What Innovative does

INNOVATIVE is a privately held, full-service creative agency founded in 1993 and headquartered in Indianapolis, Indiana, with a secondary office in Detroit, Michigan. The firm began as a broadcast production company serving ESPN and NBC and has evolved over 30 years into an integrated agency offering five core service lines: Creative & Design (branding, logo design, visual identity), Video & Photography (Emmy Award-winning production and post-production), Content Marketing, Events & Presentations, and Digital Marketing (including custom WordPress development and SGE/AI Overview optimization). The agency operates on a project-based professional services model with custom-quoted engagements spanning single deliverables to multi-year brand stewardship programs.

The agency's technology stack centers on broadcast-grade production equipment (e.g., Panasonic GH6), 2D/3D motion graphics, projection mapping, augmented reality, and custom WordPress multisite development, with proprietary production methodologies including the FFA Live "Production Bible" coordination system and pixel-level AR mural mapping techniques. Service delivery is anchored by 16 named team members, including co-owners Conrad Piccirillo and Terry Lingner, who collectively hold 12+ National Emmy Awards and prior leadership positions at ESPN.

INNOVATIVE serves a diversified client base across sports organizations (Pacers Sports & Entertainment, Indiana Fever, NWSL, Indy Ignite, Indiana Sports Corp), municipal and economic development entities (City of Fishers, Indiana Economic Development Corporation, Indy Chamber, Detroit Regional Partnership), enterprise brands (Eli Lilly, Roche, Royal Caribbean, Lucas Oil, Red Bull, Marathon Health), and nonprofits (National FFA Organization, Riley Children's Foundation, Joseph Maley Foundation). The go-to-market motion is relationship-driven and event-anchored, with major civic and sports events such as the NBA All-Star Game 2024, WNBA All-Star Game 2025, TEDSports Indianapolis, and the National FFA Convention functioning as multi-service engagement platforms. The agency has no disclosed institutional capital, operates on private ownership retained by its two co-founders, and does not publicly disclose revenue.

Name

Innovative

Legal name

INNOVATIVE

Website

https://innovativei.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

INNOVATIVE is a privately held, Indianapolis-based full-service creative agency founded in 1993 that delivers Emmy Award-winning video production, brand strategy, custom web development, and event production to sports organizations, government bodies, enterprise brands, and nonprofits in the U.S. Midwest.

Ownership category

akta.pro rank

Product category

Creative Advertising & Marketing Services

NAICS

Advertising Agencies (54181), Graphic Design Services (541430), Graphic Design Services (54143)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Creative & Brand Campaign Development (BPAFAAAB), Creative Concepting & Campaign Development (BPAFAEAD), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Brand Activations & Experiential Campaign Design (MPAAAGAA)

Keywords

• Creative agency services
• Video production
• Brand design
• Digital marketing
• Event production

Headquarters

HQ city

Indianapolis

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, Technology or R&D, Infrastructure

Revenue model

1. Creative Agency Services (Project-Based): Full-service agency engagements billed as discrete projects across service lines including video production, website design and development, brand strategy, digital marketing, content marketing, and event production. Projects range from single deliverables (e.g., a video commercial) to comprehensive multi-year brand development and web development programs.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Innovative is a full-service creative agency founded in 1993 in Indianapolis that provides marketing communication services to sports leagues, government entities, and nonprofit organizations. The agency delivers brand design, video production, content marketing, event production, digital marketing, and web development through integrated creative campaigns. With a 30-year heritage of Emmy Award-winning broadcast production, the firm combines creative strategy with execution across traditional and digital channels.

Product overview

INNOVATIVE is a full-service integrated marketing agency established in 1993, headquartered in Indianapolis, Indiana. The company offers a comprehensive portfolio of marketing services organized around five core offerings: Creative & Design (brand design, logos, visual identity), Video & Photography (Emmy Award-winning production and post-production), Content Marketing (strategy, SEO, multi-channel distribution), Events & Presentations (event production for conferences and sports events), and Digital Marketing (WordPress development, web analytics, SGE/AI optimization). The agency delivers these services through specialized project teams for various clients including sports organizations, nonprofits, municipal governments, and corporate brands. Notable specialized offerings include custom WordPress development with SEO optimization, large-scale event production for major sports events (NBA All-Star, WNBA All-Star, TEDSports), nonprofit brand partnerships, and content marketing platforms. The agency has a small team (20 employees) with strong broadcast television roots and Emmy Award-winning expertise.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Design Strategic brand identity, visual identity systems, and brand design services for sports leagues, government agencies, and nonprofit organizations seeking to build or refresh their brand presence.
• Video Production Broadcast-quality video production with Emmy Award-winning heritage, serving sports leagues, government agencies, and nonprofits with content for broadcasts, digital channels, events, and campaigns.
• Content Marketing Strategic content marketing services including editorial planning, storytelling, and content development to support client campaigns across digital and traditional channels.
• Event Production End-to-end event production services for sports games, civic events, nonprofit fundraisers, and corporate functions, integrating creative, production, and on-site execution.
• Digital Marketing Digital marketing services including campaign strategy, social media, paid media, and digital activation for sports leagues, government agencies, and nonprofit organizations.
• Web Development Web development services including website design, build, and ongoing support for clients across the agency's sports, government, and nonprofit portfolio.

