It’s hard to believe we’re already putting the first quarter of the year in the rear view, but with CES, Super Bowl and SXSW wrapped up and, in the books, we didn’t waste a minute.
The Deets is your bite-sized look at what the Allison Consumer Brands team has been up to lately. If you have questions or want to connect directly, please reach out via email.
VIVA LAS CES
It was another blockbuster year for team Allison at the Consumer Electronics Show, supporting both show mainstays and unexpected brands. Our teams hit Las Vegas in support of numerous clients including Dexcom, Samsung, Qualcomm, Oshkosh, and L’Oréal. We drove impactful conversations showcasing client innovations across TVs, Smart Home, AI, industrial mobility, solar technologies, and even beauty tech, securing thousands of earned placements, generating billions of impressions, and earning more than 50 awards for our clients.
SUPER BOWL LIX
While for most the Big Game is reserved for one sacred Sunday, for team Allison, Super Bowl is a season that starts well before kick-off. With all the big players dropping teasers and full ad spots weeks in advance, we were hard at work ensuring clients including GoDaddy, Booking.com and Super Bowl sweetheart Budweiser were making headlines in the weeks leading up.
Our team hit the historic streets of Nola to keep the momentum going with on the ground activations for clients Dexcom, GoDaddy, Good Sports and GNC. Dexcom debuted on Radio Row with Mike Golic Sr. sharing his diabetes journey and how its Stelo biosensor helps him manage his glucose . After an eight-year hiatus from the Super Bowl, GoDaddy brought NFL stars Raheem Mostert and Will Hernandez to the Row to hand out Walton Goggins Goggle Glasses and talk about how GoDaddy has helped them bring their small businesses to life (with a clone in tow to showcase how GoDaddy Airo can be like cloning yourself to get more done). Walton Goggins partnered with GoDaddy to bring his own eyewear company to life and starred in the Super Bowl campaign. Good Sports partnered with Kyle Rudolph to promote youth sports, while GNC created buzz with branded Lyft cars, a smoothie hut, and appearances by Steelers legends Joey Porter Sr. and Ryan Clark.
All told we scored big on behalf of our clients, securing thousands of media placements and billions of impressions.
It was another blockbuster year for team Allison at the Consumer Electronics Show, supporting both show mainstays and unexpected brands. Our teams hit Las Vegas in support of numerous clients including Dexcom, Samsung, Qualcomm, Oshkosh, and L’Oréal. We drove impactful conversations showcasing client innovations across TVs, Smart Home, AI, industrial mobility, solar technologies, and even beauty tech, securing thousands of earned placements, generating billions of impressions, and earning more than 50 awards for our clients.
HOWDY, Y'ALL
In 2025, SXSW decided to ditch the sports track, so we decided to seize the opportunity and launched the Allison Sports Momentum Stage, with custom programming dedicated to discussions on the intersection of sports and culture.
The Allison Sports Momentum Stage was a hit, featuring sixteen incredible leaders, four dynamic panels and one full day exploring the convergence of sports, brands and culture. Stand outs included discussions on the impact of NIL on college sports and breaking down Super Bowl marketing with, among others, GoDaddy CMO Fara Howard.
Our clients once again prevailed in the Panel Picker, with our Driscoll's client Frances Dillard on stage discussing how food is disrupting the world of fashion and beauty in partnership with another client, iconic nail polish brand, CND, whose celebrity manicurist and educator, Julie Kandalec joined the panel.
Consumer healthcare client GoodRx’s Chief Commercial Officer and President Dorothy Gemmell discussed the impacts of the Pink Tax on women’s rising healthcare costs.
Our execs showed up across the festival, too, including Global President of Consumer Brands, Lisa Rosenberg, who hosted a fireside chat with Carly Gomez, the SVP of Marketing for Fabletics where we discussed how DTC brands can scale without losing authenticity.
MEET ALLISON MCOE
Building on Allison's longstanding commitment to multicultural communications, our Multicultural Center of Excellence (MCOE) has grown into a trusted strategic partner for brands looking to make meaningful connections with diverse audiences. We understand that authentic multicultural outreach is vital in today's world, which is why we embrace and celebrate diverse backgrounds, cultures, and traditions in everything we do. Our team works closely with brands to broaden their reach, pinpoint opportunities in multicultural engagement, and craft communications that truly resonate on a cultural level. Here's how we can elevate your multicultural communications:
- Cultural Intelligence & Strategy
- Multicultural Media Expertise
- Quality Assurance & Cultural Sensitivity
- Research & Insights
- Strategic Consultation
- Language Services
It’s simple. Brand relevance is the currency of culture. It's what sets your status apart from the status quo. And it's what separates the icons from everyone else.
