Spearhead Marketing Group

What Spearhead Marketing Group does

Spearhead Marketing Group is a privately held, Women-Owned Business Enterprise (WBE) certified experiential marketing agency founded in 2007 and headquartered in Rosemary Beach, Florida. The firm delivers end-to-end event strategy, creative concepting, scenic fabrication, AV and technical production, permitting, logistics, and on-site management for enterprise brands across live, hybrid, and virtual formats. Its core service lines are Event Strategy & Execution, VIP Experiences & Conferences, Live Event Production, and Experience Design, delivered as project-based professional services engagements with custom, quote-driven pricing. The company's client base spans financial services (Morgan Stanley), media and streaming (Hulu, CNN, WarnerMedia, NCM), technology (Meta, Canon), gaming (EA Sports), real estate (Newmark), and nonprofit (Seaside School), with named case studies such as the Hulu Shape of History public art installation, the Morgan Stanley Creating Space Times Square activation, the Newmark Industrial Velocity Conference, and the Canon Project Imagination multi-year campaign. The business is co-owned and led by founders Melanie Cain (Managing Partner) and Erika Cunha (Chief Events Officer), each with over 20 years of event-marketing experience, and operates without external institutional capital.

Name

Spearhead Marketing Group

Legal name

Spearhead

Website

https://spearheadmarketing.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Spearhead Marketing Group is a women-owned experiential marketing agency founded in 2007 that produces end-to-end brand activations, live events, and immersive experiences for enterprise clients across media, technology, financial services, and entertainment.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising (7310)

akta.pro primary industry

Festival & Event Producers/Organizers (MPAIAFAC)

Keywords

• Experiential marketing services
• Event production
• Brand activations
• Live event management
• Experiential design

Headquarters

HQ city

Rosemary Beach

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Experiential Marketing Services: Project-based professional services for event production, brand activations, experiential marketing campaigns, and event management. Revenue is generated through contracts for event strategy, creative direction, production execution, and ongoing client partnerships.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Spearhead Marketing Group is an experiential marketing agency that strategizes, designs, and produces live, hybrid, and virtual brand events, including corporate conferences, product launches, VIP activations, public art installations, and pop-up experiences. Services span event strategy and execution, VIP experience and conference programming, live event production with scenic fabrication and AV/lighting, and immersive experience design with nationwide staffing and onsite management. The agency serves as a turnkey production partner for enterprise brands, media companies, and PR/advertising agencies seeking high-impact experiential campaigns.

Product overview

Spearhead Marketing Group is an experiential marketing agency founded in 2007 offering a unified service portfolio centered on event strategy, execution, and immersive experience design. The core offerings include Event Strategy & Execution (full-service production, strategic planning, sponsorship integration), VIP Experiences & Conferences (executive retreats, hospitality programming), Live Event Production (scenic fabrication, AV/technical direction), and Experience Design (spatial design, custom installations). The company specializes in live, hybrid, and virtual events spanning product launches, VIP activations, public art installations, mobile tours, sponsorship activations, pop-up retail, stunts, press events, and conferences. Their portfolio includes notable campaigns such as the Hulu Shape of History art installation, Morgan Stanley Creating Space Times Square activation, Newmark Industrial Velocity Conference, Canon Project Imagination multi-year campaign, NCM Sundance Film Festival events, CNN Experience Upfronts, Meta Women in Dance Music Brunch Series, EA Sports FIFA pop-up activations, WarnerMedia Queer City exhibit, and Seaside Half Marathon race weekend. The company is women-owned and operated by founders Melanie Cain (Managing Partner) and Erika Cunha (Chief Events Officer).

