Twenty-five years building the campaigns that turn awareness into action — through momentum strategy, cross-sector marketing, unforgettable moments, and audience mobilization.
Awareness is a 1990s word. Momentum is what's needed in today's cluttered, competitive, and chaotic market.
Attention used to be enough. Now it's everywhere and worth almost nothing. Momentum is the difference — the compounding force that turns a moment into movement, and movement into measurable action. For more than twenty-five years, across federal government, major studios, statewide civic initiatives, and national live entertainment, the work that broke through wasn't the loudest. It was the work with momentum behind it. That's the practice.
Four disciplines, one through-line — the work of turning awareness into action for brands, governments, studios, and mission-driven institutions.
Integrated communications, brand narrative, and stakeholder mobilization — the campaign architecture that turns attention into a coalition, and a coalition into measurable action.
Launch events, keynotes, and live entertainment at scale — from a 1,700-person launch to leading a marketing team responsible for 1,200 live shows a year. The moments where a story actually lands.
Video, platforms, PR, earned media, and digital storytelling — campaigns for major motion pictures, government leaders, and social impact initiatives. The vehicles that carry an idea past its launch window.
Coalitions, partners, and grassroots activation — the work that turns an audience from spectators into participants, and attention into action.
Eighteen questions. Six drivers. One score. Not a quiz — a diagnostic for the projects, campaigns, and ideas that need the truth before they spend another dollar or week.
Your score is tied to a specific project. Name it — the more specific, the more useful the result.
Free · Takes about five minutes
As VP of Marketing at Outback Presents, built and led a 25-person in-house agency for talent including Jim Gaffigan, Bert Kreischer, Taylor Tomlinson, and Rauw Alejandro — choreography at local, regional, and national scale.
Co-founder of two marketing and distribution agencies — campaigns for major motion picture studios, labels, and publishers, including Won't You Be My Neighbor? — and executive producer of Last Days in the Desert.
Presidential appointee and Director of Communications at the National Endowment for the Humanities, plus cabinet-level speechwriting and convention remarks — the schoolhouse for high-stakes story.
As Senior Advisor to the Tennessee Governor's Initiative, provided communications and strategy spanning state agencies, faith institutions, nonprofits, and philanthropies — including co-leading an initiative with every pro sports franchise in Tennessee: Titans, Predators, Grizzlies, Nashville SC.
Co-produced a launch event at the Fisher Center featuring Dolly Parton, Thomas Rhett, and The Lone Bellow — brand, earned media, and activation fused into a single high-impact moment — as well as dozens of high-profile moments that generate momentum, monetization, and earned media.
As VP of Strategic Partnerships at AEG/Walden Media, built the audience-development model that turned Amazing Grace into a movement — an unlikely coalition of partners that proved unconventional strategies can deliver audiences.
Author of three books on communications and momentum — plus a weekly Substack and an ongoing working notebook.
Essays from Erik Løkkesmoe on the art and science of producing momentum. Read by executives and entrepreneurs, creative professionals and cultural leaders who believe their someday starts now.
You are not out of ideas. You are surrounded by unfinished ones. A working guide — not a book to be read and set aside — for finding, fueling, funding, and finishing the ideas and stories waiting inside you.
Tell Erik what you're working on — and which way in fits your moment. We'll find where the momentum is, where it's stalling, and the clearest first move toward action.