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“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.”
It's Game Time
Stagwell recently launched a strategic gaming partnership with Anzu designed to help brands transform the in-game advertising experience. Interested in breaking into immersive gaming experiences? Reach out to hello@stagwellglobal.com.
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Investor Relations Contact
Ben Allanson
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Tel Aviv-based digital agency and its SaaS platform InfluencerMarketing.AI joins Stagwell Marketing Cloud’s PRophet Comms Tech Suite
NEW YORK and TEL AVIV, Israel – July 24, 2024 – Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, has acquired Tel Aviv-based LEADERS, a world-class digital agency specializing in influencer marketing and social commerce and the development of InfluencerMarketing.AI (IMAI), a global influencer marketing SaaS platform. The company joins Stagwell Marketing Cloud’s PRophet Comms Tech Suite of AI-powered offerings purpose-built for modern PR and marketing professionals.
Founded by Eran Nizri and Yehonatan Arami in 2017, LEADERS and IMAI combine high-value digital and influencer marketing strategy with a cutting-edge, AI-powered SaaS influencer marketing platform. IMAI leverages advanced AI technologies to connect brands with over 300 million creators worldwide. The platform allows users from anywhere in the world to launch campaigns in just a few clicks, offering robust analytics, sales prediction models, and campaign management tools. Clients include Nespresso, Samsung, and Colgate-Palmolive; notable SaaS clients include Coca-Cola, Playtika, Estée Lauder, and Superdry. IMAI will supplement the bench of influencer marketing platforms currently in use by Stagwell’s agencies around the world, including existing tools in the PRophet Comms Tech Suite.
“We are excited to welcome LEADERS to the Stagwell family. This acquisition strengthens our Stagwell Marketing Cloud offering with cutting-edge AI solutions for influencer marketing while marking our first agency in Israel amid a substantial global expansion push from Stagwell this year,” said Mark Penn, Chairman and CEO, Stagwell. “Eran and his team share our vision of transforming marketing with technology, and we look forward to working together to deliver value to our clients across the globe.”
“Combining with Eran and the LEADERS team is a force multiplier for PRophet and Stagwell to expand global reach, integrate advanced AI technologies and leverage domain expertise around high performance digital and influencer marketing strategy for customers,” said Aaron Kwittken, Founder and CEO of SMC’s Comms Tech Suite.
“This acquisition marks a transformative milestone for LEADERS and InfluencerMarketing.AI,” added Nizri. “With Stagwell’s extensive network and resources, we are set to redefine the landscape of influencer marketing. Our goal is to become the world’s leading influencer and digital marketing powerhouse, delivering unparalleled value and innovation to our clients. We look forward to integrating our capabilities into Stagwell’s Comms Tech Unit and leading the industry into a new era of excellence.”
LEADERS’ and IMAI’s success is driven by a strong leadership team. Eran Nizri will continue to serve as Group CEO, reporting into Aaron Kwittken, Founder and CEO of Stagwell Marketing Cloud’s PRophet Comms Tech Suite. Itamar Gonsherovitz will continue to spearhead LEADERS’ digital agency operations as CEO. Yehonatan Arami, will continue to lead business development, expanding the company’s reach within the Stagwell network.
The acquisition comes as Stagwell expands its global footprint and invests further in AI-enabled solutions at the forefront of digital marketing. LEADERS is Stagwell’s seventh acquisition of 2024, following Team Epiphany (U.S.), Sidekick (U.K.), What’s Next Partners (France), PROS (Brazil), Business Traveller (Global), and BERA (U.S.).
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 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 PRophet
Founded in 2020 by PR industry leader Aaron Kwittken, PRophet is an award-winning suite of essential, AI-powered Comms Tech tools purpose-built to empower modern communicators to perform more efficiently by quickly uncovering and authentically engaging with high-authority journalists and leading influencers. PRophet was awarded PRovoke Media’s Innovation SABRE in 2023 and 2024, a 2024 Webby Award, and was included in PR News’ 2024 Tech Hotlist. The all-in-one platform offers three core solutions: PRophet Earn creates and tests “mediable” PR content to predict earned media interest and sentiment. PRophet Influence combines vertical AI, analytics, discovery and tracking technologies to inform and manage influencer marketing campaigns. PRophet Monitor delivers real-time, earned and social media monitoring, reporting and analytics to alert teams of emerging trends, threats, brand mentions, and opportunities for real-time response. PRophet is part of the Stagwell Marketing Cloud (SMC), a suite of data-driven SaaS solutions built for the modern marketer. Visit prprophet.ai to learn more.
