Allen Adamson

The number one reason for organizational success or failure is the ability to stay relevant. Having the wherewithal to strategically shift ahead of accelerating marketplace changes is the single most critical skillset an organization can possess. Allen Adamson is Co-Founder and Managing Partner at Metaforce, a disruptive marketing and product consultancy taking a multi-disciplinary channel-agnostic approach to marketing challenges. A noted industry expert in all disciplines of branding, Allen has worked with a broad spectrum of consumer and corporate businesses in industries ranging from packaged goods and technology, to healthcare and financial services, to hospitality and entertainment. Allen has helped his clients activate strategies that enable them to shift ahead of the market and the competition, generating long-term value and increased brand equity. His most recent book, ‘Shift Ahead’ shows how organizations do – or do not – stay relevant using detailed case studies of how the best organizations recognize when it’s time to change direction, and how they pull it off while bolstering their brands. Prior to this Allen was Chairman of Landor Associates, a global communications and brand strategy consultancy.  Under his leadership, the company partnered with a wide array of iconic brands, including Accenture, GE, Johnson & Johnson, FedEx, HBO, Marriott, MetLife, P&G, Sony, and Verizon. Additionally, he provided guidance for non-profit organizations including the 9/11 Memorial and Museum, the Central Park Conservancy, and the Council on Foreign Relations, among others. Before leading Landor, Allen was with Unilever and also held senior management positions at Ogilvy & Mather and DMB&B. A sought-after industry commentator, Allen is a frequent guest lecturer at New York University’s Stern School of Business, the Samuel Curtis Johnson Graduate School of Management at Cornell University, and the Harvard School of Continuing Education. Allen received his BS from the S.I. Newhouse School of Public Communications at Syracuse  University, and an MBA from New York University’s Stern School of Business.

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