Stagwell Media rebrands Assembly with agentic AI model

Stagwell has announced the rebranding of its global media agency, Assembly, to Stagwell Media. The transition introduces an integrated model that connects media planning, activation, data, commerce, and technology.

The new structure is powered by the Stagwell Machine OS, an agentic AI operating system designed to help brands navigate evolving consumer behaviors, such as discovery and purchasing through AI-driven search and recommendation systems. The agency operates in more than 50 markets with a workforce of over 2,300 experts, serving global clients including Lenovo, Mastercard, DP World, and P&G.

Loymark, the agency’s affiliate in Latin America, will implement this model within regional markets. José Coto, CEO of Loymark, stated that the shift reflects an industry move toward more agile, integrated, and AI-supported media models to match rapid changes in how consumers search and buy.