By Michael Bürgi • August 10, 2026 •
This Media Buying Briefing covers the latest in agency news and media buying for Digiday+ members and is distributed over email every Monday at 10 a.m. ET. More from the series →
No one can dispute that technology has muscled its way into the world of marketing in such a strong way, it’s now a must-have skill for many agencies serving their clients. Among the leading agencies winning from this skill is Instrument, one of the agencies in Stagwell’s Code and Theory Network.
Instrument’s CEO, Laurel Burton, explained that the agency applyies technology-driven creative solutions immediately with a new client — or even in the pitch process — to get them to think beyond the parameters of what they’re comfortable with.
It certainly worked with new client Crocs, which earlier in 2026 handed Instrument a creative and tech assignment the day after hearing the agency’s pitch in a multi-agency RFP. The assignment: create new digital visibility for the brand (website included) showcasing content that works at a mid- and lower-funnel level.
