Who
We Are
What Works is an award-winning agency whose projects have resulted in billions of earned media impressions globally and over $100 Million in ROI for our clients.
This is What Works.
Since 2009, What Works has been creating brands, projects, and campaigns that have become culturally significant movements that capture the attention of the world.
Our work has resulted in hundreds of millions of dollars in measurable economic impact and ROI, billions of earned media impressions, viral social media events, and global brand recognition for clients seeking to create monumental change at scale.
We have won many awards, including Innovator of the Year and Creative Group of the Year, but our primary focus is on creating big wins for our clients and we have a strong track record of delivering transformational results with global reach.
We have found success across multiple industry sectors because we study and leverage the psychology of decision-making, community dynamics, and the emotional response of our audiences.
What Works is led by Brooke Hall Allen (Founder/CEO) and Justin Allen (COO). The What Works team includes project managers, account managers, digital marketing specialists, social media managers, content creators, problem-solvers, designers, developers, copy writers, and creative strategists who are uniquely talented at crafting narratives, identities, and movements that inspire people to action.
As a woman-owned small business, we’re certified by Maryland DOT as Minority Business Enterprise (MBE), Disadvantaged Business Enterprise (DBE), and Small Business Enterprise (SBE), Baltimore City as Women’s Business Enterprise (WBE), WBENC National as a Women Business Enterprise (WBE), and WBENC and SBA as Women-Owned Small Business (WOSB). Learn more about how we can help you achieve your minority participation goals.
We’re the creators of Light City, America’s first large-scale light and innovation festival that has generated over $111 Million in economic impact for Maryland. We developed Light City to position the region as a global hub of innovation, create economic opportunities for innovators, artists, and entrepreneurs, and shift the image of a city in the eyes of the world. In its first year, Light City welcomed more than 400,000 people over 7 nights, and added $33.8 Million to the local economy (a ROI of 956%). To date, Light City has had more than 2.9 Billion earned media impressions. See the full case study.
What Works created the viral internet celebrity, Mr. Trash Wheel, who has become an international icon for ocean conservancy. Mr. Trash Wheel achieved the number one spot on the front page of Reddit during a viral AMA appearance, was featured in National Geographic’s print edition, and was named Discovery Channel’s #1 Story of the Year. After being featured in hundreds of publications globally, Mr. Trash Wheel has become popular around the world. See the full case study.
Before that, we helped raise $5.9 million in a single day on #GivingTuesday for a technology client. The #BmoreGivesMore effort became the largest #GivingTuesday campaign at that time and won Baltimore the title of “Most Generous City in America.” Together with the client, we birthed a movement that was replicated in over 70 cities the following year. Our campaign was featured in dozens of national publications, mentioned in many more online outlets, and is now featured in a permanent exhibition in the Smithsonian’s National Museum of American History. See the full case study.
Why We Do It.
We have a penchant for dreaming big, having massive impact, and empowering people to reach their highest potential. We created the Light City festival, which attracted over 400,000 people in its first year, Mr. Trash Wheel, who became a viral internet celebrity, and What Weekly Magazine, which brought together hundreds of contributors, published thousands of positive stories, and garnered awards and attention from international media.
Rave Reviews.
Awards.
Innovator of the Year
The Daily Record
Creative Group of the Year
Baltimore Innovation Week
25 Women to Watch
The Baltimore Sun
Top 40 Under 40
Baltimore Business Journal
Downtown Baltimore Award
Downtown Partnership of Baltimore
Baltimore Transformer Award
Strong City Baltimore
Silo Breaker Award
Betamore
Mayor’s Certificate of Recognition
City of Baltimore
Best of Baltimore: Light City
Baltimore Magazine
Best of Baltimore: What Weekly
Baltimore Magazine
Brava Top Female CEO
Smart CEO Magazine