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Scaling new ventures is one of the most exciting elements of brand marketing — and one of the most challenging in a world of ever-more diverse and fragmented audiences. Whether you’re starting from scratch or taking an up-and-coming brand to the big leagues, leaning into fandom can help grow global communities and tee up consumer segments and markets for future growth. While on the ground at the Cannes LIONS Festival of Creativity this June, we heard from some of the world’s top athletes, sports teams, and brand leaders about how they’re using everything from technology experiments to wily brand partnerships to help build global fanbases. Barbie is building on lots of good foundations. Tune into conversations from Stagwell’s Content Studio to learn more.
— Beth Sidhu, Chief Brand and Communications Officer
How New Teams and Leagues are Unlocking Enterprise Value
From Pickleball to Slamball and from Philly to San Francisco, new leagues are cropping up and driving massive global fanbases. As investment flocks, hear how the lynchpin of reaching enterprise scale hinges on an audience-first approach to content, products, targeting, and more from former U.S. Women’s National Team Player and co-chair of Bay Football Club Aly Wagner, lacrosse star and Premiere Lacrosse League co-founder Paul Rabil, and Andres Cardenas, director, Brand Partnerships at the Player’s Tribune
Toto, We’re Not in (LA) Anymore: LA Rams on Global Brand Partnerships
Jen Prince – Chief Commercial Officer of the Los Angeles Rams – knows long-time fans can drive big revenue. But what about the future Rams die-hard fan? Hear from Prince and Laura Likos, Global Marketing & Communications Executive from 72andSunny, about how brand partnerships help the Rams grow beyond their LA roots.
Bringing People Together Through Sports – in the Living Room or 30,000 Feet in the Air
There’s not a more global experience than flying – and United Airlines is doing everything it can to power a top-notch frictionless experience for consumers. No wonder it’s making fans – even Cardinals’ offensive tackle Kelvin Beachum. United’s Meg Mitchell took the stage with Beachum and 72andSunny CEO Evin Shutt to talk about how United’s getting entrenched in sport communities to help bring consumers around the world together.
Get Your Head in the Game
Missed Sport Beach this year? Luckily for those who didn’t attend, coverage of main stage panels and more than 140 Content Studio interviews are available on Stagwell’s YouTube channel, with more great content on Instagram and LinkedIn. Interested in working with us? Reach out to Ryan Linder, Global Chief Marketing Officer, or Robyn Freye, Chief Growth Officer, North America.
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Stagwell’s Political Firms and Media Agencies Ramp Up Client Support Ahead of 2024 Presidential Election
NEW YORK, July 27, 2023 /PRNewswire/ — Stagwell (NASDAQ: STGW), the only global marketing services network with bipartisan political advocacy, media, and insights firms, convened disruptive digital publishers and media groups for a two-day summit to inform brands as well as local and national candidates about the political media opportunities that should be top of mind heading into the 2024 election cycle. The presenters – Ampersand, Axios, iHeartMedia, MiQ, Nexstar, Politico, Puck, Punchbowl News, TelevisaUnivision and Urban One – discussed the importance of reaching overlooked audiences, building trust with a skeptical public, and balancing multiple mediums in a landscape where consumers are wildly varied in their spending habits, information sources, personal beliefs and more.
According to Stagwell’s omnichannel media agency Assembly – which in 2020 placed the largest single media buy in history during the Mike Bloomberg for President Campaign – the 2024 cycle is slated to surpass $12 billion in advertising spend and unfold across an expansive array of online and offline channels as the digital marketing revolution fully transforms politics.
“I used to joke that brands spent more money marketing hamburgers than politicians spent campaigning to run a nation – but that’s no longer the case. With the explosion of digital channels, political campaigns are at the forefront of targeting techniques and marketing innovation because they are always trying to outdo their competitors, and those tools are necessary in today’s lower-growth commercial world,” said Mark Penn, Chairman and CEO, Stagwell.
Mark Penn in Conversation with Assembly Director of Political Strategy Tyler Goldberg
Penn joined Assembly Director of Political Strategy Tyler Goldberg for a candid chat about the upcoming election cycle and Stagwell’s role as a network in the political and media ecosystem, spanning advocacy firms SKDK and Targeted Victory, insights agencies The Harris Poll and HarrisX, and more.
“Fully integrated campaigns remain elusive for many political players in this fragmented media landscape, and we’re proud to work alongside our partners across Stagwell to help modern brands and candidates get the most out of the expansive universe of audiences, channels, and targeting methods available in this upcoming cycle,” said Goldberg.
In this interview, they shed light on why marketers should keep a close eye on the political landscape when it comes to spending and crafting creative messages. Stream it here, and find key takeaways from Stagwell’s Political Media Day presentations below:
Reaching Overlooked Audiences
- Start early and educate; don’t just rely on Get Out The Vote efforts at the end of the cycle.
