Nic Allum

Nic Allum is a pioneer in developing culture and cultural relevance for global brands and events, with 30 years’ experience across the UK, Asia, Australia and the USA.

Starting out in London working Nic was a founding organiser of iconic festivals Reading and Phoenix, where she had an extraordinary learning curve in how fan communities work, and how people organise socially around culture and diverse music genres.

After relocating to Australia, Nic launched Pacific Circle Music (Australia’s SXSW) in the early days of the internet, before moving on to launch groundbreaking digital sites Lifelounge, Digital One, MP3.com, KGrind and Metalshop for global digital network 24/7 Real Media.

After leading multicultural event programs across Asia and contracting stints with progressive clients such as Adobe, Qantas and Microsoft, Nic came to the attention of the projects*, then a fledgling boutique agency with one office in Australia. During her tenure at the projects*, she has overseen the strategic expansion of the business into a global brand, influencer and social media agency with offices in New York, Sydney, Los Angeles, Amsterdam and London, and has led influencer and digital innovation with brands such as Jameson, Vanity Fair, Electronic Arts, Chivas, Mercedes-Benz and Will I Am.

Nic has authored 4 global playbooks on influencer collaboration and social media content and most recently, has been a principal co-author of Target’s social media and influencer strategies.

Nic is now based in Los Angeles, where as Senior Vice President, Strategy, Culture and Influence, she is a principal influencer and social media thought leader for Target and Budweiser Europe.