SOURCE: All Terrain

All Terrain

September 23, 2013 10:26 ET

All Terrain Celebrates Record Growth and Expansion on Its Fifteenth Anniversary

CHICAGO, IL--(Marketwired - September 23, 2013) - All Terrain, one of Chicago's fastest-growing independent Experiential Marketing agencies, celebrates its fifteenth year in business. The milestone comes at a time of record growth and momentum for the agency founded by Sarah Eck-Thompson and Brook Jay. All Terrain recently launched an innovative Experiential Design model; added to its client roster and senior leadership team; completed an expansion and redesign of its Chicago headquarters; and continues to garner industry recognitions for its growth.

"All Terrain was founded on the principal that there was a better way to build meaningful and lasting consumer engagement through experience-centric programming," said Eck-Thompson. "Fifteen years later our vision remains largely the same, and it's rewarding to see the number of brands that are recognizing how Experiential Marketing has evolved to become an essential piece of their marketing arsenal."

Three Years of Record Growth and Expansion

All Terrain has achieved three consecutive years of accelerating growth, reporting an increase of 270% in revenue from 2009 to 2012. The agency, known for its innovative programming on behalf of marketers like General Motors, The Cosmopolitan of Las Vegas, The Illinois Lottery, Apothic Wines, Allstate, and Kellogg's, expects 2013 revenue to exceed $10MM for the first time in the agency's history. The agency nearly tripled the number of staff during the past three years and now employs 31 people in its Chicago headquarters. All Terrain also maintains a network of more than 750 brand ambassadors who can be deployed to virtually any US market large or small.

All Terrain continues to be honored by the industry for its business growth and achievements. This year the agency was named to the Inc. 500|5000 list of fastest-growing private companies in America earning an elusive Honor Roll designation as a five time honoree. All Terrain has also been a fixture on Promo Magazine's "Top Shops" listing (formerly the "PROMO 100"), and Event Marketer has again named the agency to its 2013 "It List" of the top Experiential Marketing agencies in the country.

"Our growth is a direct result of our efforts to help marketers recognize the value of rewiring their overall approach to focus on experiential design," said Jay. "Putting the consumer at the core and then leveraging data to understand consumer behavior and preferences are key to engineering experiences that deliver value and create engagement the consumer will welcome and help sustain."

In September, All Terrain expanded its senior leadership team by appointing Doug Dome as president. Dome, a marketing industry veteran, will be responsible for fueling and managing agency growth including expanding services and processes to support the agency's innovative experiential design model. Earlier in 2013, All Terrain also hired Christian Lemke as director of business development and marketing and Karen Curran as senior manager of talent management.

This month, the agency will debut its expanded office space on Chicago's west side. The 9,000 square foot space was designed to accommodate additional staff and to support the agency's evolving approach to experiential design.

"All Terrain is terrifically positioned in the marketplace," said Dome. "Many agencies continue to struggle to integrate their core disciplines, even as evidence mounts that traditional IMC planning that passively connects consumer touch points simply doesn't work. All Terrain offers marketers a new experience-based approach to integration enabling them to deploy all disciplines seamlessly to deliver highly relevant consumer brand experiences."

Breaking New Ground in Experiential Marketing

All Terrain is a pioneer in the Experiential Marketing industry. Over the past decade and a half, they've established new ways to engage consumers through experiential design that have quickly become the industry standard. All Terrain's unique approach centers on their experiential model that continues to drive innovation in the industry.

All Terrain's most recent work on behalf of The Cosmopolitan of Las Vegas led to the creation of the first-of-its-kind in-flight Experiential Marketing partnership for United Airlines -- marking the first time any brand has made an in-flight "experiential media" buy with the airline. This game changing effort produced record results for the Las Vegas hotel brand by generating up to three-minute in-flight engagements per passenger compared to five seconds typically generated for print and out-of-home. For United, All Terrain's innovative approach helped spur the creation an entirely new on-board media (and revenue) channel.

Earlier this month, All Terrain was named marketing agency of record for the Chicago American Marketing Association, the first time an Experiential Marketing agency has been awarded the brand assignment. Work will include a groundbreaking research project to establish an industry standard for measuring the effectiveness and value of Experiential Marketing programs, a first for the industry.

Advocacy for Women in Business

As they've built All Terrain to be one of the nation's leading Experiential Marketing agencies, founders Jay and Eck-Thompson have developed a strong point of view on what it takes to achieve success, especially as women business owners. This year they've launched an initiative to build a network of national organizations aimed at being advocates for women entrepreneurs. Initial strategic alliances include Nell Merlino, founder, president and CEO of Count Me In For Women's Economic Independence (www.countmein.org) and Danielle Wiley, CEO of Sway Group (www.swaygroupllc.com), who innovated a "mommy blogger" agency that now represents network of 40,000 bloggers.

In 2014 All Terrain will also work with Chicago AMA to launch a first-ever industry summit designed for women working in marketing. All Terrain will serve as title sponsor and will leverage their own national network of women business leaders to design programming for the annual event.

"Over the years Sarah and I have benefited from sage advice given by generous business people, and it's helped to shape our agency and our approach," adds Jay. "The opportunity to work with other people in business, especially women, to find their own path is one of the most rewarding outgrowths of our own success."

About All Terrain

All Terrain is one of the nation's top Experiential Marketing agencies specializing in strategic brand activations and authentic consumer engagement. All Terrain offers marketers a broad range of capabilities including creative experiential programming and strategic consulting services. The agency possesses an unwavering focus on building measurement into all programs, working across a wide range of industries including Automotive, Tourism, Publishing, Food and Beverage, and CPG. For additional information visit www.allterrain.net.

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