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hello@stagwellglobal.com

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Today’s Athlete is a Brand’s Best Megaphone

Stagwell

with WNBA and NFL/The Volume

VOTE HERE.

Between the rise of F1, flag football and pickleball, changes in the NIL landscape, and the growth of women’s sport, the sporting universe now represents a larger and more diverse pool of fans. This equates to a big opportunity for brands who know how to play the game. To connect authentically, brands are working with athletes – cultural trendsetters with their own brands and media presence – to uncover creative new ways of working together. With anecdotes from Cannes Lions’ buzziest event, Sport Beach, hear from the brands who have seized the power of sport, and the athletes helping them win.

Inside a Marketing Network’s ‘Shark Tank’ Competition

Stagwell Marketing Cloud

with Digiday

VOTE HERE.

With constant advances in AI and data, companies need to innovate at breakneck speed to stay competitive. Stagwell is the only marketing holding company to run its own startup incubator, “Shark Tank,” a competition inviting 13,000 staff to pitch and secure up to $1M for transformative marketing software.

Prior winners SmartAssets, ARound, PRophet, WonderCave and Harris Brand Platform are all fully funded and active businesses.

Join Stagwell Marketing Cloud leaders, Digiday, and the 2024 “Shark Tank” winner as they discuss embedding innovation into your operations.

Mastering the Journey to Premium Branding

Allison

with Samsung, IHG, and Driscoll’s

VOTE HERE. 

Becoming a premium brand isn’t just a goal—it’s a journey full of strategic pivots and visionary steps. Many brands aim to elevate their status and create a lasting impact, but few truly understand what it takes. Join us for an in-depth session where leading brand marketers reveal the top strategies for transforming into a premium powerhouse. We’ll explore the unique journeys of innovators in technology, hospitality, and food & beverage. This session will highlight actionable tactics to enhance product quality, leverage captivating storytelling, deliver unforgettable customer experiences, and execute strategic marketing. Discover how these essential elements can make the premium journey possible and remarkably successful.

The Global Marketers Meet Up

Allison

with Samsung

VOTE HERE.

Join us at the Global Marketer Meet Up at SXSW 2025, where senior executives and marketing professionals explore the dynamic landscape of global marketing. Discover innovative strategies for reaching target audiences and achieving objectives across diverse industries and markets. Network with peers worldwide, gain insights from leading experts and discuss successful marketing campaigns that transcend borders. Don’t miss this opportunity to elevate your global game with new connections, hear diverse perspectives, and have fun strategizing for international success. See you there!

Unlocking Boardrooms for Women & BIPOC Leaders

Allison

VOTE HERE.

In 2021, the SEC enacted NASDAQ’s Board Diversity Rule, requiring listed companies to report board diversity statistics or explain non-compliance. Progress has been slow due to low board turnover and extended searches for suitable talent. This panel will explore board dynamics to help women and BIPOC leaders identify opportunities and shape their board value propositions. Hear from experts on public, private, and non-profit boards, and gain practical insights to unlock the boardroom for women and BIPOC candidates.

Magical Realities: AR Massive Multiplayer Experiences

ARound

with Skydance Interactive

VOTE HERE.

Join us to dive into the transformative potential of augmented reality in massive multiplayer experiences. We will look at real-life activations with high-profile brands at SoFi Stadium with the RAMS. Discover strategies for designing cooperative play and social features that foster belonging and teamwork. Discuss methods for integrating real-life loot boxes with physical prizes to boost player engagement and brand activations. Plus, we’ll tackle technical challenges in AR MMOs and explore future innovations to ensure sustainable growth in the AR landscape.

(re)New(ed) Kid on the Block: Reinventing Heritage Brands

Assembly x 72andSunny

with General Motors and Fossil Group

VOTE HERE.

Can heritage brands still be the new kid on the block? Absolutely. In a rapidly evolving market, staying relevant means more than just holding onto history—it’s about reinvention, innovation, and bold new moves. In this panel, industry leaders and creative masterminds from top heritage brands share their secrets to staying fresh and exciting in today’s fast-paced world. Learn how these brands leverage their rich histories while embracing cutting-edge strategies to captivate new audiences and retain loyal customers.

They Ain’t Dead Yet: Tapping into the “Forgotten” Generation

Assembly x NRG

with Dotdash Meredith and AARP

VOTE HERE.

