• by Larissa Faw , December 15, 2020

Creative veterans Jay Gelardi and Russell Heubach are joining forces to launch Gypsy, what they call an agency of the future that functions without physical space and staffs few full-time employees.

Instead, the Gypsy model brings together specialists as needed for each brief, tapped from a network of more than 2,000 creatives and strategists based in 70-plus cities. These contributors are “cherry picked” from the best agencies and vetted before being invited to join the Gypsy Network.

Gypsy also proposes this global footprint means that the shop can get cultural insights for clients without having to go through a traditional research process.

Current Gypsy clients include Twitch EMEA, Tinder, Coffee Bean and Tea Leaf, Netflix and Proofpoint.
"We partner closely with our clients to assemble a handpicked team that is ultimately tailored to drive their authenticity, credibility and relevance in each market, through a truly diverse and specialized team,” states Gelardi. “Every brand is a completely unique jigsaw puzzle that needs a bespoke solution, and we know our model delivers that, and ultimately creates great work."

Although Gelardi and Heubach crossed paths briefly at Crispin Porter Bogusky in Australia, they never directly worked together during their tenure at the agency. They reconnected in Los Angeles three years ago, becoming friends through mutual advertising connections. This friendship led to talks about Gypsy when they both left their respective agencies in late 2018.

Each complements the other’s expertise. Gelardi first worked on the digital side and then went more traditional, while Heubach started more traditional and then went more experiential. As CEO Gelardi runs much of the business alongside a U.S.-based managing director, and Heubach focuses on recruiting and managing the Gypsy talent pool.

London-based executive creative director Ben Beazley, formerly  with  72andSunny LA among other agencies, helps run the European Gypsy team.