Stagwell Signs the Biggest Multi-Agency Deal in Its History, and ServiceNow's AI Stack Comes Standard
A three-year partnership puts Code and Theory, 72andSunny, Allison Worldwide, and Movers+Shakers to work for ServiceNow, while Stagwell adopts the client's own AI platform in-house.
Stagwell and ServiceNow have signed a three-year strategic partnership built around helping marketers "build, activate, and measure" their own campaigns, and Stagwell is putting its money where its pitch is: the holding company will adopt ServiceNow's enterprise AI platform across its own organization as part of the deal.
Four Stagwell shops, Code and Theory, 72andSunny, Allison Worldwide, and Movers+Shakers, will serve as ServiceNow's lead agency partners. According to COMvergence, ServiceNow currently spends $120 million on media, and $70 million of that sits with Dentsu X, which means Stagwell is picking a fight for business it does not fully hold yet.
Stagwell CEO Mark Penn called it the largest multi-agency deal in the company's history and a "win-win partnership," the kind of label every holding-company chief reaches for on deal day. It is a harder one to argue with, though, when the client is handing you its own AI platform to build on rather than just a media budget to spend.
Source: Adweek
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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