Think the “Forgotten” Generation is out of the game? Think again. This panel will bring together agency powerhouses and visionary brand leaders to unveil the untapped potential of this overlooked demographic, Generation X. Discover why brands can no longer afford to ignore the buying power and influence of the generation that still rocks the boat. Our expert panelists will dive into innovative strategies, compelling case studies, and cutting-edge campaigns that have successfully engaged this savvy audience.

Living Billboards: Athletes in the Social Media Era

Assembly

with Peloton, NFL, and SHE Media

VOTE HERE.

Athletes have become influential figures not only in sports but also as brands in their own rights, particularly through social media. This panel will discuss the transformation of athletes into marketable entities, the dynamics of athlete-brand partnerships, the impact of social media on athlete endorsements, and ethical considerations surrounding personal branding and sponsorship deals. An interesting topic on the evolving landscape where athletes navigate between personal authenticity and commercial appeal in the digital age.

A Day Late and a Dollar Short: Regulators vs. Political Ads

Assembly

with Axios and MiQ

VOTE HERE.

Since Barack Obama’s unprecedented use of the internet to power his 2008 campaign, the shift towards digital media in political advertising has been stark – with an estimated $4B to be spent in the 2024 election cycle. Unfortunately, government regulators have not updated disclosure requirements to meet this new normal – exposing tremendous vulnerabilities to the American electoral system, especially in an era of nearly unlimited money in campaigns. With advancements in AI and other AdTech sure to change political campaigns forever, it remains to be seen whether regulators can keep up.

Content Creation and Content Reality ​- The Joy of Social

Assembly x Movers + Shakers

with Peloton and Carelon Behavioral Health

VOTE HERE.

In today’s digital age, the term “content” has evolved beyond its traditional meanings. Originally synonymous with satisfaction and happiness, it now predominantly refers to the material produced and consumed in media. This panel delves into the dual role of content: as a medium for creation and as a catalyst for spreading positivity, empathy, and joy in the media landscape. ​By exploring the intersection of content creation and happiness in media, this session aims to inspire creators, industry professionals, and audiences alike to harness the power of media for good.

Is it too Late? Mastering Investments at Every Life Stage

Assembly

with She Wolfe of Wall Street, Investopedia, and PulteGroup

VOTE HERE.

This panel brings together financial experts and innovative marketers from leading brands to reveal how to conquer financial hurdles and master investments at every life stage. From fresh graduates to seasoned professionals, and those nearing retirement, this session will arm you with the tools and inspiration to turn hesitation into action.

Game On: Immersive Advertising, Brands, and Entertainment

Assembly

with Activation Blizzard Media, Lenovo, and Odeeo

VOTE HERE.

Delve into the evolving landscape where gaming intersects with advertising and entertainment. This panel will discuss how brands are leveraging gaming platforms to reach audiences through immersive and integrated advertising strategies. This includes taking a deep diver into successful brand partnerships with gaming companies, effective monetization models within games, the impact of in-game advertising on user experience, and the future trends shaping this dynamic industry.

No Eulogy Necessary: What News and Media Can Teach Us All

Code and Theory

with Inc. Magazine and Cosmopolitan

VOTE HERE.

The internet was supposed to kill the media and publishing industry. So was social media. And tech. And now AI is too. But this so-called ‘dying’ industry has shown incredible resilience, leveraging technology and innovation to stay alive, and even thrive exponentially. News, media and publishing today offer a reflection and guide to what all modern businesses face — changes in technology, consumer behavior, revenue and monetization, and in cultivating talent. This panel will be led by a trio of media, editorial and digital leaders with more 20 years of experience across 200 newsrooms.

Say What?!? The generational social media marketing playbook

Crispin

with Target and Conde Nast

VOTE HERE.

If you asked 4 generations: your grandma, your mom, your older sister or your niece about what a certain slang term means they likely wouldn’t all have the same answer. Social media platforms have shaped new language, leading to more slang words with shorter life cycles. Every generation develops its own unique vernacular, from Millennial Cringe Slang to Gen Z Pookie and no cap Gen Alpha – it’s not your fault if you don’t understand some of the digital slang. But now, since these dialects span multiple offline generations, how can brands speak to them authentically online all at once?