- Black and Latino audiences often feel taken for granted. Reach these underserved audiences where they are. Whether that’s Spanish language programming or genre radio, be creative in targeting.
- Find the persuadable voters. Swing voters are watching the more centrist and local news outlets rather than the big-name hyper-partisan channels.
Building Trust
- Audiences care about individual talent. Journalist influencers who have built up loyal audiences and local broadcast teams who feel familiar to their viewers are extremely valuable in this contentious political environment.
- Be authentic. Multicultural groups have their own interests, and they can tell when campaigns are pandering – basically the core tenet of Assembly’s Advocacy Consulting Technology (ACT).
Balancing Mediums
- Don’t drop traditional broadcast. Everyone wants an alternative to broadcast, but it’s still the primary scaled option with the most reliable data.
To inquire about partnering with Stagwell’s political advocacy, media, and communications firms, please contact hello@stagwellglobal.com.
About Stagwell
Stagwell (NASDAQ: STGW) is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.
About Assembly
Assembly is the modern global omnichannel media agency, bringing data, talent, and technology together to find the change that fuels growth for the best brands on the planet. Our approach connects big, bold brand stories with integrated, global media capabilities that deliver performance and drive large-scale business growth. Our work is powered by our proprietary, in-house technology solution, STAGE, and led by our global talent base of over 1,600 people around the world. We’re purpose-driven at our core and pioneers in social and environmental impact in the agency world. Assembly is a proud member of Stagwell, the challenger network built to transform marketing. For more information, visit assemblyglobal.com.
CONTACT:
Sarah Arvizo
pr@stagwellglobal.com
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By: Ray Day
CONTACT:
We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded July 21-23):
WEEKLY WORRIES ABOUT ECONOMY JUMP BACK UP:
Today, 87% of Americans are concerned about the economy and inflation – up 2 points from last week and higher than December’s 82% rate.
- 81% worry about a potential U.S. recession (up 5 points)
- 79% about affording living expenses (up 9 points)
- 74% about political divisiveness (no change)
- 84% about U.S. crime rates (up 1 point)
- 72% about the War on Ukraine (up 5 points)
- 58% about a new COVID-19 variant (up 7 points)
- 57% about losing their jobs (up 10 point)
INFLATION AND AI REMAIN TOP NATIONAL CONCERNS:
Inflation is still hitting Americans across the political spectrum, and fears about AI are real, according to our most recent poll with the Center for American Political Studies at Harvard University.
- 76% say inflation has affected them and their family’s finances, with groceries (49%) as the area inflation has hit the hardest.
- 60% think the inflation rate is continuing to increase even though that is not true.
- When it comes to AI, 74% of Americans – including more than 70% of each political party – think AI technology can be dangerous and that fears of it are not overblown.
- 51% of Democrats are optimistic about AI, while 59% of Republicans are fearful.
- 72% of Republicans compared with 52% of Democrats think AI advancements will mostly destroy rather than add jobs.
- 79% of all Americans want more regulations around AI.
- 62% want regulations to emerge from the tech industry rather than from lawmakers.
TOP BRANDS FLYING PAST AFFINITY TO CREATE SUPERFANS:
The renewed Barbie fascination as well as Taylor Swift and Marvel all have one thing in common: they each have learned how to unlock the power of brand fandom – versus just affinity – by unleashing “superfans.” And it’s paying huge dividends, according to the new “The Fandom Formula Report” from Stagwell’s National Research Group.
- Brand fans are 3.5 times more likely to advocate for you, 3 times more likely to stick with you even if they try something they don’t like, more willing to pay a price premium, and 2 in 3 brand fans will try a new product.
- 73% of Americans consider themselves a superfan of at least one brand.
- Top categories attracting superfans include: fast food restaurants (63%), musician/band (60%), entertainment franchise (52%) and online personalities or content creators (50%).
- 71% of superfans became so gradually over time.
- 29% say it was a singular moment that turned them into a superfan.
PREPARING FOR BACK TO SCHOOL STRESS:
Heading back to school is more stressful than ever, according to our Harris Poll survey with On Our Sleeves Movement for Children’s Mental Health.
- 71% of parents say their children experienced challenges last school year.
- The top factors identified by parents included safety concerns (37%), academic challenges (26%), bullying (24%), ongoing social challenges related to the pandemic (24%) and mental health challenges (22%).
- 50% of parents also feel their child(ren)’s mental health has suffered during the past 12 months because of social media use.
EMPLOYEES NOT READY FOR ETHICAL DILEMMAS:
Workplace training is failing young workers, and business leaders need to do more to empower future leaders in sustaining ethical workplace cultures, according to our Harris Poll research with AICPA & CIMA.
- 90% of U.S. and UK employees say they are familiar with their company’s code of ethics.
