Stagwell rebrands Brand New Galaxy as Assembly

Stagwell has announced the rebranding of Brand New Galaxy (BNG) as Assembly. This move will expand Assembly’s global digital commerce and omnichannel media capabilities, strengthening its ability to deliver comprehensive brand performance across the customer journey. Brand New Galaxy, which provides scaled commerce and marketplace solutions for over 150 global brands and 500 e-retailers worldwide, was acquired by Stagwell in 2022.

The rebranding brings together more than 400 digital commerce experts from BNG into Assembly, now offering enhanced solutions for its clients, key among them Lindt, Ceer, Mashreq, Lenovo, Fossil Group, and Virgin Mobile.

Key executives from BNG will join Assembly's global leadership team. Piotr Morkowski, former CEO of BNG, will now serve as Assembly’s global digital commerce CEO. Julia Dziurbiejko and Kacper Kłos will assume roles as global digital commerce COO and global head of digital commerce, respectively.

"Joining forces with Assembly creates more growth opportunities for both our clients and people," Piotr Murkowski stated. 

The integration of BNG's tools into Assembly's existing tech stack, particularly the STAGE platform, will supercharge the agency’s offerings. "The connected capabilities across our business and the acceleration of our technology with BNG’s AI tools will help us deliver more impactful and connected experiences," said Richard Brosgill, Assembly’s APAC CEO, in an exclusive chat with Campaign Asia-Paficic.

Mark Penn, chair and CEO of Stagwell, highlighted the merger's strategic value: “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.”

Brosgill further elaborates on the regional implications. Despite BNG not having a direct presence in the Asia Pacific (with offices primarily across Europe, MENA, and the US), its capabilities are being tapped across the region. Brosgill emphasised that the formal integration of BNG into the Assembly stack “brings more than just capabilities—it introduces a wealth of technology. Among these are creative assessment tools, creative development tools, and AI-driven marketplace assessment tools,” he said.

Brosgill is particularly excited about the sentiment analysis tool, which examines reviews, feedback, and public discourse about a product. “This valuable data can inform brand and media narratives, fostering faster connectivity," he added.

Rick Acampora, global CEO of Assembly, welcomed the integration: "Their expertise in digital commerce is a fantastic addition to help drive more meaningful connections between clients and their audiences. This integration allows us to connect clients' needs from end-to-end with more transactional data and insights to inform better brand strategies."

The rebranding and integration, a strategic move, is poised to enhance the Assembly’s capabilities and will result in a 20% increase in global headcount. Aligned with Assembly’s goal to “Find the Change that Fuels Growth,” this move reinforces its position as a leader in connected digital commerce and omnichannel media, delivering superior value and ROI for clients worldwide and paving the way for a more prosperous future.