Creative
Cases
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North Carolina Education Lottery - Case Study
North Carolina Education Lottery
News
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6 media myths that are wasting your brand’s budget
False assumptions about media are leading brands to waste budgets, ignore strategic opportunities and overlook media’s full creative potential.
Ad Age, 10/30/2025
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Cactus Skips the Frills for Arapahoe Basin in "No B.S. Just Skiing" Campaign - Roastbrief US
DENVER, CO — In an industry increasingly defined by lavish amenities and multi-resort passes, Arapahoe Basin is telling skiers to leave the frills behind. Their new campaign, “No B.S. Just Skiing,” is a straight-to-skier manifesto, positioning Arapahoe Basin as the last defender for those who prioritize terrain and authenticity over unnecessary and expensive on-mountain extras. […]
Roastbrief US, 10/15/2025
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N.C. Education Lottery Bets On Cactus As Media AOR 10/16/2025
Cactus has been the North Carolina Education Lottery's creative AOR since 2021. It's now adding to its duties as media AOR.
MediaPost, 10/15/2025
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What Financial Services Leaders Can Learn from the Lottery | LBBOnline
Little Black Book, Ainslie Fortune, Cactus VP of account leadership and people, shares seven surprising lessons community banks and credit unions can learn from state lotteries
LBB, 07/24/2025
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Cactus Evolves Leadership Team and Structure to Power Growth | LBBOnline
Brian Watson, Shea Tullos, Chris Shewmake, Ainslie Fortune and Lisa Van Someren celebrate promotions
Little Black Book, 06/30/2025
Clients
| Client | Start Year | End Year |
|---|---|---|
| North Carolina Education Lottery | 2021 | Current |
| Colorado Lottery | 2012 | Current |
| Westerra Credit Union | 2021 | Current |
| University of Miami Herbert Business School | 2022 | Current |
| Xero Shoes | 2024 | Current |
| Umpqua Bank | 2020 | Current |
| Judi's House | 2024 | Current |
| UMB Bank | 2024 | Current |
| Fjallraven | 2024 | Current |
| Man Therapy | 2011 | Current |
About
Cactus is a full-service agency that uses the principles of behavior change to shape brand strategies and craft breakthrough creative solutions that inspire consumer behavior change.
Our in-house agency capabilities span brand strategy and research, integrated creative, brand design, strategic comms planning, performance media planning buying and planning, digital product and experience, CRM and behavioral analytics. Over the years, we've developed deep expertise in several verticals like healthcare and behavioral health, CPG food & beverage and restaurants, financial services, outdoor rec & travel, and state lotteries.
Driving consumer behavior change is at the heart of everything we do at Cactus. Our Belief & Behavior Design® process is built on decades of experience blending behavior change models with breakthrough creativity to achieve our client’s desired business outcomes. Belief & Behavior Design® is our method for getting to great work, and creating consumer behavior change that sticks.
Recognized for stand out creativity (#33 on One Club's 2024 creative rankings) and as an Outside Magazine Best Place To Work - our dedicated team of 75 ad pros (the Cacti) are united by a shared belief that indie agency creativity and innovation can solve some of the world's biggest problems - including yours. Learn more about us at cactusinc.com.
People
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Martha Douglas
Production Director
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Sarah Berkheimer
Design Director
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Brian Watson
Chief Creative Officer
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Chris Shewmake
VP, Media & Digital
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Ainslie Fortune
VP, Account Leadership & People
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Joe Conrad
CEO & Founder