Want Equity For Women in Sports? Stop Overlooking Gaming

GALE

with MilkPEP and TBC

VOTE HERE.

Brands, fans, and networks are clamoring to join the groundswell around women in sports, but there’s a space that’s been largely ignored in the conversation: gaming and esports. Despite women making up nearly half of all gamers, they only represent 5% of professional gamers – with none in the top 500 earners – and still face significant harassment in this space. It’s time to stop ignoring women in gaming when elevating women in sports. Join popular Twitch streamer @ThePeachCobbler to discuss this issue and leaders from top brands to hear the steps they’re taking to help drive change.

AR & eCommerce: Bridging Digital and Physical Retail Experiences

Kettle

VOTE HERE.

Augmented Reality (AR) is revolutionizing retail, offering customers more immersive experiences that bridge the gap between online and in-store shopping. Brands are using AR and additional technologies to create Virtual Try-On experiences on their e-commerce sites, mobile apps, and retail environments to build connections and conversions with their active and prospective customers. Hear from digital agency Kettle on how they are leading transformations for many of their clients including e.l.f. Cosmetics, Warby Parker, and more.

The Power of Play: Why to Think Like a Child

Kettle

with Stapelstein

VOTE HERE.

Forbes 30-under-30 Stephan Schenk created one of the most well known children’s brands in Germany. However, when it came to expanding into the US, rather than studying the US adult buyer, insight into the child help Stefan and Kettle understand how to market and position the brand for the US success. From developing the product to positioning it for expansion, Stephan and Brian share how embracing their inner children, decoding the art of play and looking for insight in untraditional ways helped them build a brand positioning and road forward for Stapstein’s US expansion.

Harnessing Consumer Passions: Turning Cultural Moments into

NRG x Assembly

with Snap Inc. and Screenvision Media

VOTE HERE.

In today’s fast-paced world, consumer passions are a powerful force driving engagement and loyalty. And the way consumers are engaging with their passions is changing. How can brands effectively harness these passions to forge deep emotional connections with their audience through shared passions and interests? This panel brings together thought leaders and strategic leaders from across Snap and award-winning market agencies to explore the art of turning cultural moments in entertainment into peak moments for brands. We will share insights from new research to show the significance of passions.

The Changing Face of Childhood

NRG

with Young Storytellers

VOTE HERE.

In the last decade, the experience of growing up has transformed dramatically. The rise of streaming and social media, alongside the omnipresence of tablets and smartphones, have reshaped family dynamics and how young people navigate the world. So, how does Gen Alpha’s childhood differ from that of previous generations? And what impact will this have on future storytellers? Join NRG experts and Young Storytellers practitioners as we explore the profound effects of these cultural and technological shifts, and unpack the future of storytelling through the eyes of the next generation.

Unleashing Brand Fandom: Turning Fans into Advocates

NRG

with Mattel, Paramount Pictures, and the NBA

VOTE HERE.

In an era where everything is social—from media to retail—fans don’t just consume; they advocate. Whether it’s a championship team, a new movie franchise, or the season’s hottest toy, fandom can be a double-edged sword if not approached authentically. For leading brands, data and insights are essential to navigating the complexities of the increasingly fragmented fan landscape. Drawing on the latest fan research from NRG, this panel brings together industry leaders from Mattel, Paramount, and the NBA to discuss how to win trust with fan communities across mediums.

Redefining Masculinity: Evolving Depictions On Screen

NRG

with Center For Scholars and Storytellers

VOTE HERE.

Is masculinity in crisis? Alarming research reveals that men under 25 struggle to find positive role models in media they consume—a fact which can have serious repercussions for their mental health and sense of personal identity. In this session, NRG unpacks the media’s moral and social responsibility to present positive role models that reflect the true diversity of the modern male experience. Discover how industry leaders and storytelling experts from UCLA are forging a new path forward, showcasing multi-faceted visions of masculinity that can effectively resonate with Gen Z and Gen Alpha.

How Culturally Relevant is Your Brand?

The Harris Poll x Movers + Shakers

VOTE HERE.

Join John Gerzema, CEO of The Harris Poll, and Geoffrey Goldberg, CCO at Movers+Shakers, as they share critical insights from a brand new Index focused on helping brands achieve cultural relevance amongst Gen Z. They’ll detail what is important to know when engaging with this growing generation of spenders who hold progressive digital first values and demand radical inclusivity, transparency, and accountability from brands.