- 71% say they have received ethics training.
- Yet only 26% of future talent – those aged 20 to 30 pursuing an advanced degree, looking for work or working for less than ten years – found the training to be “very effective.”
- Only 24% of workers feel “very prepared” to an ethical dilemma at work.
ICYMI
In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:
- Rookie managers make nearly half of female employees want to quit
- Employers Prefer In-Person Interviews, but 40% Fold In Virtual Components
- 20 brands catching Gen Z’s attention right now
- Majority of Americans Mistakenly Believe Health App Data is Covered by HIPAA
As always, if helpful, we would be happy to provide more info on any of these data or insights. Please do not hesitate to reach out.
Thank you.
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Stagwell (STGW) Platform Enhancements Allow Users to Generate up to 25 Personalized Pitches to Reporters in Under Three Minutes and Create Executive Biographies in Seconds
NEW YORK, July 27, 2023 /PRNewswire/ — PRophet, the first and only generative and predictive AI SaaS platform built by and for PR professionals, today announced two new platform updates – a Multi Pitch Generator and a Biography Generator.
Launched in 2020, PRophet is the pioneer of AI-based technology in the PR industry, with the richest feature set in the market driven by the emerging need for technology that supports modern communications professionals. According to Purposeful Relations and PRovoke’s Global CommTech Report, which was supported in part by PRophet, 43% of the surveyed communications professionals intend to increase their investment in communication technology within the next 12 months, with 71% viewing AI as an opportunity for the industry.
The new tools build on the existing PRophet platform, which uses a combination of AI, natural language processing and machine learning to generate, analyze and test new content that predicts earned media interest and sentiment.
- The Multi-Pitch Generator feature, which is exclusive to enterprise customers, enables users to generate personalized pitches for up to 25 reporters in under three minutes. Users have the option to adjust the structure of each pitch, from “short and to the point” to “elaborative,” to best suit each reporter, as well as appropriate tone preferences, such as professional, friendly, bold, persuasive, technical, emotive, and more.
- The Biography Generator also uses AI to take the mundane out of an everyday and tedious task: All customers now have the capability to generate an executive biography in seconds simply by inputting a LinkedIn URL.
“PRophet is a trailblazer that continues to disrupt the PR industry with unmatched AI capabilities. The Multi-Pitch Generator and Biography Generator features reflect our appreciation for the real-life needs of today’s comms professionals and our commitment to empowering them with cutting-edge technology,” said Aaron Kwittken, founder and CEO of PRophet. “We’re constantly working to improve PRophet, setting new standards for efficiency and productivity so that Communications Engineers© can work in parallel with technology.”
Today’s announcement follows a strong quarter of growth for PRophet – which included forging strategic alliances with LexisNexis and PeakMetrics, and the unveiling of “Powered by PRophet,” an innovative white labeling option that allows agencies and brands to effortlessly incorporate PRophet’s cutting-edge platform into their existing communications technology stacks.
With more than 1,500 users to date across brands and agencies, the company is driven by its mission to democratize AI solutions for communications professionals, empowering them to be more performative, predictive, and productive.
About PRophet
PRophet is the first-ever generative and predictive AI SaaS platform designed by and for the PR community. The platform uses AI to help modern PR professionals become more performative, productive and predictive by generating, analyzing and testing content that predicts earned media interest and sentiment. PRophet was founded in 2020 by PR and marketing industry thought leader and entrepreneur Aaron Kwittken and is part of the Stagwell Marketing Cloud, a suite of SaaS solutions that powers research, communications, and media activation for in-house marketers. To learn more, visit prprophet.ai.
About Stagwell Marketing Cloud
Stagwell Marketing Cloud (SMC) is a suite of data-driven SaaS solutions built for the modern in-house marketer. Born out of Stagwell’s (NASDAQ: STGW) network of award-winning marketing agencies, SMC’s technology empowers marketers to drive business impact by giving them intuitive tools equipped with proprietary, actionable data. SMC’s portfolio of solutions powers strategic customer research, communications, and media activation for brands worldwide by leveraging technology such as generative artificial intelligence, shared augmented reality, and more. Get your head in the cloud at www.stagwellmarketingcloud.com.
Media Contact
Alex Birmingham
KWT Global for PRophet
abirmingham@kwtgloblal.com
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57% OF VOTERS THINK PROSECUTORS HAVE STRONG CASE AGAINST TRUMP ON EFFORTS TO OVERTURN 2020 ELECTION
79% OF VOTERS WANT MORE REGULATIONS AROUND AI, BUT A MAJORITY WANT THE REGULATIONS TO EMERGE FROM THE INDUSTRY ITSELF RATHER THAN LAWMAKERS
NEW YORK and CAMBRIDGE, Mass., July 24, 2023 /PRNewswire/ — Stagwell (NASDAQ: STGW) today released the results of the July Harvard CAPS / Harris Poll, a monthly collaboration between the Center for American Political Studies at Harvard (CAPS) and the Harris Poll and HarrisX.
