Walk down Broadway in downtown St. Louis, and you’ll see banners for Nitrous Effect, a name that sparks curiosity. Behind it is something unique: a collaborative collective of specialized agencies built to help brands, businesses, and nonprofits make their biggest moments unforgettable.
Unlike traditional holding companies, Nitrous Effect agencies work as one integrated team, sharing strategy, creative vision, and execution under a single roof. The result: world-class work delivered efficiently and effectively, powered by innovation, alignment, and heart.
As Keith Alper, founder, chairman, and CEO of Nitrous Effect, explains, “The old model was broken. Too many companies were hiring multiple disconnected partners, costly, slow, and misaligned. Nitrous Effect was built to fix that: one team, one plan, one strategy that connects with audiences at both the head and the heart.”
Although Nitrous Effect’s client list spans global, national, and local brands, its heart and headquarters are right here in downtown St. Louis. The collective’s agencies proudly serve many of the region’s leading nonprofit and for-profit organizations, and its teams are deeply invested in civic progress, volunteering time, talent, and resources to help the city thrive. As Alper puts it, “We’re all in on St. Louis. We believe in this city, and we’re reinvesting our creativity, our people, and our purpose to help it grow.”
From international corporate events to regional campaigns, Nitrous Effect proves that world-class strategy, creativity, and innovation live right here at home.
CPG Agency: Bringing Global Brands to Life
For 40 years, CPG Agency has been a trusted partner for Fortune 500 companies needing to rally their people and transform culture through experiences that matter. Whether it’s global sales meetings, national conferences, or leadership summits, CPG helps companies translate strategy into inspiration and action.
For such companies as Southwest Airlines, Ulta Beauty, Yum! Brands, Cigna, and Credit Karma, CPG delivers live and virtual experiences that align vision, celebrate achievement, and drive results. CPG Agency has been recognized with more than 200 awards internationally, including EventMarketer Top 100 Event Agency 2025 and Chief Marketer Agencies of the Year 2025, proving its commitment to exceptional execution.
Led by President Sharon Reus, CPG Agency continues to help regional organizations strengthen culture and engagement, ensuring internal values match external promises—proof that decades of perfect execution have made CPG a partner you can count on for major impact.
Evntiv: The Team Behind St. Louis’ Biggest Events
Led by president Sam Foxman, Evntiv is a creative agency specializing in the strategy, design, and production of major events across the St. Louis region. From high-profile galas and music festivals to civic celebrations and corporate gatherings, Evntiv is trusted by top institutions to deliver seamless experiences that inspire and connect.
The agency brings together experts in event strategy, design, entertainment, and technology to create what it calls Moments of Impact™—memorable experiences that drive results for clients including Barnes-Jewish Hospital, Contemporary Art Museum St. Louis, Edward Jones, Saint Louis Symphony Orchestra, Saint Louis Zoo, Saint Louis Science Center, WashU, and World Wide Technology.
In addition to producing signature events, Evntiv is one of the region’s most experienced bookers and producers of live entertainment, having coordinated performances with artists ranging from OneRepublic and The Eagles to Pitbull and St. Louis’ own Nelly.
UPBrand: Building Strategy-Driven Creative That Connects
UPBrand, led by president McKenzie Telthorst, blends brand strategy, creative storytelling, media, and AI-powered insights to help clients tell their stories and grow their businesses.
The team partners with organizations such as Lion’s Choice and Parents as Teachers, helping clarify their messages, unify their presence, and create marketing that connects with both logic and emotion.
By working alongside CPG and Evntiv, UPBrand ensures every message and experience is rooted in strategy and delivered with creativity—a one-stop ecosystem built for results.
One Collective. One Purpose. One City
Together, the companies of Nitrous Effect offer what few others can:
- Integrated strategy, creativity, and execution
- A faster, more efficient process
- A unified focus on human connection
- A deep commitment to the growth of St. Louis
Whether you’re a global brand seeking alignment or a local nonprofit that’s ready to grow, Nitrous Effect provides the expertise, resources, and passion to bring your vision to life.
And the best part? You don’t have to look far. These world-class teams are right here in St. Louis, delivering national-level creativity with local heart and civic pride.
This post was created by SLM Partner Studio on behalf of Nitrous Effect. To discuss how CPG Agency, Evntiv, and UPBrand can help your organization connect with the head and the heart of your audience, contact Matt Birk at [email protected].
