By: Ray Day


Ray Day 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded Feb. 10-12):


Today, 90% of Americans are concerned about the economy and inflation – up 5 points from last week and up sharply from 82% in December.

  • 84% worry about U.S. crime rates (up 6 points)
  • 82% about a potential U.S. recession (up 2 points)
  • 75% about affording their living expenses (up 5 points)
  • 75% about political divisiveness (up 3 points)
  • 72% about the War on Ukraine (up 2 points)
  • 55% about a new COVID-19 variant (down 2 points)
  • 47% about losing their jobs (up 2 points)

Following the State of the Union (SOTU) address, we surveyed Americans to pinpoint their views on the buy-American theme as well as to update our past research on companies “speaking out” on social issues. We found strong views on both.

“Made in America”

  • Nearly three-quarters (73%) of Americans say they often seek American-made products and brands when shopping (up 1 point from July 2022), especially true among those who watched some or all of the SOTU.
  • Regarding intentionally purchasing American-made products and brands, 71% report doing so a little bit or a lot.
  • 53% have shopped for an American-made product in the last month.
  • 76% of Americans agree that there should be more American-made products and brands available in the U.S.
  • 76% agree that brands need to make more products in the U.S. (up 1 point from July 2022).
  • 56% would be willing to pay more for a product if they knew it was American made.
  • However, 45% believe that American-made products already are too expensive.

“Speaking Out in America”

  • A third of Americans (38%) think that American companies are speaking out too much on social issues (up 6 points from July 2022).
  • 37% believe companies are speaking out the right amount (down 3 points from July 2022), while 25% believe they aren’t speaking out enough (down 3 points).
  • 68% of Americans think that, when companies voice their opinion on a social issue, it’s a marketing ploy (up 12 points from July 2022).
  • When companies are speaking out on social issues, 71% of Americans agree that a company’s history on social issues is important.
  • 60% agree that when a company speaks out on social issues, it must be supported by living their internal company values.
  • More Americans believe that there is generally more risk (59%) to a CEO speaking out on social issues (up 5 points from April 2022) than reward (41%).
  • Democrats (55%) are more likely to believe there is more reward in a CEO speaking out than Republicans (33%).
  • Americans also believe that CEOs expressing their own political views is bad for the company (47%, up 5 points from April 2022), more so than good.

During the next three years, nearly 2 billion people will travel at least once a year – making the travel and hospitality industry continually attractive. Yet what does the future hold? Stagwell’s Northstar partnered with travel technology company Amadeus on new research defining four new types of travelers – in a report titled Traveler Tribes 2033 – who will emerge in the next decade along with suggestions on what brands need to do to create relevant travel experiences for them.

  • Excited Experientialists:
    • 44% are without children and have a mid- to high-income job with flexible working options, which enables them to readily explore the world. They are more likely than other travelers to act on instinct, making them “anti-planners” and favoring less predictable and more exciting accommodation experiences. They also are open to technology like the use of artificial intelligence in the airport environment.
  • Memory Makers:
    • 44% are ages 42 and older and are habitual in their travel behaviors. They put people first and place less value on technology and sustainability, reassured by existing methods. Despite their skepticism about technology, they are excited about virtual reality and augmented reality preview tours before purchasing a trip.
  • Travel Tech-fluencers:
    • 48% of the group are under the age of 32, and their perspective is symbolized by how much technology they own. While many want to travel sustainably, they are more conscious about sustainability options around their method of travel, rather than where they’ll be staying.
  • Pioneering Pathfinders:
    • 82% are between the ages of 23 and 41. They like to plan but are not afraid of risk and are open to new experiences. This group is more willing than others to let sustainability influence their decisions. They will be very comfortable using all forms of alternative payment methods – whether cryptocurrency or within a virtual reality environment.

Our new State of Inequity report with Hue illuminates wide disparities along racial lines in workplace opportunity, compensation and experience in a post-pandemic labor market.

