British television viewers may recognize her as the one-time “Muse of Marketing” on Sky News or for her appearances on BBC’s version of The Apprentice. But countless business executives know her in a more personal light – as a trusted advisor who helps refine their marketing strategy and guide their expansion into new markets.
For the past three decades, the art of bridging cultural barriers has been Allyson Stewart-Allen’s passion. As the founder and CEO of International Marketing Partners, she’s helped more than 200 businesses leverage new opportunities in the United States and internationally.
As an American-born California native who has called the United Kingdom her home for nearly 30 years, Stewart-Allen brings first-hand experience to the international business challenges her clients face. “My goal is that, by helping people bridge cultural or organizational divides, they and their organizations are happier and more able to fulfill their purpose,” she says.
In addition to her work as a consultant, Stewart-Allen has also been active as a public speaker and as mentor for the Mayor of London’s International Business Programme. In addition, she co-wrote Working With Americans, a book designed to educate foreigners on America’s business culture.
This year, she’ll don another title – Judging Committee Chair of the Marketing Awards categories in The 2017 International Business Awards. It’s a role where she can draw on her expertise to not only select winning companies, but provide input that other entrants can draw on as the move forward.
“The Stevie Awards are one of the few business competitions that are truly international, providing judges with a great opportunity to compare the achievements of businesses from a global, rather than local, perspective” she says.
An emphasis on ‘localization’
“I have always been fascinated by how businesses operate, particularly in the areas of leadership, sales and marketing,” saysStewart-Allen.
After attending the University of Southern California’s Marshall School of Business as an undergrad in the early 1980s, she earned her MBA under the tutelage of Peter Drucker, one of the most influential business thinkers of the past half century.
She went on to work for multiple blue-chip advisory firms – PwC, PA Consulting Group and Hay Management Consultants – before establishing International Marketing Partners in 1991. There, she’s surrounded herself with a group of marketing and business development specialists who bring experience in a variety of industries.
Stewart-Allen and her team have counseled dozens of businesses, including the likes of Burberry, HSBC, NBC Universal and SAB Miller. Her firm provides market analysis as well as insights into foreign business cultures that companies can leverage to attain better returns on their marketing investment.
“I am a hands-on CEO, so I define what my clients require and work with the Board and their operational teams to meet the agreed objectives, which could mean running a workshop one day, talking to a CEO about the strategy for international growth, running leadership courses or undertaking market research,” she explains.
An improved understanding of overseas markets helps ensure that clients avoid a one-size-fits-all strategy that may not work in every corner of the globe. “As a result of more local approaches and effectiveness, my clients achieve increased brand loyalty, employee loyalty and stakeholder engagement,” Stewart-Allen notes.
In the age of social media, she says, the stakes are even higher when organizations step outside their comfort zone. “It can bring a company’s mistakes to the consumer’s attention within minutes and thereby detrimentally affect the company’s brand, reputation and ability to bounce back.”
Leading the panel of judges for the marketing awards is another avenue for Stewart-Allen to help companies get it right. “My goal is to help businesses operate profitably in an increasingly global environment, at a time when the future is hard to predict,” she says.

“It prompted a meaningful conversation with our CEO and COO about the true strategic role and potential reach of communications as an organizational asset; validated our professionalism; and gave us an opportunity, through Facebook, to link the recognition with our dedication to sharing stories and progress about people and programs in the communities where we invest public resources.”
The special feature of the Stevie Awards: “They are not just another industry award for the big players,” says Michael Gallagher, president and founder of the Stevie Awards. “Certainly, many of the world’s largest and best known companies are among our winners. But most winners of the Stevie Awards are small and medium-sized companies that are still growing and are still building their brands.”
This year’s Gold, Silver and Bronze Stevie Award winners will be announced at an awards dinner at the Marriott Marquis Hotel in New York City on Friday, November 17. More than 500 women and their guests from around the world are expected to attend the presentations, which will be broadcast live on
That was when the idea was born to revive the venue, formerly dubbed ‘Phoenix-Halle’, and transform it into ‘
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All customer service, contact center, business development and sales departments, teams and professionals worldwide are eligible to be nominated, in addition to new products and services and solution providers used by those professionals. The 2018 awards will recognize achievements since July 1, 2016.
Other leading winners of Gold, Silver and Bronze Stevies include the Istanbul (Turkey) Gas Distribution Company, with two Gold, one Silver and nine Bronze wins, and ej4, a leading video e-learning producer based in Missouri, USA with three Gold, one Silver and three Bronze Stevies.
The worldwide public vote was conducted this summer, with the highest number of votes deciding the winners in a variety of industries. More than 14,000 votes were cast. All Stevie Award winners in the Company of the Year categories of this year’s International Business Awards were eligible to be included in voting for the People’s Choice Stevie Awards.









