Stagwell’s Mark Penn on global expansion, Allison’s transition & PR reinvention
In a wide-ranging interview, Stagwell chairman and CEO Mark Penn reflects on the group’s push to diversify beyond the US, the transition underway at Allison, and how AI is changing the value of earned media and reputation expertise.
Stagwell is increasing investment across Asia and the Middle East as it seeks to rebalance a business that remains heavily weighted toward the United States, according to chairman and CEO Mark Penn, with its public relations and advocacy agencies playing a central role in that effort.
Speaking to Earned First in Davos last week, Penn discussed the group’s international expansion, along with leadership changes at its flagship PR agency Allison — where founders Scott Allison, Andy Hardie-Brown, Jonathan Heit have all departed. A new slate of leaders includes global CEO Wendy Lund, Jeremy Lucas and Margaret Key, the latter two to oversee Europe and Asia, respectively. Ray Day serves as Allison executive chairman in addition to his role as Stagwell vice chair.
Penn also responds to recent softness across parts of the PR sector, and how AI and political-style campaigning are reshaping the economics and practice of corporate communications. This interview has been edited for length and clarity.