Client Panels We’re Rooting For:

Allison

Invisible Technologies | Talent 4.0: Thriving in an AI-Driven World

Hewlett Packard Enterprise | Reinventing Postpartum Care to Solve an Invisible Crisis

Driscoll’s | Women in Food & Palate to Palette: How Food Disrupted Beauty & Fashion

Engage for Good | How Nonprofits are Innovating the Philanthropy Playbook

AFSP | The Lifesaving Power of Media and Entertainment

Partnership With Native Americans (PWNA) | Authenticity + Impact: Native Voices in Film, Food & Beyond

Taylor Morrison | The New Homemakers: Redefining How Women Make a House A Home

GoodRx | The Hidden Pink Tax Fueling High Healthcare Costs for Women

FICO | Analytics Challenge: The Next Generation of Data Scientists

Exeger | Building a Business That Was Doomed To Fail

Originally Released On

PR Newswire

Stagwell:

For Press:

Kara Gelber pr@stagwellglobal.com

For Investors:

Ben Allanson ir@stagwellglobal.com 

Consulum:

Ryan Coetzee 
rc@consulum.com

New York and Riyadh, August 6, 2024 — Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, today announced it has entered into an agreement to acquire Consulum, a leading pan-MENA government advisory consultancy.  

The acquisition — Stagwell’s second in MENA in 2024 — establishes a robust foothold for Stagwell in the Middle East, enriched by Consulum’s tested expertise in strategic communications, public policy, leadership support, and diplomatic outcomes. 

Founded in 2012, Consulum has grown to a team of approximately 160 professionals specializing in strategic communications, public policy, and leadership support, with offices in Riyadh, Manama, Dubai, London, Cape Town, and Kuala Lumpur. The consultancy is a trusted partner to a range of high-profile government clients. 

“Our acquisition of Consulum marks a significant step in expanding Stagwell’s influence and capabilities in MENA as the region’s strategic importance to global marketers continues to grow,” said Mark Penn, Chairman and CEO of Stagwell. “With Consulum’s expertise and established government relationships, we are poised to offer unparalleled strategic communications services to our clients worldwide while bolstering our unique capabilities in advocacy beyond the U.S.”

Consulum Chairman and co-founder, Tim Ryan said: “Consulum was formed 12 years ago to answer a clear need for governments, heads of state and their institutions to have access to a dedicated consultancy focused on strategy, communications and policy. As a result of that singular focus and mission, Consulum is now a market leader and something I and co-founder Matthew Gunther-Bushell are rightly proud of.”

Consulum CEO, Ryan Coetzee, and Consulum Managing Partner, James Davies said: ”We are delighted to be joining the Stagwell Group’s impressive network. It marks a pivotal moment as we move to our next phase of growth. 

The combination of Consulum’s leading government advisory services with Stagwell’s renowned innovation and cutting-edge technologies will significantly enhance our ability to offer clients a wider range of world-class services.” 

The addition of Consulum enhances Stagwell’s presence in the Middle East, complementing the recently-acquired influencer marketing agency and technology platform LEADERS/Influencer Marketing.AI, as well as Stagwell’s omnichannel media agency Assembly Global, global communications agency Allison, and creative collective Forsman & Bodenfors.  

Consulum joins Stagwell as the challenger network seeks expansion into 10 new markets in 2024 alone, and follows the acquisitions of LEADERS (MENA), BERA (Global), Business Traveler (Global), Luxine Publique Relations (Canada), What’s Next Partners (France), Sidekick (U.K.), and Team Epiphany (U.S.).  

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.  www.stagwellglobal.com. 

About Consulum  

Consulum is a government advisory firm dedicated to helping governments develop, lead and deliver positive programmes that successfully promote their global interests. With decades at the highest levels of government, Consulum’s 160 specialists have the experience and expertise to help governments enhance their standing on the world stage and achieve their global objectives. The integration of strategy, policy and communications – in both the design and execution of programmes – sits at the heart of our philosophy, because silos dilute impact while integration maximises it. 