About LEADERS
Established in 2017, LEADERS is a digital agency specializing in influencer marketing. With a focus on performance and sales, LEADERS provides comprehensive services that harness the power of influencer marketing and social media.
About InfluencerMarketing.AI
Established in 2020, InfluencerMarketing.AI is a SaaS influencer marketing platform that connects brands with a vast network of influencers. Utilizing advanced AI and machine learning technologies, InfluencerMarketing.AI offers robust analytics, sales prediction models, and management tools to optimize influencer marketing campaigns, focusing on e-commerce brands to track conversions and ROI.
Contacts:
Kara Gelber
Stagwell
pr@stagwellglobal.com
Stephanie Hernandez
PRophet Comms Tech
v-stephanie.hernandez@prprophet.ai
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ABOUT THE AGENCIES BEHIND THE WORK
Goodstuff is the UK’s leading media planning and buying agency. Our combination of entrepreneurial ownership, a comms planning heritage and an unrestrained, transparent trading approach gives us the ability to deliver inventive media solutions that no one else can.
Assembly Global is a modern agency delivering a market-leading global omnichannel media offering, powered by data, technology and business consulting solutions to find the change that fuels growth for the best brands in the world.
Frontiers in Focus
Want to explore more of the frontiers of marketing? View more of our work on the cutting edge of AI and immersive brand experiences here.
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With the constant rise in the cost of living, people are pinching pennies and struggling to find ways to sustainably meet their personal demands. But what if you didn’t have to decide between saving money and helping the environment?
Goodstuff and Assembly Global partnered with OVO Energy, the UK’s second largest energy supplier, to encourage users to shift their energy use out of peak energy times. Powered by a proprietary green bidding technology built by Assembly and Goodstuff, the “Greener Grid,” serves ads in greener moments, letting passerby’s know when to cut carbon emissions and contribute to a better energy system.
Our Approach to Transformation
To better understand when to “plug in,” Greener Grid, a dynamic out-of-home campaign, displays the perfect opportunities to engage in sustainable moments and reduce carbon impact. Powered by generative AI and real-time API data from the National Grid, the campaign rewards customers for shifting energy usage out of peak energy times (4-7pm, weekdays), to times when the grid is greener, cleaner and powered by renewable energy. Sustainable messaging — “If you’re seeing this, it’s a greener time to use energy” — only appears when the grid is running on renewable energy, letting users know now’s the time to make a greener decision.
Through Assembly and Goodstuff’s AI-powered STAGE technology, we created a custom algorithm to fuel programmatic buying and automatically bid when the grid is greener, updated every 30 minutes, with more spend made available when the grid is at its greenest. Millions of energy choices are made every single day, and OVO Energy Forecast empowers customers to make those choices, leveraging data and technology to help them use less energy.
Our Impact
The industry-first digital billboards empower “greener moments” on a seemingly ordinary platform in a uniquely creative way. OVO’s ads were featured on more than 2,600 screens across the UK, from digital six-sheets to large formats across roadside, rail, and shopping centers, as part of the brands broader Power Move campaign.
- Nearly 17,000 people signed up to OVO’s Power Move during the two-month campaign period, bringing a 3x increase in traffic to the product page.
- As for the planet, 681,521 kWh of electricity was shifted, which is enough to power 252 houses for an entire year.
- 1 metric tonnes of carbon were avoided.
Wondering where to begin with AI implementation in your organization?
Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals.
