March 11-20 2022
Austin, TX

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Stagwell is the challenger network built to transform marketing, deliver excellence for the world’s most ambitious brands by connecting culture-moving creativity with leading-edge technology. That’s why Stagwell loves SXSW, which is all about the intersection of technology, innovation and culture – a great fit for a global company committed to transforming marketing, content, and experiences.

Here’s a roundup of Stagwell showed up at SXSW, what we learned, and what it means for marketers:

The 5 Things You Missed at SXSW 

 

From NFTs and the evolving Web3 landscape to the transformative power of digital audio, Stagwell’s experts share the top five trends and brand takeaways from SXSW 2022.

 

Get Smart with Matt Maher

Stagwell contributor Matt Maher provided “Get Smart” videos throughout the week, making sure those watching from home didn’t miss a single thing, and that those on the ground could keep up with the hours of programming SXSW put forward this year.

Matt brought his experience as a marketing and technology expert to bear, sifting through the flash to determine which of the new trends and technology have staying power – and how marketers should be parcing them to make the most of every platform.

MATT’S KEY SXSW 2022 TAKEAWAYS:

  1. THIS WAS NFT’S YEAR AT SXSW but most brands haven’t fully connected the dots to turn NFTs into a sustainable, relevant, brand-building moment. Look to the Doodle x Shopify activation for the most successful implementation.
  2. CONTENT CREATION ISNT A NUMBERS GAME ANYMORE – from gaming to Instagram, it’s more important to have a dedicating following of 10k than an apathetic community of a million.
  3. THE METAVERSE CONVERSATION IS MORPHING from enthusiasm to skepticism as it runs against ongoing tech debates – data, privacy and the psychological impact on users over time. We havent’ written it off yet, but brands have some big decisions to make before jumping in.

Matt walks us thorugh all this in more in his Get Smart series from the festival, check them our below and on the Stagwell @ SXSW YouTube playlist. 

Stagwell’s on the Ground Recap with Nick Fuller

Why brave the Austin heat (or cold, as it was this year) when you have digital transformation expert Nick Fuller, Managing Partner of Digital Transformation at Stagwell, on the ground to make sense of it all for you? He’s our sherpa for all things technology x marketing, and his takeaways from a weekend on the ground show a bias towards first-mover advantage when it comes to all things Web3. There is also a new interpretation of the age old question of authenticity – whether its in creator partnerships or buy-in on new tech platforms, there’s a huge upside for brands who are operating with a clear vision of their message and where they fit in the market.

Read Nick’s full article here.

Driving the Future of Marketing with Stagwell

Marketing moves fast – and we’re ahead of the curve. On Monday March 14, Stagwell held an invite-only event at Circuit of the Americas, the US’ first and only purpose-built F1 track, to give this industry’s saviest competitors a once-in-a-lifetime experience.

The day started with a panel featuring Bennett Richardson, President of Protocol, Gayle Troberman, CMO of iHeart Media and Sally Shin, Chief Strategy Officer at UnitedMasters, discussing the future of audio marketing. They touched on core themes unearthed by Stagwell’s March Marketing Frontier on the Future of Audio, including the power fo audio and a connective device and the untapped potential of audio as an avenue for first-party data collection. 

The group then broke up to make some noise themselves, rotating through a half-day racing school taught by the legendary Skip Barber Racing School. In no time, our marketing pros became driving pros, learning the fundementals for open-wheel race car driving from Skip Barber instructors who among them boasted half a dozen top-place finishes in racing classes across the board. It was an unforgettable day, and a reminder of why pushing the limits and moving quick can transformt he way you see a problem – and see the world.

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Scenes from the track

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An in-car lesson from the Skip Barber pros
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Breaking into groups for car handling and defensive driving lessons
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Xavier Murillo celebrating a 100% success rate on the course
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Locked in and ready to go with Brent Butin, CMO of Code and Theory
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Marketers, start your engines!
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Stagwell's mascot, Oculus, testing out the cars before guests arrived
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Bennett Richardson, Gayle Troberman and Sally Shin discussing the Future of Audio Marketing
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Record first full-year financial results as Stagwell Inc. were fueled by fast growing digital transformation and digital marketing services, expansion of global media and large client wins.

