Alli, built by PMG.
Built by experts, for experts
Alli is built by PMG, the independent platform company founded in Fort Worth, Texas, in 2010. It started that year as the system PMG needed for its own client work, has been in production for more than 15 years, and today runs every PMG client and team. The people who build Alli and the people who use it every day work for the same company.
13 global hub offices
- DallasHQ
- Fort WorthFounded
- Austin
- Atlanta
- New York
- Boston
- Cleveland
- London
- Brighton
- Düsseldorf
- San José
- Toronto
- Mexico City
Last updated
Who is PMG?
PMG is a global, independent platform company that unites strategy, media, data, creative, and technology to drive modern marketing and measurable business growth. It was founded in 2010 by George Popstefanov, who still leads the company as Founder and CEO, and it's headquartered in Dallas, Texas.
Today PMG has more than 1,000 people across 13 global hub offices and manages more than $7 billion in annual media spend. Its clients include brands like Apple, Nike, Sephora, Kohler, Gap Inc., Ralph Lauren, Expedia, and Dropbox.
What makes PMG different from a typical agency is that it builds the technology it runs on. That technology is Alli.
Brands PMG works with
Who built Alli, and why?
PMG built Alli because the tools available weren't enough for the work its teams and clients needed to do. Most marketing technology was built to report on, manage, or automate one part of the job. None of it connected data, strategy, creative, media, and measurement in one place. So PMG built the system it needed.
Technology was part of PMG from the start, and so was the platform that became Alli. When the company opened in a small office on West 7th Street in Fort Worth in 2010, it had three people: George, a developer, and an SEO specialist. Building its own platform wasn't a later strategy. It was how the company worked from day one.
Alli has been in production ever since. For more than 15 years, it's grown with every new client problem, platform change, and privacy shift PMG has worked through. It was shaped by teams managing real budgets, real campaigns, and real executive questions, which is why it solves the problems practitioners actually have.
We didn't build Alli because we wanted to sell software. We built it because the existing tools weren't enough for the work our teams and clients needed to do.
How have PMG and Alli grown?
From three people in Fort Worth to more than 1,000 around the world. Every milestone below was made possible by PMG's people, clients, and partners.
Fort Worth beginnings
- 2010 3 people
PMG opens on West 7th Street in Fort Worth, Texas, with three people: a developer, an SEO specialist, and George. Work begins on the platform that becomes Alli.
- 2011 4 employees
Four employees. First office expansion in Fort Worth. New clients include Lacoste and Hurley.
- 2012 16 employees
16 employees and a second Fort Worth office expansion. New clients include Travelocity, J.Crew, and ModCloth.
- 2013 25 employees
25 employees and a third office expansion. New clients include OpenTable.
- 2014 50 employees
50 employees. PMG opens in New York and lands on the Inc. 5000 list of fastest-growing companies. New clients include Sephora and Beats by Dre.
- 2015 73 employees
73 employees. PMG opens in Los Angeles and is named to the Deloitte Fast 500 and Ad Age Best Places to Work. New clients include Expedia and Fossil Group.
- 2016 89 employees
89 employees. PMG opens in Austin, wins seven Cannes Lions, and is named a Media Agency of the Year. New clients include Cirque du Soleil.
- 2017 138 employees
138 employees. PMG opens in London. New clients include Gap Inc. and Apple.
- 2018 166 employees
166 employees. PMG opens in Dallas, joins the 3% Movement's pledge for pay equity, and is named an Inc. Best Workplace.
- 2019
PMG is named to Adweek's Fastest Growing Agencies and the Chief Marketer 200. New clients include Ralph Lauren.
- 2020 297 employees
297 employees. PMG commits to supporting Black talent in marketing and joins 600 & Rising. Named again to Adweek's Fastest Growing Agencies.
- 2021 455 employees
455 employees and a new Dallas headquarters. Ad Age names PMG the #1 Best Place to Work, and Adweek names it Breakthrough Media Agency of the Year. PMG launches its Strategy, Performance, and Insights practice. New clients include Kohler and Crate & Barrel.