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Survey found that plastic plays an important role in the lives of New Yorkers across the state
Over 78% of New Yorkers view molecular recycling as a positive way to help solve the waste crisis
NEW YORK, May 7, 2024 /PRNewswire/ — According to a new poll* released today by Stagwell’s (NASDAQ: STGW) The Harris Poll, New Yorkers say they do not see a plastic ban or plastic-free world as a viable solution. Although the waste crisis is a unifying issue and top-tier environmental concern among people across the state, 78% of New Yorkers see innovative recycling methods as a positive solution to the problem and view molecular recycling as a great step towards solving the plastic waste crisis. Around 60% of respondents also believe molecular recycling would ease the burden of recycling and help them live a more sustainable lifestyle. The study surveyed 1,092 New Yorkers across different political parties and demographics.
Plastic plays an essential role in the lives of New Yorkers. About 70% of New Yorkers say plastics make their lives easier, and nearly 60% say they couldn’t imagine a world without them.
“I can’t begin to think of all the single-use plastics that we use, and banning them would eliminate jobs, increase the cost of goods, and make life a lot more difficult for the disabled or elderly,” said a registered voter in the Albany area.
Molecular recycling is a type of material-to-material recycling that can recycle many types of plastic waste that would typically end up in a landfill or incinerator. This type of recycling converts plastic waste back to its building blocks to create brand-new products made from recycled plastic materials with equal or improved quality and performance. The traditional recycling method that is most commonly used today cannot break down or recycle most types of plastic.
After learning more about molecular recycling, over 70% of New Yorkers said they would be bothered if they knew their state representative was working against this new type of recycling. 55% said they would even vote against their state representative in the next election if they knew they were actively working against this new type of recycling. Among registered Democrats, this sentiment is even more pronounced – 63% say they would vote against their state representative.
“I feel the biggest benefit of the new type of recycling is that it is using what would normally be a waste product of the traditional recycling process and not allowing it to go into the landfills,” said a registered voter from the New York City area.
A deeper look at the findings:
A plastic ban will hurt consumers, including driving up the cost of goods.
- 65% of New Yorkers said that a plastic ban would increase the cost of their everyday goods, and 45% said a plastic ban would make the purchase of everyday goods logistically more difficult. Over 50% of New Yorkers also responded that a plastic ban would negatively impact people with certain disabilities.
State governments have an important role in helping solve the plastic waste crisis.
- Nearly 70% of New Yorkers wish the state government did more to make plastic recycling easier. This is especially true among African Americans and Hispanics.
New Yorkers want their state legislators to support molecular recycling initiatives; failing to do so could cost them voter support.
- About half say they would encourage their friends, family, and social media following to vote against representatives actively working against molecular recycling in the next election.
By supporting molecular recycling initiatives, state legislators could be viewed more positively by constituents and win votes.
- About 70% of New Yorkers say that a state legislator who supports this new type of recycling cares more about solving the plastic waste crisis and the environment than one who doesn’t. 66% say they would be more likely to vote for a state legislator who supports this new type of recycling, and about half say they would be more likely to actively campaign for one.
*This study was commissioned by Eastman.
About The Harris Poll
The Harris Poll is a global consulting and market research firm that delivers proven intelligence for transformational times. Responsible for one of the longest-running surveys in the United States, Harris Poll provides unique context and social insights based on having analyzed public opinion, motivations, and social sentiment since 1963. It works with clients in three primary areas: building modern corporate reputation, crafting brand strategy and performance tracking, and data-driven thought leadership. It is now part of Stagwell, the challenger holding company built to transform marketing.
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 Eastman
Eastman is a global specialty materials company that produces a broad range of products found in items people use every day. For more information, visit Eastman.com.
CONTACT:
Sarah Arvizo
pr@stagwellglobal.com
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Originally Released On
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IR Contact
Ben Allanson
ir@stagwellglobal.com
Media Contact:
Sarah Arvizo
pr@stagwellglobal.com
NEW YORK, April 29, 2024 /PRNewswire/ — Stagwell (NASDAQ: STGW) released its 2023 Annual Report, highlighting investments in artificial intelligence, immersive experiences for brands, strategic acquisitions, and an expanding global footprint that drove company visibility and market share. Download the full report here.
