Stagwell vs WPP

Liz Rutgersson Named CEO of Stagwell's Assembly

Stagwell-owned agency Assembly has appointed Liz Rutgersson as its new CEO, with a global and North American remit. Rutgersson, who previously served as CEO of Dentsu's iProspect, will start in the role on Monday. She is tasked with driving growth, bolstering client partnerships, and building long-lasting relationships. Assembly also announced that Connie Chan has been named CEO of Assembly in the APAC region. Rutgersson's preliminary conversations with CEO Mark Penn and Stagwell leadership indicate alignment on making Assembly an 'agency for the future.' Rutgersson told ADWEEK she chose Assembly because of its nimbleness combined with the scale offered by Stagwell.

• Liz Rutgersson named CEO of Assembly, effective Monday.
• Rutgersson previously was CEO at Dentsu's iProspect.
• Connie Chan appointed CEO of Assembly in APAC.

Stagwell Expands Strategic Partnership with Adobe to Build the Future of Enterprise Marketing Together

Stagwell announces an expanded strategic partnership with Adobe to jointly build the future of enterprise marketing.

Reach TV Brings Streaming Ads to U.S. Airports

Reach TV, a Stagwell-owned streaming network, operates screens at 2,400 airport gates and in 500,000 hotel rooms across North America, reaching over 51 million travelers monthly. The company monetizes in-airport CTV-like inventory for advertisers via national and local spots sold through direct deals, private marketplaces and auctions via DSPs/SSPs. Reach TV licensed all 104 FIFA World Cup matches from Fox Sports and ran experiential fan-zone activations at airports. It uses TSA travel data, mobile location data, credit-bureau sources and Nielsen ratings to guide programming and measure ad effectiveness (brand lift, impressions).

• Reach TV has screens at 2,400 airport gates and in 500,000 hotel rooms across North America, reaching more than 51 million travelers a month.
• Reach TV is Stagwell-owned and bought the remnants of CNN’s airport network in 2021.
• Reach TV licensed and aired all 104 FIFA World Cup matches via a partnership with Fox Sports and created airport fan-zone activations.

Coca-Cola CMO Reveals Criteria for Next Agency Partner

Coca-Cola's Chief Marketing and Customer Commercial Officer, Manolo Arroyo, outlined his agency selection criteria at ADWEEK's Brandweek conference. With the beverage giant's $4 billion global media, data, and tech account in review, Arroyo emphasized the need for deeper integration with creators/influencers, retail media, and strong capabilities in tying investment to sales. He noted the importance of shifting metrics from brand love to actions and consumption. Incumbent WPP is favored to retain the business, with Publicis Groupe withdrawing to focus on PepsiCo's account. The remarks signal a strategic focus on performance-driven marketing and commerce integration in the next agency partnership.

• Coca-Cola's global media, data, and tech account worth $4 billion is in review.
• Coca-Cola CMO Manolo Arroyo said at Brandweek he prioritizes creator/influencer integration, retail media, and sales attribution in agency partners.
• WPP is the incumbent and favored to win the global account; Publicis Groupe withdrew from the pitch.

AI's Dual Impact on Agency Staff: Efficiency and Pressure

The article examines how AI is reshaping agency operations, highlighting increased efficiency alongside heightened pressure on staff. WPP plans to cut 1,000 more jobs by end of 2026, adding to 11,000 cuts since early 2025, as part of a strategic shift toward a leaner, AI-enabled business. Other holding companies like Havas have automated processes, with CEO Yannick Bolloré noting they've automated everything possible. A Basis report reveals 70% of agency professionals find their jobs harder than two years ago, and 54% report strained client relationships due to higher expectations and compressed timelines. Anonymous senior agency sources confirm the pressure to 'do more with less' but note morale varies. While AI saves time, especially with agentic AI for client queries, concerns remain about job security, tool proliferation, and the risk of over-reliance on AI for tasks like email writing. The article suggests agencies are adapting, but not without friction.

• WPP plans to cut an additional 1,000 jobs by the end of 2026, after cutting 11,000 since early 2025.
• Havas has automated 'everything we can automate', according to CEO Yannick Bolloré.
• A Basis report found 70% of agency professionals say their jobs are more difficult than two years ago.

WPP Wins Coca-Cola Global Media, Publicis Shifts to PepsiCo

WPP is set to win Coca-Cola's global media, data, and tech business, a significant win for CEO Cindy Rose as she works to turn the holding company around. Publicis, the only other contender, dropped out early to focus on PepsiCo's global media account, leaving WPP unopposed. Despite topping JP Morgan's new business rankings, WPP's like-for-like net sales declined 4.7% in the first half, and questions remain about its AI platform WPP Open's effectiveness. The article analyzes WPP's strategic choices, including skipping Coke's North American business, and compares its position to Publicis, which can afford to walk away from pitches due to past successes. Legal challenges, including a whistleblower suit and securities class action, also loom. Overall, the win provides a chance for WPP to prove its turnaround, though it still faces structural and cultural hurdles.

• WPP is set to win Coca-Cola's global media, data, and tech business.
• Publicis walked away from the Coca-Cola pitch to win PepsiCo's global media business.
• WPP's like-for-like net sales declined 4.7% in the first half of the year.