GALE announced a strategic partnership with renowned gaming design specialist Moonrock Labs. The collaboration combines Moonrock Lab’s industry-leading game development and design capabilities with GALE’s award-winning integrated marketing approach, bringing advanced gaming solutions to the agency’s client base.
Simms chats about how GALE successfully brings creative, media and dives into a new innovation practice at the agency. From Campaign US
Campaign US, 01/11/2023
Putting people first is what Gale CEO Brad Simms has banked on during the agency’s eight years of existence. Gale has grown—exponentially—since 2014; what started as seven employees is now about 650. It’s now projecting nine-figure revenue numbers for 2022. Gale will appear on Adweek’s Fastest Growing Agencies list debuting later this month...
Multi-discipline agency GALE was founded in 2014 as a research and CRM-driven shop that always was intended to be built upon. When media was added into the offerings, Gale hit another gear of growth.
|Client||Start Year||End Year|
|Wells Enterprises (BombPop, Blue Bunny, HaloTop)||2021||Current|
|The Dairy Alliance||2022||Current|
|San Jose Airport||2019||Current|
KEY STRENGTHS: As a Business Agency, we bridge the best of a few different worlds. Integrated is the idea, and the objective is simple. Make work that drives the business. Work that’s relevant and scalable has positive ROI and moves people. You don’t get there without an understanding of the business, data, and audiences. Our ambition is to be the smartest solution for the smartest marketers on the planet. We look at everything through this lens, from whom we hire to work with and learn from. Our business and data-driven way of working has made us agile enough for whatever clients need, smart enough to approach brand problems as business problems first, while always being rooted in a solid, integrated foundation, fostering a way of collaborating that is unmatched by our peers.
Advisory: Solving complex organizational challenges through Advanced Analytics and Insights, Marketing and Brand Transformation, Agile Change Management, and Marketing Technology Consulting.
Story: Bringing business insights to storytelling and experience through Brand
Strategy, Identity and Graphic Design; Integrated, Social, and Content Marketing Campaigns; Product and CX Design (Mobile App, Web, eCommerce); Production (Audio, Video, Animation, Print, Photography); Technology and Software Development, PR (Earned Media).
CRM (owned): Scaling CRM through brand and data-driven creative using Customer Journeys, Deep Technology Expertise, Proven SMART CRM System, and Channel Orchestration and Optimization.
Media (paid): Moving people through an audience-focused approach using Data-driven Media and Audience Planning, Media Buying across National, Local, and Programmatic, Digital Shopper, eCommerce and Affiliate Marketing, Content Marketing and SEO/SEM, and Measurement, Attribution, Reporting and Optimization.
Data & Tech: We tap our proprietary tools and team of engineers to leverage the latest in Ad Tech and Mar Tech technology; First-party Data Strategy; AI/ML Model Creation.
Our business is grounded in data – we lead with science. Unlike most agencies, we are ISO 27001 and ISO 27701 certified, which means we can safely and securely handle first-party data, including HIPAA-sensitive information. We also have invested in and built our own marketing tech stack made of proprietary offerings and platforms, namely ASK GALE and ALCHEMY, to help us get to insights that drive business outcomes. Once we’ve made sense of the data, our creative and media teams work hand in hand with our data scientists to help us execute systematically.
ASK GALE is our consumer research capability. When clients want to measure or understand customer behavior that isn’t tracked or apparent in their own data, custom research from ASK GALE can fill in the critical gaps. We enrich first-party data with customer surveys to capture key variables like demographics, perceptions, attitudes, needs, interests, etc. Then, we reach a network of third-party survey panelists of over 5M Americans, ask specific questions to make decisions with confidence. Then we combine both qualitative and quantitative research to understand the drivers and the barriers to behaviors we want to change.
ALCHEMY is our Gartner-ranked Customer Data Platform (CDP) that rapidly organizes a brand’s first-party data, including a customer’s transactions, interactions, and behaviors. We can also enrich this information with third-party content, like location and census data, to develop a more robust customer view. This data (because everyone has data) provides marketers with a 360-degree view that can be used to speak to customers in the most relevant way.
If they even have access to client data, most agencies rely on third- party platforms to surface revealing data insights. That’s slow, time consuming, and expensive. Having our own research and data tools together allows us to answer quickly and intelligently some of our client’s most complex marketing problems.
Head of Business Operations & Talent Acquisition
Head of Media Strategy
Head of National Media Investment
Global Head of People
Head of Creative Production
Head of Consumer PR
Director, Customer Insights and Research
Chief Innovation Officer
Chief Technology Officer
Global Program Management
Executive Creative Director
Executive Creative Director
Chief Brand & Experience Officer
President, GALE India
Global Head of Marketing
CEO & President