As President Joe Biden rolls out “Bidenomics,” his approval rating remains at 42% while 57% of voters think he is pursuing bad economic policies. The same percentage, 57%, think prosecutors have a strong case against Donald Trump on charges surrounding January 6 as Americans wait to see if he will be federally indicted again. The poll also covers public opinion on AI, the Supreme Court and crime policy. Download key results here.
“Inflation remains the elephant in the room and you can’t talk Americans out of their negative feelings about the economy,” said Mark Penn, Co-Director of the Harvard CAPS / Harris Poll and Stagwell Chairman and CEO. “On the other side, the memory and outrage of January 6 could be strong enough in Americans’ minds that it becomes the first indictment to seriously damage Trump.”
AMERICANS REMAIN IN A SOUR MOOD OVER THE ECONOMY
- Bidenomics faces an uphill battle: 57% think Biden is pursuing bad economic policies today and 56% think Republicans in Congress understand Americans’ economic problems better than Biden.
- Inflation is hitting Americans across the political spectrum: 76% of voters say inflation has impacted them and their family’s finances, with groceries as the area impacted most (chosen by 49% of voters).
- 60% of voters think the inflation rate is continuing to increase even though that is not true.
- To regain people’s confidence in his ability to fix the economy, Biden must stabilize inflation, according to a plurality of voters in each party; the second-most popular choice is to cut federal spending.
VOTERS SEE JANUARY 6 CASE AGAINST TRUMP AS STRONGER THAN PREVIOUS INDICTMENTS
- 64% of voters, including 55% of Republicans, think Trump actively tried to overturn the results of the 2020 election.
- 57% of voters think federal prosecutors have a strong criminal case against Trump for his efforts to overturn the 2020 election – although 56% believe Trump would ultimately be acquitted if indicted.
- 55% of voters, including 51% of Independents, think another federal indictment would be a reason for Trump to withdraw from the race.
LESSER KNOWN 2024 CANDIDATES IMPROVE STANDING
- Robert F. Kennedy Jr. has the highest favorable-unfavorable gap of all politicians surveyed (+21 points) with 47% of voters split evenly across parties seeing him favorably. Biden remains ahead by 44 points in a Democratic primary.
- Vivek Ramaswamy gains momentum on the GOP side, moving into third place in an open primary, only 2 points behind Ron DeSantis. In a primary without Trump, Ramaswamy has moved into second place, only 10 points behind DeSantis.
AI IS NOT A PARTISAN ISSUE YET
- 74% of voters, including over 70% of each party, think AI technology can be dangerous and fears of it are not overblown.
- Democrats are more optimistic than Republicans: 51% of Democrats are optimistic about AI while 59% of Republicans are fearful. 72% of Republicans compared to 52% of Democrats think AI advancements will mostly destroy rather than add jobs.
- 79% of voters want more regulations around AI, but 62% want regulations to emerge from the tech industry rather than from lawmakers.
The July Harvard CAPS / Harris Poll survey was conducted online within the United States from July 19-20, 2023, among 2,090 registered voters by HarrisX and The Harris Poll. Follow the Harvard CAPS Harris Poll podcast at https://www.markpennpolls.com/ or on iHeart Radio, Apple Podcasts, Spotify, and other podcast platforms.
About The Harris Poll & HarrisX
The Harris Poll is a global consulting and market research firm that strives to reveal the authentic values of modern society to inspire leaders to create a better tomorrow. It works with clients in three primary areas: building twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. One of the longest-running surveys in the U.S., The Harris Poll has tracked public opinion, motivations, and social sentiment since 1963, and is now part of Stagwell, the challenger holding company built to transform marketing.
HarrisX is a technology-driven market research and data analytics company that conducts multi-method research in the U.S. and over 40 countries around the world on behalf of Fortune 100 companies, public policy institutions, global leaders, NGOs and philanthropic organizations. HarrisX was the most accurate pollster of the 2020 U.S. presidential election.
About the Harvard Center for American Political Studies
The Center for American Political Studies (CAPS) is committed to and fosters the interdisciplinary study of U.S. politics. Governed by a group of political scientists, sociologists, historians, and economists within the Faculty of Arts and Sciences at Harvard University, CAPS drives discussion, research, public outreach, and pedagogy about all aspects of U.S. politics. CAPS encourages cutting-edge research using a variety of methodologies, including historical analysis, social surveys, and formal mathematical modeling, and it often cooperates with other Harvard centers to support research training and encourage cross-national research about the United States in comparative and global contexts. More information at https://caps.gov.harvard.edu/.
