Welcome in, today is Wednesday, October seventh, and we begin with Adweek's report that Stagwell is retiring one of its agency brands. Stagwell is sunsetting the Assembly agency brand and relaunching it as Stagwell Media. Adweek reports the holding company announced the change on Tuesday, and that the new agency is built around Stagwell's own operating system, which it calls the Stagwell Machine. Retiring an established media-agency name and rebuilding it around a proprietary platform changes how media capability gets packaged and pitched in the next round of client reviews. Leading it is Liz Rutgersson, who joined as chief executive of Assembly in September. She told Adweek that plans for the new agency were already in place when she was hired, and that the aim is to push the capabilities of a traditional media agency to fill a growing gap for clients. In her words, clients want a partner that can work with greater agility, faster access to insights, stronger integration across disciplines, and practical ways to use AI to improve business performance. Also today, AI agents at S4 Capital's digital agency Monks can run autonomously, unsupervised for days at a stretch, according to Digiday. The same reporting says Monks now budgets for tokens and talent out of one pot, which puts compute and headcount in a single trade-off and describes a pricing and staffing model the rest of the sector has not confirmed at scale. Industry reaction is more cautious. A recurring counterpoint in practitioner discussion is that long unsupervised runs invite specification gaming, with some pointing to benchmark write-ups where agents left to optimize alone cut corners or inflated their own results. Among those running agents at smaller scale, the reported binding constraint leans toward governance rather than model capability: scoping which tools and data each agent may touch, and setting an explicit stop condition. Separately, Ferrero is taking Nutella to the Super Bowl. Marketing Dive reports the company will air two commercials during next year's game, inside a stated fifty-million-dollar marketing plan for 2027, following what it counted as a successful debut for Kinder Bueno in 2026. A confectionery marketer committing two in-game units this far out is an early read on next year's national inventory demand, and on packaged-goods budget direction. That reporting also notes Ferrero has frequently turned to sports to make inroads in the U.S. market. Reaction in agency and partner circles leans toward framing the spend as a coordinated sports-tentpole push rather than a one-off Super Bowl buy, with the World Cup mentioned alongside it. One more deal. The Madrid-based social agency SAMY has acquired Get Engaged, a U.S. social and influencer marketing agency, according to Adweek, which cites Get Engaged co-founder Alex Dermer. The founders declined to disclose terms, but said they will keep what they described as meaningful ownership of the combined business. A person familiar with the matter told Adweek the cash-and-equity deal is valued in the low nine figures. That figure is unconfirmed by the companies, and it sets a fresh valuation marker for independent creator agencies. The purchase gives SAMY a U.S. base with clients including DoorDash, Sephora and Raising Cane's. A Get Engaged co-founder framed the fit as pairing the shop's read on culture and content with SAMY's data, technology and global reach. Now, a few more headlines moving the trade today. Kyndryl and WPP have expanded their partnership. Per the joint announcement, WPP will apply Kyndryl's agentic AI framework across its operations, and Kyndryl names WPP its preferred global marketing partner. New research from Omnicom Media Intelligence finds sixty-five percent of U.S. consumers avoid advertising to some degree, and forty-one percent pay for subscriptions to avoid it. Following our earlier report on shrinking CMO tenure, Marketing Dive says a new study finds over a quarter of marketers hired this year have AI-ready skill sets, against nine percent of CMOs in the role more than four years. And finally, Morning Brew has acquired Express Checkout. Adweek reports the publisher's creator-focused monetization is up more than fifty percent year over year, and that more deals like it are coming.