“Despite a challenging year for marketing services and digital transformation – accentuated by our client mix – Stagwell grew share with some of our largest customers in 2023, took efficient steps in managing our costs and invested in digital innovation to position itself for the future of marketing,” noted Chairman and CEO Mark Penn. “We are well-poised to deliver another year of path-breaking work for clients; and we believe a mix of 2024 tailwinds and new centralized initiatives will return us to industry-leading organic growth and margins, while keeping us at the forefront of change.”
2023 Highlights:
Penn’s annual shareholder letter discusses Stagwell’s 2023 performance driven by:
- Investment in digital innovation: Underscored by growth in its Stagwell Marketing Cloud Group, a proprietary suite of data-driven SaaS products, which experienced 31% net revenue growth in 2023; partnerships with Google Cloud and Oracle to develop marketing-focused AI solutions; continuing product development in AI and other emerging technologies across agencies; and acquisitions of digital leaders.
- Record new business pipeline driven by integrated efforts: Stagwell experienced record net new business in excess of $270 million with several multi-agency accounts; grew its Risk & Reputation Unit, a coalition of bi-partisan, financial communications and research agencies advising corporations on polarization; and successfully launched SPORT BEACH, supported by more than 20 Stagwell agencies.
- Global growth: International net revenue increased by 13% year-over-year in FY23, led by EMEA, as Stagwell continued to expand its regional footprint with new hubs in São Paulo and London, and a growing network of affiliate partnerships in the Philippines, Vietnam, and Brazil.
- Strategic acquisitions: Stagwell acquired four companies in 2023 to broaden its digital capabilities and extend its global footprint: In the Company of Huskies (now Forsman & Bodenfors Dublin), Tinsel Experiential Design, Left Field Labs, and Movers+Shakers.
Frontiers: Stagwell Spotlights AI & Immersive Capabilities Across Agencies
In tandem with its Annual Report, Stagwell released a showcase of impactful technology work from its agencies and products Code and Theory, Left Field Labs, GALE, Colle McVoy, and ARound in AI and immersive experiences for brands, including award-winning client projects for Google, Tipico, La-Z-Boy, Bomb Pop and Cleveland Cavaliers.
“We believe we are evolving into the marketing frontiers company – the partner of choice for global businesses seeking to transform digital consumer experiences to fuel better business outcomes,” said Penn.
The case studies – along with a look at internal applications of AI across Stagwell’s firms – can be viewed here.
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.
Forward-Looking Statements
This press release contains estimates, projections, objectives, expected results and other “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995, Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Statements in this document that are not historical facts, including statements about the Company’s beliefs and expectations, future financial performance and future prospects (including the Company’s anticipated return to growth), business and industry trends, anticipated benefits of the Company’s strategies, including with respect to artificial intelligence, potential and completed acquisitions and the anticipated benefits thereof, constitute forward-looking statements. Forward-looking statements are based on current assumptions that are subject to risks and uncertainties that may cause actual results to differ materially from the forward-looking statements, including but not limited to the risks and uncertainties discussed in Item 1A–Risk Factors and the section entitled “Forward-looking Statements” of the Company’s Annual Report on Form 10-K for the year ended December 31, 2023. Therefore, you should not place undue reliance on such statements. Forward-looking statements speak only as of the date they are made, and the Company undertakes no obligation to update any of them in light of new information or future events, if any.
IR Contact
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ir@stagwellglobal.com
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58% OF VOTERS BELIEVE THE U.S. LACKS LEADERSHIP TO HANDLE WORLD AFFAIRS BUT MOST WANT FOCUS ON DOMESTIC ISSUES
ISRAEL SUPPORT REMAINS UNCHANGED WHILE UNIVERSITIES UNDER CLOUD
NEW YORK and CAMBRIDGE, Mass., April 29, 2024 /PRNewswire/ — Stagwell (NASDAQ: STGW) today released the results of the April Harvard CAPS / Harris poll, a monthly collaboration between the Center for American Political Studies at Harvard (CAPS) and the Harris Poll and HarrisX.
President Joe Biden’s overall approval rating is steady at 44%, while Donald Trump leads the horse race by 4 points. The poll also covers public opinion on foreign policy and the Israel-Hamas war. Download key results here.