Earnings: The Movie

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Stagwell’s agencies are transforming marketing – on one of the most captive fields for national marketing, the Super Bowl. Several of our agencies are showing up at the Big Game this year: Anomaly for Meta, Vroom and Expedia; 72andSunny for the NFL; Forsman & Bodenfors for Polestar; and more. Off the TV screen, our agencies are innovating with omnichannel efforts that tap into the fever and fandom of the big game to drive powerful consumer moments for their brand partners.

We believe that there’s a new definition of success for advertisers at the Super Bowl, and it’s driven by digital transformation and changing consumer expectations around brands and experiences. Stagwell is leading the charge in supporting brands as they navigate this new dynamic – explore Stagwell’s presence at The Game, both traditional and less so, below.

But before you dive in:

Captain Morgan x Anomaly

Captain Morgan’s high-tech punch bowl syncs with real-time game data to keep fans in the loop, even when they’re getting a refill.

Meet the Super Bowl snack table addition you never knew you needed: the Captain Morgan Super Bowl Punch Bowl. Anomaly worked with the Captain Morgan team to bring to life the bowl, featuring stadium-inspired lights and sound, Bluetooth speakers, subwoofers and LED graphic equalizers that sync with real-time game data to create an immersive brand experience.

Plus, don’t miss it’s apperance on Jimmy Fallon.

Cenex x Colle McVoy

Colle McVoy created a new campaign for Cenex that celebrates the quirky, charming and often humorous moments of connection that people experience at their local convenience stores. The campaign shows how its 1,500 locations in 19 states power communities while helping to connect people. It’s the next evolution of the brand’s successfulPowered Locally platform and includes six :15 spots, two debuting in a few weeks during Super Bowl 56 in 20 Midwest regional markets.

Crosstown Rivals(premiering 2/13/22) 

Local Entertainment(premiering 2/13/22) 

CUE Health x Doner

Like COVID itself, at home testing company CUE is quick to adapt, putting together a spot in just eight days with Doner. Voiced by Gal Gadot, the ad positions the smart at home testing technology in conversation with a family’s other smart home devices – just another addition to the growing suite of at technologies that keep us safe, run more efficiently, and provide peace of mind. And while COVID is top of mind now, CUE promises that they’re just getting started.

How COVID Testing Brand CUE Put Together a Super Bowl Ad in 8 Days (AdAge)

Expedia x Anomaly

Ewan McGregor gives a convincing plug for the power of experiences over ‘stuff’

As the travel industry looks to continue to gain footing and recover from COVID-drivel losses, Expedia is leading the pack in its commitment to the Big Game with a spot created by Anomaly. With an emphasis on experiences over things, the spot aims to redefine the relationship between the platform and its customers, while challenging the expectations that travelers may have for Expedia and its sister brand, Vrbo.

‘Ewan McGregor and Expedia have Teamed Up to Give Away Free ‘Trips’ on Super Bowl Sunday’ (Forbes)

‘Why the 2022 Super Bowl Makes Sense for Brands’ (AdAge)

‘Can Super Bowl Ads Make Expedia Group the Nike of Travel?’ (AdWeek)

Groupon x Allison+Partners

Gronk is getting out of town… and opening his hope to one lucky winner for the experience  of the lifetime.

Allison+Partners led PR for Groupon’s “Party Like a Player” Super Bowl sweepstakes campaign featuring Rob Gronkowski that underscored the brand’s positioning as the go-to experience marketplace. The team secured coverage in USA Today, TMZ Sports, ABC Audio, Travel + Leisure and many more resulting in 3.7B impressions (and counting) in its first week. 

LikeMeat x 72andSunny

LikeMeat is celebrating the Big Game with a TikTok scavenger hunt, created by 72andSunny and Blue Hour Studios. To promote its plant-based Chick’n Wings product launch, LikeMeat has invited TikTok users to hunt for digital clues that crack a secret code. Those who unlock the code have a chance to win two free tickets to the Super Bowl as well as other LikeMeat-branded prizes.  It’s yet another example of brands going digital-first for the big day, eschewing traditional spots for lower-budget, higher impact activations to connect with their audiences.

