Stagwell and enterprise workflow management platform ServiceNow have inked a three-year partnership to combine their AI and marketing technologies and to jointly go to market pitching companies to create and manage their marketing campaigns. 

As part of the agreement, several Stagwell agencies — including Code and Theory, 72andSunny, Movers+Shakers and Allison Worldwide — will work with ServiceNow. 

Last year ServiceNow appointed Dentsu X as its global media partner. It was not immediately clear whether the new Stagwell partnership affects that assignment. ServiceNow and Dentsu didn’t return queries seeking comment.  

The new partnership has two main elements. Stagwell will give ServiceNow access to The Machine, its AI-powered marketing operating system.

The goal is to connect marketing data, people, software and AI tools into a single workflow that speeds up decision-making, improves campaign execution and makes it easier to measure business results. The two companies also plan to jointly market these capabilities to enterprise customers. 

The firms will also work together on new products. Stagwell's creative teams and ServiceNow's engineers will work together inside each other's organizations to develop and test new AI-powered marketing solutions more quickly. 

Mark Penn, Chairman and CEO of Stagwell stated: "We are the tech company's tech company, and this is exactly the kind of partnership Stagwell was built for. This agreement lets us work with ServiceNow at every level - as a technology partner and as a marketer.”  

ServiceNow spent $348 million on advertising in 2025, according to its annual report for that year.  

Simon Mouyal, CMO of ServiceNow added: "Stagwell supports an integral part of our marketing reinvention. We share the same vision for an agentic marketing platform that delivers outcomes, drives more personalized experiences, and ultimately more growth."