CONTACT:
Sarah Arvizo
pr@stagwellglobal.com
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By: Ray Day
CONTACT:
We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded July 14-16):
WEEKLY WORRIES ABOUT ECONOMY STEADY
Today, 85% of Americans are concerned about the economy and inflation – the same as last week and higher than December’s 82% rate.
- 76% worry about a potential U.S. recession (down 5 points)
- 70% about affording living expenses (no change)
- 74% about political divisiveness (down 1 point)
- 83% about U.S. crime rates (no change)
- 67% about the War on Ukraine (down 1 point)
- 51% about a new COVID-19 variant (no change)
- 47% about losing their jobs (down 1 point)
TWO-THIRDS OF AMERICANS WANT SUSTAINABILITY IN RETAIL
Rising climate concerns are reshaping retail consumers’ perceptions and beliefs, based on our Harris Poll study with Retail Brew.
- 65% of Americans have purchased a sustainably made item at least once in the past year.
- 63% said they must shop at retailers that prioritize sustainability.
- 81% believe it’s challenging to shop sustainably when the prices of sustainable goods are higher.
- 74% believe most retailers aren’t prioritizing sustainable practices.
- 69% believe greenwashing is an issue in retail marketing.
- 58% of Americans trust a retailer’s sustainability claims when it comes to recycling and waste practices, 54% trust sustainability claims in supply chain operations and 54% in manufacturing practices.
- 48% will walk away from a brand if they discover it isn’t operating sustainably.
CAN I TAKE YOUR LAB-GROWN MEAT ORDER?
Lab-grown meat is making headlines as it begins appearing on menus – with promises of everything from cultivated burgers and bacon to lab-grown sushi and sashimi. Are Americans ready? Our Harris Poll survey with the Iowa Farm Bureau asked the question.
- 24% of Iowa shoppers say they would try plant-based meat, and 21% might try lab-grown meat.
- The majority say they currently would not try plant-based (76% currently say “no”) or lab-cultivated meats (79% say “no”).
- Milk alternatives seem to garner more acceptance: 44% say they are likely to purchase plant-based imitation milk instead of real dairy milk.
- 33% who have done so, however, won’t try milk alternatives again.
- The survey also examined the favorability of farmers – and the report card is a good one. In fact, 93% trust Iowa farmers, 88% are confident that farmers care for their animals responsibly, and 81% feel confident that farmers are caring for the environment responsibly.
AMERICANS UNHAPPY WITH INSURANCE
Only half of Americans are happy with their insurance today, but they also don’t seem to be doing much about it. Our Harris Poll survey with NerdWallet showed:
- The high cost of insurance has prompted 12% of Americans to not make a major purchase and 11% to decrease their coverage to save money.
- Yet only 28% those who own insurance say they shopped around for lower insurance prices in the last 12 months.
- 57% say they have seen their premiums increase in the past year.
- 62% of Americans with homeowners insurance say their premiums have risen, and 19% say they increased a great deal.
- 39% of Millennial insurance owners say they’ve comparison shopped for insurance during the last 12 months to lower rates, and 45% say they will do so during the next 12 months.
PICKLEBALL INJURIES BEING IGNORED
Pickleball is a hot trend, and it’s also racking up injuries that many people are ignoring, according to our Harris Poll survey with Orlando Health.
- 46% of Americans prioritize their physical activity more today than three years ago, with 45% focused on good health habits and goals.
- Yet – with pickleball causing knee, wrist and rotator cuffs injuries – 50% of people say it’s not worth seeing a doctor for a sports injury because they think will probably heal on its own.
- 44% say it’s too much work to make a doctor’s appointment for an injury that isn’t too painful.
ICYMI
In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:
- AI Is The Next Quantum Leap For Marketing – But Only If Humans Steer It
- Sustainability Progress Is Stalled at Most Companies
- Retailers’ Attempts To Dissuade Returns May Impact Brand Loyalty
- Job seekers say two interviews should suffice, but hiring managers open to more
- Gen Z Lost So Many Soft Skills During COVID That Employers Are Providing Socialization Classes
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Women and Minority-Led Business Grew Tenfold in the Last Three Years
NEW YORK, July 18, 2023 /PRNewswire/ — Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, has acquired Tinsel Experiential Design (Tinsel), a marketing and design studio focused on immersive customer experiences and experiential engagement. Tinsel joins Stagwell’s Constellation Network of agencies, complementing TEAM Enterprises with creative resources and integrated production capabilities to take on larger-scope projects.
“One of the main reasons we looked at Tinsel to begin with was the culture of humanity, collaboration, and creativity that shapes and guides the organization on a daily basis, making space for big ideas that have earned the agency a reputation for cutting-edge, avant garde design and creative concepts,” said Justin Lewis, chair, Constellation Network. “This approach combined with their expertise in the physical part of brand building were the perfect blend for Constellation and the Stagwell network.”
