Blended Strategy Group and On Board Experiential Announce the Formation of “The ADD Collective”: A Strategic Holding Company Investing in Entertainment, Sports & Culture-Shaping Marketing Agencies & Businesses Along with Their First Acquisition of align Public Relations
The ADD Collective unites Blended Strategy Group, On Board Experiential (OBE) & align Public Relations to unlock shared value, expand capabilities, and accelerate growth
Los Angeles (December 12, 2025) – Blended Strategy Group and On Board Experiential today announced the launch of The ADD Collective, a new holding company built to invest in and scale top-tier marketing agencies shaping culture today. The launch comes at a time when brands and talent are increasingly consolidating their representation and marketing efforts under fewer, more integrated partners.
The ADD Collective brings together complementary agencies and founders across the full span of brand-building disciplines – from experiential and sports marketing to communications, celebrity and influencer strategy, social media strategy and management, and content production. The company officially launches with two founding portfolio agencies: Blended Strategy Group (BSG) founded by CEO Allison Statter; On Board Experiential (OBE), founded by Dan Hirsch and led by CEO Deb Lemon.
As its first acquisition, ADD Collective today announced they have acquired an interest in align Public Relations, founded by CEO Nicole Perez-Krueger.
The ADD Collective is launching with a roster that includes work across global entertainment and lifestyle brands, athletes, creators, thought leaders and A-list talent. Together, the agencies bring decades of combined experience and leadership and hundreds of brand and talent partnerships under one umbrella.
Individually, each agency has earned its place as a best-in-class operator in its field — Blended Strategy Group as a comprehensive entertainment and brand marketing agency; OBE as a pioneering experiential leader; and align Public Relations as a full- service communications firm for talent and brands. Together, they form a connected ecosystem with the reach, insight, and cultural fluency to support some of the world’s most influential brands and talent.
The ADD Collective’s model enables shared learnings, pooled resources, operational efficiencies, and cross-agency referrals — all while preserving the creative identity, leadership, and autonomy that define each agency. The ADD Collective offers a model built for the next decade of brand building.
“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,” said The Azoff Company CEO and On Board Experiential Board Member, Irving Azoff. “It’s a modern way for agencies to partner & grow.”
Clients will gain access to shared insights across entertainment, consumer behavior, and culture trends — intelligence that each agency gathers from its unique corner of the industry. They’ll benefit from deeper strategic alignment, expanded service offerings, and coordinated cross-discipline thinking — all delivered with the speed, creativity, and accountability of independent leadership.
“Deb, Nicole, and I have been collaborating and sharing insights for years - celebrating wins and navigating the ever-changing world of marketing” said Blended Strategy Group CEO Allison Statter. “Eventually it became clear that formalizing that camaraderie into a true sister agency network wasn’t just exciting — it was necessary. 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.”
“Collaboration is in OBE’s DNA, so joining forces to create The ADD Collective is a natural evolution,” said OBE CEO Deb Lemon. “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.”
"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 align PR CEO Nicole 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.”
The ADD Collective plans to thoughtfully expand its portfolio, adding agencies that complement its existing strengths - including performance marketing, sports marketing, media buying, and additional specialty services. Its long-term vision is to build the most influential, interconnected network of independently-led, industry-defining marketing agencies serving the world’s top brands and talent.
For more information on The ADD Collective
Contact Ryan Clark, ryan@blendedstrategy.com, at Blended Strategy Group
About Blended Strategy Group (BSG)
Blended Strategy Group is an LA-based, female-founded strategic and integrated marketing and communications agency focused on entertainment, celebrity and influencer marketing, PR, and social media. Blended was born from the need for a true hybrid of talent and brand strategy experts able to connect the dots across entertainment and digital culture. Serving as a 360° “one-stop shop,” BSG delivers breakthrough creative, PR, influencer programming, social media strategy & management, brand partnership, and experiential marketing for some of today’s most renowned Fortune 500 brands. More information can be found at the Blended Strategy Group website and @blendedstrategy
About On Board Experiential (OBE)
Founded in 1995, OBE has grown from a West Coast experiential shop into a global, experience-led creative agency trusted by iconic brands including Converse, Nike, Meta, OpenAI, Sephora, Starbucks, and JPMorgan Chase. OBE designs multi-channel, emotionally resonant experiences that build community, shape culture, and deliver measurable business impact. OBE maintains offices in Los Angeles, New York, San Francisco, and London and activates globally. More information can be found at the OBE website and @obexp
About align Public Relations
Founded in 2019, align Public Relations is a full-service communications agency specializing in talent and brand publicity, media strategy, and cultural storytelling. With offices in Los Angeles, New York and Miami, align PR serves talent, brands, and creators across entertainment, music, fashion, beauty, podcasting, and literary. The firm represents a roster of award-winning actors, musicians, authors, thought leaders, podcasters and influential digital creators at the forefront of modern culture. More information can be found at the align Public Relations website and @alignpr
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