“American voters are fundamentally utilitarian,” said Mark Penn, Co-Director of the Harvard CAPS / Harris poll and Stagwell Chairman and CEO. “Despite legal and age issues, voters care most about how well Biden and Trump performed as president and on that measure, right now they favor Trump.”
ELECTION FUNDAMENTALS SEE LITTLE CHANGE BUT TRUMP LEAD WIDENS
- Immigration and inflation continue to be voters’ top concerns, tied at 35% each this month.
- 55% of voters believe Trump has committed crimes for which he should be convicted, but 55% say separately that they approve of the job he did as president.
- 44% job approval for Biden shows 11-point deficit in job approval compared to Trump at 55%.
AMERICANS PREFER FOCUS ON DOMESTIC RATHER THAN FOREIGN AFFAIRS
- 59% of voters say this is a time in world affairs that enables the U.S. to focus primarily on domestic issues, rather than spend more on military and foreign affairs (Democrats: 58%; Republicans: 57%; Independents: 63%).
- 58% say the U.S. does not have the leadership necessary to handle world affairs now.
- 56% support sending $26 billion in aid to Israel; 49% support sending $8 billion in aid to the Indo-Pacific, including Taiwan; and 48% support sending $61 billion in aid to Ukraine.
GENERATIONAL SCHISM ON ISRAEL REMAINS SALIENT DESPITE GENERAL SUPPORT UNCHANGED
- 80% of voters say they support Israel over Hamas (ages 18-24 57% to 43%)
- 71% say the crisis in Gaza has been created by Hamas, not Israel.
- 78% say Hamas should be removed from running Gaza.
- 72% of voters believe Israel should move forward with an operation in Rafah in order to finish the war against Hamas, while doing its best to avoid civilian casualties (ages 18-24: 57%; ages 65+: 84%).
- 68% oppose a ceasefire unless it means Hamas would be allowed to continue holding hostages and running Gaza (ages 18-24: 66% still support). 70% support a “permanent ceasefire” but that support is contingent on hostage release and end of Hamas rule.
- In the context of the recent Iran attacks against Israel, 80% believe Iran must be stopped from having nuclear weapons (ages 18-24: 43%; ages 65+: 96%).
M0ST AMERICANS DISAPPROVE OF UNIVERSITIES AMID CAMPUS PROTESTS
- 80% of voters believe students and professors who call for violence towards Jews should be suspended (ages 18-24: 59%; ages 65+: 92%).
- 64% believe the leaders of private higher education institutions are not doing enough to prevent antisemitism (ages 18-24: 37%; ages 65+: 80%).
- 64% believe there is a problem with what institutions of higher learning are teaching students today (ages 18-24: 47%; ages 65+: 74%).
The April Harvard CAPS / Harris poll survey was conducted online within the United States on April 24-25, 2024, among 1,961 registered voters by The Harris Poll and HarrisX. 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/.
Media Contact:
Sarah Arvizo
pr@stagwellglobal.com
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Frontiers in Focus
Want to explore more of the frontiers of marketing? View more of our work on the cutting edge of AI and immersive brand experiences here.
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At Stagwell, AI isn’t just the next shiny thing – our agencies view it as an opportunity to fundamentally advance our organizations, improving the speed and efficacy at which we can produce transformative marketing for clients. As a network of digital experts – one in 10 Stagwell employees globally are engineers – we are eagerly addressing the challenge of creating custom AI solutions that empower our teams to be better at what they do.
“When you implement AI across diverse domains from marketing and product development to workplace optimization and investment strategies, remember the goal is to optimize for better decision-making by the humans upstream,” said Mark Penn, Chairman and CEO, Stagwell. “The best AI will teach people how to fish.”
We believe every company should embrace the Three Es of AI: enablement, efficiency and engagement, which promise to drive more speed, scale and accuracy for modern business. This will kickstart exponential value growth – if you leverage it the right way. Here are some of the ways Stagwell’s agencies are implementing the Three Es of AI.
