News | June 9th 2023

Code and Theory Expands Global Capabilities and Leadership, Merges with YML to Challenge Big Consultancies

Originally published in Adweek

By Kyle O'Brien on Jun. 8, 2023 - 2:00 PM

Stagwell digital transformation and engineering network Code and Theory is looking to compete with the big global consultancies and is making strategic changes to get there.

The agency is now offering a combination of digital strategy, creative and technology to boost clients’ growth capabilities, notably integrating YML (Ad Age's Customer Experience Agency of the Year) into the Code and Theory brand and partnering with Oracle.

The Code and Theory network, which is at nearly 2,000 people, has a balance of 50% engineers and 50% creative talent. Under its new strategic vision and leadership, it is doubling down on its technology and engineering capabilities to create stronger end-to-end consumer experiences, which it said will allow for better business enablement and growth for its clients.

“We are now implementing the leadership and vision to create a competitive offering that has never existed before in the marketplace. Our experience led-approach allows us to build out client growth capabilities for clients for the long term,” said co-founder and executive chairman Dan Gardner in a statement.

In addition, the network will be fully integrating YML into the Code and Theory brand by the end of the year to bolster capabilities and offer a more frictionless ability for offshore development and native expertise. Code and Theory will also partner with Oracle to provide AI at scale for its clients and extend its leadership in this emerging space.

The network will also launch its design transformation practice which allows business leaders and decision makers to actionably embrace transformation. The practice is founded on a set of cognitive, creative, organizational, strategic and practical approaches to help businesses generate future value, according to an agency statement.

“We are doubling down on technology and engineering to continue to live up to our name, Code and Theory, the balance of creativity and technology. The engineering side of the house just got much stronger and more connected to creative and design,” said CEO Mike Treff in a statement.

Treff continued that the network is continuing to bring changes to Code and Theory to enable business growth, faster speed to market and more end-to-end competency for its clients.

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