Charlotte, NC — Charlotte-Based Traction Event Labs is proud to announce a new joint venture with award-winning event design firm IM Creative called AWESOME.

 

“AWESOME is poised to take the world of experiential marketing by storm,” says Michael Verlatti, CEO of Traction and Chief Strategist behind the new entity.  “We have the greatest talent in the industry thinking differently and disruptively about how to take events that are merely good enough to AWESOME.”

 

“IM Creative has always excelled at disruptive ideas,” says that company’s CEO and the business mind behind AWESOME, Scott Ihrig.  “With a partner like TRACTION at our side, we can take our brand of creative disruption and bring it to the public to translate brands in a whole new way.”

 

Traction Event Labs, as the creator of innovative experiential campaigns for clients in “sportertainment” (sports as entertainment) for the past decade, will jointly pursue work in that arena with IM Creative.  “The ideas that come out of IM Creative are anything but typical.  They have the magic that grabs attention.  Traction has the experience to channel that magic into sportertainment events that desperately need re-invention.  That’s why we are AWESOME.”

 

Both Traction and IM will continue to exist, with IM Creative continuing its brand translation services for clients including UPS, Disney and others and Traction executing projects for NASCAR and US Polo.  However, Verlatti in particular will shift his focus to stoking the flames of AWESOME.  “This is a unique opportunity to collaborate with one of the premier event boutiques in the industry to create a new model of agency creative and event services for an industry that has never experienced this level of creativity.  I’m very excited to bring the ideas of IM Creative out of the ballroom and onto the boulevard where Traction’s experience can activate brands in a fresh, fun way.  It’s going to be, in a word, AWESOME”