Allen and Gerritsen
Allen and Gerritsen is a company.
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Financial History
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Leadership Team
Key people at Allen and Gerritsen.
Allen and Gerritsen is a company.
Key people at Allen and Gerritsen.
Key people at Allen and Gerritsen.
Allen & Gerritsen (A&G) is a fiercely independent, fully integrated advertising agency founded in 1985, with offices in Boston and Philadelphia. It specializes in communications, customer experience (CX), public relations, media, and analytics, helping brands achieve sustainable growth through strategy, data, and creative innovation.[1][2][3][4] The agency's mission centers on making brands "unignorable" by starting with outcomes like predictive analytics and behavioral science to drive market share and consumer engagement, rather than mere outputs.[3][4] Key sectors include healthcare, eCommerce, food & beverage, tourism, higher education, B2B, and environmental sustainability, with notable clients like Dunkin’, HomeGoods, Meet Boston, and The Giant Company.[2][5][6]
A&G's revenue streams highlight its focus: 30% from general market/traditional advertising, 20% B2B, and 20% digital/interactive services, supporting around 137 employees and $25 million in annual revenue.[1][5] Recognized twice by Ad Age as a Best Place to Work, it operates innovation labs, production studios, and brand newsrooms to blend physical and digital experiences.[3]
A&G was founded in 1985 by Paul Allen and Peter Gerritsen in Boston as an outsourced marketing arm for B2B tech startups.[1][2] During the dot-com boom, it pivoted counterintuitively from tech hype to consumer brand work, launching campaigns like HomeGoods' national rollout while others chased .com bubbles.[2] One founder departed in 2002, shifting to the A&G shorthand for a modern identity, and the agency expanded via acquisition into Philadelphia.[2]
Andrew Graff joined in 1995 and became CEO, steering its evolution into a data-driven, collaborative powerhouse.[2] This "zag" mindset—betting on long-term brand building—propelled 40 years of indie growth, celebrated in 2025.[2]
A&G rides the wave of data-fueled, human-centered marketing in a post-cookie, AI-driven era, where brands need "inventiveness" at the intersection of analytics, tech, and creativity to earn genuine engagement.[3] Timing favors its model amid fragmented media and privacy shifts—its predictive tools and behavioral insights help brands navigate Amazon-dominated eCommerce and influencer ecosystems without outspending.[4][6] In tech-adjacent sectors like B2B and .com businesses, it elevates startups and enterprises by making complex offerings consumer-grade.[1][2][6] By staying independent in Boston and Philly—hubs of innovation and resilience—A&G influences the ecosystem through cultural integrations, sustainability campaigns, and education marketing, accelerating growth for non-tech brands in a tech-saturated world.[2][6]
A&G's indie spirit and "unignorable" focus position it to thrive in 2025 and beyond, expanding AI-enhanced personalization and multicultural strategies amid economic volatility.[2][4][7] Trends like sustainable branding, immersive experiences, and real-time analytics will amplify its edge, potentially growing via more AOR wins in food, health, and tourism.[5][6] As agencies consolidate, A&G's collaborative model could inspire a wave of specialized indies, evolving its influence from regional powerhouse to national growth engine—proving that fierce independence still zags ahead.[2]