Nic Allum

Senior Vice President, Culture & Influence at The Projects

Associate member since 2019
Region - USA


Nic Allum is a pioneer in developing culture in the digital and social media space, with 30 years’ experience across the UK, Asia, Australia and the USA.

Starting out in London working with cult record labels & executives James Lavelle (Mo’Wax), Gilles Peterson (Acid Jazz) and Coldcut (Ninja Tune), 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.

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,, KGrind and Metalshop for global digital network 24/7 Real Media.

After contracting stints with progressive digital agencies and clients such as Adobe, VMWare 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 influencer and social media agency with offices in New York, Los Angeles 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.