Stagwell has announced that global e-commerce agency Brand New Galaxy is rebranding as Assembly.
The rebrand will take effect as a merger with media agency Assembly absorbing a part of Brand New Galaxy.
The rebrand will see the Brand New Galaxy bring its digital commerce capabilities and expertise into Assembly in MENA and around the globe.
Stagwell, the holding group for both companies, first acquired the agency Brand New Galaxy in 2021. And according to the company, the rebrand was a “natural next step” in the agencies’s partnership.
“Since we acquired Brand New Galaxy in 2021, the agency has been essential to accelerating commerce-driven solutions for our clients,” said Mark Penn, Chairman and CEO, Stagwell.
“We believe this combination is the right step to bring the best minds in the industry together with a broader spectrum of digital services designed to drive full-funnel growth and engagement.”
Combined capabilities
The move brings together both agencies’ capabilities and clients. Assembly will deliver its digital commerce services to clients, including Lindt, Ceer, and Mashreq.
It will also allow it to offer expanded solutions for brands like Lenovo, Fossil Group, and Virgin Mobile.
It furthers Assembly’s vision to create more connected omnichannel experiences to make clients’ brands perform.
“We are eager to embark on this new journey with Brand New Galaxy,” says Faisal Dean, Regional CEO of Assembly MENA.
“Our clients will benefit from a holistic approach that combines the best of digital commerce and omnichannel media, driving unparalleled success and true brand performance in the marketplace.”
The rebrand will add BNG’s transactional data to support Assembly’s AI-powered platform and operating system, STAGE. The system benefits from attitudinal and behavioural data.
Key executives from Brand New Galaxy will join Assembly’s leadership team to ensure seamless integration and continuity.
The regional agencies are no strangers with working with each other, having won and worked on with same clients before. Assembly and Brand New Galaxy used their combined capabilities to worked on Mashreq’s media account in 2022.
New entry to the region
The rebrand also is a part of Stagwell Network’s plan to launch its flagship creative agency, Forsman & Bodenfors in the region.
Brand New Galaxy’s creative team will be a part of the newly launched agency. All other aspects of Brand New Galaxy’s MEA business will be integrated into Assembly.
Brand New Galaxy Dubai’s Creative and Product Content unit will become a part of the global creative collective at Forsman & Bodenfors.
“Bringing the Dubai team into the Forsman & Bodenfors collective is an incredibly positive move, not least given the dynamism of the region,” said, Toby Southgate, Global CEO at Forsman & Bodenfors.
“I have known Brand New Galaxy MENA CEO, Adil Kahn, for many years, and his track record at the leading agencies in the region is testament to his creative roots – a background that is clearly appealing to a creative group like us with eyes on the region.”