Why a plant-based food company started the first TikTok scavenger hunt featuring Gronk just in time for the Super Bowl (Digiday)

Got Milk? x GALE

The milk industry is making a statement at this year’s Super Bowl – that what you’re seeing on the field is not the whole picture. Their spot, airing on the NFL Network and created by GALE, is an inclusive look at the power of women in sport, even (and especially) where they aren’t expected. Featuring women from across the Women’s Football Alliance, the tagline “Football is Football” encourages a broader look at the game and the powerful changemakers behind it.

NFL x 72andSunny

After topping the USA Today Ad Meter last year, 72andSunny + NFL are returning to the screens this year just before halftime with another spot that aims to capture the magic, legacy and power of the game. Featuring cutting edge puppetry and CGI technology from experts at Swaybox, the ad features legendary NFL talent in unexpected places and spaces – bringing the game right into viewers homes. Get ready to bring down the house.

NFL Super Bowl LVI Commercial || Behind The Scenes Film‘ (YouTube)

”They Will Be Blown Away’: NFL’s Next Step in  ‘Future-Proofing’ Audience Begins with a Super Bowl Ad’ (USA Today)

‘Behind the NFL’s Super Bowl Ad Plans, Which Include Puppetry and CGI’ (AdAge)

Polestar x Forsman & Bodenfors

In it’s first Super Bowl ad, Polestar, the high-end EV company with roots in Sweden, joined a spate of automakers – with a very different approach. The minimalist 30-second spot, executed by F&B, places a focus on what it doesn’t have – gimmicks, punchlines, scandals and distractions. It’s all about the future, driven by electric.

‘Swedish EV Startup Polestar Makes Super Bowl Debut with a “No Cliche” Approach’ (Ad Age)

Quest Oculus for Meta x Anomaly

In it’s first Super Bowl as the newly-rebranded Meta, Oculus Quest is doubling down on the metaverse, with a clear message to the audience – the metaverse is already here, and we’re waiting for you. The full spot, created by Anomaly and premiered on Good Morning America on Feb. 10, shows a metaverse in full swing – including a very-real post-game concert that will be headlined by the Foo Fighters. Its giving people a reason to visit the virtual reality world Meta is building – and pulling viewers into the future they are creating.

‘Inside Meta’s Super Bowl Commercial for the Metaverse’ (AdAge)

‘Meta’s Super Bowl Commerical Depicts Old Brand’s New Life in the Metaverse’ (AdAge)

Tillamook x 72andSunny

This #NationalCheddarDay (And Super Bowl night), it’s time to turn up the cheddar.

 

72andSunny created a shoppable, digital only music video, Chedderbration to mark National Cheddar Day coinciding with the Super Bowl. The multimedium campaign includes limited edition merch, unique cheddar-based recipes, and coupons accessible only through the Cheddarbration homepage.

Vroom x Anomaly

Vroom’s Super Bowl 2022 commercial sings the praises of a reliable broker – literally

Anomaly makes a return Super Bowl appearance with Vroom, the online car retailer who is literally singing the praises of having a reliable dealer on your side during the car selling process.  The 30 second spot again features high-tempo choreography from celebrity choreograper Mandy Moore.

‘Vroom Releases Super Bowl 56 Ad ‘Flake: The Musical” (AdAge)

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What are the forces at work reshaping the way brands and marketers connect with today’s consumers? The next decade of marketing innovation will be driven by the emerging technology piquing consumer, brand, and investor interest today: new mediums of storytelling unlocked by mixed-reality, new methods of communicating powered by social commerce, and problems to pre-empt driven by convergent social forces and the enduring digital acceleration.

Stagwell is all about transforming marketing – and we’re spending the year working with our agencies to explore how the most innovating and compelling opportunities in new frontiers will transform the way brands and marketers do business.

