Mark Penn, 2008 Chief Campaign Strategist for Hillary Clinton, with the latest on the 2016 presidential campaign trail.
Pollster Mark Penn discusses Hillary Clinton’s DNC speech, the points she made, and the effect it could have on poll numbers.
Mark Penn, Hillary Clinton’s 2008 Chief Campaign Strategist, on Hillary Clinton’s political career and presidential nomination.
From the viewpoint of the Democratic National Convention in Philadelphia, Mark Penn joined The Atlantic’s Washington Editor at Large, Steve Clemons for an in depth conversation on the state of the race and the many issues facing the country.
The digital revolution has left major brands unsatisfied, unsure if they’re getting the most out of their marketing dollars. It has opened the door for smaller entities that are unencumbered by legacy business structures and are empowered by disruptive technologies, firms that can create groundbreaking work and compete with established holding companies for lucrative business from blue-chip brands.
That’s Mark Penn’s view of the marketing landscape and the impetus behind The Stagwell Group, an evolving holding company he founded last summer. He sees Stagwell, officially an investment advisory firm, as the challenger brand to the WPPs and Omnicom Groups of the world. He believes he can build a more collaborative, nimbler group of agencies.
“Stagwell is the new kid on the block,” he stresses during our interview in his K Street office in DC. “We are putting together a group of companies in the marketing services area with leading-edge creativity, great analytics, and strong depth in digital.”
There are self-implied dictates: No rosters of PR or marketing agencies doing virtually the same thing while competing against one another. Stagwell’s firms must be digitally driven. And agency CEOs must not look forward to retirement; rather, they must prove collaborative and work with sister shops in an era when household name brands seek their own version of cross-agency groups such as WPP’s Team Detroit.
Stagwell Group, founded by former Microsoft executive Mark Penn, has acquired a majority stake in creative digital agency Code and Theory.
The deal follows closely behind Stagwell’s acquisition of National Research Group from Nielsen at the end of November and PR and political consulting firm SKDKnickerbocker in October.
Code and Theory, co-founded in 2001 by Dan Gardner and Brandon Ralph, will continue operating independently within Stagwell. Its current management team will remain in place, and Mr. Gardner and Mr. Ralph still hold a minority ownership stake.
Mr. Penn said Code and Theory’s combination of “engineering and creative talent that goes to creating great digital experiences with great growth brands” is in line with Stagwell’s strategy.
Former Hillary Clinton Campaign Senior Strategist Mark Penn on Hillary Clinton’s scandals, her tax plan and the Republican field in the presidential race.
Mark Penn’s Stagwell Group has agreed to acquire National Research Group from Nielsen for an undisclosed price.
The firm, which has over 100 employees and offices in Los Angeles and London, provides Hollywood studios with tracking data in the weeks leading up to the release of their movies.
“We are excited to welcome NRG into the Stagwell family of companies and as a market research practitioner for the last 40 years I’m particularly pleased to add these key capabilities,” said Penn. “NRG has been a global leader in Hollywood market research and we see product innovation as a key ingredient for success in a rapidly changing entertainment marketing landscape.”