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Gravity: An Advertising Agency with Strong Cultural Capabilities

Gravity: An Advertising Agency with Strong Cultural Capabilities

The internet and social media have managed to make advertising omnipresent. It would be fair to say that this is the golden age for advertising. But advertising has changed with time as media has changed hands from print to now the visual and interactive medium. But nonetheless, advertising is everywhere and excelled by many.

But Gravity with its full-service cultural advertising offering stands out as it helps brands build relevancy in today’s diverse and fragmented marketplace. The company was founded in 2009 and places culture over everything. The company is a full-service cultural advertising agency that comes under the Dentsu Aegis Network (DAN). Gravity was acquired by DAN in 2016.


With a multi-cultural team onboard, the team wields background differences as its biggest asset. Along with their expertise in technology and media, what stands apart is their culture. 40% of the workforce at Gravity is female and 80% of the company leadership is formed by the women, which is unheard of in corporate circles!

By equipping their exceptionally talented team with the leading edge digital and traditional marketing tools, they are able to uncover truths that help their clients solve their business challenges that drive their long-term results.

Celebrating diversity

The people at Gravity are a diverse bunch where a belief persists that diversity equals success. The team at Gravity prides itself of having a team that comes from varied cultures, backgrounds, and speaks over 20 different languages. As much as 70% of the workforce is non-white or of non-U.S origin and the creative department is 100% multicultural. Such a structure in the company gives its employees a unique opportunity to mingle with people from different ethnicities. Not only does this contribute to their personal development it also enhances their professional expertise. Empowered by empathy and shared experience the organization benefits as a whole.

At a time, where politics and the global views seem increasingly opposed to embracing diversity, the corporate culture at Gravity is a breath of fresh air and highly progressive. It is definitely a leading company when it comes to diversity and is setting an example for its peers. Gravity is a nimble boutique agency within a large advertising network which gives them a unique positioning in the market. It has attracted many different types of clients over time as they transitioned and transformed.

Audience M

Victor Pupo, Assistant VP-brand management and marketing at Affinity Health Plan, said that he liked the tool as it allowed them to get into sub-segments. This feature allowed Affinity to reach Dominican doctors in specific zip codes around the city through digital and mobile ads, video and social content.

Marketing today is all about finding the target audience and for that you need to know the sub-segments within each group too. Several years ago, Gravity developed its unique data management platform called Audience M, which allowed marketers target specific ethnic audiences.

Audience M is Gravity’s proprietary platform that is capable of targeting as many as 78-plus multicultural groups across 300+ audience sub-segments in the U.S on the web and mobile, such as Polish, Albanian, Ethiopian and Peruvian. Equipped for Semantic Keyword targeting, Data Onboarding, Social Sync, TV Sync, Double-Verified Geo-Targeting and PMP Deals the marketers can thus reach niche audiences through this platform.

Case Study: Affinity Health Plan

Audience M proved its mettle when Affinity Health Plan came knocking on its door. Affinity Health Plan was looking for a partner who could help it reach the Hispanics who qualified for free or low cost health insurance in New York. Audience M was used by the healthcare company to launch a Spanish language campaign.

Audience M was able to deduce in the duration of the campaign that Dominicans were engaging with the creative content three times more than the Mexicans and two times more than Puerto Ricans. So, the tool was used to tweak the campaign messaging for the Dominicans who qualified for free or low cost health insurance in the city. As a result, the click-through rates rocketed upwards by 180%. It also passed the benchmark conversion rate by 122%. This drove more leads than search which is extremely crucial.

Leading from the front

Luba Tolkachyov, Co-Founder & COO

Luba is a seasoned entrepreneur and has a deep understanding of diverse cultures and technology. With an experience that spans over a decade, she has worked with great names like Coca-Cola, Prudential, Red Bull North America and Caesars Entertainment. Her work has been recognized by The NY Post, Forbes, AdAge. Also, she has been behind two popular applications, CoCo and Yenta. Both have been appreciated by the global audience and the industry alike.

She is passionate about mentorship and social causes. She formed Better Together- an educational and mentorship forum for young women from high school years to professionals. The organization provides these youngsters an open environment to interact with and learn from the young female leaders of today.

“We want to dig deeper into who the customer is and how to reach them, especially in the digital space which is all about deep segmentation.”

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