Stagwell, a digital-first global marketing and communications holding company built as a modern challenger to legacy agency networks, has announced the launch of Stagwell Media.

With this, Stagwell aims to take a new approach to media, building on its agency Assembly, which operates in the space. The name Assembly has now been dropped globally and in India.

According to a note from Stagwell, the agency is designed for the rapidly changing media landscape, in which brands 'must engage audiences while influencing the agentic systems that shape discovery, recommendation and activation'. The integrated model is powered by Stagwell's Machine OS.

Stagwell Media will continue to be led by Liz Rutgersson, the recently appointed CEO with a global and US remit alongside a regional leadership team including Connie Chan, CEO, APAC; Bridget Hopkins, CEO, Europe; Alap Ghosh, CEO, India; Ravi Rao, CEO, MENA; and Kacper Klos, global CEO - Digital Commerce, Poland.

Stagwell Media operates across 50+ markets with clients including Lenovo, DP World, Mastercard and P&G, among others.

Mark Penn, chairperson and CEO, Stagwell, said, "The traditional media agency model wasn't built for the future of media. Stagwell Media is. We saw a gap in the market for a different model and a new way to do media. By combining superior technology, deep media expertise and agility, we help brands to adapt faster, reach audiences more effectively and unlock growth."

Slavi Samardzija, global chair - media and Commerce, Stagwell, added, "Stagwell Media is built for a new era of marketing, one where brands need the agility to move faster, the integration to connect every touchpoint, and the technology to turn complexity into stronger performance. As Stagwell looks to disrupt the media landscape, Stagwell Media offers a superior combination of deep expertise, connected capabilities and technology built by media experts, for media experts."

Rutgersson said,  "The proposition of Stagwell Media reflects our belief that clients deserve a media partner built around their ambitions. By bringing together exceptional talent, integrated capabilities and a modern media model, Stagwell Media is designed to help brands navigate change with confidence and turn opportunity into stronger performance. I'm excited to lead the agency's next chapter and deliver even greater value for our clients."

The note for the launch also stated four principles that define the agency's approach:

A team built for ambition: A more agile model, built on a simplified, integrated structure and powered by a new kind of multidisciplinary talent with hands-on senior leaders.

Technology built for ambition: Next-generation agentic technology, the Machine OS, designed by and for industry experts, to win on every platform.

Innovation built for ambition: Creativity and innovation, unified with media, driven by global capabilities with local expertise.

Commercial models built for ambition: New structures that reflect where a business is going.

The global media agency will continue to partner with sister companies within Stagwell's Media & Commerce segment including Crispin, GALE, Goodstuff, Locaria, and Stagwell owned media to deliver solutions for clients.