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Welcome to The Brief by Kuro House, your daily dose of the most compelling stories shaping the marketing world. Today, we’re diving into leadership shakeups at a global agency giant, the NBA’s evolving approach to All-Star brand partnerships, a high-profile disappearance gripping the nation, a major marketing hire in online sports betting, and a nostalgic campaign reboot from Old Spice. Let’s get into the details.

First up, from Adweek, Dentsu has announced a sweeping overhaul of its leadership, naming Takeshi Sano as its new president and global CEO. Sano, who currently heads Dentsu Japan and serves as deputy global COO, will officially take the reins on March 27, 2026, succeeding Hiroshi Igarashi. This move comes at a turbulent time for Dentsu: the company recently reported a staggering ¥327.6 billion, or $2.18 billion, net loss for fiscal 2025, primarily due to a ¥310.1 billion goodwill impairment from its struggling international operations. In an effort to stabilize, Dentsu suspended its year-end dividend and had even considered selling off its international business, which includes major markets across the Americas, EMEA, and APAC. However, those talks fizzled out, and the focus has shifted to turning things around internally. The new structure eliminates the global COO and global president roles, streamlining reporting lines so regional CEOs and practice leaders report directly to Sano. The company is also introducing new global transformation and corporate affairs positions, alongside ongoing cost-cutting measures and layoffs. Sano is no stranger to transformation; under his leadership, Dentsu’s core Japanese business saw 11 consecutive quarters of revenue growth, accounting for about 40% of group net revenue and over half its operating profit. As he steps into the global role, Sano’s mandate is clear: steady the ship overseas and position Dentsu as a “true growth partner” for clients, supporting them from strategy through execution.

Shifting gears to sports marketing, Adweek gives us an inside look at the NBA’s All-Star Weekend and the league’s strategy for maximizing brand engagement. This year’s festivities in Los Angeles are a masterclass in brand activation, with over 60 brands participating through immersive experiences, licensing, merch, and retail. NBCUniversal’s ad inventory for the event sold out in January, underscoring the demand. The NBA Crossover event at the LA Convention Center is a focal point, featuring activations from brands like Xfinity, Ruffles, and CeraVe, the latter debuting with a barbershop experience. American Express is offering fans a vault-inspired showcase of vintage NBA merchandise, while DoorDash is letting fans design custom mini bags and hosting appearances by NBA stars. Adidas and Foot Locker are launching an Anthony Edwards sneaker drop, PUMA is collaborating with the Fast and Furious franchise and LaMelo Ball, and KITH is rolling out a multi-team NBA collection. The NBA is also leveraging influencer marketing, bringing in over 200 influencers to amplify content around the event. With a new USA vs. the World All-Star format, international brands like Emirates and Tissot are getting in on the action, spotlighting global players and expanding the event’s reach. Community impact is a key theme, with partners like Foot Locker donating $25,000 to each school in the HBCU Classic, Evernorth offering free health screenings, and State Farm contributing $15,000 to Habitat for Humanity for every deep shot made in the 3-Point Contest. There’s also a strong entertainment component, with concerts by Ludacris and Shaboozey, wine tastings, and Google’s AI-powered “Search Bar” experience. Lauren Sullivan, the NBA’s SVP of marketing partnerships, summed it up: the All-Star Weekend is about meaningful, culturally relevant brand engagement that resonates with fans on multiple levels.

Now, let’s turn to a story that’s captivated the nation, courtesy of Adweek’s TVNewser. The disappearance of Nancy Guthrie, mother of NBC’s Savannah Guthrie, in Pima County, Arizona, is more than just a news story—it’s a deeply personal saga for the journalism community. CNN’s Ed Lavandera and NewsNation’s Brian Entin, both reporting from Tucson, shared their experiences covering the case. Lavandera notes the unique emotional weight, given the close-knit nature of the journalism world and Savannah Guthrie’s reputation as one of the kindest in the industry. The mood among reporters is one of empathy and determination, with media from around the globe converging on the scene. Local residents have shown solidarity, leaving signs, flowers, and candles at Nancy Guthrie’s home, and most welcome the media attention, believing it’s crucial to finding her. The case is marked by twists and turns: credible leads, ransom notes sent to media outlets, and the Guthrie family’s public pleas. Both Lavandera and Entin agree the story resonates because it’s the stuff of nightmares—an elderly woman abducted from her home, with the added dimension that millions feel a connection to Savannah Guthrie. Specials on CNN and NewsNation this weekend will delve deeper into the search, keeping the spotlight on this unresolved and emotionally charged case.

In the world of sports betting and streaming, FanDuel has made a significant hire, as reported by Adweek. Ari Avishay, formerly SVP of content marketing at Paramount+, is joining FanDuel as SVP of marketing. Avishay brings a robust background in brand, content, social, and partner marketing, having led campaigns for Paramount+ across 45 markets and previously overseeing major campaigns at Hulu, including for The Handmaid’s Tale. At FanDuel, he’ll oversee brand, creative, and consumer insights strategy across the company’s portfolio, which includes FanDuel Sportsbook and FanDuel TV. He’ll also focus on evolving FanDuel’s products and experiences through integrated, data-driven marketing. Avishay will report to Mike Raffensperger, FanDuel’s president of sports. His arrival comes after the departure of EVP of marketing Andrew Sneyd last July. FanDuel’s recent “Last Call for Football” campaign, created with Arts & Letters, positioned the brand as a narrator of the fan experience, culminating in a Super Bowl spot just before kickoff. The company has also deepened its ties with the NBA and WNBA, becoming an official odds provider for Prime Video’s coverage. FanDuel’s parent company, Flutter Entertainment, reported $3.8 billion in revenue for Q3 2025, highlighting the scale at which Avishay will be operating.

Finally, from Adweek’s creativity desk, Old Spice is revisiting its iconic “Mom Song” campaign, this time with a modern twist on motherhood. The original 2014 ad was a tongue-in-cheek portrayal of “helicopter moms” lamenting their sons’ transition into manhood, supposedly triggered by Old Spice. Now, twelve years later, “Mom Song 2.0: The End of Adolescents,” created by Wieden+Kennedy Portland, reimagines the concept as an R&B anthem reminiscent of Boyz II Men’s “End of the Road.” The ad opens with a young man driving off with his girlfriend, leaving his mother to belt out a soulful lament about losing her son to adulthood and Old Spice. Neighboring moms join in, blaming Old Spice for their sons’ newfound independence, but ultimately finding solace in their loss. The campaign is steeped in nostalgia, with music again at its core—Bret McKenzie of Flight of the Conchords, who contributed to the original, returns for this iteration. Old Spice has a history of using music and humor to explore parent-child dynamics, as seen in its 2014 “Dad Song” and the 2017 “Beach Budz” parody ads. This latest spot aims to strike a more wholesome tone, reflecting a shift in how brands are navigating conversations around modern parenting.

That’s a wrap for today’s Brief. Whether it’s agency shakeups, immersive brand partnerships, human stories that transcend the news cycle, strategic hires, or clever campaign revivals, these stories remind us of the ever-evolving—and deeply human—nature of marketing. Thanks for tuning in, and remember: stay curious, stay sharp, and we’ll see you next time.