Stagwell, the US-based holding company known for owning agencies such as Assembly, Forsman & Bodenfors, Goodstuff, and 72andSunny, has postponed its annual Festival of Stagwell event, originally scheduled for September 10 at its London headquarters. The decision comes amid safety concerns highlighted by James Townsend, chief executive of Stagwell EMEA, who emphasised in a statement to Campaign Asia that the safety of attendees was the company's top priority. He added that the prevailing environment would not have supported the productive and collaborative atmosphere intended for the event, which was set to include networking opportunities, keynote sessions, and workshops.

This postponement follows recent scrutiny of Stagwell's work with the Israeli government. Earlier this week, details emerged of a major research and messaging programme conducted by a small team within the company, aiming to "create message and campaign paradigms for how to improve the position of Israel about the conflict." A leaked July 2025 presentation referenced this work, prompting questions about the company's client relationships. In response, a Stagwell spokesperson stated that its agencies operate autonomously when selecting and managing client engagements, and that this particular project did not indicate any change in the company’s broader client work approach.

Stagwell has been increasingly active in thought leadership and industry engagement, focusing heavily on the intersection of news media, advertising, and societal impact. Their recently published 'Future of News' study highlighted how 90% of CEOs and board directors consume news regularly, with strong majorities recognising news media’s role in raising awareness of critical issues, influencing society positively, and upholding democratic values. The study also revealed a prevalent belief among executives that advertising in news media is a strategic tool, though many caution that brand safety protocols might be excessively applied, potentially harming both advertisers and media outlets.

The company has demonstrated its commitment to industry discussions by sponsoring high-profile events such as the Cannes Lions International Festival of Creativity. At Cannes in 2022, Stagwell served as the official sponsor of the Speakers' Lounge, producing content and hosting conversations with industry leaders. More recently, during Cannes Lions 2024, Stagwell furthered its 'Future of News' initiative by convening panels that addressed the value of advertising in news media and sought to dispel misconceptions about brand safety in controversial or polarising news contexts. This initiative included groundbreaking research based on a survey of 50,000 US consumers, illustrating that placing ads adjacent to provocative news content did not negatively affect brand favourability or purchase intent.

Looking ahead, Stagwell continues to foster industry innovation through events like SPORT BEACH 2025, which will reunite leaders from diverse sectors, including major brand partners and cultural influencers, to explore the future of sports and entertainment marketing. This ongoing focus underscores Stagwell’s strategic positioning at the nexus of creativity, media, and client engagement, even as it navigates complex client relationships and the current postponement of its flagship Festival of Stagwell event.

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Source: Noah Wire Services