But the fact that it’s simple doesn’t mean it’s easy. For starters, culture is a constantly moving target. You have to leverage trends before the clock runs out. But then, you can’t just chase cultural moments. You have to help create and define them, drive the conversations that shape them – and you have to dare to do it all on the foundation of brand truths.
We’re Allison, and we consume culture with the speed and know-how to place clients into zeitgeist-making moments in ways that ensure they’re not just clicked, followed, and liked – but cemented as a defining part of culture itself.
Brandgeist® by Allison
Where Brands + Culture Collide
WHO WE WORK WITH:
- Brand Building + Repositioning
- Branded Entertainment
- Cause Marketing
- Consumer Education
- Content Marketing
- Creative Ideation
- Experiential + Event Marketing
- Influencer Marketing
- Issues Management
- Measurement + Optimization
- Media Relations
- Partnership Development
- Product Launches
- Retail Integration
- Social Media + Community Management
- Sports Marketing
- Trendspotting + Newsjacking
Allison Sports: We don’t just play the game – we shape it.
At Allison Sports, we’re more than culture-connected, sports-obsessed strategists. We’re your anticipatory edge — blending unexpected, integrated ideas with data-backed execution that delivers not just buzz, but real business impact.
Today’s global sports fans are more complex and demand personalized attention with the speed of the sports they follow. Younger generations are fueling the explosive growth of women’s and emerging sports; they now expect brands who invest in sports to not just write a check but drive authentic change. Allison Sports’ digital and content-first approach transforms client sports investments into sharable, culture-driving stories that stop the scroll and impact culture.
Leveraging deep industry relationships and cultural intelligence, we help brands step into the center of the conversation, no matter the audience or budget. From headline-grabbing campaigns to context-rich influencer strategies, our work is grounded in foresight, performance, and precision.
We don’t wait for the next big moment. We help you see it coming — and own it.
OUR PLAYBOOK IS BUILT FOR IMPACT:
- Media Relations Strategy + Execution: High-impact storytelling at the intersection of culture and sports
- Sponsorship + Talent Evaluation: Proven creator and athlete procurement process, rooted in analytics
- Sports-Focused Strategy: Integrated campaign development and go-to-market planning
- Athlete Relations: Expert athlete media training and narrative development
- Experiential Events: Consumer and B2B audience strategy and activation
- Program Evaluation + Optimization: Custom results dashboards and proprietary Earned Performance Scorecard product
With the global spotlight on sports and its powerful influence on consumer behavior, the Allison Sports Momentum Stage at SXSW unpacked NIL’s impact on college sports, the broad intersection of sports + culture, how women are shaping sports and Super Bowl marketing.
16 incredible leaders, 4 amazing panels, 1 full day that explored the convergence of sports, brands and culture.
Cultural relevance just got tangible.
Brandgeist® IQ is a first-of-its-kind, proprietary, AI-powered methodology designed to measure the real-time cultural relevance of brands.
While being culturally relevant is mission critical to driving brand love, to date there has not been one single, universal source of truth to measure cultural relevance — so we decided create our very own. Currently available in the U.S. and U.K., BGIQ has been leveraged by dozens of consumer brands to give teams the ability to monitor how they’re moving the needle on cultural relevance with a tangible score, as well as gain perspective on how to optimize for the future.
THIS ALGORITHM WON’T TAKE YOUR JOB, BUT IT MIGHT HELP YOU DO IT BETTER.
By combining our consumer brands prowess with our best-in-class performance and intelligence chops, we’ve created a living, breathing data model. Using AI alongside numerous measurable inputs including whether a brand is plugged into pop culture, disrupting the norm, living with purpose, always inclusive, and modern and on-trend, Brandgeist IQ reveals a proprietary score from 1-100 based on how culturally relevant each brand is at any moment in time.
PLUGGED INTO POP CULTURE
Is your brand tapping into trending topics and cultural moments? Are you a leading voice in a crowded conversation?
DISRUPTING THE NORM
Is your brand doing something unexpected, bold or brave? Are you launching unique products and winning awards for them? Do your activities translate to talk-value?
LIVING WITH PURPOSE
Is your brand standing up for something with authenticity and true commitment? Are you mission-based and inspiring others to join the fight?
ALWAYS INCLUSIVE
Is your brand leveraging diverse spokespeople across marketing activities? Do you represent a variety of people in all you do? Do you make it comfortable for people to come as they are?
MODERN AND ON-TREND
Is your brand’s visual aesthetic keeping pace with the times and consistent across channels? Is your tone of voice casual and inviting?
HOW IT WORKS
BGIQ scores are calculated relative to hundreds of brands, from iconic to up-and-coming, that inform the model's make up, using AI and advanced analytics.
Want to know your BGIQ Score?
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