After their agency Honey+Buzz was acquired by Allied Global Marketing in 2021, co-founders Jonny and Paddy Davis have been named executive vice presidents, leading Allied’s new global brand experience division as it creates cross-border integrated campaigns for clients. The Davises report to Adam Cunningham, Allied’s chief strategy officer.
“As our clients demand increasingly global, performance-driven and integrated experiential campaigns, we’re excited to bring in Jonny and Paddy to help lead our brand experience division worldwide,” said Cunningham in a statement. “This new holistic approach goes beyond live events to integrate our services across earned, paid and owned media throughout all forms of live, digital and hybrid activations.”
“For us, experience is everything. That’s why we craft immersive and captivating moments across physical, digital, virtual and hybrid touchpoints, turning audiences into advocates,” said Jonny, also in a statement.
As part of this updated global structure, Allied’s new brand experience will include campaign elements before, during and after each event using a five-stage framework:
The Davises succeed Matthew Glass and Jennifer Granozio who will be retiring from their positions as senior vice presidents of Allied’s U.S. experiential business, where they served for nearly a decade. During this transition, they will remain with Allied through the end of the year and then shift to a consulting role for 2023.
—Strategy: Data-informed at the core of every campaign
—Awareness: Driving active attention and pre-engagement
—Experience: Brand connection at a personal level
—Amplification: Resonating beyond the core experience
—Measurement: Realtime data and insights to inform and guide the next campaign
Providing further support to the Davises in the U.S. are Ara Matthewsian, who has been promoted to senior vice president, brand experience, and Ria McCormick, who has been elevated to vice president, brand experience. Both Matthewsian and McCormick have been with the agency for more than ten years.
Kylie Ayala also joins the agency as vice president, leading creative on the brand experience team. Ayala comes to Allied from Twitter where she was executive creative director and creative strategy lead.
Allied’s experiential team works with such brands as Amazon, Hulu, DreamWorks, Princess Cruises, Hermes, Paramount Global, Heineken and ByteDance.