• by Fern Siegel , Yesterday

The Gravity Global agency has launched a new entity to create relevant brand experiences that click with consumers. 

Gravity One's remit is to build brand-to-demand programs that anticipate where attention and value will emerge.

Jose Lozano, president of Gravity Global, said: “We’ve long delivered emotionally resonant, commercially effective work in markets undergoing disruptive transformation. Gravity One sharpens that focus for a rising generation of decision-makers — those who demand cultural fluency, authenticity and connection.”

The agency tapped five staffers from Madwell, the indie agency that closed in April, to lead the new unit: Charlie Smith, Devin Kharpertian, Julia Goldsmith, JP Summers and Alex Kaufman.

Smith will lead operations as managing director, client services, with Kharpertian as managing director, creative. Both join as partners. Goldsmith, Summers and Kaufman were named director of production, director of strategy and creative director, respectively.

Lozano called the new team, armed with solid experience in strategy, creative and client services, a “natural fit. Gravity One adds something exciting — future-facing and unbound by the usual rules. It strengthens our culture-first creative mindset and delivers bold solutions for today’s complex marketing landscape.”

Founded in 2009, Gravity Global's client work includes Airbus, Honda and Powersports.