Gertrude

What Gertrude does

Gertrude, Inc. is a Chicago-based, 100% owner-owned independent agency providing global strategy, ideation, innovation, advertising, content, and brand development services to large consumer brands. Founded on February 1, 2005 by Otis D. Gibson (Founder/CCO) and led alongside President Heather Knapp, the firm operates through three integrated divisions: OZ MFG. COMPANY (design, content creation, packaging, CGI/3D imaging, photography), RAYE (experiential, branded architecture, and environmental design), and THE BRNDHAUS PL-ZEN (a 25,000 sq. ft. owned Global Brand Innovation and Content Factory in Chicago's Pilsen neighborhood serving as global headquarters). The agency maintains satellite offices in New York and London, employs approximately 40-50 people globally, and serves enterprise clients including Mattel, Fisher-Price, DIAGEO, Coca-Cola/Red Tree Beverages, PepsiCo/Quaker, Smoothie King, Singha Beer, Ocean Spray, Annabelle Candy, and Red Bull Media House.

The firm's core technology is creative services expertise, anchored by senior talent with pedigree from Leo Burnett, DDB, and other major network agencies; production capabilities including in-house CGI, structural and packaging design, and animation partnerships with studios such as The Mill and Carbon; and proprietary deliverables such as the MATTY & BELLE Mattel Sans custom typeface. Revenue is generated through professional-services fees on project-based and retainer engagements with enterprise clients, with no public pricing disclosure. The go-to-market model is relationship-driven: new business develops from project quality, expanded engagements, and referrals rather than competitive pitching, with a deliberate ladder-up approach from smaller project wins to Fortune 100 brand partnerships. The firm is minority-certified, has no disclosed outside funding, and is celebrating its 21st year of independent operations.

Name

Gertrude

Legal name

GERTRUDE, INC.™

Website

https://gertrude.agency

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

Gertrude, Inc. is a Chicago-based, 100% owner-owned independent agency providing global strategy, brand development, advertising, and experiential design services to large consumer-brand clients such as Mattel, DIAGEO, Coca-Cola, and PepsiCo, with integrated design, content, and experiential divisions.

Ownership category

akta.pro rank

Product category

Advertising and Marketing Services

NAICS

Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Brand Experience (BX) & Service Design (BPAFAEAI)

akta.pro secondary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

Keywords

• Brand development services
• Advertising agency services
• Creative marketing consultancy
• Packaging design services
• Experiential brand activation

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising and Marketing Services: GERTRUDE generates revenue through professional services fees for brand development, innovation, advertising, content, and strategy consulting. Services span research, strategy, creative, design, digital, social, motion, production, brand activation, and experiential architecture. Engagements appear to be project-based and retainer arrangements with enterprise clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

GERTRUDE, INC. is a global brand development, innovation, advertising, and marketing services consultancy that delivers full-service capabilities spanning research, strategy, ideation, creative, design, digital, social, motion, production, brand activation, and experiential architecture for large enterprise consumer brands. The agency operates through three divisions (main agency, OZ MFG. COMPANY for design/content, RAYE for experiential/branded architecture) anchored by its 25,000 sq. ft. proprietary facility THE BRNDHAUS PL-ZEN. Engagements are project-based or retainer arrangements with enterprise clients in alcoholic beverages, CPG, QSR, and toys/entertainment verticals.

Product overview

GERTRUDE, INC. is a global brand development, innovation, advertising, and marketing services consultancy with three core divisions: the main agency (GERTRUDE, INC.) providing strategy, ideation, and creative services; OZ MFG. COMPANY handling Design and Content Creation including packaging, CGI, and photography; and RAYE delivering Experiential and Architecture services including branded environments and shipping container activations. The company also operates THE BRNDHAUS PL-ZEN, a 25,000 sq. ft. Global Brand Innovation and Content Factory in Chicago's Pilsen neighborhood that serves as the headquarters and provides facilities for brand development, production, and events.

Differentiator

Problem solved

Functional benefit

Brands

• RAYE™: Experiential, Branded Architecture, & Environmental Design division specializing in premium branded structures and environments, from concept and design to build and activation.
• OZ MFG. COMPANY™
• THE BRNDHAUS PL-ZEN™
• KAFFE ARLO™
• TOKIO 21™

Products and services

• GERTRUDE, INC. Brand Strategy, Creative & Advertising Services
• OZ MFG. COMPANY Design & Content Creation Services
• RAYE Experiential & Branded Architecture Services
• THE BRNDHAUS PL-ZEN Brand Innovation & Content Factory Services

Quantifiable outcome

• 12+ brands, 5+ product launches, 30+ campaigns, 400+ campaign pieces, 1B+ impressions in a single year (2022)
• +3 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered minor and core.

