- Stagwell has acquired Left Field Labs, a 15-year-old agency that has made a reputation for itself within the fields of emerging technology, digital transformation and immersive experiences, in line with an organization announcement.
- As a part of Stagwell’s Constellation Network, Left Field will offer services around strategic innovation, user experience design, adept prototyping and technological engineering. Left Field has worked with brands including Google, Meta, Amazon, Uber and Cisco.
- This is the corporate’s third acquisition of 2023, following digital creative agency In The Company of Huskies in April and Tinsel Experiential Design in July. The latest deal comes as it doubles down on AI capabilities in data and research through The Harris Poll.
Stagwell likes to call itself a “challenger network,” and, as such, it is searching for ways to act smarter through digital capabilities and advanced AI tools. By acquiring Left Field Labs, the network is bringing in a proven digital player — the agency has launched 3,200 products for Google alone — that may provide expertise and experience in emerging tech and AI for Stagwell’s Constellation network agencies.
The deal suits into Stagwell’s long-term strategy that features taking a leadership role in transforming digital marketing through AI, per Mark Penn, chairman and CEO of Stagwell, in an announcement.
“Left Field has spent 15 years crafting experiences that never existed before, with an exemplary track record of steadily innovating with AI and constructing what’s next with partners like Hasbro, Unity, and DataRobot,” said Penn.
As Stagwell looks toward the longer term, it also recently added former global CEO of Young & Rubicam David Sable as vice chairman, Ad Age reported.
As a part of Constellation, Left Field might be tasked with launching a collection of offerings that weave together AI, digital transformation and immersive experiences to assist clients harness AI capabilities while maintaining enterprise security, transforming product strategy and creating solutions for more efficient workflows.
Left Field Labs has helped Ford design its foundational features for its in-car Sync 4.0 operating systems, in line with the discharge. It also served as Verizon’s innovation partner to define, communicate and commercialize the telecom’s emerging technologies.
The Left Field acquisition follows a rollout of AI-based research products under its The Harris Poll unit. The recent products, called Harris Quest, include self-service surveys, real-time brand tracking and customer experience management tools. Harris Quest will eventually be integrated with other software and data tools for marketers as a part of Stagwell Marketing Cloud, Digiday reported.
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