Stagwell 与 ServiceNow 达成三年战略合作，为其史上最大多代理商交易
Stagwell Wins ServiceNow in the Largest Multi-Agency Deal in Its History
- 1Stagwell 与企业 AI 平台 ServiceNow 达成三年战略合作，围绕营销活动的搭建、投放和衡量开展 go-to-market 合作
- 2Stagwell 将在全组织采用 ServiceNow 的 AI 平台，旗下 Code and Theory、72andSunny 等四家代理商出任主导代理伙伴
- 3据 COMvergence 数据，ServiceNow 的媒体支出为 1.2 亿美元
- 4Stagwell CEO Mark Penn 称这是公司史上最大多代理商交易，近期还与 Adobe、Palantir 达成技术合作
交易实质是双向绑定，ServiceNow 以营销预算换取代理商阵营，Stagwell 用组织级采用其 AI 平台换来长期合约。
- 影响：三年合约对应约 1.2 亿美元的媒体预算，为旗下代理商带来可预期的收入底盘；营销服务与客户技术平台互相嵌入，双方的转换成本都会随之上升。
- 参考：营销服务商可考虑先算清组织级采用客户平台的迁移与培训成本，再评估以服务换预算的合约是否划算；企业营销团队值得在选定代理商前盘点其技术平台绑定情况。
- 依据：合作条款出自官方新闻稿，1.2 亿美元媒体预算来自 COMvergence 数据，规模之最的说法为 Stagwell CEO 本人口径。
Stagwell and enterprise AI platform ServiceNow have inked a three-year strategic partnership to collaborate on go-to-market initiatives that “build, activate, and measure marketing campaigns,” according to a release.
As part of the deal, Stagwell will adopt ServiceNow’s AI platform across its organization, while a group of Stagwell agencies, including Code and Theory, 72andSunny, Allison Worldwide, and Movers+Shakers, will be the lead agency partners for ServiceNow.
According to COMvergence, ServiceNow’s media spend is $120 million.
The partnership marks the largest multi-agency deal in the holding company’s history, according to Stagwell CEO Mark Penn, who called it a “win-win partnership.”
Penn touted this as the latest in a series of tech partnerships Stagwell has recently formed, including with Adobe and Palantir.
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来源：Adweek · adweek.com