  • More than 200,000 Black and Latina women have disappeared from the workforce since the pandemic’s beginning. Many have stopped looking for new jobs, making them invisible to unemployment statistics and ineligible for federal benefits.
  • Most BIPOC employees report their employer has not instituted racial awareness training (82%) nor have they increased recruiting efforts toward racially diverse hiring (81%).
  • A gap exists between HR and employees: 84% of BIPOC employees report their company has not addressed the mental/emotional impact of discrimination on its employees of color since June 2020. At the same time, 91% of HR professionals surveyed say the various diversity-related initiatives their companies have implemented are effective.
  • One in four BIPOC women report not being paid fairly and in a comparable way to other colleagues at their level across their company.
  • BIPOC women are twice as likely not to be paid fairly and in a comparable way to other colleagues across their company compared to white men.
  • Two in Five BIPOC women reported feeling exhausted or burned out last year because of their workplace.
  • BIPOC women are twice more likely to report they have felt fatigued related to racial tension or issues at work in the last six months compared to white men.
  • More BIPOC women are not comfortable being fully themselves at work, twice as likely compared to white men.
  • Even in the face of workplace hardships, BIPOC women are investing in themselves. Nearly twice as many BIPOC women (45%) report gaining new skills or education to become a more competitive job candidate compared to white Americans (27%).

In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:

As always, if helpful, we would be happy to provide more info on any of these data or insights. Please do not hesitate to reach out.


Thank you.




Post Thumbnail
Post Thumbnail
Post Thumbnail


Sign Up



We’re home from CES 2023 and abuzz with the latest tech powering the next chapter of modern marketing. Read on for three quick things you need to know about how technology will impact brand marketing this year. Reach out if you’d like to connect on any of these trends. 


While the tech at CES is dazzling in its own right, the data it unlocks for brands is the true thought-provoker as we leave Vegas. Every tech advancement is generating fresh ways to capture first-party data from consumers. It’s on marketers to scope these technologies with a healthy mix of skepticism about privacy implications and eagerness about the ability to (more) seamlessly connect consumers to brands.  

Watch this Space: Pinterest announced a new data clean room collaboration with LiveRamp and Albertsons as the latter seeks to build a retail media network. 

Get Smart on Impact: Do Consumers Understand the Bargain of Digital Data?


Whether it was ever-more integrated home devices, new content partnerships, or gifting modern travelers with free wifi, the power of truly connected brands to drive performance is clear. In the year ahead, marketers need to prioritize linking content, commerce, and community in order to effectively serve consumers and boost brand efforts. Tech companies learned “built it and they will come” is a bad way to engage consumers; marketers, too, need to focus on delivering the content consumers want, when they want it, and engage digital and IRl communities to power better experiences.

Watch this Space: Delta announces Delta Sync, a new chapter of connected travel.

Get Smart on Impact: How Warner Music Group is Preparing for Connected Consumers in 2023


TECH IS ABOUT TO HAVE A POLITICAL YEAR  – The subtext on the convention floor this year was that tech is about to face increased scrutiny and possibly even regulatory action from governments around the world in the year ahead amid growing concerns that products and services are veering us closer to “1984” than 2023. Expect the industry’s practices around data privacy, competition, and content moderation to come under close examination and consider the reputational risks of marketing certain products or services if they are perceived as “bad tech.”  

Watch this Space: How TikTok Became a Diplomatic Crisis

Get Smart on Impact: Mark Penn in Forbes on Twitter, TikTok, and the Year Ahead  

🤖 Category Transformations

Check out the announcements from the past week we predict will drive the biggest vertical transformations in the year ahead. 

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, Qualcomm CMO Don McGuire and Stagwell Chairman and CEO Mark Penn share why artificial intelligence and augmented reality are the two trends to bet on in 2023.