CONTACTS: 

Stagwell  
 
For Press:  
Kara Gelber 
pr@stagwellglobal.com 

For Investors: 
Ben Allanson 
ir@stagwellglobal.com 

Consulum 
Ryan Coetzee 
rc@consulum.com

To inquire about working with one of Stagwell’s agencies, please contact hello@stagwellglobal.com

Going for Gold

Speedo x Anomaly

Anomaly refreshed Speedo’s branding ahead of the Paris Olympics. Guided by the central theme of ‘for the love of swim,’ Anomaly crafted a bespoke typeface and design system inspired by swim forms, the shape of pools, and grids found in pool tiling. The rebrand features a new shade of green, proven by research to be most visible underwater. This updated look is geared towards revitalizing the iconic swimwear brand for a new era, making its debut on the uniforms of Australia’s 2024 Paris Olympics swimming team.

Comcast x 72andSunny

Team of Tomorrow, the innovative Comcast platform developed by 72andsunny, launched a groundbreaking campaign that challenges traditional views of professional sports. The “Joy of the Games” campaign shines a spotlight on the Paris 2024 Olympics and on the often-overlooked key ingredient that fuels the hard work and dedication required to excel at the highest levels of competition.

Core Power x Doner

Doner crafted the inspiring “Champion Your Recovery” campaign for Core Power, featuring U.S. Olympic Gold Medalist Katie Ledecky. Embracing Core Power for post-workout recovery has been a vital part of Ledecky’s regimen for years, and the collaboration on this global platform marks a significant milestone. As the trusted protein drink of Team USA, Core Power continues to provide essential recovery benefits to Olympians nationwide.

Rimowa x Anomaly

Anomaly and Rimowa embraced the Paris 2024 Olympics spirit with sleek and simple bespoke print and OOH campaign, “Engineered for Life.” Incorporating the iconic grooves of the luggage themes of athleticism, Anomaly took a huge sporting event and made it its own. Displayed in and around Paris during the Games, the ads are a visual celebration of RIMOWA’s brand belief that no one builds a legacy by standing still.

Canadian Tire x Veritas

Veritas partnered with Canadian Tire to launch an all-encompassing marketing initiative backing the #WeAllPlayForCanada platform and its dedication to fair sports representation. The “Believe in Her” campaign shines a spotlight on the remarkable stories and journeys of women in sports, featuring some of Canada’s elite athletes.

BIC x Doner

Doner and BIC lit up the advertising world with “Lit Games,” a playful take on Olympic coverage featuring none other than Snoop Dogg and Martha Stewart. Throughout the ad, the former rapper provides commentary and assesses the hospitality icon’s use of a BIC EZ Reach lighter to light a candle.

Allison Sports x The Harris Poll

With The Olympics in full swing, the new Sports Momentum Index from Allison Sports and The Harris Poll Sports Practice finds that the top five sports Americans plan to watch are gymnastics, swimming, basketball, track and field, and diving. And brands are medaling too: (48%) of Olympic viewers say they notice the games’ sponsors, and (38%) are more likely to support them. Check out the findings here and the launch of Shaun White’s Snow League here.

Stagwell Marketing Cloud x The Harris Poll

Utilizing Harris QuestDIY—The Harris Poll’s AI-powered software for survey creation—the Stagwell Marketing Cloud swiftly created and launched a diverse survey on Tuesday, July 23rd, reaching out to 1505 participants in the U.S., U.K., and France, and yielding results in just a matter of hours. Interestingly, the French showed the most nonchalant attitude towards the upcoming Summer Olympics in Paris. Dive into the detailed findings here.

Originally Released On

PR Newswire

Media Relations Contacts at Assembly:

James Wilde, Head of Growth & Marketing: James.Wilde@assemblyglobal.com
Michelle Chan, Marketing Manager: Michelle.Chan@assemblyglobal.com

Media Relations Contacts at Pipedrive:

Mariliis Beger, Global Head of PR: mariliis.beger@pipedrive.com

Enhancing the effectiveness of Pipedrive’s performance media efforts was at the heart of the brief. Assembly developed an integrated approach that empowers Pipedrive to supercharge its marketing and media effectiveness through innovative data utilisation and digital transformation, as it continues its mission to be the leading AI sales CRM for small businesses.

Assembly is committed to supporting Pipedrive’s mission of helping more small businesses grow around the world.

Dominic Allon, CEO of Pipedrive, said: “We’re thrilled to be partnering with Assembly for our next chapter as we continue to build our brand and accelerate our growth. Assembly boasts a fantastic combination of creativity and commercial drive, all powered by proven tech savvy. I’m confident that this new partnership will advance our mission to help small businesses grow.”

