#USA #London #Stagwell #Advertising #news media

Stagwell's Bold New Direction in Advertising

In an age where the landscape of news media is continuously changing, Stagwell (NASDAQ: STGW) has made a resounding declaration that it is committed to increasing its advertising expenditure within news media by an impressive 22% for the year 2025. This announcement coincides with the company's participation in the second annual Future of News UK summit held in London. The decision aligns with the findings of recent research indicating that a remarkable 89% of CEOs and board directors from the EMEA region actively follow the news, reading an average of five articles per day.

Mark Penn, the Chairman and CEO of Stagwell, emphasized the significance of this commitment: "At Stagwell, we believe supporting trusted journalism isn't just good for society — it's smart business. The data continues to back that up, which is why we're doubling down on our commitment with a significant increase in news ad spend for 2025."

Stagwell's initiative, known as the Future of News, seeks to revitalize the connection between news and marketing by fostering research, events, and informed dialogue focused on brand safety. The current study, conducted by Stagwell's own research consultancy, HarrisX, surveyed over 500 leaders from CEO and board director positions across the UK, France, Germany, and the Gulf Cooperation Council (GCC). The findings reveal a strong consensus among business leaders about the power and relevance of news as an advertising medium.

Insights from Business Leaders

Among the key statistics revealed in the study:

• - A striking 80% believe that news media provides a robust platform for companies to engage with their stakeholders.
• - 73% of UK CEOs and board directors support the idea that news media is vital for democracy, alongside 82% of their GCC counterparts.

Furthermore, a notable 85% of EMEA CEOs and Directors are convinced that investing in advertising through news media is a prudent decision, with 92% from the GCC affirming the same. These leaders recognize that advertising on news platforms can have a positive reputation impact on both the general public and financial investors, both rated at 86%.

Brand Safety in the Spotlight

Despite the enthusiasm for advertising in news media, the topic of brand safety remains a contentious issue. The study found that while only 9% of EMEA CEOs and Board Directors believe safety protocols shouldn't be implemented at all, 71% argue that these safety measures are overutilized to the detriment of media organizations and advertisers alike. Notably, CEOs and Directors from Germany appear slightly more conservative about safety applications compared to those in France and the GCC, where belief in strict safety protocols is much higher—47% in France and 51% in the GCC.

James Townsend, Stagwell's EMEA CEO, remarked, "This study illustrates that despite the noise around brand safety, AI, and politics, EMEA business leaders recognize the significant impact news media has on effective advertising."

In a move to continue the dialogue, Stagwell is hosting panel discussions at its EMEA headquarters in London. These events feature industry stalwarts from leading media organizations like CNN International, Newsquest, and The Sunday Times, focusing on how journalists are navigating the ever-evolving media landscape, holding power accountable, and addressing pressing societal issues.

For those interested in learning more about Stagwell’s initiatives and how to participate, the company encourages visits to their dedicated portal stagwellglobal.com/future-of-news/.

Who is Stagwell?

Stagwell is recognized as a challenger holding company dedicated to transforming the marketing sphere. The organization strives to connect impactful creativity with cutting-edge technology, merging the art and science of marketing. Boasting over 40 countries' worth of entrepreneurial specialists, Stagwell is unified by the goal of improving results and effectiveness for clients around the globe. To explore their comprehensive offerings, you can visit StagwellGlobal.com.