Post Thumbnail
Post Thumbnail
Post Thumbnail


Sign Up

Originally Released On

PR Newswire


Sarah Arvizo

 Specialty Media Business Unit from the Stagwell Marketing Cloud is Incubating New Connected Marketing Mediums and Inventory for Brands

NEW YORK and LAS VEGAS – Jan. 4, 2023 – Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, today announced a Specialty Media business unit to create net new brand and performance inventory. The unitpart of the Stagwell Marketing Couldwill build media formats that offer brands novel ways to reach, engage, and monetize key consumer segments across sports, travel, retail, news and dining.  

“Stagwell is bringing new experiences to consumers whether they are at the stadium, in a restaurant or getting on an airplane. Along with these experiences come a wealth of creative marketing opportunities,” said Mark Penn, chairman and CEO, Stagwell. “Stagwell is at the forefront of these transformative technical innovations and new forms of richly targeted marketing.”  

Shared Augmented Reality (AR) Platform for Stadiums: ARound, a first-of-its-kind fan engagement platform, is a new stadium-level augmented reality platform, already in use by the Minnesota Twins MLB team at Target Field and the Los Angeles Rams at SoFi Stadium. ARound uses 3D spatial computing to map large-scale venues and localize content to individual users, enabling attendees to see the same real-time 3D effects and participate in the same shared experiences. This is a new, connected marketing medium, enabling brands to reach fans at scale with stadium-wide AR games, contests, effects, and a remote experience amplifying the energy and excitement of gamedays. 

QR Code-Powered Advertising Platform for Restaurants and Bars: Stagwell Marketing Cloud is developing an advanced digital out-of-home platform that directly integrates into digital menu and point-of-sale systems to serve contextual ads native to the customer’s experience. The platform provides brands with rich customer profiles and a new channel to place relevant, dynamic messages that complement the user’s current experience; for example, a promotional offer for a specialty cocktail designed to warm consumers during winter, a recommended wine to pair with the dinner meal, or an aperitif to complement dessert, generating rich first-party data in the process. 

Media Marketplace for Travel: Stagwell’s Ink, the world’s leading travel media company, has launched “The Travel Marketplace,” a one-stop shop for brands to get unparalleled access to 5 million passengers a day. The new platform offers access to an unmatched portfolio of channels including airport TV screens, WiFi sponsorship, multi-channel digital and physical platforms, inflight entertainment, branded travel documents, targeted social media, and more. With exposure to international and domestic brands including United Airlines, Virgin Atlantic, JetBlue and others, 2,500+ screens across 90 North American airports via Stagwell’s ReachTV, and exclusive first-party passenger data to drive smart targeting, brands can now easily engage across diversified performance mediums that reach travelers at every stage of their journey. 

Today’s commitment is part of a larger focus at Stagwell on transforming media solutions through impactful technology to be announced throughout CES. Further announcements will come from business agency GALE and global omnichannel media shop Assembly. 

About Stagwell  

Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 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  

Media Contact 
Sarah Arvizo 



Post Thumbnail
Post Thumbnail
Post Thumbnail


Sign Up



Headed to CES 2023? Before you board for Vegas, get smart with our top predictions for the technology and trends that will dominate the show and impact marketing transformation for the upcoming year. Stagwell will be on the ground sharing our vision for transforming marketing through impactful technology. Reach out if you’d like to connect.


Expect every piece of consumer technology that debuts this year to (eventually) double as a marketing or media platform. Devices will continue to get smarter – and better at data collection. And new AR/VR layers will only multiply the potential ways for brands to show up in consumers’ lives. 

Watch This Space: Plug into Thursday’s C-Space Keynote with Delta, Netflix, Instacart, Epic Games, and more: Building Connection & Community in a Non-Stop World.”

Get Smart on Impact: Every Company is Now a Digital Marketing Company – Whether it Wants to Be Or Not 


Expect every piece of consumer technology that debuts this year to (eventually) double as a marketing or media platform. Devices will continue to get smarter – and better at data collection. And new AR/VR layers will only multiply the potential ways for brands to show up in consumers’ lives. 

Watch This Space: Plug into Thursday’s C-Space Keynote with Delta, Netflix, Instacart, Epic Games, and more: Building Connection & Community in a Non-Stop World.”