Matt Adams, CEO of Assembly Europe, said: “This is a client that has ambition, speed and an abundance of innovation at their core – exactly the brand and team that we partner best with. Using advanced technology, audience targeting and AI-led planning we are looking forward to finding the change that will fuel their growth.”

Assembly will partner with creative agency DEPT on Pipedrive’s upcoming brand campaigns and other capabilities within Assembly’s parent network, Stagwell (NASDAQ: STGW), will be also harnessed in the coming months, such as performance linguistics specialists Locaria and B2B marketplace Multiview.

Supported by global investment firm Vista Equity Partners and bolstered by its robust SMB community, Pipedrive is committed to pushing the boundaries of what an easy-to-use yet effective CRM can achieve, helping small businesses secure more deals. Pipedrive’s powerful and intuitive sales CRM is primarily designed to help sales teams manage leads and deals, track communication, and automate sales processes. Recently, the company launched Pipedrive AI, a broad range of AI tools that help teams work smarter and faster.

The process was assisted throughout by Tuffon Hall Consultancy.

ABOUT PIPEDRIVE
Founded in 2010, Pipedrive is the easy and effective sales CRM that drives small business growth. Today, Pipedrive is used by revenue teams at more than 100,000 companies worldwide. Pipedrive is headquartered in New York and has offices across Europe and the US. The company is backed by majority holder Vista Equity Partners, and Bessemer Venture Partners, Insight Partners, Atomico, and DTCP. Learn more at www.pipedrive.com.

ABOUT ASSEMBLY EUROPE
Assembly is a leading global omnichannel media agency, operating in 26 offices worldwide. Our Europe headquarters in London serves as a dynamic regional hub, with presence in Paris, Milan, Amsterdam, Hamburg, Warsaw, Barcelona, Madrid, and Tel Aviv. With a team of over 400 experts specialising in omnichannel strategies, digital brand and performance, e-commerce, data science, and sustainability, we are committed to finding the change that fuels growth for the world’s top brands. As a trusted strategic partner, our collaborations have predominantly centred around renowned brands in the spheres of luxury, fashion, beauty, retail, and technology. Assembly is honoured to be named one of the few recipients of the prestigious Google Premier Partner of the Year 2023. Our work is powered by our proprietary in-house technology solution, STAGE, and supported by our global talent base of over 2,600 professionals. Assembly is a proud member of Stagwell, the challenger network built to transform marketing. For more information, visit assemblyglobal.com. 

Media Relations Contacts at Assembly:
James Wilde, Head of Growth & Marketing: James.Wilde@assemblyglobal.com
Michelle Chan, Marketing Manager: Michelle.Chan@assemblyglobal.com

Media Relations Contacts at Pipedrive:
Mariliis Beger, Global Head of PR: mariliis.beger@pipedrive.com

Photo – https://mma.prnewswire.com/media/2474251/Pipedrive_and_Assembly.jpg 

Logo – https://mma.prnewswire.com/media/2430305/assembly_logo.jpg

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

“To me, there’s no tighter relationship between gaming and sports,” says Craig Elimeliah, Chief Creative Officer of Code and Theory. While sports took center stage at the Cannes Lions International Festival for Creativity, and Stagwell’s SPORT BEACH, it’s clear from dozens of our interviews with senior marketers that gaming is also on the world leaderboard and becoming an essential platform for reaching digital-first consumers.

Everyone’s a Player

While the concept of a “gamer” conjures up the archetypical image of an teenage boy, 50% of people who identify as gamers today are women, Activision Blizzard’s Claire Nance reminded marketers on stage at SPORT BEACH. To counteract this pervasive stereotype, Nance suggests redefining “gamer” as “player,” a more comprehensive term she says better reflects the heterogenous gaming demographic. As gaming technology advances and becomes more accessible, the barriers to entry, such as the need to purchase an expensive console, no longer exist, enabling more people to pick up gaming and become “players,” further diversifying the gaming audience.

The Rise of the Gaming Generation

As younger generations age, gaming has evolved from a niche hobby to an essential part of the modern entertainment mix and a nascent platform for advertisers. Yet, “we’re still not seeing brands and agencies lean in [to gaming] with as much focus as we would expect,” notes Brad Simms, CEO and President of GALE, whose agency has helped companies like MilkPEP and Bomb Pop reach untapped consumers through gaming. There are 3.4 billion unique gamers globally.

