Irving Azoff called the formation of ADD Collection "a modern way" for agencies to partner and grow. Courtesy of The ADD Collective Share on Facebook Share on X Google Preferred Share to Flipboard Show additional share options Share on LinkedIn Share on Pinterest Share on Reddit Share on Tumblr Share on Whats App Send an Email Print the Article Post a Comment Blended Strategy Group, a female-founded strategic and integrated marketing and communications agency, and On Board Experiential, a marketing and creative agency, have teamed to form the ADD Collective, a holding company with a mission to invest in and scale marketing agencies. ADD Collective set its sights on the first target by acquiring an interest in the Nicole Perez-Krueger-founded align Public Relations, a full-service communications firm that is home to well-known brands and talent ranging from Hollywood stars and musicians to buzzy podcasters, authors and digital creators. Related Stories Music John Legend, Irving Azoff Among 2025 BMAC Gala Honorees Music The Black Keys Open Up About Tour Cancellation, Management Split: "We Fired Their A**" Per ADD Collective, the model allows for the companies to work together while sharing resources, operational efficiencies and referrals. The ADD Collective forms with a roster that effectively brings together under one umbrella global entertainment and lifestyle brands, athletes, creators, thought leaders and A-listers, and unites respective specialties like experiential, sports marketing, communications, celebrity and influencer strategy, social media strategy and management and content production. Music and business mogul Irving Azoff, who serves as a board member for OBE while also running the Azoff Company as CEO, called the formation of ADD Collection "a modern way" for agencies to partner and grow. "The ADD Collective was created to bring together entrepreneurial agencies that are already shaping culture and give them the support, capital, and connective infrastructure to scale even faster," he said. The move is expected to be the first as insiders tease plans that call for a thoughtful expansion of the portfolio to add agencies "that complement its existing strengths, including performance marketing, sports marketing, media buying, and additional specialty services." The formation seems a natural step as Blended Strategy Group founder and CEO Allison Statter notes that she, Perez-Krueger and OBE CEO Deb Lemon "have been collaboration and sharing insights for years" while "celebrating wins" as they navigated a constantly shifting marketing world. "Eventually it became clear that formalizing that camaraderie into a true sister agency network wasn't just exciting - it was necessary," said Statter. "Today's brands want partners who move quickly, bring sharp thinking and operate with integrity. By uniting our strengths, we've built a structure where each agency becomes more effective and more valuable together than on its own." Lemon added: "Collaboration is in OBE's DNA, so joining forces to create the ADD Collective is a natural evolution. With Allison and Dan, we're bringing together founders who all believe in the power of a connected network. We're excited to build the next great marketing platform." Perez-Krueger founded align in 2019, following a long tenure at PMK*BNC. She scaled it with dozens of hires while building it into a full-service communications firm that has since greatly expanded its reach with offices in Los Angeles, New York and Miami repping talent, brands and creators across entertainment, music, fashion, beauty, podcasting and literary. "The public relations landscape has evolved dramatically in recent years, and the ability to adapt, innovate, and anticipate what's next has become essential for long-term success, " said Perez-Krueger. "Joining The ADD Collective and their founders-first model, allows us to maintain the autonomy and creative freedom that defines our work, while giving our team expanded resources, infrastructure, and strategic support. This partnership strengthens our ability to deliver unparalleled opportunities for our clients and positions us to grow in a way that honors both our agency's identity and the rapidly changing needs of the industry." Blended Strategy Group, based in Los Angeles, serves as a 360-degree "one-stop shop" specializing in creative, PR, influencer programming, social media strategy and management, brand partnership and experiential marketing for top brands. OBE, founded by Dan Hirsch, is an experience-led global creative agency that has worked with such brands as Converse, Nike, Meta, OpenAI, Sephora, Starbucks and JPMorgan Chase. The firm has offices in Los Angeles, New York, San Francisco and London. Courtesy of BSG Courtesy of OBE Courtesy of align Public Relations THR Newsletters Sign up for THR news straight to your inbox every day Subscribe Sign Up Theater Scott Rudin's 'Little Bear Ridge Road' to Close Early on Broadway Business Featu