Code and Theory is the only network with a balance of 50% creative and 50% engineers at scale. The technology-first group within Stagwell is built to partner with businesses to navigate the complexity of changing consumer behaviors, emerging technologies and AI.

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


Tipico engaged Code and Theory to lead Bet Like You’re From Ohio, an integrated campaign to capitalize on the moment sports betting would be legalized in Ohio and bring Tipico to market. The agency utilized ChatGPT for persona development and leveraged real-time data to inspire everything it did, including creating hyperlocal messaging that helped Tipico meet 57% of its annual registration target in one month. 

Our Approach to Transformation

To earn the trust of Ohioans, Code and Theory first had to understand Ohio. What became clear fast was that Ohio has a chip on its shoulder. On a good day, Ohio is viewed by the rest of the country as average; on a bad day, as a flyover state that’s the butt of the joke. And as a sporting mecca, the sports industry just views it as a “market.” So when sportsbooks descended on the state with a universal attempt to sanitize sports betting, making it feel like it’s “for everyone,” Code and Theory ensured Tipico took a different approach. 

Faced with an extremely tight turnaround, Code and Theory tapped into AI using ChatGPT for persona development. A process that would often take weeks took their agency less than 48 hours. They created three living AI personas — Jay “The VIP Bettor,” Eric “The Ambitious Amateur,” and Josh “The Social Bettor.” These synthetic humans answered the agency’ questions, and the team leveraged this real-time data to better inform everything it did. 

The AI personas continued to mature thanks to app and website data. The outputs proved so effective in producing what Code and Theory calls “4th party data” (1st and 3rd party data + AI = 4th party data) that the agency has implemented this system for all of its work ever since. 

Our Impact

Code and Theory’s work drove 40,000+ registrations in one month (accounting for 57% of the annual 2023 target registrations goal) and 32% share of voice in Ohio for Tipico. The work has been well received, picking up awards for Best in Digital Industries – AI at the Drum Awards and a Gold in Marketing at W3. 

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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By: Rafe Needleman, SVP, Technology Content, Allison+Partners





Artificial Intelligence will change your job — not in five years, not next year, but now. If you’re not 100% convinced, spend some time experimenting with ChatGPT, the conversational chatbot released into open beta by OpenAI in November 2022. ChatGPT is the first free and easytouse chat product based on the groundbreaking GPT 3 Large Language Model (LLM). 

The product is a web-based chat system you can have a real conversation with. It is uncanny how well it constructs text output based on almost any input. It can answer questions, generate what appear to be original ideas and hold a decent conversation on any topic. It can also create plausible technical documentation, such as computer code and macros, and food recipes.  

If you haven’t already tried it, you should. This technology will have a huge impact on communications, marketing and advertising. It will change your job, as much as the introduction of the internet did.   

For many people, ChatGPT provides the first glimpse into what this type of AI will do for us in the future. It is both amazing and terrifying. And the revolution starts today.  

Here’s what to know to get started: 

1. You can use ChatGPT today to improve your productivity.

ChatGPT a great collaborator for generating ideas and outlines. Experiencing writer’s block? Ask ChatGPT to help get you going. Try “Outline an article about…” for starters.  

ChatGPT is also good at getting you up to speed on new topics (Try, “Explain Kubernetes”) and summarizing meetings and complex stories: Type, “Give me the bullet points for this:” and then paste in text from a transcript or story. It can even write Excel macros and more advanced computer code. As part of your existing workflow, ChatGPT can be a great starting point. But keep in mind it can’t (yet) replace all your human skills. Keep reading for why.  

2. ChatGPT lies.

ChatGPT is designed to create text that fits a linguistic model. While it is often useful and accurate, it does frequently make stuff up out of nowhere. In some instances, it gets facts completely wrong (ChatGPT seems to be convinced Russia has sent several bears into space, for example; it hasn’t!). Even if it has the correct information in its enormous corpus of knowledge, that doesn’t mean it understands it, and its output can sound completely plausible while being far off target. It’s also critical to remember ChatGPT was trained in 2021. It knows nothing about the world after that.  

Simply put, you can’t trust ChatGPT for accuracy. Always verify what it gives you. 

3. The field is evolving fast, and you need policies.

If you’re going to use this technology, it’s important to lay out clear guidelines as to how. For example, if you use ChatGPT to write an article for a client, does that need to be disclosed? How about if you use it to prepare social media copy? Let’s say you ask it to write a blog post optimized for a particular audience or SEO. Or maybe you just use it to get an article outline started. Is that something you need to tell stakeholders? 

Communications companies have already caught flack for using generative AI to create content. Publications like CNET have used ChatGPT to write articles for months, The Associated Press has incorporated some kind of AI since 2015, and even The Washington Post employed it to help write for the 2020 Presidential Election. They are all still working out how to use it and how they should publicly disclose its use for written articles.  