Why has gaming become so pervasive? Nance says a generational shift is underway. “When you look at geriatric millennials, this is the first generation that really grew up with gaming as a kid and has taken it through into life and into adulthood. As geriatric Millennials and GenX are starting to have children, they’re introducing gaming to their kids.”

Leveling Up to Immersive Experiences

“As a device guy I’ll tell you that experiential gaming is the future,” says Ajit Sivadasan, Global Head of Online Sales, Digital Marketing & Platform at Lenovo. Not too long ago we witnessed a massive shift in gaming from the 2D world to the 3D world. Now, immersive experiences are all the rage, bridging the physical world with the digital world in ways previously unimaginable. Gaming is the optimal platform to integrate AR, VR, and XR technologies, creating an interactive and hyper-realistic universe for gamers to engage with and explore. The technology is advancing rapidly. Itamar Benedy, CEO and Co-Founder of Anzu, believes that “in 5 years from now, people will move most of their internet-based interactions to a 3D World.” Thus, now is the time for brands and marketers to not only embrace gaming, but to become early adopters of these immersive technologies, shaping the future of this evolving industry and capturing the attention of consumers globally.  

Creative Excellence Across In-Game Advertising Scores High

“Gaming is a place where ads should not be disruptive…they should actually be additive to the experience part of the game,” Elimeliah notes. Companies like Stagwell and Anzu are transforming the in-game advertising experience for players, ensuring that ads are immersive and creative.

Anzu, in partnership with Stagwell, recently shared insights into creative best practices for intrinsic in-game advertising, where following these practices can significantly enhance brand lift performance and drive brand awareness. “This research shows that non-intrusive and authentic ads can captivate attention and enrich the gaming experience, but only if approached in the right way and with an appreciation for how the gaming audience prefers to interact with brands,” says David Sable, Vice Chair of Stagwell.

Creative excellence is essential to the marketing around gaming as well. For the launch of Blizzard Entertainment’s Diablo IV, 72andSunny created “Cathedral of Diablo,” a dramatic and cinematic campaign featuring a 160-foot-long mural of Diablo scenes painted across the interior of a French Gothic cathedral. “It’s a different world now than when it was when I first started doing video game advertising. There was a time when you would put out a 15-second trailer for a niche market,” says Tim Wolfe, Group Creative Director of 72andSunny. “Slowly and steadily, as gaming itself became more mainstream, its communications became more mainstream, advanced and crafted.”

Originally Released On

PR Newswire

Media Contact
Kara Gelber
pr@stagwellglobal.com

Revolutionizing Brand Value with Predictive Analytics

The integration of BERA into Harris Quest will offer clients unparalleled access to predictive brand analytics and direct brand-to-business™ correlation, enabling them to make data-driven decisions with greater precision around the world. With over 4,000 global brands, BERA’s platform, known for its sophisticated AI-driven insights, will complement Harris Quest’s existing suite of tools, including QuestBrand, QuestDIY, QuestPRO, QuestCX, QuestIC, and QuestAI.

“This acquisition is a significant milestone for us and our clients,” said Will Johnson, co-CEO of Harris Quest. “Integrating BERA’s predictive capabilities into our platform will enable us to deliver even faster, more accurate insights that are critical for effective decision-making in today’s dynamic market environment. In addition to our existing real-time analytics, we can now offer customized metrics across virtually any industry and stronger predictive intelligence.”

“We are excited to welcome BERA to the Stagwell family as we continue building the most advanced and scalable research tools for modern marketers,” said Mark Penn, chairman and CEO of Stagwell. “By combining BERA’s predictive brand technology with Harris Quest’s real-time insights, we will deliver a comprehensive solution that empowers marketers to connect brand investments to financial outcomes more effectively.”

Enhancing the Harris Quest Experience

The acquisition of BERA will enrich the Harris Quest platform with new features, including:

• Advanced Predictive Analytics: Leveraging BERA’s AI technology to forecast brand performance and understand future brand health.
• Comprehensive Brand Valuation: Accurately measuring the financial value of brands using BERA’s validated methodology, enhancing the ability to track and optimize the contribution of brand equity to enterprise value.
• Enhanced Audience Targeting: Utilizing BERA’s tools to identify and prioritize high-value audiences, improving marketing efficiency and ROI.