Get Smart on Impact: Every Company is Now a Digital Marketing Company – Whether it Wants to Be Or Not 


Expect every piece of consumer technology that debuts this year to (eventually) double as a marketing or media platform. Devices will continue to get smarter – and better at data collection. And new AR/VR layers will only multiply the potential ways for brands to show up in consumers’ lives. 

Watch This Space: Plug into Thursday’s C-Space Keynote with Delta, Netflix, Instacart, Epic Games, and more: Building Connection & Community in a Non-Stop World.”

Get Smart on Impact: Every Company is Now a Digital Marketing Company – Whether it Wants to Be Or Not 

🤖 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:

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 if you are an executive that would like an interview.



Post Thumbnail
Post Thumbnail
Post Thumbnail


Sign Up



Missed Advertising Week New York this week? We distill the biggest brand takeaways on brand fandom, political advertising, and media channel transformations below. Follow Stagwell on LinkedIn to keep up with the insights.

Rise of Brand Fandom – Move over, sports teams and celebrities. 

Fifty-seven percent of consumers consider themselves a fan of a brand or product – higher than sports (48%), movies (52%), celebrities (54%), or online influencers/personalities (37%). 

The brands that take a holistic stake in consumers’ lives will drive loyalty, affinity, and advocacy–and not just in the moment. Fandom is not a fad or a flash in the pan; 2 in 5 brand fans have been fans for over 10 years. Focus on helping consumers develop their personalities through your brand by delivering marketing, events and experiences, and content that gives them a platform to express that personality.  

“Fandom is critical in the luxury space. Luxury is no longer defined as the most expensive thing –it’s defined by insider knowledge. We’re seeing a dispersion of brands being considered ‘wealth’ and ‘luxury,’ and price point alone won’t keep you in that luxury equity space. It’s important to have fan bases that really think of your brand as luxury.” – Neda Whitney, SVP, Head of Marketing, Americas, Christie’s

Political is the Biggest Media Story of 2022 – Get ready for hotter cyclical media environments as political advertisers diversify digital media channels to engage more voters.

Brands will feel the effect of political messaging as political advertisers spend a record $3 billion in the last three weeks of the election alone.

Many ads will tell Americans they’re poorer than ever because of inflation, for example – how will brands push back and get consumers to continue spending? Brands can no longer afford to be apolitical but risk looking too performative if they don’t back up their positions with actions. Lyft decided to foreground its identity as a transportation company when deciding to act, and as a result, it has provided ride services for voting, vaccines, and reproductive rights.

“We saw in 2016 that so many people chose not to vote because they didn’t have access to transportation. So we asked ourselves: how can we make an impact there? We created a voter access program and saw its immediate impact in 2020. It’s about looking at the issues consumers care about and our services. It’s our job to listen – to talk to elected officials and let them know we can come in as a partner to solve some of the issues our consumers care about.” – Heather Foster, Head of Government Affairs, Lyft

Digital Channels and Political Advocacy – Are political advertisers about to have the digital marketing efficacy reckoning?

This cycle will be the first many realize media buys are not driving impact because of mistargeting. Many voters in battleground districts no longer have traditional television – but there’s a disconnect between ad spending and consumption, with most dollars still going to broadcast. Brands need to get more comfortable shifting the media mix and taking risks with bourgeoning digital channels.

“The idea that there’s the TV generation and then there’s the kids – it’s an antiquated view. The fact is cord cutting is mainstream – now the majority of the population – and the idea that we can say we have a TV strategy and a different digital strategy is fraught with disaster. As we iterate, brands need to think about messaging across the full funnel, and know that TV and streaming work really well together because it allows us to do that. The future will be integrated streaming and linear in a really incremental fashion.” – Ashwin Navin, CEO SambaTV

Resurgence of OOH – OOH is resurging because OOH is modern.

