Marketing Activations Group

What Marketing Activations Group does

Marketing Activations Group (MAG) is a full-service experiential marketing agency founded in 2005 by Aaron Wallace and Todd Alles and headquartered in Columbus, Ohio, with a secondary office in McDonald (Youngstown), Ohio. The company plans and executes event-based marketing campaigns for enterprise brands and professional sports organizations, with service lines spanning event creation, sponsorship activation, mobile tours, staffing, custom fabrication of activation vehicles and kiosks, and social media management. Its client roster includes recognizable consumer and sports brands such as Cooper Tire, PepsiCo, Caterpillar, Oracle, Wrangler, Pep Boys, Hercules Tire, Pabst Blue Ribbon, Columbus Blue Jackets, Chicago Blackhawks, Pittsburgh Penguins, Turner Sports, NCAA, OhioHealth, and the US Army.

MAG's core technology is physical rather than digital: in-house custom fabrication of branded vehicles (including a 50-foot co-branded CBJ Promotional Truck with LED displays, gaming consoles, satellite broadcasting, and indoor/outdoor versatility) and free-standing event kiosks, with 100+ custom vehicles and mobile marketing programs reportedly designed and built. Service delivery is project-based and quote-based, with no public pricing; the business runs on direct enterprise sales managed personally by the co-founders, supported by a small core team augmented by directly hired brand ambassadors for on-site execution. The company maintains long-tenured agency-of-record and multi-year relationships across its flagship clients and positions itself as a high-touch alternative to larger holding-company agencies, with managing partners touching each client daily.

Name

Marketing Activations Group

Legal name

Marketing Activations Group

Website

https://marketingactivationsgroup.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Marketing Activations Group is a full-service experiential marketing agency that plans and executes event-based campaigns — including mobile tours, sponsorship activations, custom-fabricated vehicles, staffing, and social media management — for enterprise brands and professional sports organizations across the United States.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Public Relations Agencies (54182), Advertising Material Distribution Services (54187)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Sponsorship Activation & Sports/Festival Experiential (BPAFAGAG), Product Launches & Brand Activations (Experiential Marketing) (MPAGAHAD), Activation/Experiential Creative Agencies (MPAAAAAO)

Keywords

• Experiential marketing services
• Sponsorship activation
• Mobile marketing tours
• Event production services
• Brand ambassador staffing

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Experiential Marketing Services: MAG provides comprehensive experiential marketing services including event creation, sponsorship activation, mobile tours, staffing, custom fabrication, and social media management. Revenue is generated through professional service fees for managing and executing marketing activations for enterprise clients across sports, automotive, food/beverage, and healthcare industries.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Marketing Activations Group (MAG) is a full-service experiential marketing agency that plans, builds, and executes live consumer engagement campaigns for enterprise brands and sports organizations. Its core deliverables include event creation, sponsorship activation, mobile marketing tours, brand ambassador staffing, custom fabrication of activation vehicles and kiosks, and social media management. MAG operates as agency of record for clients such as Cooper Tire, PepsiCo, Caterpillar, Chicago Blackhawks, Columbus Blue Jackets, and Oracle.

Product overview

Marketing Activations Group (MAG) is a full-service experiential marketing agency founded in 2005, offering a unified portfolio of event-based services rather than a software product. The company's core offerings include Event Creation, Sponsorship Activation, Mobile Tours, Staffing Services, Custom Fabrication, and Social Media Management. MAG executes these services across diverse industry verticals including professional sports (Cooper Tire, Pittsburgh Penguins, Chicago Blackhawks, Columbus Blue Jackets), motorsports (PBR, ATP), consumer brands (PepsiCo, Oracle, Wrangler), and healthcare (Ohio Health). Notable specialized offerings include the Cooper Tire Mobile Tour, CBJ Promotional Truck (a custom 50-foot vehicle with entertainment systems), NCAA Final Four Fan Fest operations, and various sponsorship activations. The company operates primarily in Ohio with offices in Columbus and Youngstown, serving clients nationally.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Creation Full-service event planning and execution offering that builds events from the ground up for clients who have ideas but lack the staff or direction to execute them. The service covers brainstorming through event day.
• Sponsorship Activation Service that maximizes the impact of brand sponsorships by bringing them to life through live consumer interactions, measuring ROI and ROO of sponsorship investments for enterprise clients across sports, automotive, and consumer brand sponsorships.
• Mobile Tours National-scale mobile marketing tour service that transforms brand messages into unique on-site consumer experiences, taking brands on the road nationwide with the company's own fleet of custom-fabricated vehicles (e.g., Cooper Tire Tiremobile, PepsiCo Southeast Tour, Pep Boys Tour, Hercules Tire Tour).
• Staffing Services Direct-hire staffing service for quality, experienced brand ambassadors supporting experiential marketing activations, removing the traditional staffing-agency layer by hiring ambassadors in-house.
• Custom Fabrication In-house custom fabrication service creating activation vehicles (including 50-foot co-branded trucks with LED displays, PS4 gaming, satellite broadcasting, and entertainment systems) and free-standing kiosks for experiential marketing clients.
• Social Media Management