We’ll…

explore the practical, helping you understand things like if and how your brand should integrate virtual influencers in digital marketing efforts.

probe the conceptual…with questions like what responsibility brands have as they begin to imagine marketing and brand identity in space?

offer strategies for making sense of the monumental…with perspectives on how and when brands should get involved in the bourgeoning metaverse.

Meet Marketing Frontiers – Stagwell’s new content series that will unpack these blue-sky ideas before today’s brands, simplifying the future and helping leaders understand how these concepts will change the way we do business today and tomorrow.

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A study conducted on behalf of Protocol by the Harris Poll found that while most U.S. adults have not used augmented reality or virtual reality technology, a notable portion are interested in trying AR and VR. The study also found younger U.S. adults were more familiar with the metaverse than older U.S. adults, and that Americans are unsure about the future of the metaverse’s regulation. 

While most U.S. adults have not used AR or VR tech, many are still interested in adopting the technology. Early adopters of AR and VR tech skew younger.  

Three quarters (72%) of U.S. adults have not used any augmented reality technology. 

Currently, 16% of U.S. adults have not heard of AR technology. Part of this may be due to current product hesitancy or disinterest: only a quarter (25%) of U.S. adults have no interest in using AR technology. On the other hand, younger adults are more willing to embrace AR, especially Millennials. One in three (32%) Millennials currently uses AR technology (compared to 23% of Gen Z, 14% of Gen X, 6% of Baby Boomers). 

Although more hesitant, other “young” generations are also open to AR. 38% of Gen Z and 38% of Gen X have not used AR technology, but say they are interested in doing so.

Two-thirds (68%) of U.S. adults have not used any virtual reality technology. 

Currently, 12% of U.S. adults have not heard of VR technology. Hesitancy and disinterest in VR is similar to AR. Again, just a quarter (26%) are not at all interested in trying VR. Youth interest is also higher for VR. Three in five (61%) Gen Zers and 45% of Millennials have used VR technology at least once (compared to just 31% of Gen X and 10% of Boomers). 

Users of AR and VR technology have had enjoyable experiences with some of the more common products. The most used VR and AR technologies are: 

    VR headsets (e.g., Oculus, HTC Vive) (61% used; of those, 88% had a positive experience)

    Mobile VR apps (33% used; of those, 66% had a positive experience) 

    AR social media tools (31% used; of those, 81% had a positive experience) 

    VR motion controllers (e.g., standard hand controllers, wands, wheels) (30% used; of those, 77% had a positive experience) 

    Unsurprisingly, younger people are more familiar with the metaverse than their older counterparts. Younger people also say more often that the metaverse will enrich their lives. 

    Two in three (62%) U.S. adults said they were not familiar with the concept of the metaverse before taking this survey.

    That said, younger generations are more familiar with the metaverse. 55% of Gen Z and 60% of Millennials are at least somewhat familiar with the concept of the metaverse (compared to just 35% of Gen Xers and 17% of Boomers).

    Regardless of familiarity levels, even after reading a description defining the metaverse, 52% of U.S. adults feel overwhelmed by the concept. Similar to other new technologies – most notably NFTs – such sentiment reveals a population that needs a seemingly complex and abstract topic to become more simplified and relatable in order for adults to embrace it.

    Four in ten (37%) U.S. adults agree that the metaverse would be more fun than real life, and 38% agree that the metaverse would make their life better. 

    These numbers climb for Millennials. 53% agree that the metaverse would be more fun than real life, and 51% agree that the metaverse would make their lives better. These numbers also climb for people who were familiar with the metaverse before taking this survey. 54% agree that the metaverse would be more fun than real life, and 61% agree that the metaverse would make their life better. 

    U.S. adults are unsure about the future regulation of the metaverse. That said, a noteworthy share agrees that no one company should own all of the metaverse. 

    Overall, three in ten (27%) U.S. adults are not at all sure what group should regulate the metaverse, and another one in ten (9%) do not think the metaverse should be regulated. However, the vast majority of those previously familiar with the metaverse before taking this survey have an opinion of who should regulate the industry (92%).

    Compared to just 19% of all U.S. adults, 28% of people who were familiar with the metaverse before taking this survey think metaverse and technology industry leaders should regulate the metaverse. 