Quantifiable outcome

• StayINBiz campaign brought over $200M in PPP loans to Indiana small businesses during COVID-19 pandemic
• +5 more outcomes

Named customers29 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

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

• Indiana Sports CorpflagshipStrategic or Co-development PartnerNearly 20-year strategic partnership as creative partner for major sporting events. Indiana Sports Corp has selected INNOVATIVE as their creative partner for event bidding (Final Fours, TEDSports), award shows (W.E. ARE NEXT), and regional marketing initiatives (StayINBiz). INNOVATIVE works alongside ISC to design bids, produce events, and execute marketing campaigns for Indiana's sports economy.
• Pacers Sports & EntertainmentcoreStrategic or Co-development PartnerLong-standing partnership on Indiana Pacers events, NBA All-Star Game 2024, and Indiana Fever/WNBA All-Star Game 2025. INNOVATIVE serves as creative and production partner for Tip-Off events, in-arena graphics, and video content. Their team directed the All-Star Tip-Off event described as 'delivered beyond comprehension' by the Host Committee.
• Pence Media GroupcoreStrategic or Co-development PartnerAgency partnership on multiple client projects including Ritz Charles website redesign, Lucas Oil Products national commercial, FFA Live newsroom production, and Adult Spring Break brand launch. Pence Media Group serves as co-producer and creative collaborator, with INNOVATIVE handling production, direction, and post-production.
• Dodd TechnologiescoreTechnology or IntegrationCollaborated with Dodd Technologies on the TEDSports Indianapolis conference production. Dodd provided technical infrastructure while INNOVATIVE designed stage graphics, managed live event production, and handled post-production editing. Also partnered on NBA All-Star Tip-Off event.
• GANGGANGcoreStrategic or Co-development PartnerGANGGANG served as Co-Chair of Arts and Culture Committee for NBA All-Star Tip-Off event, organizing a 140-person 'We Are' live performance. INNOVATIVE complemented their work with dynamic video content and co-produced the event at Bicentennial Unity Plaza.
• National FFA OrganizationcoreStrategic or Co-development PartnerThird consecutive year of FFA Live Newsroom partnership. INNOVATIVE and Pence Media Group coordinate and manage the newsroom, recruiting student reporters and pairing them with professional videographers to produce 45 hours of live stream content across the National FFA Convention & Expo.
• BloombaseminorStrategic or Co-development PartnerPartnered with Bloombase alongside Indiana Sports Corp to create W.E. ARE NEXT (Women Executives Are Next) leadership program, producing a three-part video suite for grant applications and program promotion.
• TEDcoreStrategic or Co-development PartnerINNOVATIVE designed stage experience, produced the live event, and handled all post-production editing for the inaugural TEDSports Indianapolis conference in collaboration with the TED team. Produced 28 talks and 3 panels with year-long post-production editing process.
• WNBA All-Star Host CommitteecoreStrategic or Co-development PartnerINNOVATIVE served as lead design and production partner for the 2025 WNBA All-Star Weekend, creating in-arena animations, community engagement videos, and coordinating with Host Committee on design direction. Trusted with tight deadlines including Team Collier and Team Clark graphics with less than two weeks lead time.
• Empowerment of Women and Girls SubcommitteeminorStrategic or Co-development PartnerCollaborated with the Empowerment of Women and Girls Subcommittee to create a community engagement video about the lifelong benefits of playing sports, interviewing WNBA superstars and female athletes to motivate middle school girls to participate in athletics.
• Artist Phyllicica CarrminorStrategic or Co-development PartnerPartnered with Indianapolis muralist Phyllicica Carr for the Fishers Augmented Reality Mural on the Nickel Plate Trail. The artist painted the physical mural while INNOVATIVE provided projection mapping animation and AR content that brought the mural to life at night.

Scale indicators16 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Fallon: Historic Minneapolis-based creative agency (now part of Dentsu) with award-winning brand and campaign work. Comparable in independent creative heritage and broadcast-rooted leadership, but at significantly larger scale.
• Carmichael Lynch: Minneapolis-based agency (part of Dentsu) known for integrated creative and brand storytelling. Comparable in mid-American full-service creative roots, though larger and holding-company backed.

Direct peers

• Core Creative: Indianapolis-based brand and creative agency of similar size offering brand strategy, video, and digital marketing for mid-market and enterprise clients. Directly comparable in geography, service mix, and target verticals.
• Hirons & Company: Indianapolis-based full-service advertising agency with integrated creative, media, digital, and PR capabilities. Comparable in long-standing state presence and full-service positioning, with a broader media-buying arm.
• Godfrey: Mid-sized B2B and consumer creative agency with strong industrial/economic development client base. Comparable in custom content production, video, and digital marketing for regional enterprise accounts.
• Borshoff: Long-standing Indianapolis creative and PR firm serving corporate, nonprofit, and government clients. Comparable in size, regional focus, and integrated creative + public affairs offerings.
• DEVENEY: Mid-sized independent agency with brand, PR, and digital capabilities serving enterprise and destination clients. Comparable in service breadth and reliance on long-tenure client relationships.
• The Basement: Indianapolis creative agency with strong sports marketing and brand activation expertise. Directly comparable given shared Indianapolis base, sports/event focus, and integrated creative + digital offering.
• Studio Science: Indianapolis-based digital product and marketing agency combining brand strategy, design, and custom development. Comparable in mid-market full-service positioning and Midwest roots.

Emerging players

• Lewis Global Communications: Mid-sized integrated marketing and communications agency with strong public affairs and event production capabilities. Comparable in serving corporate, nonprofit, and government clients with full-service creative needs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/innovativei
• Facebookfacebook.com/insidethei
• LinkedInlinkedin.com/company/innovative/mycompany
• Instagraminstagram.com/insidethei

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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 Innovative