Stagwell Announces Three-Year Collaboration With ServiceNow
Stagwell and ServiceNow will work together on marketing operations, AI tools and embedded creative and engineering teams under a three-year collaboration.
Stagwell (NASDAQ: STGW) has announced a three-year collaboration with ServiceNow (NYSE: NOW) focused on changing how enterprises develop, launch and assess marketing campaigns. The arrangement combines Stagwell’s marketing and artificial intelligence capabilities with ServiceNow’s enterprise technology offering.
The companies plan to pursue joint go-to-market initiatives that bring together Stagwell’s agencies and AI capabilities with ServiceNow’s enterprise reach. Stagwell agencies named in the announcement include Code and Theory, 72andSunny, Movers+Shakers and Allison Worldwide, along with other agencies in the network.
The collaboration is built around two main areas: integrating operational systems and creating a model that places creative and engineering specialists within each other’s organisations.
Stagwell said it will provide ServiceNow with enterprise-wide access to The Machine, its AI-powered operating system. The company describes the platform as bringing people, tools and data together in a single operating environment.
The Machine and ServiceNow’s tools are expected to connect business systems, data, employees and artificial intelligence. Stagwell said this arrangement is intended to support faster decision-making, stronger execution and a clearer link between AI-related marketing investment and measurable business performance.
Under the second part of the agreement, Stagwell’s Forward Deployed Creatives will work alongside ServiceNow’s Forward Deployed Engineers. The teams will be embedded directly into each other’s organisations as part of a co-innovation approach.
According to Stagwell, the combined teams will develop and deploy solutions by bringing creative development and technical implementation together. The work will support the collaboration’s focus on building, activating and measuring marketing campaigns.
Mark Penn, Chairman and CEO of Stagwell, said the agreement allows the company to work with ServiceNow both as a technology partner and as a marketer. He described the arrangement as an example of a challenger-network model based on speed, integration and outcomes.
Simon Mouyal, CMO of ServiceNow, said artificial intelligence is changing marketing and that ServiceNow is applying its ServiceNow AI Platform to its own operations. He said Stagwell forms part of the company’s marketing reinvention and that both organisations share a vision for an agentic marketing platform focused on outcomes, personalised experiences and growth.
Stagwell describes itself as a global challenger network focused on transforming marketing through AI. Its specialists operate in 40+ countries, where the company says they combine creativity and technology to support client business results.
Stagwell announced a three-year collaboration with ServiceNow to modernise how enterprises build, activate and measure marketing campaigns. The collaboration is structured around unifying operations and developing a Forward Deployed Creatives model.
Stagwell's announced collaboration with ServiceNow is for three years. The source describes it as a joint go-to-market business strategy leveraging each company's offerings.
The two components are unifying operations and Forward Deployed Creatives. Stagwell plans to offer ServiceNow enterprise-wide access to The Machine, while the companies will pair creative and engineering teams within each other's organisations.
The Machine is Stagwell's AI-powered operating system, which the company describes as unifying people, tools and data into one seamless experience. Stagwell said it will offer ServiceNow enterprise-wide access to The Machine.
Stagwell said The Machine and ServiceNow's tools will work together to connect the systems, data, people and AI supporting the business. The companies will also pursue joint go-to-market initiatives pairing Stagwell's AI and marketing capabilities with ServiceNow's enterprise reach.
The model pairs Stagwell's Forward Deployed Creatives with ServiceNow's Forward Deployed Engineers, embedding the teams directly into each other's organisations. Stagwell said the teams will work together to imagine, build and deploy new solutions.
The named Stagwell agencies are Code and Theory, 72andSunny, Movers+Shakers and Allison Worldwide, alongside other Stagwell agencies. The source says these agencies will collaborate with ServiceNow.
Stagwell said the combined operating environment is intended to support faster decision-making, stronger execution and a clearer path from marketing investments in AI to measurable business performance. The stated focus is on modernising the building, activation and measurement of marketing campaigns.
Mark Penn, Chairman and CEO of Stagwell, said the agreement allows Stagwell to work with ServiceNow as both a technology partner and a marketer. He described it as a model for how a challenger network operates, built around speed, integration and outcomes.
Simon Mouyal, CMO of ServiceNow, said marketing is being reimagined at the speed and scale of AI and that ServiceNow is pursuing this internally through its ServiceNow AI Platform. He said Stagwell supports part of that marketing reinvention and that the companies share a vision for an agentic marketing platform focused on outcomes, personalised experiences and growth.
Stagwell describes itself as a global challenger network transforming marketing through AI. It says its specialists in 40+ countries connect culture-moving creativity with leading-edge technology to deliver scaled creative performance and improve business results for clients.
Stagwell is identified in the announcement as trading on NASDAQ under the ticker symbol STGW.