Stagwell partners with ServiceNow on AI maarketing

The collaboration focuses on two areas: integrating marketing operations through AI and embedding creative and technical specialists within both organisations to accelerate innovation and implementation.

Stagwell has entered a three-year collaboration with ServiceNow to modernise how enterprises develop, activate and measure marketing campaigns.

The partnership will combine Stagwell’s AI-powered operating system, The Machine, with ServiceNow’s enterprise technology to connect marketing workflows, data and teams, while introducing a model that brings creative and engineering talent together to develop solutions.

Stagwell integrates The Machine with ServiceNow

Under the agreement, Stagwell will provide ServiceNow with enterprise-wide access to The Machine, its AI-powered operating system designed to connect people, tools and data in a unified environment. The integration with ServiceNow’s tools aims to streamline workflows, reduce organisational silos and improve coordination across business systems.

The companies expect the combined capabilities to support faster decision-making, more efficient execution and clearer measurement of the business impact of AI investments in marketing. They will also pursue joint go-to-market initiatives that combine Stagwell’s marketing and AI capabilities with ServiceNow’s enterprise reach.

Creative and engineering teams collaborate directly

The second component introduces a co-innovation model that pairs Stagwell’s Forward Deployed Creatives with ServiceNow’s Forward Deployed Engineers. The specialists will work directly within each other’s organisations to bring creative development and technical implementation closer together.

The approach is intended to help both companies develop, build and deploy solutions more quickly, translating ideas into practical business applications. By combining creative expertise with engineering capabilities, the partnership aims to connect marketing innovation with measurable outcomes.

Stagwell and ServiceNow focus on AI-driven marketing

Mark Penn, Chairman and CEO, Stagwell: "We are the tech company’s tech company, and this is exactly the kind of partnership Stagwell was built for. This agreement lets us work with ServiceNow at every level – as a technology partner and as a marketer. It’s a model for how a challenger network operates: fast, integrated and built around outcomes."

Simon Mouyal, CMO, ServiceNow: "Marketing is being reimagined at the speed and scale of AI, unlocking new levels of creativity and activation never possible before. We help our customers rapidly reinvent their business with our ServiceNow AI Platform, so we’re doing it internally at the same pace. Stagwell supports an integral part of our marketing reinvention. We share the same vision for an agentic marketing platform that delivers outcomes, drives more personalized experiences, and ultimately more growth."

The three-year collaboration reflects the companies’ shared focus on applying AI to marketing operations, personalisation and campaign performance, combining technology integration with closer cooperation between creative and engineering teams.

www.stagwellglobal.com

www.servicenow.com

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