• by Fern Siegel , Yesterday

Turtle Beach Corp, the gaming accessories brand, named GUT New York its Agency of Record. The win followed a competitive review.

First work launches in April.

The agency's remit is to produce new brand positioning, a refreshed brand identity, as well creative work that drives Turtle Beach into the larger culture.

“This is exactly the kind of partnership we built GUT New York for,” said Gus Marmarinos, managing director, GUT New York. “Turtle Beach is a leading brand in a category where everything tends to look and act the same. The opportunity to help them carve out a distinct emotional space in a way that’s brave, culturally relevant and built for long-term brand growth is exciting.”

The account will be led by GUT New York, supported by the global GUT network. GUT Design is responsible for the brand-identity refresh, while teams in Miami, Toronto and Amsterdam will oversee social and influencer execution and global adaptation of the social strategy.

“Building a brand people connect with requires cultural instinct and creative bravery,” said Kim DeNapoli, SVP, head of brand at Turtle Beach. “GUT brings both, along with a point of view that cuts through. They understand how to turn brands into conversations.”

This is GUT New York's entrance into the gaming category. Its creative work has also included Netflix/Verizon, Wild Turkey and AB in Bev. The agency has additional offices in Miami, Buenos Aires, São Paulo, Toronto, Mexico City, Los Angeles, Amsterdam, Madrid, Singapore, Bogotá and Copenhagen.