I’m Aaron Perlut, co-founder and partner at award-winning creative agency Elasticity. For some 25+ years, I’ve cobbled together a diverse range of experiences in brand marketing, reputation management, digital content creation, public relations and journalism.
My semi-uninspiring career started in television in the early ‘90s, but I quickly realized the bright lights, editing bays and hours of TV were not for me. And with no meaningful skillset to speak of, I stumbled into a role as a PR guy — ultimately working my way up the ladder through agencies such as FleishmanHillard and two of the nation’s largest energy companies. But something was missing. I was dissatisfied with the cultures I was working in, what I was doing and the expectations for how to do it, predicated on archaic, ineffective rules. Ultimately, I had a different vision for building and managing the reputation of brands and organizations steeped in big, bold, creative ideas and using technology to reach audiences and deliver messages.
In 2009, together with two friends, I saw an opportunity to build a new type of agency — highly creative, vertically integrated, more effectively leveraging the changing information landscape. Based on the reality that technology had created an ADHD economy where it's tougher to reach people every day, our vision was simple: Help build brands across all touchpoints using data, technology and the power of entertainment to more deeply engage audiences. So we set a course to use breakthrough content, and then more effectively deliver that content with greater accuracy to topple those attention barriers. And we've never looked back.
Throughout my career, I’ve had the honor of working in partnership with some great people and a range of tremendous organizations — Fortune 500s like Mastercard, UPS, AT&T, CapitalOne and Fireball Whisky (no "e" before "y." Silly Canadians); state and regional governments, professional sports franchises and leagues, economic development authorities, well-funded startups and large non-profits. And as time has gone by, we've continually evolved and improved while always keeping our eyes on the ball, focusing on building brands and managing their reputations across an evolving media landscape while driving experience, engagement and revenue.
All the while, due to my passion for creating content and ADHD-driven penchant for being easily bored, I’ve maintained a foothold in journalism. In 2019, I co-wrote the book "F!!CK Your Formula" and have contributed to Forbes, HuffingtonPost, ESPN, TechCrunch, VentureBeat, AdWeek, BroBible and more.
I'm married to an exceptionally tolerant and gracious woman who is my moral compass. We have two boys who I couldn’t live without, yet who show little interest in their father, despite my erudite intellect, Spartan good looks and medium-quality body odor. I'm also a passionate fan of the Chicago Cubs and Washington Bullets (I do not accept "Wizards"), a fledgling musician and a formally commissioned Kentucky Colonel.