Allison+Partners ups Planchard to lead new integrated content division

The new All Told division brings together research, content, creative, digital, and measurement.

Scott Allison, CEO, Allison+Partners
Scott Allison, CEO, Allison+Partners

SAN FRANCISCO: Allison+Partners has promoted senior partner and Phoenix GM Cathy Planchard to president of the firm’s newly launched All Told integrated content division, effective June 18.

Planchard, who joined Allison+Partners in 2010, will lead the All Told offering, which brings together the agency’s research, content, creative, digital, and measurement expertise. The group will work across all of Allison’s practices and accounts around the globe.

Prior to creating the unified division, Allison was building out separate offerings for its various areas of expertise, such as content, creative, and research.

"We wanted to bring it all together in a centralized approach to storytelling, so all of those groups could work together seamlessly," said Planchard.

In the new role, Planchard reports to CEO Scott Allison and will work closely with chief creative officer Lisa Rosenberg.

The CEO said the firm is focused on making sure both employees and clients understand the new division.  "This is one of the biggest launches we’ve ever done," he said, "and we’re spending an exhaustive amount of time on internal training – really making sure all of the GMs from all of the offices have clear understanding of how this works, what we’re offering, and how we can deliver to clients."

He added that the agency is also meeting with clients and "almost re-pitching ourselves" to give them a strong sense of All Told.  

Planchard, who previously worked on the client side at companies such as Motorola and Promus Hotel Corp., said she always looks at how PR fits into the overall marketing mix.

"My background is strongly in marketing and marcomms, and that’s the same type of approach we’re looking at with our storytelling," she added.

Prior to launching publicly Thursday, Allison has brought together integrated teams to work on a number of client projects over the last year, such as Dignity Health’s The Great Kindness Challenge, in which the division created a content campaign with videos, a Facebook photo series, art installations, and more.

Allison’s integrated group also worked on Best Western’s You Must Be Trippin initiative, helping the brand increase engagement on its travel blog by developing an editorial strategy, more visuals, partnerships, and paid elements. The blog’s organic traffic increased 119% since the project started last summer.

During Planchard’s tenure at Allison, she has grown the Phoenix office from three to 26 staffers, while increasing annual revenue from $100,000 to $5 million.

Prior to Allison, Planchard served as principal and group director of PR at Mindspace for three and a half years. Before that, she was the VP of marketing communications at software company Viack for four years.

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