CES 2022: Stagwell CEO Mark Penn Addresses Streaming Ad Data Issues in Q&A

This edition of the daily CES Briefing gives us a closer look at the happenings at Stagwell and the insights from Mark Penn about the current agency landscape. At Stagwell, they are carving out a space as the challenger to the big agency holding companies like Omnicom and Interpublic Group, who recently announced their merger. Digiday had the chance to chat with Mark Penn, CEO, and chairman of Stagwell, about the impact of this merger on their business, recent M&A activity, and what the future holds with potential TikTok bans and advancements in AI.

The possible fusion of Omnicom and IPG has raised questions among clients and sparked conversations at CES. With the merger looming, Stagwell is positioning itself as a digital-first, nimble alternative to the industry giants. The looming merger is causing some discomfort among the clients of the big dogs, and Stagwell is ready to step in and offer a fresh approach.

While it’s still early days post-merger announcement, Stagwell is sensing some vulnerability in clients of the larger agencies, with some already making the switch to Stagwell. The emphasis on a more personalized and agile service is becoming more and more vital to clients, and Stagwell is ready to meet that need head-on.

While the big agencies may have the advantage of huge media budgets, Stagwell is more performance-oriented and focused on scaling its media operations. Recent acquisitions, like Create, are expanding Stagwell’s reach and capabilities, particularly in the Middle East and North Africa. These regions are seen as critical growth markets, and Stagwell aims to create a global network that can serve clients worldwide.

As the conversation around data evolves in the industry, Stagwell is also adapting its approach. With a wealth of data at their disposal, they are working on building an ID graph to better leverage this information. Like other agency holding companies, Stagwell is also exploring new models and technologies to enhance their data operations and better serve their clients.