You must work out how you incorporate the technology into your day-to-day work in a responsible way.  Make it clear how your teams should and shouldn’t use the tool, knowing its limitations and pitfalls. And make sure you communicate this to partners and customers.  

4. Meet the “AI Native”

The capability of AI to generate original and useful creative work at scale will prove to be one of the foundational technologies of the 21st century. It will change how we live, work, learn and even think. The children born into this world will be “AI natives” and will understand the world of ideas in a different way from their parents. We can hope this technology will mostly be used to advance the way we learn and think, just as calculators changed our relationship with math. But we simply do not know yet how the developing brain will react to this type of machine intelligence. 

One thing we do need to look out for, though, is a growing digital divide exacerbated by this technology. AI is not cheap to create or run, and some populations may just not have access to it, potentially putting them at an economic disadvantage. It will be a global challenge to create a responsible framework for the distribution of this tech. 

5. Generative AI will impact your job, but it won’t kill it.

The software’s ability to create useful customized content is staggering and fundamental. It will certainly change how you work, as well as the nature of creative work at all levels and in every industry, worldwide.   

However, no matter how useful (or damaging) this technology becomes, AI will always lack imagination, vision and compassion. Adapting to this new technology will not be easy, it is still only a tool, and we can use it to reinforce our best, most human qualities. It will still need you – your humanity, your personality, your perspective and your soul.   

Be ready to change, adapt and embrace this new technology as another tool in your box of tricks. 

Those who ignore the power of AI in communications will fall behind a skills curve. It’s something we’ve already embraced at A+P as one of the many tools we use. And we help clients navigate how to make the most out of this amazing technology. Keep following this blog and our social media feeds on LinkedIn, Twitter, and Facebook as we continue our series on the power of AI.

Disclosure: This story was written by a human.



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Originally released on


NEW YORKJan. 31, 2022 /PRNewswire/ — Today, Stagwell’s (NASDAQ: STGW) PRophet, the first-ever A.I.-driven data-as-a-service (DaaS) platform that predicts earned media interest, sentiment and spread before a story is pitched, released a pay-as-you-go subscription option, providing new individual users immediate access to the platform without hassle and delays of traditional, lengthy corporate purchasing processes. PRophet is a product in the Stagwell Marketing Cloud, a suite of modern business transformation solutions for in-house marketers.

This new pay-as-you-go subscription option is among the first of its kind in an industry plagued by overly expensive, archaic pricing structures that often require long-term commitments. PRophet, which launched the second generation of its platform earlier this month, provides its users access to a smart dataset of more than 100,000 verified journalists from high-authority sources and millions of podcasts.

“It’s all about optionality. Many comms-tech companies require enterprises and agencies to commit to long-term contractual agreements that can get delayed due to the permissions approval process requiring sign-off by executives far removed from the end users who understand the value and urgency of access to platforms like PRophet,” said Aaron Kwittken, Founder/CEO of PRophet. “PRophet’s new pay-as-you-go model removes the middlemen, or any need for a drawn-out financial courtship, offering PR pros throughout the organization, agencies and brands alike, a just-in-time solution to overcome their pressing earned media obstacles.  They can skip having to beg their finance or procurement department for an enterprise agreement, and just be able to expense PRophet on a monthly basis instead.”

Through the new pay-as-you-go model, individuals will be able to complete the monthly transaction online using a credit card or through their Venmo account. PRophet is the first company of its kind to process user subscriptions via the secure, modern, mobile payment service.

“Through numerous demos, we’ve heard from PR professionals, representing brands and agencies of all sizes, who ask for a payment option that lessens the upfront financial burden that is so often present in traditional pricing structures,” said Andrew Meranus, Executive Vice President of Revenue for PRophet. “We’re proud to be among the first in our industry to offer an option that allows anyone, including small startups and individual account executives at global PR agencies, the means to gain fast access to the smartest earned media software in the industry.”

For agency and brand representatives seeking a new answer to their earned media dilemma, contact  Andrew Meranus or Elizabeth Finch to receive a detailed summary of the PRophet pay-as-you-go subscription model. For more information about the PRophet platform, please visit www.prprophet.ai

About PRophet
PRophet is the first-ever A.I.-driven data-as-a-service (DaaS) platform designed by and for the PR community that samples past stories to better predict future media interest, sentiment, and spread through natural language processing and machine learning. PRophet is owned by Stagwell Inc., and was founded by marketing industry thought leader and entrepreneur Aaron Kwittken alongside former political strategist, technologist, and author Mark Penn, Chairman and CEO of Stagwell Inc. To learn more, visit www.prprophet.ai.

Media Contact
Adam Wise
KWT Global



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