    Those familiar with the metaverse say more often that regulation should be in the hands of users themselves. Compared to 14% of all U.S. adults, 21% of people who are familiar with the metaverse think metaverse users should be in charge of regulation. Across awareness levels, the U.S. government (11% all adults) and independent oversight committees (14%) were less popular regulatory options.

    Despite controversy around the expanding power of big tech firms, only one in three U.S. adults (37%) say the metaverse should not be owned by any one company. Perhaps surprisingly, even fewer of those familiar with the metaverse before this survey feel this way (19%). 

    However, 63% of U.S. adults can see one company owning the metaverse. When asked who that one company would be, the top choices were Google (13%), Amazon (12%), Meta (11%), and Apple (10%).

    For people previously familiar with the metaverse, the top choices shuffled slightly with Meta (17%) in the top spot followed by Google (16%), Amazon (15%), and Apple (13%). This could indicate a branding win for Meta among metaverse users and potential users.

    The following companies had little support for ownership of the metaverse from U.S. adults:

    Microsoft (7%)

    Roblox (1%)

    Snap Inc. (0%)

    The Sandbox (0%)

    Microsoft (7%)

    For less established brands or brands that target younger audiences, a lack of overall brand awareness likely played a role in their lower position. 

    Methodology:

    This survey was conducted online by The Harris Poll on behalf of Protocol during January 14-18, 2022, among 1,060 U.S. adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. Figures for age, sex, race/ethnicity, education, region, and household income were weighted where necessary to bring them into line with their actual proportions in the U.S. population. Propensity score weighting was used to adjust for respondents’ propensity to be online. For more information, please contact Madelyn Franz or Andrew Laningham.

    Download the full data tables here.

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    Beth Sidhu

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    This week marked the National Retail Federation’s 2022 conference, the premiere summit of the world’s largest retailers. Stagwell was listening in, as well as talking with lead retail experts and practitioners from brands like Johnson & Johnson, AERIN, Bayer, Snap, and more.   

    So what do marketers need to know? We recap the top five trends and takeaways to emerge from the week below.

    If you’d like to learn more, email Beth Sidhu. Interested in more retail insights?  Click here for our retail report card and please sign up for more insights here 

    1. Blended Retail Experience is Here to Stay  

    The pandemic accelerated a new template for the shopper journey that sees consumers move frequently across brick-and-mortar and digital touchpoints. Consumers want to shop, browse, and discover on their own terms, using the full range of devices, delivery mechanisms, and in-store ecosystems available to them. Expect retail to continue to trend towards convenience – defined on the consumer’s terms – that is supported by digital layers that add function, streamline experiences, or collapse multiple aspects of the purchasing funnel. Marketers need to invest in seamless handoffs between touchpoints urgently 

    2. Safety Will Keep Driving In-Store Shopping Behavior  

    With variants extending the pandemic for who-knows-how long, health and safety will continue to be top of mind for consumers. Telegraphing your brand’s investment into COVID-19 protocols without veering into the realm of pandemic theater/fearmongering is one way brands can remain in favor with today’s consumers. Marketers should ensure their messaging around safety connects with reality for employees, as the employee-as-brand-ambassador trend popularized by big box retailers like Walmart continues.  

    3. If Your Commerce Isn’t Connected, What Are You Doing?  

    Enduring supply chain disruptions will put additional pressure on retail shops to adapt technology and digital tools to further connect their enterprises. To keep apace with customer expectations for faster delivery and order fulfilment, brands need to adapt sophisticated inventory tracking and real-time retail dashboards, as well as look to further synchronize marketing and sales activities.  

    4. Social Commerce Gets a Lift From Live Streaming   

    Live commerce – a staple abroad but gaining traction across the U.S. – will mainstream in 2022 as brands need to bridge consumers’ platform and content experiences with their shopping habits. The models abound, from the 24-hour shopping livestreams that drive billions in sales during China’s major retail holiday, Double 11, to more curated influencer streams that tap into micro and nano influencers to tell the stories behind products in more authentic ways. This engagement renaissance will be powered by integrated payment portals, QR codes picture-in-picture digital displays, and other technology enabling a seamless step-through discovery to purchase.  

