In this inspiring conversation, Matt Rosen sits down with Eric Benanti, a marketing major turned creative entrepreneur, who shares his journey of joining and eventually leading his family’s renowned creative agency, Tractorbeam.

Eric reflects on the early days — when a set of business cards gifted at Christmas didn’t feel like much of a “gift,” but rather the beginning of a lifelong calling. Over time, his heart shifted. What once felt like work became purpose, and he found deep fulfillment in running a legacy company built on creativity, grit, and vision.

He shares the story behind the name “Tractorbeam,” how his father’s “Wild West” entrepreneurial style influenced him, and what it took to professionalize and scale a creative business in a competitive market. Eric opens up about the challenges of working with family, navigating tough client demands, and staying innovative through moments of real uncertainty — including the pandemic years spent building quality work out of a WeWork office.

Matt and Eric also dive into one of Tractorbeam’s standout campaigns — Oklahoma State University’s “No Fences” digital campaign featuring country legend Garth Brooks — showcasing how passion, perseverance, and purpose collide when creativity meets business strategy.

💡 “Creative as a standalone business is challenging,” Eric admits, “but when you get the product mix right, the work becomes the mission.”

Stay Gritty!!
https://tractorbeam.com/