A/B Partners
A/B Partners is a New York-based creative agency that designs brand, campaign and organizational strategies for progressive movements, political campaigns, foundations, and select entertainment platforms using its Identity-Powered Design™ methodology and BIPOC-focused research.
- Company typePrivate
- Founded2015
- HeadquartersBeaumont, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What A/B Partners does
A/B Partners (now NewWorld) is a creative design agency that delivers brand, campaign, and organizational strategies anchored in its trademarked Identity-Powered Design™ methodology. Founded in 2015 by Andre Banks and headquartered at 110 E 25th St in New York with secondary offices in Washington D.C. and remote reach, the firm operates as a movement-aligned full-service agency whose core proposition is that breakthrough insights, creative, and media must be grounded in the identities of the audiences being reached. Its underlying capability stack combines proprietary BIPOC-focused research labs, narrative and message testing, creative production (animation, social, video, branding) and integrated media activation; this stack was materially extended by the 2023 acquisition of Avalanche Insights, which added 24-hour rapid response testing, IPD audience segmentation, and attitudinal voter profile development.
The firm sells custom-priced partnership engagements structured either as full-service campaigns or as longer-term strategic-consultant and implementation mandates, and reaches clients through a sales-led go-to-market motion staffed by a dedicated Partnerships Team. Its customer base is concentrated in progressive movement organizers, political leaders, philanthropists, and responsible entrepreneurs, with named engagements spanning election integrity (Win Black 2020), climate equity (Black Fahrenheit, Climate and Clean Energy Equity Foundation), mental health and entertainment platforms (YouTube, A24, CAMH, Child Mind Institute, American Academy of Pediatrics), human rights (Amnesty International USA, Human Rights Watch), philanthropy rebrand work (Equality Fund, Open Society Foundations, Omidyar Network), and Mozilla. Multi-year and campaign-based contracts are the dominant commercial shape.
Revenue mechanics are not publicly disclosed; the company is privately held and bootstrapped per founder commentary, with one $0 funding event from Propel Capital recorded in 2020 and no venture, private equity or parent-company involvement evident. Headcount is stated at 25+ team members composed of 85% People of Color talent. The combined operation now includes Avalanche Insights as a retained brand under the A/B umbrella and announced a 2026 rebrand to NewWorld while continuing to operate the existing client base and website.
A/B Partners firmographics
Firmographics- Name
- A/B Partners
- Legal name
- A—B Partners
- Website
- https://abpartners.co
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- A/B Partners is a New York-based creative agency that designs brand, campaign and organizational strategies for progressive movements, political campaigns, foundations, and select entertainment platforms using its Identity-Powered Design™ methodology and BIPOC-focused research.
- Ownership category
- akta.pro rank
A/B Partners industry classification
Industry- Product category
- Creative & Campaign Strategy Services
- NAICS
- Advertising Agencies (541810)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- B2B/ABM Creative Agencies (MPAAAAAI)
- akta.pro secondary industry
- Technology & B2B PR (MPAAADAC)
Keywords
Where A/B Partners is headquartered
LocationHeadquarters
- HQ city
- Beaumont
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
A/B Partners business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Strategic Consulting & Campaign Services: Full-service agency offering structured partnerships including Identity-Powered Insights (single round, multiple round, or always-on war-room-style), Campaign Strategy, Campaign Brand, Campaign Creative, and Campaign Activation. Custom pricing for partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Identity-Powered Insights (à la carte or bundled) |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
A/B Partners product offering
Product offeringCore offering
A/B Partners is a creative design agency that delivers brand, campaign, and organizational strategies through its proprietary Identity-Powered Design methodology, which integrates research, strategy, creative production, and media placement. The agency primarily serves movement organizers, political campaigns, philanthropists, and responsible entrepreneurs with custom partnership engagements that combine insights, campaign development, and activation services.
Product overview
A—B (now NewWorld) is an Identity-Powered Design agency offering a integrated suite of services across three core pillars: Identity-Powered Insights (research and audience intelligence through surveys, focus groups, message testing, and segmentation), Identity-Powered Campaign Development (strategy, brand design, and creative production), and Identity-Powered Campaign Activation (launch and media placement). Following its acquisition of Avalanche Insights, the agency expanded its research capabilities with enhanced rapid survey and message testing offerings. The company serves clients in social impact, advocacy, democracy, climate, and cultural sectors, producing campaigns, creative content, brand identities, and interactive experiences.
