A+P Center of Excellence

PURPOSE + BRAND STRATEGY

It is an unequivocal fact: the most successful businesses are the ones that embed Purpose at their core. A strong sense of Purpose drives business performance, audience attention and loyalty, and accelerated innovation for the times of today and the future we need tomorrow. We believe there is no greater power to address global social and environmental challenges than the combination of an entrepreneurial spirit, ingenuity and a disruptive mindset – the same factors that drive business performance.

For decades, we have collectively helped companies identify their Purpose differentiators and unlock their potential to accelerate their positive impact authentically and with intention.

A joint effort of sister agencies Allison+Partners and Headstand, our Purpose Center of Excellence was built by entrepreneurs with a disruptive mindset, helping clients of all sizes, wherever they are in their Purpose journey – those who are just getting started, and those who are leading the way. We help clients establish, communicate and measure ESG goals and strategies. We drive breakthrough social impact program development and build thoughtful, strategic Purpose programs and initiatives from the ground up – and we help companies tell their stories about the positive impact they are making on our world every day.

PURPOSE EXPERIENCE

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Shouldn't we all give more than we take from the world?

We believe the most successful brands have both a strong sense of Purpose and an environmental, social and governance (ESG) strategy that drives positive outcomes for people and planet. While you can have a brand Purpose without an ESG strategy (and vice-versa), it takes both to break through.

Purpose lives at the intersection of profit and impact: what is the reason your company exists, beyond making money? What will its contributions be to its employees, community, country and the world at large? Regardless of industry, product or service, we help clients consider their impact on society and the environment, communicate authentically about their impacts, and use their brand power to enact progress while building consumer loyalty and strengthening stakeholder relationships.

WE PRACTICE WHAT WE PREACH

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WHAT MAKES US DIFFERENT

Expertise working at the forefront of ESG
Award-winning Purpose campaign development
Reputation as leaders in the marketplace
Integrated marketing communications strength on top of Purpose and ESG talent
Deep relationships in the ESG and sustainability communications space
Members of the Purpose Collaborative, a group of agencies with both the history and vision clients need to break through

Our staff has years of experience in developing, executing and amplifying brand purpose and ESG strategy for clients around the world. Our global team of 500+ operates on one P+L, so we seamlessly bring in our industry experts to collaborate with our Purpose team leadership to develop strategies and programs that drive action among key stakeholders. Within the Stagwell network and beyond, we collaborate with other external partners to provide added specialized expertise as needed. We operate without borders or boundaries.

WHITNEY DAILEY

EVP + Co-Lead, Purpose Center of Excellence EMAIL Read More

With 15+ years experience, Whitney Dailey is a thought leader at the intersection of purpose and communications.

Whitney’s expertise has helped guide forward-looking thinking and communications strategies on behalf of brands including PepsiCo, Athleta, B. Lab and others. She has personally authored upwards of 400 articles and 30 research reports on sustainability, social justice, and ESG topics and shared her message from the digital wavelengths of myriad podcasts, the lectern at Harvard University, the stage of Sundance and Fordam’s Responsible Business and Future Fashion Coalitions.

Formerly SVP of Purpose Marketing, Research & Insights at Porter Novelli, Whitney transformed the agency into a Purpose-driven organization through powerful thought leadership, communications and marketing.

Whitney holds an MBA in Environmental Management from the UMass, Boston, a BA in Business Administration from the George Washington University and an MBA Certificate in Clean Energy & Sustainability from the UMass, Boston. Close

AARON PICKERING

EVP + Co-Lead, Purpose Center of Excellence EMAIL Read More

Aaron has 15 years experience helping brands and nonprofits build emotional connections with consumers

Has advised major consumer and B2B brands - from Mars and Target to New Balance, CVS Health, PwC and Aflac - on ESG strategy, reporting, and how to authentically establish and communicate brand purpose to underscore consumer loyalty and corporate reputation.

Formerly headed up marketing and communications for, FIRST Robotics and was Senior Vice President at Cone, a Porter Novelli agency. 

Aaron instructs communications and CSR at Lasell University and the George Washington University's Graduate School of Political Management, where he earned a Master’s in Strategic Public Relations focused on driving behavior change and shaping public opinion.

