RE: Merger / Takeover in the Times today13 May 2024 18:20
On Stagwell group.
'It is understood that Goodstuff had entered into partnership discussions with a number of digital specialist companies last year, including ForwardPMX which was folded into Assembly by The Stagwell Group in September.
Stephens told The Media Leader that progressive advertisers increasingly want “omnichannel brilliance” from a single agency partner, which is why the likes of WPP, Omnicom and Publicis Group are “reinventing themselves by investing billions into digital data and technology”.
“On the other hand you’ve got the newer breed digitally-focused agency groups, fuelled by private equity money, growing at a rapid rate,” Stephens said. “Which is why we reached the conclusion that to genuinely compete on a level playing field with both networks and specialists, we’d need to enter into a partnership that would build on our existing digital offering but would add comparable scale and depth of resources for our clients.”
“To illustrate the scale point, the likes of Assembly, Croud, Jellyfish and Brainlabs all employ thousands of people and Wavemaker, I had heard, deployed something like 75 people – or 50% of our agency – to design and build their new AI product. For Goodstuff to get to anything like these levels of resource, we needed to face into it and look for the right partner."