Artificial Intelligence (AI) media platform by Stagwell, an ambitious move toward more intelligent, expansive operations

Artificial Intelligence (AI) media platform by Stagwell, an ambitious move toward more intelligent, expansive operations

In a significant move, Stagwell, the global marketing firm, has unveiled The Stagwell Media Platform (SMP) on July 9. This AI-powered media platform is set to transform the media landscape, promising faster optimization, fewer intermediaries, and a better return on investment.

SMP, a centralized team within Stagwell, brings together global media, technology, and data experts. Its primary goal is to improve media investment by leveraging Stagwell's scale, technology, and partnerships across its network of over 70 agencies worldwide.

The platform operates across all Stagwell agencies globally, harnessing efficiencies from scale, fostering collaboration, and deepening engagement with media and technology partners. This enables SMP to manage media trading and investment more effectively.

Key aspects of SMP include AI and data-driven optimization, centralization and scale, an integrated solutions suite, and leadership with extensive industry experience. Matt Adams, the Global CEO of SMP, and Marissa Jimenez, the Global Chief Trading and Solutions Officer, lead the team.

SMP utilizes AI-driven modeling and forecasting techniques to optimize media investments, aiming for outstanding efficiency and superior client outcomes in a fully addressable world. The platform offers an integrated suite of solutions spanning creative, media, and digital transformation services, designed to benefit Stagwell's partners and clients holistically.

SMP is guided by 'agentic principles', ensuring it works within the privacy framework of each country worldwide to provide benefits to clients. The platform will not take over local decision-making but will lead global strategic partnerships for enriching client plans.

Many in the industry view AI-powered media buying as a long-term bet, not a short-term fix. SMP is one of the clearest signs yet that Stagwell is maturing its infrastructure, representing a coming-of-age moment for the company.

In the near future, AI agents connected to publishers directly through SMP may remove some of the tech tax and manual work, making media investment more efficient. SMP will help agencies secure better deals, access richer data, and use the group's scale more effectively.

Crucially, SMP is not a cultural U-turn for Stagwell, but a reflection of their belief that "many" is better together. It is designed to help agencies work with global partners through one lens, consolidating expertise and leveraging AI-powered tools, data intelligence, and Stagwell's global scale to optimize trading, model and forecast media investments more precisely, and drive superior client outcomes.

The Stagwell Media Platform (SMP), led by Matt Adams and Marissa Jimenez, brings together global media, technology, and artificial-intelligence experts within Stagwell. SMP utilizes AI-driven modeling and forecasting techniques to optimize media investments, aiming for superior client outcomes by harnessing efficiencies from scale and leveraging partnerships across Stagwell's network of over 70 agencies worldwide.

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