Differentiator

Problem solved

Functional benefit

Products and services

• Event Strategy & Execution
• VIP Experiences & Conferences
• Live Event Production
• Experience Design
• Experiential Marketing Services

Quantifiable outcome

• 3,000+ visitors from 54 countries engaged with single activation (Morgan Stanley Times Square)
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• WhatsAppcoreGTM or Marketing Partner · 1 January 2022Sponsor for Meta Women in Dance Music Brunch Series (2022-2024) during Miami Music Week. Integrated Meta and WhatsApp brand elements into elevated social environments authentic to the dance music community.
• Procter & Gamble (P&G)flagshipGTM or Marketing Partner · 1 January 2019Sponsor for Queer City: A CNN Experience during WorldPride 2019. P&G supported the activation including a dedicated screening room for 'Out of the Shadows' documentary exploring LGBTQ+ workplace rights.
• BMW of North AmericaflagshipGTM or Marketing Partner · 1 January 2019Sponsor for Queer City: A CNN Experience during WorldPride 2019. BMW provided interactive photo booth engagement that extended the narrative of allyship and inclusion.
• Courageous Studios (CNN)flagshipStrategic or Co-development PartnerCNN's brand content studio that documented activations and produced compelling video content amplified nationally across CNN's digital, social, and OTT platforms. Partnered on Hulu Shape of History installation and Queer City: A CNN Experience, producing documentary content including 'Out of the Shadows' exploring LGBTQ+ workplace rights.
• Femme HousecoreStrategic or Co-development PartnerOrganization dedicated to amplifying women and gender-expansive artists in dance music. Partnered with Meta for Women in Dance Music Brunch Series (2022-2024) to elevate voices and provide mentorship opportunities during Miami Music Week.
• Disney InstituteminorStrategic or Co-development PartnerProgramming partnerships and guest experiences partner for NCM Sundance Film Festival corporate events, enhancing content credibility and program variety for client-facing and internal events.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Jack Morton Worldwide: Global brand experience agency within the Interpublic Group, offering live, virtual, and hybrid event production, sponsorships, and immersive brand activations for Fortune 500 clients. Directly comparable to Spearhead's end-to-end experiential production offering but at significantly larger scale and geographic reach.
• GMR Marketing: Experiential marketing agency specializing in sports, entertainment, and brand activation programs with significant expertise in sponsorship execution. Comparable on the sponsorship activation and large-scale event production dimensions.
• Sparks: Global experiential marketing agency within the Cheil network, producing brand experiences, trade shows, and conferences for enterprise clients. Overlaps heavily with Spearhead's corporate conference, sponsorship activation, and live event production capabilities.
• Momentum Worldwide: Global experiential marketing agency within the IPG Mediabrands/Omnicom network focused on brand activations, sponsorships, and shopper marketing. Comparable for multi-channel experiential campaigns serving large enterprise brands.
• George P. Johnson Experience Marketing: Largest independent global experiential marketing agency, known for large-scale conferences, brand activations, and product launches. Comparable to Spearhead for enterprise flagship events like Newmark's Industrial Velocity Conference.

Emerging players

• Anomaly: Independent creative agency with growing experiential and brand activation capabilities alongside advertising and content. Partial overlap with Spearhead on integrated brand experience work for major consumer brands.

Direct peers

• MKG: Independent experiential marketing agency specializing in brand activations, live events, and content-driven experiences for major consumer and media brands. Closely comparable boutique-to-mid-market peer with similar creative-led, project-based service model.
• MATTE Projects: Independent experiential agency producing brand experiences, festivals, and cultural activations for forward-leaning consumer and media brands. Comparable creative sensibility and project-based experiential model serving premium brand clients.
• MAS Event Design: Boutique experiential production agency producing brand activations, corporate events, and immersive experiences. Closely comparable to Spearhead in size, service mix, and emphasis on high-production-value live experiences for enterprise clients.
• Superfly (Experiential): Experiential company producing large-scale brand experiences and festivals (e.g., Bonnaroo co-founders) with strengths in immersive environments and sponsorship activations. Comparable to Spearhead's Times Square / Madison Square Park public activation work.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spearhead Marketing Group