Quantifiable outcome

• 40,000 fans attended CBJ Winter Park over a weekend
• +4 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Columbus Challenger, LLCcoreStrategic or Co-development Partner · 1 January 2016MAG partnered with Columbus Challenger, LLC in 2016 to bring professional tennis to Columbus. MAG took on the role of Tournament Director for two Associate of Professional Tennis Players tournaments including the September Columbus Challengers and the November Columbus Futures in 2016 and again in 2017. MAG managed facility operations, budgets, ball kids, scheduling, payments, transportation, and coordinated with officials.
• OhioHealthcoreStrategic or Co-development PartnerMAG paired with OhioHealth's Events and Sponsorship department to assist in planning events such as The OhioHealth Capital City Half Marathon, HOOFit, and other OhioHealth sponsored events around Central Ohio. Services included strategic planning, vendor coordination, on-site support, and set-up assistance from brainstorming through execution.
• Scholastic Sports MarketingcoreStrategic or Co-development PartnerMAG has been in partnership with Scholastic Sports Marketing since 2014 to boost US Army recruiting efforts at high schools around the country. These events take place at high school sporting events throughout the school year. MAG staffs events, remotely manages operations, and provides post-event recaps.
• BillupscoreStrategic or Co-development PartnerMAG teamed up with Billups, a marketing agency based in California, to tackle a gorilla and experiential marketing campaign for Oracle. Billups brought in MAG for their expertise in executing complex experiential activations.
• Live NationcoreStrategic or Co-development PartnerChicago Blackhawks entered into a joint venture partnership with Live Nation to allow the Blackhawks to have an on-site presence at Live Nation's three-day country music festival, Lake Shake. Based on MAG's successful relationship with the Blackhawks, they referred Live Nation to MAG. MAG worked with Live Nation on multiple branded concepts to promote the Chicago Blackhawks brand.
• Cooper TireflagshipStrategic or Co-development PartnerMAG is the agency of record for Cooper Tires, executing sponsorship activation on a national scale of multiple sports including Road To Indy, Championship Off-Road, Goodguys Rod & Custom Association, and 4 Wheel Jamboree Nationals. Manages mobile tour, social media (#TeamCooperTire), and consumer engagement.
• Turner SportsflagshipStrategic or Co-development PartnerMAG has acted as Show Operations Management for NCAA Final Four Fan Fest, working directly with Turner Sports and the NCAA. Event operations include design, construction, execution, labor unions, concessions, and audio/visual components.
• CaterpillarcoreStrategic or Co-development PartnerCaterpillar selected MAG as its agency of choice to oversee activation at all Built Ford Tough Series PBR events. MAG handles data collection, concourse display management, asset management, and staffing at 30 events across the country.
• Columbus Blue JacketsflagshipStrategic or Co-development PartnerMulti-year partnership with Columbus Blue Jackets NHL team including CBJ Winter Park (outdoor event during NHL All-Star Game), CBJ Promotional Truck (custom 50-foot co-branded vehicle), and CBJ 5th Line Fest. MAG has collaborated with the team for multiple years.
• PepsiCoflagshipStrategic or Co-development PartnerSince 2014, MAG has managed a mobile sampling tour in the Southeast Region for PepsiCo. Tour now includes vehicle transits in four mega cities (Atlanta, Jacksonville, Orlando, Miami). Also partnered for Pepsi Funk Fest tour featuring R&B artists.
• Chicago BlackhawksflagshipStrategic or Co-development PartnerMAG has developed a reputation assisting the Chicago Blackhawks since 2012, producing their annual fan convention. Also helped with Lakeshake music festival activation. Three-day convention attracts over 10,000 fans.
• Pittsburgh PenguinscoreStrategic or Co-development PartnerMAG acted as Show Operations Manager for the Pittsburgh Penguins 2016 Fan Fest. Event was held in two sold-out sessions. MAG co-managed design, construction, execution, and relationships with over 40 event sponsors.
• OraclecoreStrategic or Co-development PartnerMAG supported Billups on experiential marketing campaign for Oracle featuring Tesla Model X rides wrapped in Oracle branding at conferences. Services included pre-event research, car wrap coordination, brand ambassador hiring, and onsite support.
