An Integrated Agency Built for THE EVERYTHING IN-BETWEEN.TM

We help brands connect with the 92% of Americans who live outside America's largest cities.

National capabilities. Midwest perspective. Strategy, creative, media and research that help brands grow where America actually lives.

As a full-service agency, we specialize in working with brands to authentically connect with a diverse part of America outside of the ten largest cities. Why? Because that is where 92% of Americans live. We refer to that 92% as The Everything In-Between, or the EIB.

The Everything In-Between is a place. A mindset. A complex collection of the population centrally important to scaling organizations but often overlooked by marketers. A group of people that can no longer just be flown over. Over-generalized, de-prioritized.


Talk to a Midwest Expert


Created with Lunacy

92% of Americans Live Outside the Top 10 Largest Cities

What distinguishes the EIB from the rest of the U.S. population is not where they live, but how they live. They share a set of core values that makes them unique. They are often misunderstood and even looked down upon, yet their simple lifestyle is coveted by many.

Created with Lunacy

Understanding The Everything In-Between

We have a broad-based knowledge of the Americans in the EIB. We have a firm grasp of the complexity of this audience and an appreciation of the values, interests and attitudes of the everyday American Citizen. We understand their values because we share them.

Created with Lunacy

Creating Authentic Connections

Brands often struggle to develop an authentic connection with the EIB. As a small, independent agency, our focus is on tapping into the EIB in meaningful ways that expand market base.  It doesn’t mean we’re “anti-big city.” We just focus our ideas on those that scale within this vast intermediate space and have broad appeal.

Created with Lunacy

BL INTEL Research Platform

To better understand a diverse, complex America, we launched BL INTEL. This research platform allows us to gather insights on opportunities, issues, preferences and social conversations across any category, any audience segment, and any part of the country in near real-time.

BL INTEL includes access to a panel of more than 1 million people from across the U.S. and provides the ability to execute a one-time inquiry or recurring research. Brands can also access our social listening and analytics tool, NetBase, or the EIB Influencer Network to get a pulse on EIB culture and current brand sentiment.

MODULAR PRACTICES

If clients prefer to bypass the integrated agency model and engage directly with one of our independent practices: Public Relations, Media, Design or Production, that is always an option. These four specialized services offer our clients a streamlined approach to à la carte marketing solutions.

Whether it’s PR or social media, it’s storytelling with a purpose. Our integrated team of PR and social experts help brands craft compelling, authentic stories that strengthen existing customer relationships, and invite new ones in.

From unique geo-targeting media opportunities across social platforms, to classic, time-tested outlets; from small-and midsize-campaigns to large-scale multi-touchpoint campaigns, we are uniquely suited to small-to-midsize clients that might get lost elsewhere.

A world-recognized graphic design practice awarded countless times for excellence, our design department delivers a comprehensive range of expertise, including: rebranding, motion graphics, packaging, environmental design, information design, events and websites.

Our MAKE team specializes in quick-turn, high-quality print, digital and video production at an affordable rate.

Talk to a Midwest Expert

CORE
VALUES OF
THE EIB

We've identified three core values from The Everything In-Between that guide the strategy behind our work.

Purpose

The ElB defines purpose in a much more sensible fashion; driven by creating a better life for their family and providing meaningful contributions to their community rather than overt social status and wealth.

Practicality

The ElB tends to interrogate the genuine usefulness of a new product or service. They seek information, substance and meaning from brands in the consideration process and in building lifetime loyalty.

Pride of Place

The ElB has a healthy sense of self. Yes, it is tied to place but it is more than a town. It is the fundamental belief in a set of values and a belief that the ElB has the opportunity to lead progress on a global scale.

Authentic Influence for the EIB

Our approach to influencer and creator services bridges the gap between brands and real audiences across America. Discover how we connect you with the right voices to drive authentic engagement and meaningful impact.

Learn More

CREATING WORK FOR THE EIB

Simple

We believe that complexity inhibits. Simplicity allows.

Smart

We create functional strategies and execute them to perfection.

Respectful

We appeal to, and reflect, the values of the EIB.

Targeted

Leveraging the right media mix and partners to reach the EIB.

Talk to a Midwest Expert