Global marketing network Stagwell has launched Stagwell Media, a global media agency built on its existing Assembly business, as it seeks to offer brands a more integrated, technology-driven approach to media planning and buying.
Announced on October 6, the new agency combines Assembly’s performance marketing expertise with Stagwell’s wider capabilities in data, commerce and technology. It will use agentic artificial intelligence (AI) through Stagwell’s Machine OS platform to help brands reach audiences, improve campaign performance and adapt to changing media consumption patterns.
“The traditional media agency model wasn’t built for the future of media. Stagwell Media is,” said Mark Penn, chairman and CEO of Stagwell. He said the agency would combine technology, media expertise and agility to help brands respond faster to market changes and drive growth.
Stagwell Media will be led by Liz Rutgersson, who was recently appointed CEO. Its regional leadership team includes Connie Chan, CEO for Asia-Pacific; Bridget Hopkins, CEO for Europe; Alap Ghosh, CEO for India; and Ravi Rao, CEO for the Middle East and North Africa (MENA). Kacper Klos will lead digital commerce globally from Poland.
The agency operates across more than 50 markets and works with clients including Lenovo, DP World, Mastercard and Procter & Gamble.
Stagwell Media will draw on technology and services from The Marketing Cloud and Stagwell Media Platform, including The Media Machine, Stagwell Search+ and Stagwell Curate. It will also work with other businesses in Stagwell’s Media & Commerce division, including Crispin, GALE, Goodstuff, Locaria and Stagwell Owned Media.
According to Stagwell, the new model is designed around four priorities: a more integrated organisational structure, advanced technology, closer collaboration between creativity and media, and commercial arrangements aligned with clients’ business goals.
The launch comes as media agencies face growing pressure to integrate digital channels, data and AI-driven tools into their services while demonstrating measurable business results.