Driving Innovation in Market Research

Stagwell’s acquisition of BERA underscores its commitment to pushing the boundaries of market research and brand management. With the combined expertise of The Harris Poll’s 60 years of experience and BERA’s innovative technology, Harris Quest will continue to lead the industry in providing actionable insights and driving business growth.

About The Harris Poll “Hard Data. Human Truths.”

The Harris Poll is a global public opinion, analytics, and market research consultancy that strives to reveal society’s authentic values to inspire leaders to create a better tomorrow. With a global research reach of more than 90 countries, Harris offers advisory services across sectors to world leaders, CEOs, and business decision-makers with state-of-the-art analytics, real-time software services, and practitioners in marketing, reputation, customer experience, trends, futures, and thought leadership/research-for-public release, The Harris Poll translates shifting social sentiment into a competitive marketplace advantage. John Gerzema and Will Johnson are co-CEOs. Harris launched Harris Quest in 2023, a suite of martech research products inclusive of AI-enabled self-service polling and other “instant information” SaaS solutions. Harris is a Stagwell (NASDAQ: STGW) company. www.theharrispoll.com.

About Stagwell Marketing Cloud 

Stagwell Marketing Cloud (SMC) is a suite of data-driven SaaS solutions built for the modern marketer. Born out of Stagwell’s (NASDAQ: STGW) network of award-winning marketing agencies, SMC’s technology empowers marketers to drive business and brand impact by giving them intuitive tools equipped with proprietary, actionable data. SMC’s portfolio of solutions powers market research, communications, and media for brands worldwide by leveraging technology such as generative and predictive artificial intelligence, machine learning, augmented reality, and more. Get your head in the cloud at www.stagwellmarketingcloud.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.  www.stagwellglobal.com.

Media Contact: 

Kara Gelber
pr@stagwellglobal.com 

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CONTACT:

Ben Allason

ir@stagwellglobal.com  

PR Contact:

Sarah Arvizo
pr@stagwellglobal.com

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Contact:

Sarah Arvizo
pr@stagwellglobal.com

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Contact:

Michele Salomon
michele.salomon@harrispoll.com

Michele Salomon, Vice President, The Harris Poll, will participate in a panel on July 8 providing guidance for communicators during the 2024 election cycle, one in which communicators face unprecedented challenges and opportunities in a landscape marked by political discourse. Featuring additional experts from Boehringer Ingelheim, National Pharmaceutical Council, Teva, and Weber Shandwick, the panel is tailored to equip industry professionals with essential insights on navigating the complexities of the ongoing campaign rhetoric and its impact on pharmaceuticals and biotech.

Salomon will share a variety of research from The Harris Poll to help communicators understand public sentiment as it relates to when, how, and why companies should address the election cycle.

“We see so much data about how the public is feeling and it’s not always clear they feel they are being listened to,” said Salomon. “The public is tired and scared, uncertain about many things on both a personal and political level, find the news stressful, and are unsure if they can talk about issues that matter to them.”

This environment is mirrored for companies and organizations, though the stakes are different. “Rather than putting a friend or family relationship in jeopardy if we speak up, companies risk their reputation, offending their customers, investors and other stakeholders. Our data helps explain the broader context while also providing specific guidance that communicators can put into practice,” says Salomon.

The panel will explore:

• Strategies for responding to the growing political discourse and navigating the delicate balance between corporate communication and political influence
• Actionable insights on building a proactive communication plan that anticipates and addresses the industry’s evolving landscape during the election season
• How the industry is perceived in the context of political influence and lobbying and understand the implications
• Crisis communication strategies tailored to address challenges specific to the election cycle, ensuring preparedness for potential reputational risks

The Harris Poll boasts decades of experience across the spectrum of health insurance companies, pharmaceutical/biotech/medical device companies, medical associations, nonprofit organizations, health and wellness companies and academia.

About The Harris Poll
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, part of Stagwell, the challenger holding company built to transform marketing. To learn more, please visit www.theharrispoll.com

Contact:
Michele Salomon
michele.salomon@harrispoll.com

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Contact:
Stephanie Hernandez
v-stephanie.hernandez@prprophet.ai