Tinsel, whose clients include Sony Music Entertainment, GitHub, Pfizer, and Uber, also brings environmental design, 3D renderings, and conference and corporate events experience, with special expertise in the B2B technology space.
“As the champions of experiential marketing within Stagwell, it’s exciting to see Tinsel join the mix. The story of the three female founders – a unique blend of backgrounds, pure tenacity, and a touch of grace – is inspiring,” said Dan Gregory, CEO, TEAM Enterprises. “Tinsel’s distinct style and knack for creative problem-solving, especially in the B2B space, has us amped for the network. With Tinsel, Stagwell is all-in on expanding experiential offerings to clients.”
“This milestone is a testament to the team’s consistent high caliber of work, and we’re excited to expand our service offerings even further, being able to continue delivering for our current client base and opening up more integrated marketing opportunities,” said Adette C. Contreras, co-founder and CEO, Tinsel. “Having started at big agencies, this is a full-circle moment. We’re grateful to find ourselves among a network of disruptors that share our entrepreneurial spirit and core values.”
Stagwell has made thoughtful investments in response to the resurgence of experiential and immersive experiences, such as the development and growth of ARound, its shared augmented reality platform for large-scale venues, and Sport Beach, the first-ever hub at Cannes Lions dedicated to the cultural power of sport.
Tinsel will retain its brand, and its founders – Adette C. Contreras, Liz Castelli, and Erica Taylor Haskins – will remain in leadership roles. The terms of the deal were not disclosed.
About Tinsel
Tinsel started in 2011 in Brooklyn, founded by Partners Liz Castelli, Adette C. Contreras, and Erica Taylor Haskins. Since then, it’s grown to a multimillion-dollar company. With avant-garde aesthetics and the unmistakable personal touch of a boutique shop, Tinsel has established itself as an authority in a new breed of experiential design agency.
The Tinsel co-founders have participated in the Goldman Sachs 10,000 Small Businesses Program, Harvard’s Leading High Growth Businesses, Berkeley Haas EMBA Program, The Women Presidents’ Organization, and The Jackie Robinson Foundation. They have been honored as BizBash Top Event Professionals in the U.S. and as one of Harper’s Bazaar Top Event Designers in the world.
About Constellation Network
Constellation is a formation of best-in-class agencies within Stagwell (NASDAQ: STGW) across marketing services from data, insights, creativity, technology, and experiential that deploys itself to seize clients’ biggest opportunities and solve their toughest business problems at scale. The collective includes: 72andSunny, Brand Citizens, The Harris Poll, Hecho Studios, Instrument, Redscout and TEAM Enterprises.
About Stagwell Inc.
Stagwell (NASDAQ: STGW) is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.
Media Contact
Sarah Arvizo
pr@stagwellglobal.com
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By: Ray Day
CONTACT:
We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded July 7-9):
WEEKLY WORRIES ABOUT ECONOMY EDGE UP
Today, 85% of Americans are concerned about the economy and inflation – up 1 point from last week and higher than December’s 82% rate.
- 81% worry about a potential U.S. recession (up 1 point)
- 70% about affording living expenses (up 2 points)
- 75% about political divisiveness (up 4 points)
- 83% about U.S. crime rates (up 3 points)
- 68% about the War on Ukraine (up 4 points)
- 51% about a new COVID-19 variant (up 1 point)
- 48% about losing their jobs (up 3 points)
THREADS STRIKES A CHORD
In just more than a week, Threads – the Twitter rival by Meta – has stormed into the limelight, dominating headlines and swiftly amassing more than 100 million users. Stagwell’s National Research Group took a quick pulse on what consumers think about the new app in a new “Threads Strikes a Chord” report.
- 49% of Americans have heard of Threads.
- 26% say they are interested in or have signed up.
- Among those interested in signing up for Threads, connection is cited a key driver for using it.
- 57% say they would prefer to see Threads take a traditional advertising route with sponsored posts, similar to Facebook and Twitter advertising.
TOXIC WORKPLACES
Two of five Americans say their workplace is toxic, and those who reported a toxic workplace are more than three times as likely to have said they have experienced harm to their mental health at work. The Harris Poll’s partnership with the American Psychological Association’s 2023 Work in America Survey also showed:
- More than 1 in 5 workers (22%) said they have experienced harm to their mental health at work.
- 22% of workers said they experienced harassment at work in the past 12 months – an increase from 14% in 2022.
- Those who work in customer/client/patient service jobs (31%) were more likely than manual laborers (23%) and office workers (22%) to report experiencing verbal abuse at work.
- 12% reported that someone within their organization displayed physical violence toward them.
- Despite such challenges, the data also show there is improvement in the workplace regarding mental health support. 77% of workers reported being very (36%) or somewhat (41%) satisfied with the support for mental health and well-being they receive from their employers.
