Allied Global Marketing launches a partnership marketing division in London, part of an overall expansion of the agency’s services in the UK and European markets. The division will offer services including in-kind and licensed promotions, sponsorships, product placement and brand ambassadors/talent acquisition. Allied also plans to grow the localized teams in its offices in Sydney and Miami. The London-based partnership market team will be led by Melanie Wills, who joins the firm as vice president, UK/European partnership marketing. “This move enables us to expand our Partnership Marketing reach for our U.S.-based clients, and gain access to new clients based in the UK and Europe as well,” said Allied Global Marketing CEO Chief Executive Officer, Clint Kendall.
The Next Practice (part of the Next Practices Group) introduces Next Content Labs, which will focus on developing strategic, short-form content solutions and quick-turn videos for businesses, non-profits, healthcare systems and individuals. At the helm of Next Content Labs is Chris Martin, who has served as a producer on “60 Mintues” and The Oprah Winfrey Show. He also founded strategic marketing and communications consulting firm LEVER.MEDIA (formerly CAVU Media Works). “We are incredibly excited to launch a new type of content offering focusing on real-time content for our clients that compels people to engage, not interrupt what they are engaged with,” said The Next Practice global CEO Chris Foster.
Resonates, a UK-based specialist public relations and marketing agency, signs on as a partner in IPREX. The partnership is intended to reinforce Resonates as a market leader in the UK, expand the agency’s client service offerings and deepen its reach into markets across the world. “Our clients predominantly work in technology and cleantech and increasingly look to international markets for growth; having access to a global network of skilled partner agencies will better equip us to support them,” said Resonates director and founder Chris Dace.