GUT: “It's the Perfect Time to Open in New York”

Earlier this month, GUT announced the launch of GUT New York, the global network’s ninth location across seven countries. Being the third office in the US, following the success of the Miami and LA locations, key clients already include AB InBev, Procter & Gamble, and Kraft Heinz, among others.

GUT New York’s team of recent New York-based hires is led – under GUT’s US CEO Sandra Alfaro – by managing director Gus Marmarinos, who joined GUT after 20 years at Saatchi & Saatchi, and chief creative officer Lucas Bongioanni, formerly ECD at The Community.

Following the announcement, LBB’s Ben Conway spoke with the leadership duo about their ambitions for the new office, and how they’re bringing a unique spin on GUT’s culture of bravery to the Big Apple.

Above: MD, Gus Marmarinos and CCO, Lucas Bongioanni

LBB> Congratulations on the new office! Why was now the right time to open in New York for GUT?

Gus and Lucas> It's the perfect time to open in New York – the city is going through a resurgence, especially in the advertising industry, and it feels like NYC is reclaiming its rightful place as the capital of the marketing world. Having an office in New York will allow us to better serve our clients and continue to accelerate the growth and creative momentum GUT has experienced across the network.

LBB> What new or different capabilities/specialties will the NY team bring to GUT's international network? How will the office stand out?

Gus and Lucas> Every office in the GUT network has its own unique spin on GUT’s culture of bravery, and New York won’t be any different. Working in this city is an exciting opportunity, but also a responsibility. We have some of the greatest agencies in the history of advertising as neighbours and we want GUT to be named alongside the best. We cannot wait to deliver brave work for our brave NYC clients.

LBB> The office is already starting with huge clients like AB InBev, Procter & Gamble, and Kraft Heinz – how did the team land these for the launch?

Gus and Lucas> Each of those clients was excited for us to have a presence in New York. Working closely with our Miami and LA offices, we’re excited to partner with a great list of brands to deliver brave work that moves business.

LBB> Why is New York so important for GUT to have a presence in, as a brand and network?

Gus and Lucas> Having a New York office has long been a dream for the GUT team. The city is vibrant, fast-paced, and its diverse creative community is a perfect opportunity to bring GUT’s bravery to new clients. Harnessing the power of such an amazing pool of talent paired with GUT’s network capabilities helps us capitalise on the incredible potential that’s everywhere you turn in New York City. 

LBB> Gus is coming from Saatchi & Saatchi, and Lucas from the community – not to mention a whole host of new NY-based hires. How will you bring together everyone's collective experience from outside the GUT network, while aligning with GUT's brave, independent ethos?

Gus and Lucas> We believe bravery means business. Regardless of individual career paths, we're all ad nerds. Our team is united by bravery and a passion for this industry, while bringing an eclectic set of skills, backgrounds and experiences [too]. We are building a diverse group of talent to bring GUT’s ethos to life for new and existing clients. The New York office is fully aligned around GUT’s mission to become the most diverse, creative and influential agency in the world. This diversity will make GUT NY stand out, deliver for the network, and hopefully help move the industry forward.