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SCOTT PANSKY

Senior Partner / Co-Founder, Social Impact Practice LeaderRead More

A nationally recognized leader in cause-related marketing, Scott has more than twenty years’ experience working with brands on corporate social responsibility and thought leadership programs. He has developed internal communication strategies, community outreach programs and national branding and partnership programs that have increased both revenues and reputation for his clients. Throughout his experience developing best-of-class cause-related campaigns, he has created proprietary methodologies to help corporations find the best possible focus for their cause-related efforts; develop a corporate “socialanthropy” platform; and develop nonprofit alliances and partnerships that will resonate with a brand’s stakeholders. Current clients include Samsung’s Solve for Tomorrow, Moe’s Southwest Grills, GoGo squeeze, the Open Hearts Foundation, ALS.Net, Bright Funds, Greenlight Planet, and Fox Home Entertainment.

Initiatives Scott has led include:

Developing GoGo squeeZ’s national social impact program around kid’s nutrition and fitness. Leading the agency’s proprietary process, customized analysis from executives, employees alongside a competitive analysis, saw room for the brand to talk authentically to its key stakeholders, moms and kids. This led to a charity partners search of partners that could bring this to live. Action for Healthy Kids was selected, along with past Olympic gold medalist and now Goodness Ambassador, Dominique Dawes, to bring this platform to life. The campaign has launched organically through direct grants to schools to develop healthy snacking programs.

The Ice Bucket Challenge was a fundraising phenomenon. Working with the ALS Therapy Develop Institute, Scott helped to develop a new consumer platform around the charity’s website, ALS.NET. The Challenge began with two of the charity’s Young Faces of ALS. Working closely with Anthony Carbajal, who received more than 20 million views of his video, the agency helped prepare him for appearances on Ellen and CNN.

Jane Seymour and her ex-husband James Keach launched the Open Hearts Foundation honoring Jane’s mother who helped others, and unselfish giving and helping others without expecting anything in return is a driver to help motivate others. Allison+Partners was retained to help develop the charity’s fundraising platform, create job and board descriptions and develop marketing collateral.

Hyundai’s Hope on Wheels campaign, a month-long endeavor to raise awareness for national pediatric cancer in which the automotive company donated more than 6.8 million dollars to research and service initiatives across the country. Hyundai’s sales increased by 48 percent in September, and the stories of the parents, kids, medical professionals and researchers behind the campaign have made a significant impact on all of the people who have touched the brand.

Scott has consulted with on cause-related marketing campaigns for brands that include the NBC daytime drama Mrs.Fields Cookies, HomeGoods, Boost Mobile, Career Education Corporation, Southwest Airlines, Vitamin Shoppe,Microsoft, Toyota, YouTube, MySpace, Aramark, Best Western Hotels, Chevy’s, Gordon Biersch Brewery and Restaurants, among many others.Nonprofit clients he has consulted include the Arthritis Foundation, The Leukemia & Lymphoma Society, March of Dimes, Big Brothers Big Sisters, Angel Flight, USO, Paralyzed Veterans of America, the Daniel Pearl Foundation, Ronald McDonald House Charities, Give Kids the World, United Cerebral Palsy, Mr. Holland’s Opus Foundation, Goodwill Industries, and Campfire Boys and Girls.

A frequent speaker and passionate educator, Scott serves on the boards of Adopt A Classroom, Southern California Leadership Network, West Valley YMCA, and advises The City Scholars Foundation. He sits on the LAUSD Citizen’s Bond Oversite Committee and the national entertainment committee for PRSA, and teaches sponsorship and cause marketing through the UCLA Extension program. He launched the American Marketing Association’s Annual Cause Marketing program in San Diego, now going into its 17 year, and has hosted two hosted two Los Angeles Cause Conferences on behalf of the agency at Staples Center.
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MATTHEW DELLA CROCE

Global Partner, Global President +
Chief Client Experience OfficerRead More

An award-winning marketing communication executive with more than 25 years of experience, Matthew sits on the agency’s global board and oversees the firm’s global corporate practice, oversees the growth and development of our European offices, and leads the agency’s Allison Advisory division. He has extensive global experience helping organizations across numerous industries grow and evolve. As CXO, Matthew leads the agency’s best-in-class approach to client service, delivering impact for our clients’ businesses.

Matthew's expertise includes reputation management, corporate brand positioning, executive coaching, thought leadership and executive visibility, change management, social impact, crisis and issues management, integrated communications and C-suite counsel. His clients have included JP Morgan Chase, ING Direct, PNC Bank, ING, TD Ameritrade, Morgan Stanley, SoFi, Nerd Wallet, Employers Insurance, Fiserv and VISA.