- More than half (59%) strongly (22%) or somewhat (37%) agreed that their employer regularly provides information about available mental health resources.
AMERICANS DIG OUT OF DEBT
The average American with debt owes $21,800 outside of mortgages in 2023 – and that’s good news, according to our Harris Poll survey with Northwestern Mutual.
- Debt has been declining for years and is now $8,000 lower than the average in 2019.
- 28% of all debt is for credit cards, followed by 12% for auto loans.
- 35% of Americans say they’re carrying close to or at their highest level of debt ever.
- 43% who have personal debt say they’re currently carrying close to or at their lowest level of debt ever.
- People who carry personal debt say 30% of their monthly income goes toward paying it off.
- 49% of Americans expect to remain in debt for one to five years, followed by 21% who expect debts to last six to 10 years and 10% who expect to be in debt “the rest of my life.”
RETIREMENT LOOKS OUT OF REACH TO MANY
Retirement security across generations is faltering, based on a new Harris Poll survey with the Transamerica Institute and the Transamerica Center for Retirement Studies.
- 41% of U.S. employees say future generations of retirees will be worse off than those currently in retirement.
- Gen Z already is dipping into their retirement savings – with 57% reporting trouble making ends meet and 28% dipping into their retirement savings by taking a hardship withdrawal or early withdrawal from a 401(k).
- Millennials are feeling similar pressure – and say their current financial priorities are: paying off debt (60%); saving for retirement (52%); building emergency savings (46%); supporting children (44%); and supporting their parents (17%).
- Overall, retirement is looking increasingly out of reach, with more than half (52%) of employees say they expect to work past age 65 or don’t plan to retire.
- Among these respondents, 40% said they expect to retire at age 70 or older.
ICYMI
In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:
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We’re going strong after Cannes LIONS 2023 – even after hosting more than 5,000 people at SPORT BEACH. The emerging themes still on our minds:
- The consensus at Cannes was that generative AI is no passing fad. But brands and marketers need to understand how to use (and not use) AI to truly realize its potential.
- Brands need to understand the risks of embracing polarizing issues. That doesn’t mean they shouldn’t stand for something.
- Fandom is even more valuable than you think. How else could a dish soap company like Dawn have more fans than tech and entertainment giants?
Get ready, because we’re diving deep into all three …
1. AI CAN’T DO EVERYTHING. YOU STILL CAN’T IGNORE IT.
The message at Cannes LIONS from OpenAI, Google, and other tech companies was the same: AI won’t replace creatives, it will make them more creative.
- BIG TECH SHOWCASE: Meta positioned AI chatbots as a way for brands to interact with fans, and stressed that AI could help generate and target hundreds of versions of ads. Expedia touted its new ChatGPT app integration. And on the sand, Microsoft Beach dazzled visitors with otherworldly sea creatures made by artists using AI tools. (Check them out in this gallery, created in partnership with Instrument.)
- DON’T SET IT AND FORGET IT: Generative AI is a useful tool. But Google’s Robert Wong stressed at the Palais that humans with taste still need to be in charge, comparing AI to “raw clay” that will take people with “curiosity, creativity and compassion to harness.”
- BRIGHT FUTURE: Overall, people at Cannes LIONS thought AI will change marketing for the better. Code and Theory’s co-founder and executive chairman Dan Gardner envisioned the rise of “true creativity,” where innovative people can create whatever they can imagine, regardless of their technical skills.
READ MORE: 3 Quick Things from Cannes 2023: AI will lead to an ‘explosion of creativity’
How AI and AR Will Transform Sports
2. STAND OUT BY STANDING UP
There was plenty of debate over purpose-driven ads at Cannes LIONS this year. But that doesn’t mean brands can’t embrace causes – as long as they’re consistent with their politics.
- REPRESENTATION PAYS: At a SPORT BEACH panel hosted by the ANA CMO Growth Council and SeeHer, the message was clear: accurately representing people with disabilities isn’t just the right thing to do, it’s a smart business move.
Robyn Freye, Chief Growth Officer at Stagwell, shared this stat: only 1% of prime TV ads include topics, visuals, or themes related to people with disabilities. That’s despite the fact that more than a quarter of the U.S. population lives with a disability. Ultimately, brands have a huge opportunity to reach people who don’t feel seen in ads.
- BOLDEST MOVE AT CANNES: On the sustainability front at Cannes LIONS, per Adweek, Stagwell’s GALE stood out by becoming the largest agency to sign the Clean Creatives pledge not to work with fossil fuel companies.
READ MORE: 3 Quick Things from Cannes 2023: Making the World a Better Place
The Intersection of Sport and Sustainability
3. BRANDS ARE THE NEW ROCK STARS
There were plenty of Spike Lee fans at SPORT BEACH. But it’s not just filmmakers, athletes, and musicians who have fans. It’s also brands.
