Episode Summary
Brooke Jay, founder of All Terrain, is a trailblazer in experiential marketing. In this episode, she recounts her journey from international finance to founding the first female-owned experiential agency in the U.S. With humor, honesty, and wisdom, Brooke dives into:
- Her accidental entry into experiential marketing and its Olympic-sized spark.
- How she scaled her agency from 6 to 75 employees in a matter of weeks.
- The hybrid collective model that fuels her agency’s evolution.
Agency Info
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Company: All Terrain
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Guest: Brook Jay
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Year Started: 1998
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Employees: 100+
We thought we weren’t smart enough to take the agency to the next level so we hired someone to do it for us. That was a painful mistake.
Brook Jay
Key Takeaways
Stay Curious, Stay Disruptive
Brooke’s defining trait as an agency owner is curiosity. Whether reinventing activation models or navigating tough leadership lessons, her disruptive mindset has been a guiding force.
Scale Culture, Not Just Headcount
Rapid growth often dilutes culture. Brooke shares how she kept her agency’s DNA intact through rituals, strong values, and hiring for curiosity over credentials.
Reinvent the Agency Model
Faced with post-pandemic realities, Brooke introduced the “hybrid collective model”—a scalable approach that marries traditional agency structure with the agility of a talent collective.
Groundbreaking Case Studies That Made Waves
Brooke details how All Terrain created in-flight brand activations for the Cosmopolitan of Las Vegas, breaking media and airline norms and generating 70,000+ loyalty signups in six weeks.
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