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LA Rams on Stadium-Sized Augmented Reality Experimentation

Los Angeles Rams Chief Commercial Officer Jennifer Prince

The Rams made history this Christmas with the world’s largest augmented reality snowball fight, presented in SoFi Stadium during the Rams-Raiders game. For the Rams, it’s all about innovation on an off the field – and how brand and technology partners can reinforce their exploration of new consumer experiences. Hear from Rams Chief Commercial Officer Jennifer Prince about how the team fuels its larger-than-life fan experiences. 

Minnesota Twins on Moving Baseball into the 21st Century 

Minnesota Twins Sr. Director, Brand Experience and Innovation, Chris Iles 

A baseball team with an innovation accelerator? Yep. The Minnesota Twins want to bring always-on experimentation to the stadium, to help bring baseball into the 21st century. Hear from Chris Iles on the Twins’ mission to be the most innovative team in sport – and their experiments in AR, embodied audio, and spatial computing. 

Samsung SVP and GM Harry Patz 

The Infinity Screen in SoFi Stadium is a behemoth 70,000 sq. foot digital display powered by Samsung – and just one of an array of dazzling digital out-of-home experiences Samsung helps support across sporting properties. Hear from Samsung’s Harry Patz about how advancements in screens are re-shaping in-stadium entertainment. 

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Reddit VP, Business Development on The Power of Community  

Reddit’s Timo Pelz joined Stagwell Chief Brand and Communications Officer Beth Sidhu to talk about insights from Reddit’s massive Future Tellers study pulling insights from Reddit’ 100K+ active communities, which unveiled on the convention floor at CES.  

Qualcomm CMO Don McGuire on How AI Will Transform Cars into Spaceships  

In the CES tech alphabet, the “A’s” have it – Qualcomm CMO Don McGuire and Stagwell Chairman and CEO Mark Penn are bullish that artificial intelligence and augmented reality are the tech to bet on in 2023. Watch their interview with Chief Growth Officer, North America, Robyn Freye. 

Zappos CMO Ginny McCormick on Moving Beyond Demographics  

“Age is just a number.” And, by Zappos CMO Ginny McCormick’s estimate, a number marketers are relying on too heavily to drive consumer segmentation. Catch her interview with Stagwell President, Global Solutions, Julia Hammond on the demographics, metrics, and buzzwords marketers need to ditch in 2023.  

Warner Music Group’s Maria Weaver on “The Three C’S”  

Connecting content, commerce, and community experiences is Warner Music Group President Maria Weaver’s big priority for 2023. Watch her interview with Stagwell Chief Brand Officer, North America, Alexis Williams to learn why you need to invest in the “three c’s”  

Mark Penn and Axios’ Sara Fischer on Where Marketing and Tech Meet Politics 

Tech is about to have a political year – but all is not bad for the digital economy, Stagwell’s CEO Mark Penn tells Axios reporter Sara Fischer in this clip from the Stagwell Content Studio at CES 2023. Catch their interview for insights on the streaming market, data regulation, and whether the U.S. will pursue a TikTok ban in 2023.  

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‘COME TOGETHER’ ISN’T JUST A BEATLES SONG – IT’S THE MISSION FOR BRAND ECOSYSTEM IN 2023 

More technology exists than ever before to ensure every digital touchpoint your consumer encounters conveys a consistent and authentic brand experience. Now it’s on CMOs and CTOs to collaborate closer than ever before, unleashing true connected brand experiences at scale. Wearable technology and ever-more-immersive entertainment experiences are opportunities to get this right – but challenges for brands who haven’t yet asked themselves: have you set a plan for unifying online and offline brand, marketing, product, and customer experiences? 

2023 IS THE YEAR FOR AI, BUT DON’T OVERDO IT

AI is the tech darling of 2023, and for good reason. We’ve quickly seen it evolve from basic communication and assistance on tasks to understanding your routine, predicting your behavior, and getting you a C+ on your English paper. OpenAI and other lay-consumer-friendly tools will power an AI-knowledge revolution in 2023. But while AI is great for providing creative activation energy and can get you 85% of the way there, the last 15% requires the near-impossible-to-duplicate human element.

Brands and agencies will need to responsibly blend talent + technology together in 2023 to make AI an effective addition to the marketing tech stack. 

‘COMMUNITY’ IS WHAT CONTENT WAS FOR BRANDS A DECADE AGO

From Stagwell’s own experiments in shared augmented reality, to new social platforms that let friends share content and buy and sell NFT art, brand experiences are starting to hinge on the ability to connect consumers to one another. Community is the new driver of commerce; look out for more brands using technology as a platform to create engaging, 3D and 360 marketing experience for more than one consumer. 

Live from the Stagwell Content Studio @ CES 2023

Stagwell’s Content Studio returned at CES, delivering behind-the-scenes interviews with C-Suite execs at the world’s most ambitious brands on the trends and transformations they’re tracking at CES.  

In this episode, Wells Enterprises Chief Commercial Officer Santhi Ramesh talks data anonymity, immersive experiences, and using robotics to drive automation with Stagwell President, Global Solutions, Julia Hammond.