- WHY FANS MATTER: Fotoulla Damaskos, EVP, Brand Strategy and Innovation at Stagwell’s National Research Group, used Cannes LIONS to reveal the Fandex, based on a study of 12,500 people who were asked about 250 brands. It found that fans are…
3.5x more likely to advocate for a brand than the average consumer.
3x more likely to stick with a brand even if it does something they don’t like.
- BIG SURPRISE: Dawn had the fifth highest brand fandom score in the Fandex, topping buzzy entertainment, tech, and sports brands. The lesson? Any brand can attract fans if it creates community and connect with consumers’ values (think #Cleantok and clean baby ducks, respectively), as well as innovate new products that people love. “It’s a purposeful journey that brands need to take,” said Damaskos. “And while there isn’t any one formula to create and build fandom, there is a playbook.
- THE FUTURE OF FANDOM: Personalization at scale, fueled by AI, predicted GALE’s Brad Simms.
READ MORE: 3 Quick Things from Cannes 2023: Fans, fans, fans for your brands, brands, brands
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By: Ray Day
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We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded June 30 – July 2):
WEEKLY WORRIES ABOUT ECONOMY SUBSIDE
Today, 84% of Americans are concerned about the economy and inflation – down 3 points from last week, yet higher than December’s 82% rate.
- 80% worry about a potential U.S. recession (no change)
- 68% about affording living expenses (down 6 points)
- 71% about political divisiveness (down 5 points)
- 80% about U.S. crime rates (down 2 points)
- 64% about the War on Ukraine (down 3 points)
- 50% about a new COVID-19 variant (down 2 points)
- 45% about losing their jobs (down 5 points)
YOUNGER AMERICANS NOT AS PATRIOTIC
As the U.S. celebrated its birthday this week, young people are not as proud to be Americans as older citizens, according to our HarrisX survey with The Messenger.
- 91% say that they are proud to be an American, including 69% who are “very proud.”
- Those 65 and older are the proudest (97%), while those ages 18 to 34 are the least proud (75%).
- 72% say that America is the greatest country in the world – yet that declines to 52% among those ages 18 to 34.
- Even with overall patriotic positivity, the same cannot be said for elected officials. Only 22% say that the government has America’s best interest at heart.
- 78% say that politicians prioritize their personal agendas.
- 24% say the signers of the Declaration of Independence would be pleased with how the country has turned out, while 61% said they would be disappointed.
- The worst parts about living in America today, according to the survey, are gun violence (54%), the role of money in politics (48%), healthcare costs (47%) and racial tensions and inequality (47%).
FINANCIAL INFIDELITY
Nearly half of Americans believe it’s okay to have savings that their significant other doesn’t know about, and 40% think it’s embarrassing for a person to have credit card debt, according to our Harris Poll survey with NerdWallet.
- 43% say they have withheld financial information or lied about it to their significant other.
- 49% believe it is okay to have savings that a significant other doesn’t know about.
- The top secrets: amount spent on a purchase (23%), income (14%) and credit scores (12%).
- 39% also say they’ve withheld financial information or lied about it to their parents.
- Younger Americans are more likely to say they’ve lied or withheld financial information from their partners – including 63% of Gen Z and 58% of Millennials versus 44% of Gen X and 19% of Boomers.
COMPANIES TARGET WASTED TIME
Nearly 70% of U.S. hiring managers say their companies are actively identifying and/or eliminating employee time wasters, such as online distractions and unnecessary meetings, according to our Harris Poll survey with Express Employment Professionals.
- The most common time-wasters are disorganization (44%), online distractions (44%), unnecessary tasks like approval processes and reporting (42%), interruptions (39%) and unnecessary meetings (38%).
- At the same time, 87% of hiring managers say their company has taken actions to ensure employees feel more in control.
- Communicating the importance of work/life balance (42%), offering flexible work hours (42%), offering remote work options (34%) and providing tools to help employees organize tasks/projects (34%) are among the ways companies are attempting to help employees reclaim their time.
SUN’S OUT – FEAR OF SWIMMING IS, TOO
Only 63% of U.S. adults say they are comfortable around water, and 36% do not know how to swim. Our Harris Poll survey with Leslie’s also shows:
- Nearly half of parents with children under 18 say their child does not know how to swim, and 61% say their child has not taken swimming lessons.
- 30% of parents say they are concerned about their child drowning.
- Drowning is the leading cause of accidental death in the U.S. among children ages 1 to 4, and 30% of the drowning deaths occur in swimming pools.
ICYMI
In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:
- If You Have a Blue Brand or a Red Brand, You Have Less of a Brand.
- Companies start to recognize the importance of ‘out of office’ time to reduce employee burnout
- Social media filters impacting children’s body image
- Key Data Spotlights The State Of Wealth And Health At The Global Black Economic Forum
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