    5. Retail Cautiously Experiments with the “M” Word  

    In the absence of the technology infrastructure to support the much-buzzed about Metaverse, retailers are experimenting with what’s available now – mixed reality tools — to power exciting new experiences that tie the physical world to the digital world. Live events and retail supported by augmented reality can power more engaging shared experiences for consumers, while virtual tokens, avatar outfits, and other digital tokens can extend a brand’s product suite into this burgeoning new dimension of the web.   

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    As we reflect on the marketing implications of CES 2022, Web 3.0 is by far the most impactful development that showed up across industries, technologies and capabilities. While in some ways it may be another victim of CES’ shiny veneer versus reality, there are components that are impossible to ignore – namely, the influx of and investment in the metaverse and NFTs.

    Stagwell is one of the first movers when it comes to helping brands activate in this nacent space, having supported the launch of MilkPeP’s activation in the Roblox metaverse. On Thursday, January 6, Stagwell convened a lunch and learn, moderated by Axios’ Sara Fischer, to discuss the tactical and theoretical challenges and opportinities presented by Web 3.0. Here are our top 5 takeaways from the conversation: 

    1. COVID WAS A CATALYST, bringing the metaverse into the real world 
    2. BRANDS WILL PLAY A KEY ROLE IN BUILDING TRUST with these technologies and platforms
    3. NOT EVERY BRAND SHOULD BE IN THE METAVERSE, and not every metaverse is created equal
    4. METAVERSE + IRL should be a seamless experience
    5. NFTS are here to stay

    Web 3.0 is a nuanced topic, and one that is the opposite of a one-size-fits-all approach. Depending on brand, product, buyer demographic and existing marketing activity, the metaverse and NFTs can fill a very important role (which may be… no role at all. More on that later). Learn more about what it means for brands, creative and the future of the online/offline world.

    Praesent rutrum gravida consectetur. Cras vitae pretium urna. Phasellus aliquet, lacus dictum consequat tempor.

    1. COVID was a catalyst, bringing the metaverse into the real world

    The metaverse would have come eventually (in fact it’s already been here…hello, gaming community!), but the pandemic undoubtedly accelerated the timeline. With the majority of the world going digital, tech companies were pushed to develop products, tools and software that allowed us to do so much more from a virtual setting, exposing a more urgent demand for expanded virtual experiences and capabilities from brands.

    the role of brands, as it has always been, is to create culture and pioneer what could be coming and help people imagine the art of the possible. They create links for consumers and act as educators for navigating the new space.

    Brendan Shields-Shimizu

    President & COO, Observatory

    2. Brands will play a key role in building trust with these technologies and platforms 

    There’s a significant opportunity to live your brand values in the metaverse. If done well, brands will ensure their presence is connected and consistent with the way they show up in the real world, ultimately leading to greater consumer loyalty and retention.

     3. Not every brand should be in the metaverse, and not every metaverse is created equal

    Direct-to-consumer relationships are more important than ever as we move into a cookieless world, so there are real business reasons that support having a presence in the metaverse. But it comes down to understanding your brand’s role, identifying your objectives, and how entering this space would aid in achieving those, and finally, implementing a process for facilitating, tracking, and measuring success.

    4. Metaverse + IRL should be a seamless experience

    Let’s face it, some consumers are nearing a point of digital saturation. So, it’s important to note that the metaverse is not meant to be all-consuming. People value in-person experiences – there will be points in time that make sense to utilize the metaverse in addition to other consumer touchpoints, while there will be moments where we can come together in the real world and physically be a part of something. Blending the two seamlessly: now that’s a real win.

     5. NFTs are here to stay

    As these advancements become more democratized in their accessibility, brands will start to use them more, whether it’s for loyalty, or to reignite an old concept or product. Industries will adopt NFTs as a creative means to build community and connect with people who support and protect their brands.