ENGAGEMENT WITH CONSUMERS: HARNESSING ‘FOURTH PARTY’ DATA
A eureka moment while developing a game-changing campaign for Tipico is driving a new approach to capturing “fourth-party data” at Code and Theory, Stagwell’s digital transformation network. When tasked by European brand Tipico to break into the Ohio sports betting market, Code and Theory leveraged ChatGPT to create living personas. These synthetic humans not only answered the agency’s questions, they delivered real-time, effective “fourth-party data” that helped Tipico beat every one of their campaign goals. Code and Theory defines “fourth-party data” as a dataset made synthetically by AI from pre-existing first- and third-party data. The new data is essential to anticipating what consumers will want in the future, as opposed to reflecting what they have already wanted.
“AI’s power and real opportunity is enabling businesses to make better decisions and anticipate customer needs. AI can study your behaviors, actions and patterns and anticipate what you might want, in seconds,” said Dan Gardner, Founder and Executive Chairman, Code and Theory network. “It also allows businesses to reduce the friction and pain points we all experience when we are trying to book a service or buy an item. The steps to getting what you want will simply fall away.”
EFFICIENCY IN MARKETING: HOMEGROWN STORI TOOL ENHANCES SALES RATE
Stori innovates the case study creation process for Instrument’s delivery teams, employing advanced language models and integrations with Google Cloud services to streamline and accelerate the production of tailored case studies. The tool contributed to a record win streak of 50+ new clients for Instrument in 2023.
“Case studies are the essential proof points for our products and services. Stori enabled us to democratize the case study creation process across the agencies,” said Mike Creighton, Instrument’s Director of AI Research and Development. “Its deployment brought efficiency, quality and consistency to the case study creation process; helped boost enthusiasm for generative AI across the company; and ultimately let teams focus on what truly matters – delivering exceptional results for our clients.”
ENABLEMENT ACROSS OPERATIONS: REARCHITECTING A TOP PERFORMER WITH AI AT ITS CORE
GALE — our fast-growing business agency — has revolutionized its offering with AI at its core. Called Alchemy.Ai, the private enterprise cloud platform is trained on all aspects of data at the agency and reduces the time spent on critical tasks across all disciplines. The tool can improve the output efficiency of core workflows like audience insight development by as much as 80%.
“The unveiling of Alchemy.Ai reshapes GALE as we know it, marking a massive shift in how we work and the democratization of data across all teams,” GALE CEO Brad Simms says. “When GALE was founded in 2014, we were first-to-market with our unique blend of creative and consultancy centered around data. While we’ve continued to build our model over the last decade to become one of the most celebrated agencies in North America, Alchemy.Ai is the most significant product update we’ve ever made.”
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ABOUT GALE
GALE is a Business Agency. Founded in 2014, the agency currently has offices in New York, Singapore, Toronto, Denver, Los Angeles, London, Austin, Kansas City, and Bengaluru. GALE has received top industry awards including Ad Age’s A-List, Ad Age’s Data & Analytics Agency of the Year, Adweek’s Fastest Growing Agency, the Grand Effie and Adweek’s Breakthrough Media Agency of the Year.
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Bomb Pop is the most popular ice pop that nobody can remember. GALE’s mission was simple: get tweens to remember the brand’s name. The team brought the favorite summertime snack into the virtual world of Restaurant Tycoon 2 in Roblox, where Roblox restaurant owners could serve eight virtual Bomb Pop flavors to their customers. Gamers served 48.5 million Bomb Pops — making it the #1 selling food item in Roblox history.
Our Approach to Transformation
Introducing the Bomb Pop Update in Restaurant Tycoon 2. For two weeks, Roblox restaurant owners could serve virtual bomb pops to their hungry customers and earn limited edition gear to upgrade their restaurants – turning Restaurant Tycoon into a red, white, and blue bonanza, and making restaurant owners within the platform our very own virtual brand ambassadors, interior designers, and architects. In the process, using our limited-edition items, players completely transformed the restaurants into gaming lounges, family style buffets, and even high-end beach clubs with an average of 28 minutes engaged across the experience.
