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Small Agency Conference and Awards

Small Agency of the Year, West, Gold: A2G

Shop May Move Beyond Experiential, but Will Not Abandon Its Roots

By Published on .

Agency founder Amy Cotteleer (seated at bottom right) with the A2G team.
Agency founder Amy Cotteleer (seated at bottom right) with the A2G team.

Since Amy Cotteleer founded experiential agency A2G in 2005, it's attracted clients like Gap, Nintendo and Old Navy by dreaming up campaigns that have social and digital activity threaded into their fabric.

Sometimes that means drilling down until you hit the motherlode. A2G knew that 63% of gamers produced or consumed YouTube programming daily when it created the Wii U Challenge, a user-generated content contest for Nintendo that's racked up more than 900 million earned-media impressions.

Or it means taking campaigns to unexpected places, like when it took Progressive spokescharacter Flo to motorcycle rallies across the country with Flo's Rockin' Rally, a consumer experience tour that engaged nearly a quarter-million people.

Though she wants to grow past experiential, Ms. Cotteleer says that will always be part of A2G's DNA. "Our foundation," she said, "is the idea of how you can personalize and humanize a brand in a live space."

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