One of the most interesting aspects of PR is its potential is pretty much limitless. What PR is continues to evolve, as does what it means for brands. And that’s been an interesting thing to witness, particularly throughout the COVID-19 pandemic. What’s been encouraging to see over the years is how clients have continued to invest in – and prioritise – PR. 

We have limited word counts for each agency description, so we won’t have room for all of Allison’s 2022 account wins.  Now a global giant, the 21-year-old firm snagged work from AAA, Athleta, GE Power & Water, Hasbro, Grammarly, Mars Wrigley, Moderna, Poshmark, Sennheiser, and TikTok – and that’s just a partial list. Some of its campaigns became the year’s most talked-about, from the American Foundation for Suicide Prevention’s #MoreForMentalHealth initiative to Corona’s global plastic fishing tournament, which removed over 20 tons of plastic from the ocean and garnered over two billion impressions. If that wasn’t enough, Allison launched its new Allison+Sports and BrandGeist divisions this year.

The agency has created one centralized unit for its research and analytics efforts, called the performance and intelligence group. The group, led by one of the agency's partners, Brent Diggins, will offer cross-channel analytics and insights, data science, measurement and research.

When I think of 2017, I reminisce a bit on a pandemic-free world we used to inhabit. So, I am grateful we are in a much better place now! That aside, 2017 was an exciting year for us, launching Allison+Partners in India and seeing the opportunity and the phenomenal prospect of the India market. As Steve Jobs said, “You can’t connect the dots forward but only backwards.” 2017 was only the precursor to PR’s increasing prominence on the centerstage. And as the pandemic showed later, companies placed even more importance on the need to over-communicate. I am glad that we had the opportunity to quickly build valuable relationships with our clients, demonstrating our value from the get-go to all the way through the worst of the pandemic to present day. 

Sports advertising in the United States operates under a different model than in other countries, but could the upcoming World Cup leave an impression on American sports?   

From more than 5,500 entries submitted around the world to PRovoke Media’s SABRE Awards competition, the judges selected 40 to receive Global SABRE Awards at PRovokeGlobal, returning to The Watergate Hotel in Washington, D.C from October 24-26.

Allison+Partners is making it easier for brands to determine their cultural relevance.

The agency has launched an offering called Brandgeist IQ, which is a proprietary methodology that measures a brand’s cultural relevance in real time and compares it with that of other brands.