Globant buys majority stake in Gut

Tombras, Special Olympics say "Yeah, I Am Special" | Pol, Posten deliver "The True Spirit of Christmas" | Fallon, others create shoppable holiday tale for Walmart Created for {EMAIL} | [Web Version]( November 29, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [Tombras, Special Olympics say "Yeah, I Am Special"]( [Tombras, Special Olympics say "Yeah, I Am Special"]( (Special Olympics/YouTube) Tombras released a "Yeah, I Am Special" campaign on Giving Tuesday for the Special Olympics, which includes a 40-second spot narrated by Stephen A. Smith of ESPN and starring athletes Madison "Maddog" Madory and Joshua Olds. The push reclaims the positivity in the word "special" and features billboards in New York with QR codes that direct people to buy limited-edition sweatshirts. Full Story: [Ad Age (tiered subscription model)]( (11/28) [LinkedIn]( [X]( [Facebook]( [Email]( New Report: Digital Advertising Trends Forrester Research teamed up with Smartly.io, the leading multi-channel creative and media optimization advertising platform, to uncover how savvy marketers can maximize budgets. [Download the report for data, insights and best practices.]( ADVERTISEMENT: [] Creative [] [Pol, Posten deliver "The True Spirit of Christmas"]( [Pol, Posten deliver "The True Spirit of Christmas"]( (Pol/Vimeo) Pol's "The True Spirit of Christmas" spot for Norway's postal service, Posten, tells the story of a child and her Saint Bernard hiding in a postal van after listening to her parents argue and being transported to Santa's magical home, where he reads her letter that says she just wants her parents to be happy for Christmas. A sleigh ride delivers her back home to her relieved mom and dad as copy reads, "The greatest gift is love. We can deliver the rest of the presents." Full Story: [Muse by Clio]( (11/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Fallon, others create shoppable holiday tale for Walmart]( [Fallon, others create shoppable holiday tale for Walmart]( Trailer for "Add to Heart" (Walmart/YouTube) Walmart is running a 23-episode "Add to Heart" shoppable holiday series across TikTok, YouTube and Roku starting Saturday, which features short videos telling a romantic holiday tale that also weave in 330 shoppable products. The "RomCommerce" was created by Fallon, Publicis New York, The Community, Digitas and Contender with Golin handling PR. Full Story: [Ad Age (tiered subscription model)]( (11/28), [Adweek]( (11/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Area 23's Diego Torgo talks favorite work]( Diego Torgo, vice president and creative director at Area 23, talks about creative inspirations and favorite work. Torgo explains why he's proud of the agency's AI-powered "[Mind's Eye](" campaign for Smartbox and its health guide for Black mothers, "[Everything They Didn't Tell You](." Full Story: [Muse by Clio]( (11/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] [How agencies can support Gen Z employees]( Agencies can attract and retain Generation Z by investing in their potential, giving them the opportunity to explore cross-departmental avenues, writes Duncan Channon's Mariya Manuel. Ask Gen Z employees for their ideas, allow them to fail and publicize their successes, Manuel writes. Full Story: [Ad Age (tiered subscription model)]( (11/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency News [] [Globant buys majority stake in Gut]( Globant has acquired a majority stake in Gut, with the agency retaining its brand name, operational independence and leadership while gaining digital and tech capabilities. "The same way that our full independence was key for our first five years to get where we are today, we feel that this partnership will be key for us to get to where we need to be in five years," said Anselmo Ramos, co-founder and creative chairman of Gut. Full Story: [Ad Age (tiered subscription model)]( (11/28), [Campaign US (tiered subscription model)]( (11/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Adalytics finds significant Google brand safety ad issues]( Adalytics research finds Google search ads purchased by leading brands such as Apple, BMW, Goldman Sachs, Procter & Gamble and Uber appeared on unsavory websites within the Google Search Partner network such as those operated by pornographers and ring-wing fringe publishers. Dan Taylor, Google vice president of Global Ads, says "Adalytics has established a track record of publishing inaccurate reports that misrepresent our products and make wildly exaggerated claims." 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