Stagwell Launches AI-Powered Global Media Agency to Challenge Traditional Marketing Models

Stagwell Media Debuts as AI-Powered Alternative to Traditional Agencies

Stagwell has launched Stagwell Media, a global media agency designed to disrupt the traditional marketing model through artificial intelligence and integrated capabilities.1

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The new entity replaces the Assembly agency brand, bringing together its performance heritage with a modernized approach built around Stagwell Machine OS, an agentic technology platform that connects client marketing tools, data, and workflows.2

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Mark Penn, Chairman and CEO of Stagwell, stated that "the traditional media agency model wasn't built for the future of media," positioning Stagwell Media as filling a critical gap for brands requiring greater agility and performance.1

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The agency operates across more than 50 markets with over 2,300 experts, serving major clients including Lenovo, DP World, Mastercard, and P&G.1

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Strategic Positioning Between Scale and Specialization

Liz Rutgersson, recently appointed CEO of Stagwell Media with global and US responsibilities, emphasized the agency's unique market position. "Clients want an alternative between the larger, less nimble agencies and the newer, more singular focused agencies," Rutgersson explained.2

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The agency aims to occupy what she describes as "perfect white space" by combining the scale of a global network with the agility typically associated with specialized shops.

The leadership structure includes strong regional representation with Connie Chan as CEO for APAC, Bridget Hopkins leading Europe, Alap Ghosh heading India operations, Ravi Rao overseeing MENA, and Kacper Klos serving as Global CEO of Digital Commerce in Poland.1

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The agency also incorporates ADK Global's reach, particularly its footprint in APAC with a focus on Japan.2

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AI-Native Operating System Powers Connected Growth Engine

Central to Stagwell Media's proposition is its AI-native operating system, The Media Machine, which the agency describes as built "by media experts, for media experts."1

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Slavi Samardzija, Global Chair of Media and Commerce at Stagwell, distinguishes the platform from legacy systems by noting it was purpose-built for modern workflows rather than having AI layered onto existing infrastructure. "The difference is that legacy platforms were built for them to perform legacy tasks, and then they're layering AI on top of that," Samardzija said.2

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The agency leverages solutions from The Marketing Cloud and Stagwell Media Platform, including Stagwell Search+ and Stagwell Curate, alongside advanced data and commerce capabilities.1

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This next-generation agentic technology accelerates optimization, maximizes media investment efficiency, and drives higher-quality audience engagement by transforming media into a connected and adaptive growth engine.1

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Multidisciplinary Talent and Integrated Capabilities

Stagwell Media's approach extends beyond technology to encompass multidisciplinary talent capable of delivering integrated solutions. Samardzija highlighted how the agency's practitioners demonstrate expertise across multiple disciplines: "I was working with a client leader, a role equivalent to an account person at a legacy agency, and this person developed an audience strategy and a media plan that was equivalent to that of a data scientist."2

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Rutgersson emphasized that performance must encompass more than media buying. "It has to be about the customer experience. It has to be about the integration that technology can provide between media and creative," she stated.2

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The agency will continue partnering with sister companies within Stagwell's Media and Commerce segment, including Crispin, GALE, Goodstuff, Locaria, and Stagwell Owned Media, to deliver connected solutions that drive business results.1

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Regional Expansion and Market Implications

Connie Chan, who serves dual roles as Chief Growth Officer for Stagwell APAC and CEO of Stagwell Media APAC, noted regional pressures driving demand for the new model. "Across APAC, brands are facing increasing pressure to move faster and deliver measurable business outcomes," Chan said, adding that clients increasingly seek partners combining specialist expertise, integrated capabilities, and deep local market understanding.2

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The launch signals Stagwell's ambition to challenge established agency holding companies by offering what it positions as a superior combination of deep expertise, connected capabilities, and practitioner-centric technology. As brands navigate an evolving marketplace where agentic systems increasingly shape discovery, recommendation, and activation, Stagwell Media's integrated model aims to help clients adapt faster and unlock stronger business performance across every platform.1

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