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Behaviour Change & Indi Agency The Womb Becomes APAC Effie Independent Agency Of The Year 2024

MM Desk by MM Desk
September 16, 2024
in Advertising
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Behaviour Change & Indi Agency The Womb Becomes APAC Effie Independent Agency Of The Year 2024

Kawal Shoor and Navin Talreja-led behaviour change and creative agency- The Womb has clinched the title of the APAC Independent Agency of the Year at the APAC Effie Awards 2024 ceremony held in Singapore, this year.

This win also marks the third time that The Womb has been amongst top of the table in the APAC Effie Awards and further solidifies its reputation as an effectiveness leader in the industry.

Currently, the agency which is undergoing a transformation to become The Womb 2.0 boasts a portfolio of over 100 regional and local effectiveness awards, showcasing its commitment to excellence in marketing and advertising.

At the recently conducted awards gala, The Womb achieved won one Gold Effie for its work on Britannia; two Silver Effies, one each for Mahindra Automotive and Truecaller; and two Bronze Effies for Piramal Finance.

With 9 shortlists and 5 wins, the independent creative agency emerged as one of the top APAC Effies winning agencies in India, this year.

Sharing their thoughts on the agency’s big win, Kawal Shoor and Navin Talreja, Co-founders, The Womb, said, “This award comes at an ideal moment as we approach our tenth anniversary. The Womb was founded on principles of cutting-edge strategy and bold, unignorable creative work. Over the past ten years, we have steadfastly adhered to these principles, even if it meant turning down business opportunities. We are grateful that our ‘stubbornness’ has enabled us to build our clients’ businesses, and these awards are a testament to that commitment. We extend our heartfelt thanks to our exceptional team and our clients, who have consistently regarded us as trusted partners.”

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Adobe Partners Runway To Integrate Gen-4.5 AI Video Model Into Firefly Multi-year partnership has brought Runway’s generative video models into Adobe Firefly, with Adobe becoming Runway’s preferred API creativity partner Adobe has entered into a multi-year strategic partnership with Runway to integrate generative AI video capabilities into its creative ecosystem. The collaboration has brought Runway’s video models into Adobe’s tools to support AI-driven video workflows for creators, studios, media companies, brands and enterprises. As part of the partnership, Adobe has become Runway’s preferred API creativity partner and has offered its users early access to Runway’s latest video models. Runway’s Gen-4.5 model has become available in the Adobe Firefly app for a limited period, ahead of a broader public release. The two companies have collaborated to develop AI capabilities tailored for professional video workflows, which have been made available exclusively within Adobe applications, beginning with Adobe Firefly. Adobe Firefly users have gained the ability to generate video using text prompts, experiment with pacing, motion and visual styles, and then refine outputs using Adobe’s video editing tools. Adobe has integrated Runway’s Gen-4.5 into Firefly’s workflow, enabling creators to move generated clips into applications such as Adobe Premiere Pro and After Effects for further editing and control. The companies have stated that Firefly customers will continue to receive early access to future Runway model releases through Adobe’s platform. Adobe and Runway have also worked with filmmakers, studios, agencies, streaming platforms and brands to co-develop new video capabilities within Adobe’s creative tools. The collaboration has focused on making generative video a consistent part of professional creative workflows. Runway’s Gen-4.5 has been made available in the Adobe Firefly app and on Runway’s own platform. Adobe Firefly Pro subscribers have been given unlimited generations until December 22. “As AI transforms video production, pros are turning to Adobe’s creative ecosystem – from Firefly to Premiere to After Effects – to imagine, craft and scale their stories across every screen,” said Ely Greenfield, chief technology officer and senior vice president, digital media, Adobe. “Runway’s generative video innovation combined with Adobe’s trusted pro workflows will help creators and brands expand their creative potential and meet the growing demands of modern content and media production.” “We’re building AI tools that are redefining creativity, storytelling and entertainment, with Gen-4.5 as the latest example,” said Cristóbal Valenzuela, co-founder and CEO, Runway. “This partnership puts our latest generative video technology in front of more storytellers, inside Adobe’s creative tools that are already the industry standard for many creators around the world.”

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