• WranglercoreStrategic or Co-development PartnerMAG teamed up with Wrangler Jeans in 2010 to spread brand awareness at PBR events across the country. Activations include concourse displays at over 20 locations, rider autograph signings, and brand ambassador support.
• Hercules TirecoreStrategic or Co-development PartnerMAG teamed up with Hercules Tire in 2019 for national scale mobile tour at 18+ events including World of Outlaws Sprint Cars, 4 Wheel Jamboree Nationals, Ohio Speed Weeks, and Off-Road Expo.
• Pep BoyscoreStrategic or Co-development PartnerMAG partnered with Pep Boys for mobile tour activation at 30+ events including NHRA, NCAA College Football, and MLB Baseball to spread brand awareness nationally.
• Pabst Blue RibboncoreStrategic or Co-development PartnerPabst Blue Ribbon engaged MAG for assistance in developing an all-encompassing marketing strategy for their Professional Bull Riders official sponsorship, including on-site management, Party Barn, branded content production, and data collection.
• EchominorStrategic or Co-development PartnerEcho engaged MAG to assist with on-site activation within their exhibitor space at the Green Industry and Equipment Expo in Louisville, Kentucky. MAG staffed the 'Yard Troll' mascot and provided on-site management.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GMR Marketing: GMR Marketing is a global experiential and sponsorship agency focused on sports and entertainment clients, executing fan experiences, mobile tours, and brand activations. Closely comparable to MAG's sports-centric experiential model and Fortune 500 brand roster.
• George P. Johnson Experience Marketing: GPJ is one of the largest independent experiential marketing agencies, delivering event creation, brand activations, and mobile tours globally. Directly comparable service portfolio and enterprise client focus, though at materially larger scale.
• MKG: MKG is a full-service experiential marketing agency offering brand activations, event production, and sponsorship execution for enterprise clients. Directly comparable to MAG in service mix (events, mobile tours, staffing) and target customer (large consumer brands).
• Mosaic Group: Mosaic Group is an experiential marketing agency providing event staffing, brand ambassador programs, and on-site activation for sports and consumer brands. Closely aligned with MAG's staffing and mobile tour services.
• Sparks: Sparks is a global experiential marketing agency specializing in brand experiences, events, and sponsorship activation for major consumer and sports brands. Closely comparable to MAG in deliverables, customer base, and sports-sponsorship emphasis.

Broad incumbents

• 160over90: 160over90 is a creative agency specializing in sports, culture, and experiential marketing for major brands and sports properties. Comparable in sports-sponsorship activation and event-based campaigns, but with broader creative and digital capabilities.
• Octagon: Octagon is a global sports marketing agency offering sponsorship consulting, athlete management, and experiential activation for major brands and sports properties. Comparable in sports-sponsorship activation work, but operates at significantly larger scale with a broader service portfolio.
• Jack Morton Worldwide: Jack Morton is a leading global brand experience agency producing events, exhibits, and sponsorship activations for enterprise clients. Direct overlap with MAG's event creation and sponsorship activation work, with deeper technology, data, and measurement capabilities.
• Momentum Worldwide: Momentum Worldwide is a global experiential marketing agency within the IPG Mediabrands network, delivering brand experiences, sponsorships, and shopper marketing for large enterprise clients. Direct service overlap with MAG but at holding-company scale.

Emerging players

• LEG Marketing: LEG Marketing is a sports and experiential marketing agency focused on brand activations, mobile tours, and event staffing for athletic and consumer brands. Comparable in mobile tour and event staffing services, with similar mid-market positioning to MAG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/teamcoopertire
• Xx.com/followMAG

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Marketing Activations Group