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Oura has launched the "Wear Your Best Life" campaign to promote its smart ring as a tool for holistic wellness rather than just performance. The campaign, created with Nice&Frank, features a miniature city and focuses on hands to show the ring's role in everyday life. The campaign includes 30- and 60-second ads and out-of-home executions.
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An ad served is not an ad watched. Learn how viewers spend their limited attention, where ads wear in or wear out, and how leading brands optimize CTV for greater performance.
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| (@BarstoolBigCat/ X) |
QuikTrip's "Home Bun" campaign, created by Laughlin Constable, has been voted the best campaign of September by Ad Age readers, garnering more than 70% of the votes. Subway's "Feed Your SUBconscious" from Martin and MapQuest's "Directions to Lake Ontario" from Quality Meats took second and third place, respectively.
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| (Kalsi/YouTube) |
Atlanta Braves player Ronald Acuña Jr. has become the first Major League Baseball player to partner with prediction market Kalshi, starring in a commercial that shows him living under home plate. The spot, created by agency Es Muy Good and directed by Mike Warzin, was shot on 35mm film and also is running in a Spanish-language version. Kalshi has previously partnered with celebrities such as Giannis Antetokounmpo, J Balvin, Pete Sampras and Marshawn Lynch.
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| ICYMI: Most-Clicked From Previous Issue |
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| (4As) |
Where agencies find trusted answers fast. Members only
The collective knowledge of the 4As and a growing set of trusted industry data is now at your fingertips. Ask anything in plain language and get credible, sourced answers in minutes. What this means for your team
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The 4As partnered with Understood.org and Havas on a study on neurodiversity and its impact on creativity in advertising, marketing and media. The findings provide an understanding of the potential of a neurodivergent workforce, the challenges they face and strategies to foster a more inclusive and innovative workplace. Download the report.
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Media agencies are rapidly advancing agentic media initiatives, such as Carat's partnership with NBCUniversal and Freewheel, Tinuiti's Bliss Point Model Context Protocol Server and Stagwell's relaunch of Assembly as Stagwell Media with Machine OS. However, client concerns about rogue activity and lack of transparency remain top of mind. Executives from Dentsu, WPP Media and Stagwell emphasize the critical need for human oversight, explicit approval thresholds and robust governance in agentic workflows.
"There's also a clear separation between what is probabilistic AI recommendations versus what is a deterministic execution," says WPP Media's Lauren Wetzel.
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Independent agencies are increasing merger and acquisition activity to build integrated, full-service capabilities as marketers seek alternatives to major holding companies. Recent deals, such as Chemistry's acquisition of Colossus and Barkley merging with OKRP, highlight this trend.
"Smart, sophisticated CMOs, if they have their druthers, will choose an independent at scale over a holding company agency today. That wasn't always the case," says Ned Show, CEO of Chemistry, while Highdive CEO Megan Lally says, "I think we're going to see more 'super-independents' in the middle."
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Rethink has promoted Nicole Rajesky to partner and head of strategy for New York, a first for the office. Rajesky, who joined Rethink in 2020 as a senior strategist, will oversee strategy for all clients. "My goal is to make strategy a true competitive advantage for the agency and create the conditions for us to do work that feels undeniably, unmistakably Rethink," Rajesky says.
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| Media & Technology Trends |
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