Experience consultancy Deloitte Digital has acquired Ad2Pro Global Creative Solutions Private Limited (“Madras Global”), a global content production agency. The acquisition bolsters Deloitte Digital’s capabilities in content production, marketing automation, extended reality and media ad production, helping to provide chief marketing officers with end-to-end content solutions that deliver personalized customer experiences and drive business impact. Terms of the deal were not disclosed. Deloitte Digital clients will be able to tap into Madras Global’s deep experience in content production to support their campaigns, websites, mobile apps, social media and brand stories. They will gain the ability to provide customers with impactful content that is rapidly produced, informed by data, optimized by channel, and delivered at scale. Clients will also have access to Madras Global’s proprietary technology platform that offers content life cycle management, measurement and optimization benefits. Together with Deloitte Digital’s previous AI acquisitions — Magnetic and Web Decisions — and its proprietary experience management platform Hux, clients will be able to engage further with their unique and diverse audiences at the right time, on the right channel and with personalized content….
Sombra Network, the brainchild of Brendan O’Neil, founder of the NYC-based visual effects and production studio Bonfire, has been launched as a marketplace for NFT creators, buyers, collectors and sponsors. Sombra is being positioned as a gateway into creating and offering NFTs for interested brands, ad agencies, collectors, nonprofits and other entities or individuals looking to participate in the current fascination with nonfungible tokens and their application for everything from gaming to building brand loyalty to live event ticketing and beyond. The Sombra Network opens with a goal of benefiting animal welfare nonprofits and charities around the world, with the first such beneficiary, Little Wanderers NYC, already the recipient of over $25,000 in contributions driven by Sombra purchases. Sombra’s first brand work was lending an assist on a major NFT project that just launched this past week. In partnership with Ticketmaster, the National Football League approached Bonfire to create NFTs linked to specific pro football matchups. With the help of Sombra’s blockchain and NFT expertise, the Bonfire team made this dream a reality. Bonfire’s VFX crew led the charge on the visuals and execution, while Sombra helped guide the NFT vision technically and creatively. The current Sombra Network features the work of up to 50 creators, with buyers and sellers having the option to manage transactions in a variety of cryptocurrencies, including one created exclusively for Sombra, SMBR. In addition, Sombra plans to expand to the ETH and POLYGON network over the next six months, which, O’Neil said, “will open the floodgates for new participants and help make Sombra a global player in the NFT world.” Jason Mayo, Bonfire partner and managing director, said that working in tandem, Bonfire and Sombra can help bridge gaps that exist among NFTs, crypto, advertising and traditional VFX and CG studios….
