STRETCHING: Elasticity, the St. Louis-based company that describes itself as a "social media, public relations and digital word-of-mouth agency," is spinning off from its parent company, Osborn & Barr.

With the separation, the partners in Elasticity -- Aaron Perlut, Dan Callahan and Brian Cross -- say they can buy controlling interest in the company, which launched in January 2009 as a subsidiary of Osborn & Barr.

The 22-year-old parent company's concentration has been on advertising and PR for rural lifestyles, outdoors markets and agriculture. Elasticity is "industry agnostic," according to Perlut, and has developed programs for such clients as Charter Communications, Capital One, Sony Online Entertainment and Anheuser-Bush InBev.

The split is amicable, both sides agree. Michael Turley, CEO of Osborn & Barr, noted: "A combination of O&B's changing needs and Elasticity's emerging ability to be self sustaining provided an opportunity for this transition."

Perlut said the partners at Elasticity were gratefull for the opportunity they got from Osborn & Barr. "It's allowed Elasticity to quickly build a successful agency that's caught the attention of companies nationwide."

Elasticity has moved to a new location at 1101 Lucas Avenue in Downtown St. Louis. Osborn & Barr remains at 914 Spruce Street with additional offices in Kansas City and Des Moines.