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Monday, March 9, 2026

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Founders Rejects Holding Companies Downsizing, Appointing Maru Sokolowski to Protect the ‘Soul’ of Independent Creative

As global holding companies continue a cycle of consolidation and downsizing, Founders Agency, indie shop founded by Tanya De Poli & Checha Agost Carreño in 2019, is doubling down on the power of independent talent. The minority-owned “phenomenon” announced the appointment of Maru Sokolowski—former Global Head of Creative Excellence at McCann Worldgroup—as Chief Operating Officer. Tasked with overseeing operations across seven global offices, Sokolowski’s move signals a strategic shift in the industry: a “network detox” that prioritizes the soul of the creative product over corporate restructuring.
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MKTG

• “They Disappeared Once. Don’t Let Them Disappear Twice”: ICRC and Archer Troy Launch Campaign on Investigation Files

• Centenario Tequila Appoints MEL as Lead Creative Agency

• From Injury to Victory: Baptist Health and 52. A Dream Company Celebrate “The Comeback”

• Havas Media Network Acquires Berlin-Based Cultural Marketing Agency Styleheads

• Nu and Inter Miami CF Announce Historic Multi-Year Partnership and Nu Stadium Naming Rights

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CONTENT

• Daniel Lares of ViX MicrO: “We Are The First Major In The Continent To Decisively Enter Microdrama”

• Spain, the Preferred Backlot for International Production: Key Takeaways from PRODU’s Webinar Strategic Guide to Filming

• Julio Sonino of Telemundo on the 2026 World Cup: “On TV, We’re Going To Have An Event That Will Mark A Milestone”

• Valencia Producciones and RTVC to Make Film About Colombian Hero Admiral Padilla, Starring Cuba Gooding Jr.

• LA Screenings to Take Place at SLS Hotel in Beverly Hills on May 14–15

• Banijay Entertainment Merges with All3Media

• JK Media Group Launched Its PPV Concert Productions With Gloria Trevi: Live From BMO Stadium

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OPINION

• Pedro Lerma of Lerma/: Why Cultural Fluency is a Core Competency

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MKTG
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Archer Troy  has created a new project in collaboration with the International Committee of the Red Cross, the production company Oriental Films, and the audio studio Agosto Music.
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MEL has been named Agency of Record and lead creative partner for Centenario Tequila, Mexico’s No. 1 tequila brand and one of the country’s most recognized spirits with a legacy rooted in generations of tequila-making tradition.
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Baptist Health South Florida, the largest healthcare organization in the region — with 12 hospitals, more than 29,000 employees, 4,500 physicians and 200 outpatient centers, urgent care facilities and physician practices across Miami-Dade, Monroe, Broward and Palm Beach counties — has partnered with 52. A Dream Company / Miami, the agency founded and led by Tony Waissmann, to launch their latest campaign: “The Comeback”.
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Havas is pleased to announce the acquisition of leading Berlin‑based cultural marketing agency Styleheads. Recognized for its strengths in cultural marketing, creator relations, and live activations, Styleheads will join Havas Media Network in Germany, where it will expand the capabilities of Havas’ global Play network. This integration will further support Havas Play’s mission to create content and experiences that connect people and brands through the passions that move them – music, sport, gaming, fashion and lifestyle.
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A new era in soccer begins today in Miami with the announcement of a historic, multi-year partnership between Nu—one of the world’s largest digital financial services platforms with 131 million customers—and Inter Miami CF, the current MLS Cup champion. The agreement establishes Nu as the club’s Main Partner. It comes at a pivotal moment for both organizations as Nu accelerates its international expansion into the United States and Inter Miami CF strengthens its position as one of the fastest-growing and most influential clubs in global sports.
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CONTENT
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Daniel Lares, head of content & Production de ViX MicrO y director de canal tlnovelas

TelevisaUnivision officially launched ViX MicrO, its original microcontent division designed for mobile devices. The event brought together producers, actors and directors involved in the more than 80 productions generated to date. Daniel Lares, Head of Content & Production at ViX MicrO and director of the tlnovelas channel, described this stage as a hard launch of the platform. The division began operations on July 21, 2025, with six titles and currently offers a catalog of 57 available stories.
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In PRODU’s webinar series dedicated to tax incentives, leaders from Spain’s main audiovisual institutions outlined the competitive advantages the country offers to the global industry.
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For Julio Sonino, VP, Content Production, Sports at Telemundo, the upcoming 2026 World Cup “will be the ultimate World Cup, the biggest of all.” Although Canada is also a host, Mexico is home to “many of our viewers,” and the U.S. is “our home. We are here, and when you do something at home, you have to do it very well—it has to be outstanding.”
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Cuba Gooding Jr

The life of Colombian national hero José Prudencio Padilla, better known as Admiral Padilla, will be brought to the big screen in a production set to be filmed in Colombia and starring Academy Award–winning American actor Cuba Gooding Jr.
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LA Screenings announced that its upcoming edition will be hosted at the iconic SLS Hotel, a Luxury Collection Hotel, Beverly Hills.
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Marco Bassetti Banijay

Banijay Group and RedBird IMI announced on Tuesday the 3rd that they plan to create an entertainment giant by combining their assets, Banijay Entertainment and All3Media. The new company will be called Banijay.
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JK Media Group, led by Sebastián Jiménez, produced the historic pay-per-view live broadcast of Gloria Trevi: Live from BMO Stadium, streamed with VEEPS on Saturday, February 28, 2026.
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OPINION
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Here in the U.S., we know Hispanic audiences are no longer a niche audience. We are the new mainstream. Yet too often, brands treat us as a monolith. And we can tell the difference. You can feel it when a campaign truly sees you, when it honors your experience, your values, your humanity. But you also know that when it misses, it doesn’t just fall flat. It can damage your perception of that brand forever. I believe the secret here is cultural fluency.

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