Differentiator
Problem solved
Functional benefit
Products and services
- Identity-Powered Insights Audience and message research services offering rapid survey and message testing capabilities, with results delivered in as little as 24 hours. Designed for nonprofits, political campaigns, foundations, and advocacy organizations needing data-grounded insights into diverse audiences.
- Identity-Powered Campaign Development Strategy and creative production services including Executive Embed consulting, campaign strategy development, visual identity and brand design, and creative content production across social, video, digital, environmental, and merchandise channels. Built for mission-driven organizations and political leaders.
- Identity-Powered Campaign Activation Campaign launch and media placement services including partner engagement, content strategy, media amplification, training, and integrated ad placement across media partners with planning, launch, optimization, and reporting.
- Avalanche Insights Market research and polling service acquired by A/B Partners, providing rapid survey results, nuanced BIPOC data collection, and message testing capabilities. Operates as a wholly owned subsidiary retained under its own brand.
Quantifiable outcome
- Win Black 2020: 15,638,150 video completions, 315,151 ad clicks, 6.6M Facebook reach (5-6x each), 1 racist president defeated
- +1 more outcomes
Companies that use A/B Partners
Customer profileNamed customers29 records
Segments4 records
Ideal customer profiles4 records
A/B Partners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
A/B Partners partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and flagship.
- Avalanche InsightscoreA—B acquired Avalanche Insights, a research firm specializing in BIPOC audience data and message testing. The acquisition adds deeper research capabilities including nuanced data-collection on diverse consumer and voter habits, and rapid survey capabilities delivering insights in as little as 24 hours. Avalanche Insights contributed to Black Fahrenheit campaign research.
- Harmony LabscoreA—B and Win Black partnered with Harmony Labs to produce the 'Beyond Demography: Black Audiences Online' report, analyzing Black digital behaviors and preferences. The report delineates distinct audience subsegments (Learners, Gamers, Strivers, Bootstrappers, Planners) to inform nuanced engagement strategies.
- Climate and Clean Energy Equity FoundationflagshipBlack Fahrenheit campaign was developed in partnership with the Climate and Clean Energy Equity Foundation as part of an ongoing multi-campaign operation for progressive climate policies. The foundation is the funding partner enabling the campaign's 50+ grassroots partner network across 13+ states.
- More Than A VoteflagshipMore Than A Vote (group of artists and athletes headed by LeBron James) teamed up with Win Black in 2020 to create the 'Under Review' partnership combating misinfo and Trump. The Shot Clock segment involved More Than A Vote's broad roster of athletes and influencers.
- United We DreamcoreA—B, Win Black and United We Dream worked together to rapidly create social, digital, and billboard ads to get Latinx voters to the polls and reinforce that voting by mail is safe and secure during the last three weeks of the 2020 general election.
- American Academy of PediatricscorePartnered with AAP to radically expand YouTube's mental health resources through a six-video series of grounding and self-compassion exercises, introducing Blobbi as AAP's official youth mental health mascot.
- Child Mind InstitutecoreProduced animated grounding and self-compassion exercises for teen mental health content across YouTube's crisis resource platform in 22 languages, using identity-agnostic character design for universal teen audiences.
- Centre for Addiction and Mental Health (CAMH)coreCreated animated mental health content for CAMH visualizing scenes of reflection with grounding and eastern meditation principles, supporting addiction recovery audiences through YouTube's crisis resource platform.
- YouTubecorePartnered with YouTube to create mental health content series that appears when users search terms related to suicide, self-harm, and eating disorders, redirecting them to Crisis Resource Panels for safe mental health content.
- Omidyar NetworkcoreDeveloped interactive narrative playbook in partnership with Avalanche Insights for the Omidyar grantee network, empowering Capitol Hill changemakers with data-proven narratives about federal spending and government investment.
- A24coreGroundbreaking audience analysis and fresh creative expression partnership to better connect with AAPI communities and strengthen film marketing for the leading independent entertainment studio.