FRANK SOMMERFIELD

Managing Director,
Financial ServicesRead More

Frank joined Allison+Partners in 2001 when it acquired Sommerfield Communications Inc., a boutique corporate and financial communications firm serving investment managers, banks and other financial and professional services firms.

He’s an expert in thought-leadership development/marketing, financial communications, corporate positioning, communications strategy and issue management. Current and recent clients include Boston Consulting Group, Greater Commercial Lending/Greater Nevada Credit Union, RA Capital Management, L.E.K. Consulting, UBS Wealth Management, Cambridge Associates, SV Health Investors, Heirs Holdings, Strategy& (PwC) and Marks Paneth. He has led engagements for Standard & Poor’s, AARP Investments, Ocwen Financial Corp., Charles Schwab & Co. and Scudder Investments. Frank began his career as a business journalist; he was the banking reporter at Crain’s New York Business and New York Daily News.

He received his BA from Columbia College, Columbia University, and serves on the board and executive committee of the New York Society for the Prevention of Cruelty to Children.

MARK ALLEGRINI

Vice President
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Mark Allegrini has over 15 years of experience working in sustainability, CSR, purpose communications, and non-profit leadership.

Most recently, Mark served as the Senior Director of Marketing & Engagement for United Way of Greater New Haven. Previously Mark worked at Ceres, where he worked with F&B companies to improve their sustainability performance and communications.

He continued this work at Cone Communications, advising a broad set of companies on CSR strategy, stakeholder engagement, and creating communications campaigns.

Mark holds a BA in Political Science and Public Policy from St. Mary’s College of Maryland. Close

EMILY NAUSEDA

Vice President
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With a background in public affairs, crisis communications and consumer brands, Emily has executed campaigns that shape the conversation and culture of her clients’ key markets.

She has provided communications counsel to a number of purpose-driven consumer brands including Bowery Farms, Upward Farms, Impossible Foods, Endless West, The EVERY Company, Driscoll's berries, Danone North America, Safe Catch Tuna, Stasher, Rainier Beer, Olympia Beer, Samsung, Walmart and the Goldman Environmental Prize.

Emily holds a BA in Strategic Communications from Seattle University in Seattle, Washington. She is located in Allison+Partners’ San Francisco office.Close

KATY MENDES

Director
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A London native in San Francisco, Katy has worked with startups and mid-sized brands to global Fortune 500 companies, approaching corporate storytelling with a socially orientated mindset.

She has built and led purpose-driven thought leadership and media relations campaigns to inspire movements and spark behavior change for clients past and present including Visa, Hasbro, Toyota, Athleta, Stasher, Smartwool and the Goldman Environmental Prize.

With a background in the non-profit world prior to agency life, and now a true industry generalist with 7+ years’ experience across multiple sectors, Katy has a passion for helping brands tell stories about their sustainability, social impact, and DE&I initiatives.

Katy also leads the agency's Content Review Board, which reviews communications through a lens of cultural sensitivity. Katy holds a BA with a major in psychology and minor in fine art from Newcastle University.

JAMIE BERMAN

Director
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Jamie Berman is responsible for helping build integrated PR strategies and managing accounts’ day-to-day operations.

She is passionate about telling stories that create meaningful impact for business and society and has worked on everything from corporate philanthropy and diversity & inclusion programs to travel and STEM education.

Prior to Headstand, Jamie was the public relations manager at EF Education First, and also spent several years at agencies Cone and Porter Novelli, developing and executing media relations, thought leadership and executive visibility strategies within the Corporate Responsibility & Reputation practice.

A native Bostonian, Jamie earned a B.S. in public relations from Syracuse University’s S.I. Newhouse School of Public Communications, plus dual minors in Spanish and sport management. Close

MEGAN TUCKER

Director
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Megan has a decade of experience in developing, executing, and managing communication programs for consumer, purpose-driven and ESG-focused brands.

In her previous role as Managing Director at RF|Binder, Megan was a founding member and co-leader of the brand’s Social Impact and Sustainability practice. Time spent in this role included building thought leadership for the practice, establishing new business pipeline and managing practice clients while offering counsel to full agency roster.