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Jason Reid
ir@stagwellglobal.com

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Sarah Arvizo
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pr@stagwellglobal.com 

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ADS HERE, DATA EVERYWHERE

GENERATIVE A.I. IS THE DARLING OF THE SHOW 

EXITING OUR “TECH AS ENTERTAINMENT” ERA

🤖 Category Transformations

We’re watching these sessions for vertical-transforming announcements at CES. Check back with us in a week for our POVs on their news:

• Automotive: Connected Mobility and the New Automotive Customer Experience
• Travel & Hospitality: Top Trends in Travel
• Media & Entertainment: Advertising’s New Normal: Unifying Streaming, Retail, and Identity in 2023
• Retail: AR and VR Go Shopping
• Healthcare: Data in the Age of Public Health Emergencies 

Coming Soon: CES Content Studio

As thousands descend on Las Vegas for CES, Stagwell’s Content Studio returns to deliver behind-the-scenes interviews with business leaders across electronics, food and drink, luxury goods, media, sports, tourism and more. Hear from them on the trends and transformations they’re tracking at CES. Follow our LinkedIn and YouTube to keep up with the series as it publishes during CES.

 Reach out at ces2023@stagwellglobal.com if you are an executive that would like an interview.

Originally Released On

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CONTACT:

Sarah Arvizo
Stagwell
pr@stagwellglobal.com 

Originally Released On

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CONTACT:

Sarah Arvizo
Stagwell
pr@stagwellglobal.com 

Originally Released On

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CONTACT:

Sarah Arvizo
Stagwell
pr@stagwellglobal.com 

NRG Releases Whitepaper, “The Power of Brand Fandom: 5 Things to Know Right Now”

NEW YORK, Oct. 31, 2022 /PRNewswire/ — Research from Stagwell‘s (NASDAQ: STGW) National Research Group (NRG), a global insights leader at the intersection of technology, content, and culture, shows more people are fans of brands, products, and services in the same way they love sports and celebrities. NRG introduced its “Brand Fandom” research focus at Advertising Week, beginning a series that will unpack the journey to fandom across key categories and audiences. The research will explore the pathways for brands to successfully build and activate a fan community and understand the modern-day fan ecosystem. 

NRG’s Brand Fandom showed up in a myriad of ways this month: 

• Brand Fandom Whitepaper: In a new report, “The Power of Brand Fandom: 5 Things to Know Right Now,” research points to brand influence as being more significant than other commonly associated areas of interest: consumers are bigger fans of brands or products (57%) than of celebrities (54%), movies (52%), sports (48%) or online influencers/personalities (37%). Some other key themes from the paper include:
• Age is just a number: Brand fandom is strong across all ages, dispelling conventional assumptions that Gen Z and millennials have a fleeting sense of brand loyalty.
• Fans don’t exist in a vacuum: 54% “want everyone to know” they are a fan of a given brand or product.
• Brand fans are sold on potential, too. Over three-quarters (77%) say they will at least try different products the brand comes out with.
• MediaPost Op-Ed: In a contributed piece, Stagwell Global Chief Marketing Officer Ryan Linder and NRG EVP, Brand Strategy and Innovation Fotoulla Damaskos co-bylined an article, “Bigger Than Sports and Celebrity: The Power of Brand Fandom,” which explores what brands can expect of the consumers who they turn into fans: not just deep loyalty, but advocacy.
• Advertising Week New York: A panel at AWNY, which included NRG’s Damaskos and EVP, Head of Sports Marketing Jay Kaufman; Stagwell’s Linder; Christie’s SVP, Head of Marketing Neda Whitney; and McDonald’s Director, Communications Measurement & Insights Sarah Myles, introduced brand fandom on “Buzz and Devotion: The Fan Economy That Makes Niche Mainstream in Today’s Culture.”

“This first piece of research shows how brand fandom serves as a tool of self-expression, intricately linking brands to consumer identities. It should signal to brands that interactions with customers have to be dialogues, nurturing people’s experiences and engendering a sense of shared belonging,” said NRG EVP, Brand Strategy & Innovation Fotoulla Damaskos. “Our choices as consumers are on full display right now – we can wield power against the brands that fail us, or passionately champion those we believe in. Where these choices fall can mean the difference between having customers or having fans who bring commitment, advocacy and long-term brand growth.”

“The way I move about the world – how I approach the fast-paced work of brand marketing, to the even faster-paced world of fatherhood – I’ve done through the lens of authenticity and grit, qualities I adopted from my fandom for Harley-Davidson motorcycle culture,” said Stagwell EVP, CMO Ryan Linder. “My identity continues to be reinforced by a kaleidoscope of brands I’m personally invested in, proof that the influence of brands can manifest across so many aspects of our lives.”

Data used in this report comes from a study of 1,018 US consumers, ages 18 to 65, conducted in October 2022–representative of the national population in terms of age, gender and ethnicity.

National Research Group is a leading global insights and strategy firm at the intersection of entertainment and technology. Rooted in four decades of industry expertise, the world’s leading marketers turn to us for insights into growth and strategy for any content, anywhere, on any device. Working at the confluence of content, culture and technology, NRG offers insights for bold storytellers everywhere. To learn more, please visit www.nationalresearchgroup.com, and follow us on LinkedIn and Instagram.

Stagwell 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.

Stagwell’s fastest-growing network transforms for the convergence of creative, media, and commerce.

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