• What's For Lunch MediaminorImplementation/ SI/ Consulting Partner · 1 January 2025Editorial and finishing partner for Minute Maid Spiked brand launch films.
• Jeff Zimmermann (Muralist)minorStrategic or Co-development Partner · 1 January 2023Internationally recognized Chicago muralist commissioned by GERTRUDE to create a 16'H x 20'W Muhammad Ali mural at agency headquarters based on Gordon Parks 1970 photograph.
• Tubs (Calligraffiti Artist)minorStrategic or Co-development Partner · 1 January 2023Pilsen-raised Calligraffiti phenom collaborated with Jeff Zimmermann and GERTRUDE on the Muhammad Ali mural at agency headquarters.
• Sentrock (Artist)minorStrategic or Co-development Partner · 1 January 2022Chicago-based artist collaborated with GERTRUDE on Smoothie King 'King of Coffee' national tour - creating artist-painted 20' shipping container pop-up and custom artworks.
• Ryan Bubnis (Artist)minorStrategic or Co-development Partner · 1 January 2022Artist collaborated with GERTRUDE on Smoothie King 'King of Coffee' national tour creating custom illustrations for animated films showcasing Smoothie King's coffee smoothies.
• The Mill (Animation/Visual Effects)minorImplementation/ SI/ Consulting Partner · 1 January 2022Visual effects and animation studio partnered on Smoothie King 'King Of Coffee' Tour animated films.
• Optimus DesignminorImplementation/ SI/ Consulting Partner · 1 January 2022Design partner for Smoothie King animated films created in partnership with Ryan Bubnis and Sentrock.
• Diversity in Design (DID) CollaborativeminorStrategic or Co-development Partner · 1 January 2021GERTRUDE joined the DID Collaborative in 2021 - a consortium of companies committed to recognizing and increasing diversity in design. Focus on building career opportunities for Black youth through industry awareness and educational pipeline development.
• RAYE (Experiential & Architecture Division)coreOthers · 1 February 2016RAYE is GERTRUDE's internal Experiential, Branded Architecture, & Environmental Design division that specializes in premium branded structures and environments, from concept and design to build and activation. Founded February 2016 by GERTRUDE Founder/CCO Otis D. Gibson. Named after Ray Eames of the Eames design duo.
• Carbon (Animation Studio)minorImplementation/ SI/ Consulting Partner · 1 January 2016Animation studio partner for Minute Maid Spiked 'Tiny Odyssey' launch films - created CG animations for the brand launch campaign.
• OZ Manufacturing Company (Design Division)coreOthers · 1 February 2014OZ MFG. COMPANY is GERTRUDE's Design & Content Creation division specializing in corporate identity, brand management, product development, packaging, structural design, retouching, CGI/3D imaging, and photography. Founded February 2014. Led by Founder/CCO Otis D. Gibson and President Heather Knapp.

Scale indicators4 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• 72andSunny: Independent creative agency known for bold, brand-building campaigns for global brands (Google, Samsung, Activision). Comparable in independent ownership, full-service creative scope, and enterprise CPG/tech client roster.
• Mother: Independent creative network (Mother NYC, London, LA, Shanghai) with a comparable boutique, idea-led ethos serving global consumer brands. Closely aligned in size, independent ownership, and full-service brand development across advertising, design, and experiential.
• Anomaly: Independently owned creative agency with a similar non-traditional, multidisciplinary model and enterprise brand portfolio (Coca-Cola, Budweiser, Nike). Comparable as a peer-sized independent pursuing brand strategy, advertising, and product innovation for large CPG and beverage clients.
• Translation LLC: Independent creative and brand agency with enterprise clients (Google, NBA, Etsy) and an integrated strategy/creative/production model. Comparable in independent ownership, boutique scale, and multicultural storytelling capabilities.
• Pereira O'Dell: Independent creative and brand agency with offices in San Francisco and New York serving clients like MINI, HP, and Dollar Shave Club. Comparable as an independent, multidisciplinary shop blending brand strategy, advertising, and content production for global consumer brands.
• The Martin Agency: Long-established independent creative agency (Richmond, VA) known for breakthrough work on brands like GEICO, OREO, and Chevrolet. Comparable as an independently owned full-service creative agency with deep CPG and beverage client heritage.
• Wieden+Kennedy: Long-standing, privately held independent creative agency with a similar enterprise-brand AOR model (Nike, Coca-Cola) and multidisciplinary practice spanning advertising, design, and content. Comparable as an independently owned, founder-led creative shop serving global Fortune 500 consumer brands.
• Mekanism: Independent creative agency serving enterprise consumer brands (P&G, Disney, Hormel) with integrated advertising, branded content, and experiential capabilities. Comparable in size, independent ownership, and CPG/QSR client focus.
• David & Goliath: Independent creative agency (LA/NYC) with a similar enterprise brand AOR focus and a stated 'bold ideas with discipline' positioning that closely mirrors Gertrude's value proposition. Comparable as an independently owned, midsize full-service creative shop.

Broad incumbents

• Droga5: Now part of Accenture Song but operationally autonomous, Droga5 is a globally recognized creative agency with an enterprise brand portfolio (The New York Times, Heineken, Prudential). Comparable in enterprise-brand orientation and creative ambitions, though larger and now backed by a global network.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gertrude-inc/?viewAsMember=true
• Instagraminstagram.com/gertrude_inc/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gertrude