Company History

Brierley+Partners Through The Years

Even as the visionary voice in the loyalty marketing marketplace, we are equally defined by our journey. These are the high points of our unique story.

  • 1985

    Hal Brierley creates his first loyalty design firm, Targeted Marketing Systems, Inc. in Dallas, Texas.

  • 1987

    Targeted Marketing Systems, Inc. expands, becoming Brierley+Partners, a full-service direct marketing company. Hal Brierley and his staff design the Hilton HHonors program. They hire a creative and production staff to aid in the branding and launch of this revolutionary program. The Brierley Los Angeles office is born.

  • 1988

    Brierley+Partners continues their work in designing best in class loyalty programs for the travel industry by creating the “name in lights” board for Hertz #1 Club Gold to allow members to skip the line when picking up their rental car.

  • 1996

    Brierley Europe is launched in London, with the purpose of serving European clients more closely. Sutter Hill Ventures purchases a 10% stake in the company.

  • 1999

    WPP purchases a 20% stake in Brierley+Partners.

  • 2002

    Brierley’s capabilities expand in the technology area, with new business activities directed across all verticals.

  • 2003

    Brierley+Partners ventures heavily into the retail loyalty space with American Eagle Outfitters, designing and launching the AE All-Access Pass loyalty program rewarding members for store and online purchases.

  • 2005

    Brierley refreshes its identity with an overhauled corporate branding suite.

  • 2007

    Brierley LoyaltyWare® is developed, and Jim Sturm signs on as CEO.

  • 2010

    Brierley+Partners creates a program for specialty retailer GameStop, and launches one of the fastest growing loyalty program’s in the country with GameStop’s PowerUp Rewards program. Additionally, Brierley’s loyalty program design client, Godiva, wins Colloquy Award for Loyalty Innovation in Retail.

  • 2011

    GameStop PowerUp Rewards, wins Colloquy Award for Loyalty Innovation in Retail.

  • 2012

    Brierley embarks on a partnership with Teradata to win the first two industry inbound, real-time loyalty and CRM initiatives from Hertz and 7-Eleven. The ExpressNEXT program is named a finalist in the Colloquy Award for Best Loyalty Innovation in Retail.

  • 2013

    The Hertz program is given the Colloquy Award for Loyalty Innovation in Travel/Hospitality. Brierley is named Teradata’s Innovator of the Year for ongoing innovation in loyalty.

  • 2014

    Brierley+Partners builds functionality to fully integrate with Google Wallet. Brierley receives Teradata’s Integrated Marketing Management EPIC Award. awards Hertz with Best Loyalty Program Award.

  • 2015

    Brierley is acquired by Nomura Research Institute, a leading provider of consulting services and solutions. The Hertz program is again recognized by for Best Overall Benefits. Brierley receives Teradata’s APEX Innovation Award.

  • 2016

    Forrester Research, Inc. names Brierley+Partners as a leader in loyalty for a 2nd year in a row, and awards top honors to Brierley across four categories. GameStop PowerUp Rewards is named 2016 Loyalty Expo Platinum Loyalty Program of the Year in the Loyalty360 Awards. Brierley+Partners Japan is incorporated, in Tokyo.

  • 2017

    Forrester names Brierley a Leader in Customer Loyalty for the 3rd year in a row, receiving the highest score for both Current Offering and Strategy. In addition, Brierley continues its history of award-winning programs with several industry achievements. Jim Sturm, Brierley’s CEO, earned an Owler 2017 Top Rated CEO Award. GameStop PowerUp Rewards won the Silver Award in Technology & Trends in the Loyalty360 Awards. For the sixth consecutive year, Hertz Gold Plus Rewards won the FlyerTalk Award for Best Rewards Program Worldwide in the drive category. Hertz was also a finalist in the 2017 Loyalty Magazine Awards for Best Loyalty Program of the Year – Travel.

  • 2018

    Kats Murakami is named Brierley's President and CEO. The Brierley Japan office expanded to a new location.