Marcie Allen
Marcie Allen

President, MAC Presents

(Photo: Robbie Klein)

Tracking Impact
Marcie Allen, president of MAC Presents, her sponsorship and live events agency, broke new ground in 2012. Three years after moving the company to New York from Nashville, MAC Presents has ventured into the fashion world by working with designer Rag & Bone. MAC launched the new Samsung Galaxy Note with a performance by Band of Horses at a Rag & Bone-hosted party backed by a print and commercial campaign shot by Danny Clinch.

My Mentor: "My mentor is Cara Lewis. [Lewis is an agent for the Creative Artists Agency and one of Billboard's 2012 Women In Music honorees] I have known her since 1995, when I first started in the music industry at Cellar Door/Live Nation. She has been supportive of my career professionally and personally over the years. She taught me to stand up for myself and admit when you're wrong."

Among the performances MAC Presents booked in the last year were the Band Perry for Samsung/AT&T at the Cotton Bowl, Nickelback for the AT&T Developer Summit and Pitbull for AT&T at BlackBerry World. Social media has opened up brand involvement beyond tour sponsorships. Allen points to MAC Presents' launching of Nokia Music with AT&T through a sponsorship with Green Day that has garnered more than 165 million social media impressions. "All the programs we did this year were heavily based in social media," she says. "There has to be value. You have to be able to measure and track sales. You can do that with social media."