The Innovative Agency 343. Designing Experiences That Stick, with Derek Gwaltney
On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Derek Gwaltney, CEO and Founder of Atlas Experiences, for a conversation about what it really takes to build lasting connections in a world dominated by digital noise. Derek shares his journey from the lottery industry into experiential marketing, and how that path shaped his perspective on engagement, loyalty, and trust.
Derek shares why immersive experiences, when done right, go far beyond one-and-done excitement, and instead become powerful drivers of brand affinity and long-term relationships. He details how agencies of any size can design moments that resonate on a human level, while still delivering measurable business outcomes.
What you will learn in this episode:
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How unforgettable experiences drive authentic human connection to a brand
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The real force behind brand loyalty (hint: it is moving from transactional rewards to emotional memories)
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How agencies can deliver high-impact experiences, even when resources or budgets are limited
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What it takes to craft scalable events that make an impression, whether for 20 or 2,000 attendees
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Why experience marketing isn't just for travel or entertainment brands and which overlooked sectors can benefit most
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How smart partnerships and strategic alliances amplify the reach and power of experiential campaigns
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What agency leaders should know about the evolving expectations of younger audiences and unlocking future growth
Bio
Derek Gwaltney is the Founder and CEO of Atlas Experiences, an INC 5000 company ranked #33 nationally and #1 in Georgia, recognized as one of the fastest-growing businesses in America. In just six years, Derek has transformed Atlas from an entrepreneurial vision into a trailblazing experiential marketing powerhouse that creates once-in-a-lifetime prize experiences, large-scale promotions, and game show activations for some of the most recognizable brands and state lotteries in North America.
Derek launched Atlas Experiences with a clear vision: to reimagine how brands and organizations connect with people by delivering authentic, emotional, and adventure-driven experiences that stand out in a crowded marketplace. His career in marketing and entrepreneurship, paired with an instinct for storytelling and consumer behavior, gave him the foundation to build a company that could scale rapidly while still delivering tailor-made, high-impact programs.
Under his leadership, Atlas has pioneered a unique approach that combines travel, entertainment, creativity, and cultural immersion to create winning moments that inspire players and strengthen brand loyalty. Derek's entrepreneurial resilience, having built Atlas from the ground up in the wake of the global pandemic, underscores his commitment to innovation and growth. His ability to unite a talented team around bold ideas and flawless execution has been instrumental in scaling Atlas from a startup to a nationally recognized brand in experiential promotions.
What sets Atlas apart is the relentless pursuit of authentic connections and measurable impact. Rather than delivering cookie-cutter promotions, Derek's team designs experiences that become stories participants will share for a lifetime whether it's a private concert in the Smoky Mountains, a cultural journey through Ireland, or a million-dollar game show. This focus on creating memorable, once-in-a-lifetime journeys has established Atlas as a trusted partner for lotteries, global brands, and entertainment companies alike.
Derek's leadership also extends beyond business success. He champions a culture of creativity, collaboration, and purpose, encouraging his team to embrace bold thinking while engaging in community and social responsibility efforts. His personal story of building Atlas—through vision, persistence, and a drive to create meaningful impact—continues to inspire both his team and clients.
Resources:
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Website: https://www.atlasexperiences.com/
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LinkedIn Personal: https://www.linkedin.com/in/derekgwaltney/
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LinkedIn Business: https://www.linkedin.com/company/atlasexperiences-llc/
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Instagram: https://www.instagram.com/atlasexperiences/