Allison+Partners launches Allison+Sports, a sports marketing specialty which will work with brands’ existing and planned sports sponsorships, athlete and celebrity endorsements and other marketing relationships to deliver integrated marketing strategy and execution, with an emphasis on earned media. The new specialty is also introducing a proprietary, data-driven tool called the Earned Performance Scorecard, which benchmarks how brand are doing with their sports investments; evaluates brands against best-in-class and competitive sets; and builds insights and strategy to inform future campaigns, programs and investments. “Today’s sports landscape is more intertwined with mainstream culture than ever before, providing extensive storytelling opportunities on and off the field,” said Allison+Partners managing director of strategy and sports marketing Shane Winn.
Stagwell acquires Brand New Galaxy, which provides scaled commerce and marketplace solutions for more than 150 brands and 500e-retailers worldwide. Stagwell says the acquisition will expand the reach of its global e-commerce offerings. BNG has been a partner of Stagwell via its Global Affiliate Program since 2021 and is the first acquisition Stagwell has made of one of its affiliates. It will join the Stagwell Media Network. "Their deep and extensive expertise in all things connected commerce sits in perfect complement to our growing portfolio of omnichannel media agencies,” said Stagwell Media Network global chief executive officer James Townsend.
UK-based agency The Romans has opened its first overseas office in Brooklyn, NY. Global advertising agency Mother has a minority stake in the business and will be sharing its US Brooklyn home with The Romans. The office, which has already signed on clients within the tech and retail spaces, will be led by newly recruited partner and executive vice president Sarah Jenkins. She joins the agency from experiential marketing agency NVE and was previously senior vice president at BCW. Jenkins will report directly to CEO Joe Mackay-Sinclair, who will divide his time between London and New York. “In collaboration with Joe and the Mother team, we're growing the US offering to deliver bold work powered by a diverse team of culture-obsessed communications experts," said Jenkins.