Stagwell announced its commitment to increase 2025 ad spend in news by 22% compared to 2024.  

The announcement was timed to Stagwell’s second annual Future of News UK summit today. The company also released a new study revealing EMEA CEOs and Board Directors view news as a key medium to reach stakeholders.  

“At Stagwell, we believe supporting trusted journalism isn’t just good for society — it’s smart business,” stated company chairman and CEO Mark Penn.    

Stagwell launched its “Future of News" initiative last year with the goal of reinvigorating the relationship between news and marketing through research, events and other activities.   

The latest study was conducted by Stagwell's research unit HarrisX and surveyed more than 500 CEOs in the Europe, Middle East and Africa region and board directors across the UK, France, Germany and the Gulf Cooperation Council (GCC).  

Among the findings: 80% think news media gives companies a powerful medium to reach their stakeholders.   

73% of UK CEOs and board directors think news media is critical to democracy, as do 82% of GCC CEOs and board directors.  

Overall, 85% believe advertising on news media is a good investment.   

EMEA CEOs and board directors believe advertising on news media will have the greatest positive reputational impact among the general public (86%) and financial investors (86%). 

As for brand safety, a majority (71%) believe brand safety protocols are overapplied to the point of hurting media outlets and advertisers. But just 9% of EMEA CEOs and board directors say safety protocols should not be used at all.