New Look Luntz Becomes Storyline Strategies

Washington, DC-based research and consulting firm Luntz Global Partners has rebranded as Storyline Strategies, as it repositions itself with a wider offer and a focus on innovative methods.

The company was founded by political pollster, Republican party strategist and Fox News commentator Frank Luntz, but after his departure in 2017 its management resolved to reset its priorities under CEO Alyssa Salvo (pictured), who joined it as an intern after graduating from Princeton. It moved to focus on new tools and methodologies, increase its focus on understanding consumer behavior and language, diversify its client base and lose its partisan political reputation. Its web site now divides its offer into B2B, B2C and 'Issues & Policy'.

Luntz / Storyline recently launched Storyline Studio, an ad testing and perception mapping app which measures performance against a set of customizable KPIs; and the company's Partnership Team is now joined by former Google insights leaders Josh Burris and Shepherd Pittman, who will lead its San Francisco office.

The firm 'has grown and - most importantly - meaningfully evolved', according to Salvo. She comments: 'The time was right for our name and brand to reflect who we've become and where we're going... The team we've built and developed isn't just determined to reinvent our agency. From methodological approaches to new technologies, we're setting out to reimagine research, pushing conventional boundaries in service of our clients. Our philosophy is simple: 'We believe in the art of storytelling powered by the science of research'.

Marcoms network MDC Partners acquired a majority partnership interest in Luntz Global in 2014.

Web site: www.storylinestrategies.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.