From hours to minutes: Stagwell transforms campaign audits with MCP-enabled Copilot agents

Stagwell Media Platform operates across a complex paid search ecosystem spanning multiple markets, product lines, and account structures. But despite the scale, optimizing performance consistently was a challenge. Audits can be slow and labor-intensive. 

Using the Microsoft Advertising MCP server, they deployed a Copilot agent that enabled their marketers to audit more campaigns faster, fundamentally changing how they work.

Unlike traditional AI tools that sit outside practitioners' workflows, the Stagwell Media Platform worked with Microsoft Advertising and Microsoft Customer and Partner Solutions engineers to embed AI into day-to-day operations.

Here’s how they did it:

• Grounded in human expertise: They built a Copilot agent directly connected to the Microsoft Advertising platform through MCP server via Azure AI Foundry. It was trained on human-generated audit reports to ensure outputs are relevant, accurate, and aligned to real-world best practice.
• Always-on expertise: The agent operates within the day-to-day workflow of Assembly teams, serving as an always-on senior search specialist working alongside them. 
• Insight to action, faster: The agent pulls live campaign data, applies audit frameworks, provides recommendations, and creates client-ready outputs for practitioners to review and act on.
• Human in the loop: Practitioners review outputs, apply judgment, and lead strategy, ensuring AI enhances, rather than replaces, human expertise.

Assembly transformed a previously manual, time-intensive process into a streamlined workflow, enabling teams to audit campaigns more frequently across markets and accounts. This shift supports a move from periodic reviews to continuous optimization.

Practitioners now spend less time on analysis and more time driving growth and helping clients act on insights. The approach also scales globally, improving consistency, and extending access to proven audit frameworks.

The result is a new way of working, where AI is embedded into everyday media operations and delivers value at scale. This also ensures greater consistency in recommendations across global teams, helping standardize performance.