- 2022
PMG is #2 on Ad Age's Best Places to Work, MediaPost's Independent Agency of the Year, and on Adweek's Fastest Growing Agencies list. New clients include Nike and Shake Shack.
- 2023 842 employees
842 employees. PMG acquires Camelot Strategic Marketing & Media and RocketMill, expanding into CTV and EMEA. Named #1 on Fortune's Best Workplaces in Texas. New clients include Rothy's and Fanatics Sportsbook.
- 2024 907 employees
907 employees. PMG is named to Ad Age's Best Places to Work for the ninth year in a row. New clients include Alo, Northwestern Mutual, Rosewood, and Solo Stove.
- 2025
PMG acquires Momentum Commerce, strengthening commerce marketing, and opens Alli to third-party developers with the launch of Alli Marketplace.
- 2026 1,000+ people
PMG acquires Digital Voices, expanding influencer marketing. Today PMG has more than 1,000 people across 13 global hub offices, and Alli runs every client and team.
- Fort Worth2010
- New York2014
- Los Angeles2015
- Austin2016
- London2017
- Dallas2018
- 13 global hubs today
What does practitioner-built mean?
A practitioner-built platform is technology designed by the same people who use it to do the work. PMG's engineers, strategists, media teams, analysts, and client leaders work close to the problems Alli solves, so the roadmap comes from friction teams feel every day, not from a list of features someone imagined.
Built against real problems
Every Alli product started as a problem a PMG team or client was trying to solve, like reconciling global data, catching campaign issues early, or proving brand investment.
Tested on real work first
New capabilities run on PMG's own client work before they reach anyone else. A platform used for real budgets and deadlines gets fixed fast.
Used by the people who build it
Alli powers 100% of PMG's clients and teams. There's no separate "demo" version. What clients see is what PMG uses.
How do PMG's people and Alli work together?
People pioneering technology. Technology powering people.
You shouldn't have to choose between great people and great technology. Alli handles the connected data, repetitive work, and analysis at scale. PMG's experts bring the judgment: brand, market, customer, and business context that no platform has on its own. Together, they make decisions faster and easier to defend.
Expertise built in
Templates, workflows, and definitions in Alli carry 15+ years of PMG practice, so teams don't start from zero.
Experts alongside the platform
PMG teams use Alli every day on client work, and they're there to help clients use it too.
In-residence partnership
PMG teams work close to client teams and their planning rhythms, so they understand the inventory, market, culture, and leadership priorities behind the numbers.
Why does PMG's independence matter?
PMG is independent. It isn't part of a holding company, so it can build and act without holding company incentives or legacy models. For clients, that means faster decisions, clearer accountability, and a direct connection between the work and the business outcome.
Independence also shapes how PMG handles money and data. PMG operates with full transparency on media economics, and Alli gives clients the same view of the work that PMG's own teams have.
- No hidden markups
- No agency volume bonuses
- No kickbacks
- Full client audit rights
Is PMG an agency or a software company?
Both. PMG sits between a technology company and a strategic agency. It builds Alli, and it uses Alli to run client work. That combination gives clients something neither model offers on its own.
| Traditional agency | Software vendor | PMG with Alli | |
|---|---|---|---|
| Technology | Licensed from third parties | Built in-house | Built in-house, by practitioners |
| Who uses the platform | The agency, behind the scenes | The client's team | PMG and the client, in the same system |
| Expertise | Strategy and service | Product support | Strategy, media, creative, and data experts who use the platform daily |
| Transparency | Reports and slide decks | Depends on the client's own use | Clients see the same data, logic, and work PMG sees |
| Roadmap | Set by vendors | Set by the product team | Shaped by daily client work |
What has PMG been recognized for?
PMG's work and culture have been recognized by the industry for more than a decade.