When you start treating it like programmatic or digital it becomes a valuable tool in the funnel. Driving consumer engagement and social amplification through use of the OOH medium. (The Harris Poll found TikTok and other social media platforms are a major source of OOH ad visibility: 82% of TikTok users report frequently noticing OOH ads in content in their feeds, with nearly identical impact reported by Facebook and Instagram users.) And don’t sleep on the innovation underway here: location-based insights, shared AR capabilities, and more are all letting advertisers do more at scale. Embrace the underlying technology capabilities of Out of Home as a resilient pillar of your media plan for 2023.

”Out of home isn’t changing – the strategy is. Media is the new experiential and Out of Home is where people are. The technology that sits behind Out of Home is driving a different strategy lens, a different creative lens, and a different content lens.” – Brad Simms, CEO, GALE Partners.



Post Thumbnail
Post Thumbnail
Post Thumbnail


Sign Up


Assembly on July 12, 2022


Originally released on

Assembly Global

Our 2022 report takes a magnifying glass to global luxury brand egagement in China

Our 2022 report takes a magnifying glass to global luxury brand engagement in China, delivering four key consumer and market trends at the intersection of technology, culture, and brand experience.

Hot off the press Assembly is back with its much-anticipated global luxury brand reports. In 2022, we release a first-of-its kind-installment, focused on the market quickly becoming the most critical for luxury brands worldwide: China.

Download your copy of: LUXE IN CHINA – New Horizons for Luxury Brands

In 2020, it was reported that by the year 2025, China will contribute to half of all luxury goods purchases worldwide. Two years later and that trajectory is very much on track, as experts expect China to take its place as the world’s largest luxury personal goods market within the next three years.

Not only are the trends we see in this market relevant to the brands seeking to win the hearts and minds of Chinese consumers – but they also point towards luxury’s future place in the lifestyles of up-and-coming generations around the world.  Where China leads in technological advances and innovation and bold, new experiences, others often follow.

In the 2022 report, we look at four key defining trends, with insight and examples of successful implementation and transformation done by global brands in the Chinese market:

Emerging Media Formats

Our Future in the Metaverse 

The Evolution of Offline Immersive Experiences 

New Consumer Engagement Beyond Brand 

Get your copy today.

We also look at media investment trends across key luxury categories, as a signal of the continued digitalization of luxe brand experiences.

While challenging economic conditions and the continued effects of COVID are felt by all, luxury brands are creating vibrant, truly culture-defining moments to create closer connections with luxe consumers.



Post Thumbnail
Post Thumbnail
Post Thumbnail


Sign Up

Originally released on

NEW YORKMay 24, 2022 /PRNewswire/ — Grocery stores are riding reputational highs two years after the start of COVID-19 – with regional chains in particular being recognized for weathering the supply-chain storm. At the same time, the pandemic-era halo many industries enjoyed are beginning to normalize.

Those are among the insights of the Axios-Harris Poll 100, an annual ranking of the reputations of the most visible U.S. companies, which was released today.

Trader Joe’s, HEB Grocery, Patagonia, Hershey and Wegmans have the top-five best reputations in America on the 2022 Axios-Harris Poll 100 list.

Social media platforms and companies with missteps on social issues are the ones with the poorest reputations or that suffered the steepest declines. This year, The Trump Organization,, Twitter, Facebook and Fox Corporation are at the bottom of the 23rd annual list, with poor reputations.

“As Americans move on from COVID, they are looking at corporate reputation through a more practical lens,” said John Gerzema, CEO of The Harris Poll. “Companies delivering on time and keeping their promises despite supply-chain issues are being held in high regard. Businesses that also do their part to create a better world – whether through sustainability or taking a stand on authentic social issues – also are being rewarded.”

The Axios-Harris Poll 100 has ranked reputation since 1999. The survey’s Reputation Quotient (RQ) ranking is based on companies that are most visible to the general population and on their performance in seven key areas:

  • Trust – “Is this a company I trust?”
  • Vision – “Does this company have a clear vision for the future?”
  • Growth – “Is this a growing company?”
  • Products and Services – “Does this company develop innovative products and services that I want and value?”
  • Culture – “Is this a good company to work for?”
  • Ethics – “Does this company maintain high ethical standards?”
  • Citizenship – “Does this company share my values and support good causes?”

