Samantha Allen launches her own PR agency Purpose

Samantha Allen Liquid IdeasFormer Liquid Ideas agency director and senior Pulse executive Samantha Allen has launched a new public relations agency Purpose.

Allen departed Liquid Ideas in May after just over a year with the agency. Founder and CEO of Liquid Ideas Stuart Gregor later conceded her departure came about after he found it  too “bloody hard” to step away from the agency and allow others to run his company.

In her new venture, Allen said her new agency Purpose would start small and be based on the question of ‘why’. “I have been enormously inspired by Simon Sinek’s work around the power of ‘why’. So much so that I have put it at the core of my business,” said Allen.

Among Purpose’s foundation clients are Gloria Jeans, Destination NSW, Treasury Wine Estates and the Moratis Group of fresh produce farmers and distributors.

According to Allen, her agency Purpose will be focused on “brands that pursue noble purpose” and has a tagline of: “Better work for brands with a why.”

“Helping brands share their stories of real purpose is what I’ve always loved doing – –whether that be to bring happiness, to connect people, or to create a different way of experiencing the world – purpose can be fun, as well as uplifting and emotionally powerful,” Allen said.“Based on this idea of success through purpose, what we’re on about is really helping companies and brands find their path to purpose.”

Allen’s credentials include working on brands such as Vodafone, Microsoft, Tourism Australia, CUB and Kraft, and while in New York running consumer campaigns for Guinness, Ford and BP’s sponsorship of London 2012.

She launched Pulse in 2003, and before that was founder and president of Chocolate Communications in San Francisco, an independent boutique agency owned by Grant Butler Coomber UK.

At this year’s Mumbrella360 conference her former boss Gregor told an audience that he and Allen had different directions in mind for the agency. 

“When you are a small agency and you founded the agency, you get to a point when you as a leader have to step aside in order for it to grow. That’s really bloody hard. What I learned is that it’s about leadership. One strong leader is better than two pulling in different directions,” he said.

At its launch the agency has two full time staff and three part time staff.


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