- Win BlackflagshipFounding campaign partnership creating a first-of-its-kind campaign operation combating mis- and disinformation targeted at Black and Latinx voters. Grew from 8-state to 21-state network with 150+ partners.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
A/B Partners competitors and assessment
Company assessmentDirect peers
- Fenton Communications: Fenton is a social impact communications and creative agency that works with nonprofits, foundations, and progressive causes on campaign strategy, brand, and narrative work. It is the closest peer to A/B Partners in mission, client base, and full-service creative + research offering.
- BerlinRosen: BerlinRosen is a progressive-focused PR, communications, and strategic consulting firm with strong ties to nonprofits, advocacy organizations, and political campaigns. Comparable to A/B Partners in serving movement organizations with messaging, brand, and earned media work.
- Purpose: Purpose is a social impact strategy and creative agency that builds campaigns and brands for nonprofits, foundations, and mission-driven companies. It shares A/B Partners' integrated research-strategy-creative model and movement-building client base.
- GMMB: GMMB is a political and public affairs advertising agency with deep progressive campaign experience, producing creative, media, and message testing for candidates, parties, and causes. It is the most direct competitor in the political + advocacy campaign niche A/B Partners serves.
- Resonance: Resonance is a movement strategy and creative agency that designs brand, narrative, and campaign work for progressive causes, nonprofits, and civic engagement efforts. Comparable in audience research depth and integrated campaign design.
- Wonder: Strategies for Good: Wonder is a creative agency focused on nonprofit, foundation, and purpose-driven clients, delivering brand, campaign, and digital creative. Comparable to A/B Partners in client mix and integrated creative services.
- JOY Collective: JOY Collective is a multicultural marketing and creative agency specializing in Black, Latinx, and AAPI audiences with research, strategy, and campaign execution. Direct overlap with A/B Partners' multicultural audience research and BIPOC-focused creative work.
Broad incumbents
- 72andSunny: 72andSunny is a large, well-established creative agency working with major brands across entertainment, tech, and consumer categories. Comparable as a creative agency in structure and capabilities, but operates at much larger scale and broader commercial scope.
- Droga5: Droga5 is a global creative agency known for high-profile brand campaigns for major platforms and consumer brands. Comparable in creative ambition and brand-building craft but not in mission or client type.
- Barkley: Barkley is an independent creative agency with deep experience in nonprofit, health, and purpose-driven work alongside major commercial clients. Comparable integrated creative model, with broader sector exposure than A/B Partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
A/B Partners social profiles
Digital presenceA/B Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
A/B Partners leadership team
Management profileNumber of profiles
Profiles7 records
A/B Partners subsidiaries and ownership
Company hierarchySubsidiaries1 record
A/B Partners funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
A/B Partners M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about A/B Partners
What does A/B Partners do?
A/B Partners is a creative design agency that delivers brand, campaign, and organizational strategies through its proprietary Identity-Powered Design methodology, which integrates research, strategy, creative production, and media placement. The agency primarily serves movement organizers, political campaigns, philanthropists, and responsible entrepreneurs with custom partnership engagements that combine insights, campaign development, and activation services.
Is A/B Partners a public or private company?
A/B Partners is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was A/B Partners founded?
A/B Partners was founded in 2015. It employs 11 to 50 people.
Where is A/B Partners based?
A/B Partners is headquartered in Beaumont, United States, in the North America region.
How does A/B Partners make money?
One revenue line is on record: strategic Consulting & Campaign Services.
Who are A/B Partners's main competitors?
Direct peers on record are Fenton Communications, BerlinRosen, Purpose, GMMB, Resonance, Wonder: Strategies for Good and JOY Collective. Broad incumbents are 72andSunny, Droga5 and Barkley.
Does A/B Partners have an API?
No public API is recorded for A/B Partners.
What industry is A/B Partners in?
A/B Partners's product category is Creative & Campaign Strategy Services. Its primary akta.pro industry code is MPAAAAAI, B2B/ABM Creative Agencies, with a secondary code of MPAAADAC, Technology & B2B PR. Its NAICS code is 541810 and its SIC code is 7311.