Megan’s expertise focuses on bridging the consumer world with the purpose industry – making stories of environmental and social impact matter to client’s consumer. Previous clients include Dunkin, Planet Fitness, Baskin-Robbins, Tupperware Brands, No Kid Hungry, CVS Health, Muscular Dystrophy Association, Arthritis Foundation

Megan graduated Saint Anselm College in 2014 with a degree in Business, she now resides in New York City with her rescue dog, Riley.  Close

JOSIAH ADAMS

Account Coordinator, Global Reputation Risk + Public AffairsRead More

Josiah joined Allison+Partners in 2019 and is a member of the Global Reputation Risk and Public Affairs team. Josiah has experience consulting clients on a wide range of reputational risks, policy issues and strategy. Since joining the team, he has managed some of the most serious issues for dozens of global brands including COVID-19, high-profile litigation, regulatory challenges, executive turnover and policy advocacy. Josiah specializes in crisis management and preparedness, with a focus on cybersecurity and resilience.

In addition to his work within the Global Reputation Risk and Public Affairs practice, Josiah evaluates and provides strategic counsel to clients seeking to improve their ESG standing by leveraging data and market analysis to better communicate brands’ goals, progress, and achievements in the space.

Prior to joining Allison+Partners, Josiah worked as a paralegal in the Trial Division of the Massachusetts Attorney General’s Office after receiving his B.A. in Political Science from The George Washington University.

NORAH SILVERSTONE

Senior Account Executive
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Norah Silverstone has years of experience in media relations, research, content development and communications strategy. She has provided communications counsel to a number of companies embarking on their Purpose journeys and is passionate about helping clients discover their unique opportunity to be corporate stewards. Norah’s experience spans across several industries and she has worked with myriad clients including: Mastercard, Samsonite, The Boston Marathon Jimmy Fund Walk, Canadian Tire, King/Candy Crush, The Chron’s and Colitis Foundation, and more.

Prior to joining Allison+Partners, Norah held several positions at Brodeur Partners, primarily working with the Purpose and Sustainability team. Norah holds a Bachelor of Arts in Communications with a Business focus from the University of New Hampshire and resides in Boston’s Beacon Hill neighborhood.

OUR EXPERTISE

Brand Purpose Platform Development
We help companies leverage purpose to differentiate from their competitors and build strong relationships with stakeholders while driving business results and positive impact.

Authentic ESG Strategy + Positioning
We know how to diagnose and counsel clients on setting, re-aligning and communicating realistic, meaningful ESG goals and progress – wherever they are on their journeys to drive positive social and environmental impact.

Breakthrough Purpose + ESG Amplification
We help companies get credit for their Purpose initiatives with a 360° marketing communications approach to reach the full stakeholder.

Nonprofit Success
We help nonprofits develop effective organizational and programmatic strategy, tell stories that inspire support and recognition for their mission, drive donor loyalty, and engage impactful partners for real, lasting change.

OUR PURPOSE OFFERING

DRIVING PURPOSE THROUGH POWERFUL STRATEGY

ARCHITECT

Diagnostic assessment or bootcamp
Brand Purpose Platform Development
Navigating and mapping
Research and competitive assessments
Positioning and messaging
GTM strategy development

ACTIVATE

ESG Strategy
Materiality
ESG gap analysis
Goal setting
Brand Purpose Activation
Campaign concepting and building
Stakeholder engagement
Partnership development and coalition building
Constituent and beneficiary engagement
Employee engagement
GTM planning and execution
Cause marketing

AMPLIFY

Integrated Purpose & ESG Marketing/Communications
Earned
Digital
Campaign development
Creative
Always-on reporting
Investor engagement
Measurement

BACKED BY OUR FULL SUITE OF SERVICES

MEDIA RELATIONS:

+ Comprehensive (360) Media Services
+ Media Relations, Strategy Development
+ Media Relations, Execution
+ Earned Media Audit
+ New Client Launchpad
+ Business Media Intensive
+ Media Mixer
+ Salon Dinners

MEDIA + SPEAKER TRAINING

+ 1-on-1 and group spokesperson media training
+ Executive presentation training
+ Speech writing and coaching
+ Crisis media response and interview training
+ Executive thought leadership development and delivery
+ IR and legal communication training

MARKETING INNOVATION

+ Go to market strategy + planning
+ Multimedia brand campaigns
+ Account planning / “big idea” storytelling strategy
+ Product marketing strategy
+ Brand identity
+ Brand strategy
+ Customer experience planning
+ Paid media amplification
+ Social strategy + execution
+ Storytelling services

