the agency holding company model is under growing scrutiny as WPP and Omnicom pursue aggressive centralization and consolidation strategies. While recent account wins and cost-cutting measures provide short-term relief, analysts are skeptical about the long-term viability.
Gartner Senior Director Analyst Philip Black sees a "storefront" agency approach emerging as a likely future model. While shared services will dominate agency back-ends, Black says that client-facing brands will regain prominence to preserve differentiation and trust, allowing for operational efficiencies behind the scenes.
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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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