4A’s Launches National Ad Campaign Developed by CP+B to Promote Partner Awards

January 7, 2015 – The 4A’s, the premiere association representing the advertising agency business in the U.S., is launching a national ad campaign developed by CP+B to promote the organization’s new Partner Awards. The ad, titled “Many Cooks,” cleverly speaks to the value and importance of creative collaborations in the advertising and agency business, but also the potential pitfalls. Print insertions are appearing in the December 29 issue of Advertising Age and the January 5 issue of Adweek as well as running digitally across multiple media brands.

The 4A’s announced the Partner Awards, presented by MediaLink, in September 2014 to recognize and honor great partnerships that elevate creativity to new levels. Entries are open on the website partnerawards.aaaa.org and winners will be revealed at the 4A’s Transformation conference on March 22–25, 2015 in Austin, Texas.

“The advertising industry has seen a fundamental shift toward a more collaborative approach, but just because that’s what is required today, doesn’t mean it’s easy—or pretty,” said Alison Fahey, 4A’s Chief Marketing Officer. “We’re thrilled to work with CP+B to develop compelling creative that, we hope, resonates with the agency community. We didn’t want to sugar coat it, partnerships can be painful.”

“Every day in advertising, we find ourselves collaborating with partners, whether we like it or not. So, when it came to announcing the award to the rest of the world, we wanted to go straight at the tension. Collaboration can suck,” said Keli Hogsett, Art Director, CP+B. “When it results in amazing work, despite there sometimes being too many cooks in the kitchen, it deserves to be recognized.”

Creative credits for the campaign include:

  • Photographer: Bryce Boyer
  • Retoucher: Mando-Matic
  • Art Director: Keli Hogsett
  • Senior Copywriter: Aaron Sanchez
  • Executive Director of Creative: Evan Fry
  • Art Producer: Lindsey Linkow
  • Group Executive Art Producer: Lisa Lee
  • Photo Producer: Lisa Schrag
  • Digital Tech: Wes Ferguson
  • Asset Producer: Eva Hunter
  • Project Management: Zach Granowitz/Gene Karaffa
  • Studio Artists: Andrea Perry/Darryl Tait/Emily Einheit

About the 4A’s
The 4A‘s is the catalyst for bringing together the right people in the right place at the right time to address the advertising industry’s most critical business issues. We provide leadership, advocacy, guidance and community to our members and the industry at large, with proprietary access to the people, information and tools needed to make smarter management decisions. Our mission is the help agencies become more successful.

About CP+B
CP+B, a member of the MDC Partners network, has a client list that includes Kraft, Mondel?z International, Infiniti, Domino’s Pizza, MetLife, Applebee’s, Charles Schwab, Fruit of the Loom, Turkish Airlines, Paddy Power, Hotels.com and Best Buy. CP+B’s employees collaborate across eight global offices in Boulder, Miami, Los Angeles, London, Sao Paulo, Gothenburg, Copenhagen and Stockholm with an office opening soon in Hong Kong. The agency is one of the most-awarded in the world, having been named “Agency of the Decade” by Advertising Age and “Agency of the Year” 13 times in the trade press. No other agency has won more Grand Prix awards at the Cannes Lions International Advertising Festival in the past 15 years than CP+B, and they are the only agency to have won the Titanium Grand Prix two times.

Please visit us: www.cpbgroup.com
Follow us on Twitter: www.twitter.com/cpbgroup
Join us on Facebook: www.facebook.com/cpbgroup
Find us on Instagram: www.instagram.com/cpbgroup

About the Partner Awards
The 4A’s leaders realize there are unique challenges that occur when individuals and companies with different personalities and cultures collaborate to achieve a common goal on behalf of a client. With the 4A’s Partner Awards, the organization aims to salute those who put their egos aside for the greater good of properly servicing the client and creating meaningful work. The newly developed program is ideally aligned with the 4A’s positioning (“We’re your partner for business”) and represents the business as it stands today, with all its opportunities and challenges.

The Partner Awards will be given in the following categories:

  • Brand partnership
  • Creative partnership
  • Media partnership
  • Technology partnership
  • Diversity partnership
  • Cause partnership

Each partnership could involve multiple brands, agencies and companies. More details on entry submissions and categories can be found at partnerawards.aaaa.org. Additionally, there will be two jury-nominated awards, Partnership of the Year and Most Innovative Partnership; the jury will also have the option to select a Most Innovative Partnership winner from all entries. The jury is unique in that it features media, creative, digital, branded content and PR agency executives as well as technology/media companies as well as marketers.

Primary Contact:
Rose Levy
VP, Corporate
Havas PR
(646) 441-8128
[email protected]