BRAND + ENGAGEMENT STRATEGIES

+ Brand positioning, messaging, naming
+ Product value propositions, naming + portfolio architecture
+ Customer persona definition + journey mapping
+ Marketing, sales, comms strategic alignment
+ Integrated brand experience planning (paid, earned, shared, owned)
+ Big idea creative facilitation – insight, brief, concept cultivation

MEASUREMENT + ANALYTICS

+ Strategic research
+ Audience, competitor and industry insights
+ Research for public release
+ Persona development
+ Brand health surveys
+ Creative and concept testing
+ Trendspotting
+ White space development
+ Competitive research
+ Data analysis, story mining and curation
+ Advanced analytics + custom reporting

CREATIVE SERVICES

+ Brand identity
+ Logo development
+ Website design
+ Print, OOH + digital advertising
+ Business collateral + sales materials
+ Data visualization
+ Custom presentations
+ Event materials
+ Podcasts
+ Still photography
+ Animation + motion graphics

INFLUENCER MARKETING

+ Ambassador programs: Long-term, paid or in-kind relationships with content creators
+ Layered campaigns: Multiple activations or influencer tiers laddering up to one goal
+ Pulse campaigns: Staggered messaging to reinforce a single message over time
+ Program strategy
+ Influencer partner identification
+ Contract negotiations
+ Creative direction
+ Asset management
+ Paid amplification
+ Measurement metrics

ANALYST RELATIONS

+ “Jump Start” programs to get started with AR
+ “Booster” programs to expand AR team’s bandwidth
+ Analyst firm vetting and subscription counsel
+ Analyst identification, prioritization and relationship building
+ Brand awareness and point of view assessments
+ Briefing and inquiry preparation, staffing and management
+ Deskside tours, webinars, message testing sessions and virtual roundtables
+ Analyst days and event programs
+ Analyst advisory councils' creation and management
+ Message amplification via media coverage featuring analyst references and quotes
+ Inbound analyst requests management / proactive outreach
+ Commissioned research and digital asset programs
+ Competitive research strategy and execution

ALLISON ADVISORY

+ Manage change and transformation
+ Globalize your enterprise
+ Negotiate the increasingly vexing crossroads of business, geopolitics and policy
+ Take your new company or new business from concept to take-off
+ Address the growing environmental sensitivity of your stakeholders
+ Guide you in expanding into new markets in a way that lays the groundwork for rapid success
+ When necessary, help you exit markets and sectors gracefully and efficiently

GLOBAL REPUTATION RISK

+ Reputational risk analysis and strategy
+ Issues management
+ Crisis management and response
+ Crisis preparation and simulations
+ Stakeholder mapping, outreach and engagement
+ Influencer and third-party ally engagement
+ Data security and privacy
+ Food recalls, food science
+ Online reputation management
+ Litigation support
+ Executive transitions
+ Stakeholder engagement programs
+ Crisis simulation and training

STORYTELLING STUDIO

+ Video production: scripted + editorial
+ Short and long-form live-action documentaries
+ Animation and motion graphics
+ Scripted commercials
+ Customer + executive videos
+ Virtual events
+ Conference content
+ News B-roll
+ Lifestyle + product photography
+ Executive headshots

WE DRIVE PURPOSE RESULTS

AFLAC

Built and launched Aflac’s new signature purpose program designed to help Americans at risk of medical debt, garnering nearly 800 million impressions

FIRST Robotics

Drove long-term awareness and brand-building for global youth robotics community FIRST, including the launch of a new Disney+ documentary that helped double the program’s reach since 2014

SAMSUNG

Promoted Samsung’s Solve for Tomorrow annual STEM competition, which awards public school students $2 million in technology, and secured more than 400 pieces of coverage

TINDLE

Debuted TiNDLE, the next generation of plant-based foods, with in-person media engagements, influencer partners and SXSW activations to net 129 million impressions

INVITAE

Developed an aggressive data-based media and thought leadership program for genetic testing company Invitae, landing a TODAY segment and a Fortune panel

TOYOTA

Created a media education program for Toyota around hydrogen fuel cell engines and launched its first zero-emission, heavy duty truck via pilot program; media momentum helped Toyota commercialize the vehicle