Ad Age Best Places to Work
nine years in a row as of 2024, including #1 in 2021
Fortune Best Workplaces in Texas
#1 in 2023
Cannes Lions
seven Lions in 2016, with more since
Adweek Breakthrough Media Agency of the Year
2021
MediaPost Independent Agency of the Year
Adweek Fastest Growing Agencies
named multiple years
Inc. 5000 and Deloitte Fast 500
PMG gave 6,000 paid hours to more than 40 organizations in the past year.
The ideas behind Alli
- What is a business growth platform?One connected system that links a business's data, intelligence, planning, and execution on a shared foundation, so every decision and action builds on the last.
- What is agentic AI in marketing?AI agents that research, plan, produce, and monitor marketing work across tools, with people directing the work and approving what goes live.
- What is human-in-the-loop AI?AI that keeps people involved at the points that matter, so experts guide the work and approve consequential decisions before anything goes live.
- What is decision intelligence?Using data, analytics, and AI to support specific business decisions, connecting what the data shows to what a team should do next.
Built by PMG FAQ
Who makes Alli, how long it's been around, and why it matters.
Who built Alli?
Alli is built by PMG, a global independent platform company founded in 2010 in Fort Worth, Texas. PMG's engineers, strategists, media teams, and analysts build it for their own client work. Alli now powers every PMG client and team, so the people who build Alli are also the people who use it every day.
What is PMG?
PMG is a global, independent platform company that unites strategy, media, data, creative, and technology to drive marketing and measurable business growth. Founded in 2010 and headquartered in Dallas, it has more than 1,000 people across 13 global hub offices and manages more than $7 billion in annual media spend.
Who founded PMG?
PMG was founded in 2010 by George Popstefanov, who leads the company as Founder and CEO. It started in a small Fort Worth office with three people: George, a developer, and an SEO specialist. Building technology alongside the client work was part of how PMG operated from its first day.
How long has Alli been in production?
More than 15 years. The platform that became Alli started in 2010, when PMG was founded, and it has been in production ever since, evolving through every major change in media platforms, privacy rules, and data infrastructure. That history is why it's a mature enterprise platform, not a new AI product.
Why did PMG build its own platform?
Because the tools available weren't enough. Most marketing technology handled one task, like reporting or automation, and none connected data, strategy, creative, media, and measurement. PMG built Alli to close that gap for its own teams and clients, and kept building it as the work got more complex.
Is PMG independent?
Yes. PMG is not owned by a holding company. That independence lets it build technology and make decisions without holding company incentives, and it supports transparent media economics, including no hidden markups, no agency volume bonuses, and full client audit rights. Clients can see how their money is spent.
Is PMG an agency or a technology company?
Both. PMG builds Alli and uses it to run client work across strategy, media, creative, and data. Clients get a platform built by practitioners, the experts who use it every day, and access to the same system PMG's own teams work in, instead of only seeing reports.
Where is PMG headquartered?
PMG is headquartered in Dallas, Texas. It was founded in Fort Worth and has 13 global hub offices, including Dallas, Fort Worth, Austin, Atlanta, New York, Boston, Cleveland, London, Brighton, Düsseldorf, San José, Toronto, and Mexico City. Teams in every office work in the same Alli platform, so clients get one consistent system across markets.
How have acquisitions shaped Alli?
PMG's acquisitions have added expertise that feeds into Alli. Camelot Strategic Marketing & Media and RocketMill expanded CTV and EMEA capabilities in 2023, Momentum Commerce strengthened commerce marketing in 2025, and Digital Voices added influencer marketing in 2026, with its tools planned to join Alli.
Which brands work with PMG?
PMG works with global brands including Apple, Nike, Sephora, Kohler, Gap Inc., Ralph Lauren, Expedia, Dropbox, Intuit, and Whole Foods. PMG keeps about 90% of its clients year over year, and every client relationship runs on Alli, so clients work in the same platform PMG's teams use for their business.
Keep exploring why teams choose Alli
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See how Alli proves impactMeet the team behind the platform.
Book a walkthrough with the PMG practitioners who use Alli every day. Bring a real question, and we'll answer it live.