“It’s back to basics with companies that offer quality products and are guided by steadfast values riding to the top,” said Stagwell Chairman and CEO Mark Penn. “Those that became enmeshed in political quagmires tended to be set back.”

This year, grocery dominates the top 100 list. Three grocers (Trader Joe’s, HEB Grocery and Wegmans) are in the top five. Two other grocery chains (Publix and Kroger) are among the top 25.

“The poll reinforces what we have seen on the ground with our local news product Axios Local,” said Jim VandeHei, co-founder and CEO of Axios. “To reestablish trust with a skeptical population, you have to start closer to home, making a real impact within local communities. Consumers reward brands that deliver a trusted product on time and as promised.”

Among the insights from this year’s study:

  • Most visible: Amazon and Walmart are once again the two most visible companies in America, followed by Apple, Facebook, Google, Target, Nike, Microsoft, McDonald’s and AT&T.
  • New to the list: Newly added to the 100 most visible companies list for the first time ever are Trader Joe’s, Spotify, Big Lots, Shein and Subway.
  • Top 10: The most visible and most reputable companies – Trader Joe’s, HEB Grocery, Patagonia, Hershey, Wegmans, Samsung, Toyota, Amazon and Honda – are separated by only small degrees. All but Patagonia and Honda improved their reputations from last year’s highs.
  • Industry movement: As the world moves out of the crisis phase of the pandemic, industries that saw massive reputations boosted by the crisis have returned to pre-pandemic levels. Consumer products dropped 12 points from 2021, returning to 2019 levels (2022: 62% positive, 2021: 74%, 2019: 61%). Meanwhile, while the halo surrounding the pharmaceutical and health insurance industries is fading, both remain significantly above pre-pandemic levels (pharma 2022: 49% positive, 2021: 60%, 2019: 31%) and (health insurance 2022: 49% positive, 2021: 60%, 2019: 32%).
  • Perils of speaking out, or not: The economic and reputational loss from polarization hit companies once immune to politics and controversy. Disney fell significantly from last year – with the impact of being caught in a fight between politics and company values. Patagonia – which was number one on the list last year – continues its reputational high with great products combined with a strong societal view.
  • Biggest improvements: Companies with at least a good reputation and the strong year-over-year improvement include AT&T (up 6.3%), Google (6.1%), Starbucks (6.0%), Yum! Brands (5.4%), General Motors (4.7%) and The Home Depot (4.5%)
  • Biggest declines: Companies with the biggest reputational declines from last year include Stellantis (down 8.0%), Twitter (-4.9%), Pfizer (-4.7%), Disney (-4.3%), Trump Organization (-4.3%), Chick-fil-A (-3.7%), PepsiCo (-3.5%), eBay (-3.3%), ExxonMobil (-3.3%) and Electronic Arts (-3.2%).

“To excel at reputation, companies must deliver high marks on business performance, corporate character and trust,” said Ray Day, vice chair of Stagwell, which includes The Harris Poll. “While you can build a brand, you earn a reputation. Companies with strong reputations have a price advantage, a competitive advantage and a talent advantage. That’s why reputation needs to be a priority from the board room to the C-suite.”

The Axios Harris Poll 100 is based on a survey of 33,096 Americans in a nationally representative sample conducted March 11-April 3, 2022. The two-step process starts fresh each year by surveying the public’s top-of-mind awareness of companies that either excel or falter. These 100 “most visible companies” are then ranked by a second group of Americans across the seven key dimensions of reputation to arrive at the ranking. If a company is not on the list, it did not reach a critical level of visibility to be measured.

For information on all companies and their ranking on the 2022 Axios-Harris Poll 100, click here and here for an interactive graphic.


