Stagwell has signed ServiceNow to a three-year strategic partnership — the largest multi-agency deal in the holding company's history, according to CEO Mark Penn.

The partnership covers go-to-market work that will, in the words of the announcement, "build, activate, and measure marketing campaigns." ServiceNow, an enterprise AI platform, becomes both a client and a technology supplier in a single arrangement.

Penn called the agreement a "win-win partnership." The structure explains the label.

What does the deal actually include?

Two commitments run in parallel.

• Stagwell agencies take the lead on ServiceNow's marketing work. Code and Theory, 72andSunny, Allison Worldwide, and Movers+Shakers will serve as lead agency partners.
• Stagwell adopts ServiceNow's AI platform across its own organization, making the client's technology part of the network's internal stack.

COMvergence, a marketing intelligence firm that tracks agency assignments, puts ServiceNow's measured media spend at $120 million.

Why the dual structure matters

The deal pairs revenue with tooling. Stagwell gains creative and go-to-market work for a major enterprise software brand. In return, ServiceNow's AI platform gets deployed inside Stagwell's operations.

Penn framed the arrangement as part of a deliberate pattern. Stagwell has recently formed technology partnerships with Adobe and Palantir. ServiceNow extends that sequence.

For a mid-sized holding company competing against larger rivals, technology alliances offer a way to win enterprise clients without matching their scale. The ServiceNow agreement shows the model working at its largest size yet for Stagwell.

The three-year term gives the arrangement stability that project-based wins do not. Four agencies share the lead role, which keeps the business inside the network rather than concentrated in one shop.

Whether the Adobe, Palantir, and ServiceNow alliances begin to shape a distinct Stagwell positioning — the tech-integrated network — will be the question competitors and clients watch as the partnership moves into execution.

By Elena Vasquez