Our Impact
Time spent was 133% beyond Roblox branded experience benchmarks. We also had over 500,000 unique users enlist as virtual bomb pop distributors who sold over 48.5 million bomb pops, making it the most sold food item in Roblox ever. Even more significantly, sales in the real world were also up with an immediate 28.6% increase. We proved that the virtual world can spur epic real world business results.
Wondering where to begin with immersive experience implementation in your organization?
Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals.
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ABOUT COLLE MCVOY
Colle McVoy (CM) is a full-service creative agency that builds enduring relationships between forward-thinking brands and people. We believe this time of rapid change is filled with opportunities, so we constantly strive to push the boundaries of creativity, pressure-test best practices and create new brand futures. As a Certified B Corporation, we believe a better future means we have a responsibility to use our expertise as a force for good to benefit all people, communities and the planet.
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We’re sure you’ve heard about JOMO (the joy of missing out). Here’s the reality: It’s one thing to miss out, it’s an entirely different thing to find the joy in it.
To reinforce La-Z-Boy’s new platform, Long Live the Lazy, Colle McVoy’s creative technology team designed and fabricated “The Decliner,” a first-of-its-kind recliner allowing owners to AI-generate a cancellation excuse via SMS simply by pulling the handle. 36,000+ people signed up for a chance to win their own Decliner just in time for National Lazy Day as part of the earned creative brand act.
Our Approach to Transformation
For a chance to put their feet up with AI assistance and La-Z-Boy style, people were asked to submit the most creative excuses they’ve ever used to protect their JOMO. And, influencers created content to amplify attention to the contest. The innovation was a technological hack—with 225 lines of code directing the AI server and 344 lines for each fabricated chair. An indicator of sorts had to be fashioned to let people know requests were processing, which took the form of an LED-lined puck at the handle base. The tech choices needed to be as reliable as the chairs themselves and couldn’t disrupt La-Z-Boy’s comfort and durability standards.
Our Impact
Colle McVoy drove 1.1B media impressions across 317 placements in the likes of USA Today, Better Homes & Gardens, Architectural Digest and more. People definitely put their feet up, juicing La-Z-Boy’s website traffic by 200% and increasing brand sales by 50% during the first weekend of the campaign.
The La-Z-Boy Decliner has gone on to win several awards, including Best in Technology at the 2023 PRWeek Awards and Best in Research & Consumer Insights in MediaPost’s Planning & Buying Awards. Nearly 13,000 cancellations have been sent by Decliner owners, giddy with AI-assisted JOMO.
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ABOUT LEFT FIELD LABS
Left Field Labs is a digital agency dedicated to solving our common challenges through uncommon creativity. Our team of over 100 designers, developers, and strategists has launched hundreds of digital products and experiences – from VR and websites to apps and experiential installations – for clients, such as Google, Discovery, Android, Estée Lauder, Uber, and Disney.
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Google set out to create a 360° event-scale augmented reality (AR) experience at CES that would help attendees experience its presence in a whole new dimension. Google partnered with Left Field Labs to blend its physical booth location with a digital overlay, focused on bringing helpful and contextual information to attendees, as well as delightful moments.
Our Approach to Transformation
LFL leveraged Google’s latest AR technologies in partnership with Adobe to inspire developers, creators, and brands at Google’s CES booth. The team aimed to demonstrate how AR has the potential to solve everyday challenges, whether orienting yourself around a busy environment, getting the scoop on more demos to see, finding transportation, or helping with decision making.
First, LFL used Google’s Geospatial Creator, powered by ARCore and Google Maps Platform, in Adobe Aero to create an effective storyboard that integrated physical and digital elements seamlessly for the AR experience. LFL then built Google’s beloved Android Bot into the AR experience as a guiding figure with simple yet richly expressive interactions. Taking an agile approach, LFL iterated and tested on a wide range of Android and iOS mobile devices to ensure smooth performance for attendees.
Our Impact
The AR guide to Google on Android at CES 2024 was a successful “show rather than tell” experience that helped attendees enjoy the space with immersive surprises along the way. The experience was activated nearly 9,000 times over the four-day event.
Wondering where to begin with immersive experience implementation in your organization?
Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals.
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