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Company: All Terrain
Owners: Brook Jay
Year Started: 1998
Employees: 101 - 250 (Very Large)

Welcome to An Agency Story podcast, I’m your host, Russel.

In this episode, we’re joined by Brooke Jay, the founder of All Terrain, an experiential marketing agency in the U.S., based in Chicago, Illinois.

Brooke shares her incredible journey from an international finance career to pioneering the world of experiential marketing. Learn how her time in South Beach and the 1996 Olympic Games sparked the inspiration for All Terrain and led to building world-class brand activations for clients like General Motors, Maserati, and the Cosmopolitan of Las Vegas.

You’ll also hear about the challenges of quickly scaling her agency from six people to 75, the lessons learned, and how staying true to the company’s core values has driven their long-term success.

Tune in to hear Brooke's story of creativity, resilience, and the exciting innovations her agency is embracing for the future.

Enjoy the story.

Show Insights

Scaling with Innovation: Brooke shares how All Terrain rapidly scaled from six people to 75, managing brand activations across 55 markets in just six weeks. She highlights the innovative “hybrid collective model” as a way to collaborate with top talent while keeping the business lean, allowing them to meet client needs effectively.

Staying True to Core Values and Culture: Brooke discusses the significance of preserving company culture and values, even during periods of rapid growth. She explains how hiring based on curiosity, problem-solving, and alignment with company values has helped All Terrain maintain its identity. This insight is a reminder of the importance of grounding a growing company in its original mission to ensure long-term success.