Stagwell has launched The Machine, an operating system that connects already-existing marketing tools and systems, having them work as one without the hassle of adapting to different platforms.
A statement released by the holding company described The Machine as “marketing’s first agentic operating system.” Its release also follows Stagwell’s recent launch of Newvoices.AI, a sales, support and retention AI platform.
Built by Code and Theory, a technology-focused creative agency within the Stagwell network, The Machine is powered by AI agents and amplified by the holding company’s agencies and data.
Michael Treff, CEO of Code and Theory, explained to Campaign that The Machine “plugs directly” into marketing tools such as Figma, Slack, Teams and Adobe and unifies them so that the data stored in each system can be used throughout without the annoyance of “app-switching.”
“We’re not asking you to abandon your infrastructure,” he explained. “We’re making it intelligent. It works where you work, so teams get contextual AI assistance directly inside the tools they already use. [There are] no new interfaces to learn; just your existing tools finally working as one system.”
Clients had been asking for an operating system such as The Machine, Treff explained. He noted that because information was “scattered” across platforms, tools and systems that didn’t communicate or function together, “every campaign felt like starting from zero.” The operating system will also connect brand strategy, creative production and media performance so that new campaigns can take into account past learnings. Stagwell also touts that the AI-assisted workflows will speed up output.
“We built The Machine to solve that fundamental problem,” he explained. “The result is marketing that finally builds on itself. Each campaign makes the next one faster, smarter and more effective instead of resetting every time.”
According to the statement, Code and Theory’s clients “are already adopting The Machine’s early model.” So far, Treff said client feedback has been “overwhelmingly positive.”
“We’re hearing things like, ‘this is just what we needed,’ and ‘why didn’t this exist before?’” he told Campaign.
While building this operating system, Treff mentioned The Machine was originally its placeholder name, but it eventually stuck. After all, he added, there didn’t seem to be a reason to come up with a complicated name for a platform designed to simplify work for clients.
“Plus, there’s something fitting about it,” he continued. “Marketing has always been very human; however, in the age of data and AI, it has felt more and more automated and stoic.”
Named Campaign US’ Digital Innovation Agency of the Year in 2025, Code and Theory has been expanding its capabilities to create award-winning work for clients, including the launch of its AI accelerator program in 2024. For clients such as the NFL, the agency has redesigned platforms, apps and created real-time content and immersive streaming experiences.
Stagwell will be offering demos of The Machine at CES on January 6 through 9.