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    NEW YORK, Oct. 20, 2021 /PRNewswire/ — Stagwell (NASDAQ: STGW) announced today the Company will report financial results for the three months ended September 30, 2021 on Wednesday, November 3, 2021, before the market open.

    Stagwell will host a video webcast to review those results the same day at 8:30 AM (ET). The webcast will be accessible via this link.

    A replay of the webcast will be available following the event at Stagwell’s website, www.stagwellglobal.com 

    About Stagwell Inc.
    Stagwell is the challenger holding company 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 10,000+ specialists in 24+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients

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    Former United States Treasury Secretary Lawrence H. Summers to join special in-person discussion hosted at 1 World Trade Center

    NEW YORK, Sept. 2, 2021 /PRNewswire/ — Stagwell (NASDAQ: STGW) announced today it has rescheduled its fall investor introduction event from September 20, 2021 to November 8, 2021. Credentialed press are invited to register. Visit this link to reserve a spot.

    In addition to presentations from Stagwell’s management team, the event will feature a special in-person discussion with former United States Treasury Secretary Lawrence H. Summers. Summers previously served as Chief Economist of the World Bank, and under President Barack Obama was Director of the National Economic Council. Summers is currently Charles W. Eliot University Professor and President Emeritus at Harvard University.

    The event will be hosted at Stagwell’s global campus at 1 World Trade Center in Manhattan, N.Y., and streamed live via video webcast. Vaccinations will be required for in-person attendees. A recording of the presentation will be available after the event on Stagwell’s website, www.stagwellglobal.com.

    Last month, Stagwell Marketing Group LLC and MDC Partners combined to form Stagwell, a top-10 global marketing services company built to transform marketing.

    About Stagwell Inc.
    Stagwell is the challenger holding company 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 10,000+ specialists in 24+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients

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    NEW YORK, Sept. 23, 2021 /PRNewswire/ — Stagwell Inc. (Nasdaq: STGW) today announced the Company elected to convert all outstanding shares of its Series 6 Convertible Preferred Stock, par value $0.001 per share (the “Series 6 Preferred Stock”) and its Series 8 Convertible Preferred Stock, par value $0.001 per share (the “Series 8 Preferred Stock”). A Notice of Conversion was provided to each holder of record of the Company’s Series 6 and Series 8 Preferred Stock on September 23, 2021. The conversion will take place and be effective on October 7, 2021 (the “Conversion Date”).

    Pursuant to the Series 6 Notice, all 50,000 outstanding shares of Series 6 Preferred Stock will be converted into 12,086,700 shares of the Company’s Class A Common Stock, par value $0.001 per share (the “Class A Common Stock”), on the Conversion Date. Pursuant to the Series 8 Notice, all 73,849 outstanding shares of Series 8 Preferred Stock will be converted into 20,948,746 shares of the Company’s Class A Common Stock.

    “We feel confident the conversion of preferred shares is in the best interests of all Stagwell common shareholders as it eliminates any potential accretion,” said Mark Penn, Chairman and CEO, Stagwell Inc. “This action helps to complete the process we embarked upon to streamline and simplify Stagwell’s capital structure, making this a more investable company for the long term.”

    This action helps to complete the process we embarked upon to streamline and simplify Stagwell’s capital structure, making this a more investable company for the long term.

    Mark Penn

    CEO, Stagwell

    The shares of Class A Common Stock are being issued in reliance upon the exemption set forth in Section 3(a)(9) of the Securities Act of 1933, as amended, for securities exchanged by the Company and existing security holders where no commission or other remuneration is paid or given directly or indirectly by the Company for soliciting such exchange.

    About Stagwell Inc.
    Stagwell is the challenger holding company 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 10,000+ specialists in 24+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients

    Forward-Looking Statements

    This press release contains “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995, as amended, which include statements regarding the Company’s intentions or current expectations concerning, among other things, the completion, timing and potential benefits of the conversion of the Series 6 Preferred Stock and the Series 8 Preferred Stock. Forward-looking statements are subject to known and unknown risks and uncertainties, which could cause actual results to differ materially from those expected or implied by the forward-looking statements.

    (Source: Stagwell Inc.)

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