About The Harris Poll
The Harris Poll is one of the longest-running surveys in the U.S., tracking public opinion, motivations and social sentiment since 1963. It is now part of Harris Insights & Analytics, a global consulting and market research firm that delivers social intelligence for transformational times. We work with clients in three primary areas: building 21st century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Our mission is to provide insights and advisory to help leaders make the best decisions possible. Learn more by visiting and follow Harris Poll on Twitter and LinkedIn.


About Axios
Axios is a digital media company launched in 2017. Axios – which means “worthy” in Greek – helps you become smarter, faster with news and information across politics, tech, business, media, science and the world. Subscribe to our newsletters at and download our mobile app at

About Stagwell
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 10,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at 



Post Thumbnail
Post Thumbnail
Post Thumbnail


Sign Up

For realtime insights, follow us on LinkedIn

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

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

But before you dive in:

Captain Morgan x Anomaly

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

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

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

Cenex x Colle McVoy

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

Crosstown Rivals(premiering 2/13/22) 

Local Entertainment(premiering 2/13/22) 

CUE Health x Doner

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

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

Expedia x Anomaly

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

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

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

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

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

Groupon x Allison+Partners

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

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

LikeMeat x 72andSunny

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

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

Got Milk? x GALE

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

NFL x 72andSunny

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

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

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

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

Polestar x Forsman & Bodenfors

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

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

Quest Oculus for Meta x Anomaly

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

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

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

Tillamook x 72andSunny

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


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

Vroom x Anomaly

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

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

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



Post Thumbnail
Post Thumbnail
Post Thumbnail


Sign Up

Originally released on


The clouds are lifting over 72andSunny and things are looking a whole lot brighter. Only three years ago, the shop laid off five percent of its staff following the loss of one of its biggest clients, MillerCoors, and winding down its business with Unilever’s Axe, General Mills, and Johnnie Walker. But today, the MDC Partners agency is turning out the kind of head-turning creative that put it on the map in the first place, drawing 14 account wins from the likes of Etsy, Grubhub, Indeed, and United. Overall, the shop saw 16% organic revenue growth in 2020.

That’s in part thanks to Evin Shutt, the MDC shop’s very first employee, who was elevated to Global CEO, and Matt Murphy and Carlo Cavallone, who were elevated in December of 2020 to chief creative officer roles. The pair also became a part of 72andSunny’s newly formed Creative Leadership Council, a restructuring of its creative department, comprised of creative leaders across its offices around the globe.

“Whether you’ve been here for four months or 14 years, the defining characteristic has always been creativity,” Shutt says. “Even when we announced Carlo and Murphy’s promotions it was along with the Creative Leadership Council, which is about democratizing creative leadership across the company to make sure that we have a diversity of voices represented.”

Whether you’ve been here for four months or 14 years, the defining characteristic has always been creativity

Evin Schutt

CEO, 72andSunny

Last year the agency received critical acclaim, including 4 Emmys, for its film for the National Football League that aired immediately before the Super Bowl kickoff.

“The Next 100” started with a teenager performing a kick return across the country alongside 32 of his friends. The kid comes across NFL stars and legends on his journey urging him to “take it to the house”—and he does, running onto the actual Big Game playing field.

In the 2021 Super Bowl, the agency created an inspiring pregame moment by having a hologram of Vince Lombardi, iconic coach and social justice ally, deliver a speech about resiliency and unification. The project used AI to replicate Lombardi’s voice and the speech used words inspired from some of his actual speeches.

Other creative highlights for 2020 included a national campaign reuniting Carl’s Jr. and Hardee’s and an emotional Super Bowl ad for Indeed. 72andSunny whipped up a sex-themed cookbook for Trojan aimed at couples during quarantine, an Adobe Stock film festival, and Etsy’s first ever brand campaign with a touching series of spots featuring diverse stories. And although it had a recent stumble with the loss of the Truth Initiative, 72andSunny isn’t planning on looking back.



Post Thumbnail
Post Thumbnail
Post Thumbnail


Sign Up