BETTY NAMED CREATIVE AGENCY OF RECORD FOR GORILLA GLUE
Betty (Quad: QUAD) was named creative agency of record for Gorilla Glue on November 19, 2025. The agency will develop campaigns that build on Gorilla Glue’s heritage of toughness, using storytelling and AI-enhanced creative to strengthen consumer connection, brand loyalty and reach new audiences.
The appointment followed a competitive review; Gorilla Glue cited Betty’s bold ideas, execution at scale and cultural fit. Betty said the partnership aims to produce memorable work aligned with the brand’s toughness equity.
Betty (Quad: QUAD) è stata nominata agenzia creativa di riferimento per Gorilla Glue in data 19 novembre 2025. L’agenzia svilupperà campagne che si basano sull’eredità di robustezza di Gorilla Glue, utilizzando lo storytelling e una creatività potenziata dall’IA per rafforzare la connessione con i consumatori, la fedeltà al marchio e raggiungere nuovi pubblici.
La nomina è avvenuta dopo una valutazione competitiva; Gorilla Glue ha indicato le idee audaci di Betty, l’esecuzione su larga scala e l’idoneità culturale. Betty ha dichiarato che la partnership punta a produrre lavoro memorabile in linea con l’equità di robustezza del marchio.
Betty (Quad: QUAD) fue nombrada agencia creativa de referencia para Gorilla Glue el 19 de noviembre de 2025. La agencia desarrollará campañas que aprovechen la herencia de dureza de Gorilla Glue, utilizando storytelling y creatividad potenciada por IA para fortalecer la conexión con el consumidor, la lealtad a la marca y alcanzar a nuevos públicos.
El nombramiento siguió a una revisión competitiva; Gorilla Glue citó las ideas audaces de Betty, la ejecución a escala y la compatibilidad cultural. Betty afirmó que la asociación busca producir un trabajo memorable alineado con la equidad de dureza de la marca.
Betty (Quad: QUAD)는 Gorilla Glue의 크리에이티브 에이전시로 2025년 11월 19일에 임명되었습니다. 이 에이전시는 Gorilla Glue의 강인함 유산을 바탕으로 캠페인을 개발하고, 스토리텔링과 AI 기반 크리에이티브를 활용해 소비자와의 연결, 브랜드 충성도 및 신규 대상을 확장할 것입니다.
이번 임명은 경쟁 입찰 후 이루어졌습니다; Gorilla Glue는 Betty의 대담한 아이디어, 대규모 실행력, 문화적 적합성을 지적했습니다. Betty는 파트너십이 브랜드의 강인함 가치와 일치하는 기억에 남는 작업을 만들어낸다고 말했습니다.
Betty (Quad: QUAD) a été nommée agence créative de référence pour Gorilla Glue le 19 novembre 2025. L’agence développera des campagnes qui s’appuient sur l’héritage de solidité de Gorilla Glue, en utilisant le storytelling et une créativité renforcée par l’IA pour renforcer la connexion avec les consommateurs, la fidélité à la marque et atteindre de nouveaux publics.
La nomination est intervenue après un processus compétitif; Gorilla Glue a cité les idées audacieuses de Betty, son exécution à grande échelle et son ajustement culturel. Betty a déclaré que le partenariat vise à produire un travail mémorable aligné sur l’équitié de robustesse de la marque.
Betty (Quad: QUAD) wurde am 19. November 2025 zur kreativen Hauptagentur (Creative Agency of Record) fð0r Gorilla Glue ernannt. Die Agentur wird Kampagnen entwickeln, die auf dem Erbe der Robustheit von Gorilla Glue aufbauen, Storytelling und KI-unterstützte Kreativität nutzen, um die Kundenbindung, die Markenloyalität zu stärken und neue Zielgruppen zu erreichen.
Die Ernennung erfolgte nach einem wettbewerbsorientierten Ausführungsprozess; Gorilla Glue hob Bettys kühne Ideen, die Umsetzung in großer Skala und die kulturelle Passung hervor. Betty sagte, die Partnerschaft ziele darauf ab, unvergessliche Arbeiten zu produzieren, die mit der Robustheitsäquivalenz der Marke in Einklang stehen.
Betty (Quad: QUAD) تم اختيارها كوكالة الإبداع المسؤولة عن الحساب لـ Gorilla Glue في 19 نوفمبر 2025. ستقوم الوكالة بتطوير حملات تستند إلى تراث Gorilla Glue من القوة، مع storytelling وخلق إبداعي مدعوم بالذكاء الاصطناعي لتعزيز التواصل مع المستهلكين، والولاء للعلامة، والوصول إلى جمهور جديد.
جاء التعيين بعد مراجعة تنافسية؛ أشارت Gorilla Glue إلى أفكار Betty الجريئة والتنفيذ على نطاق واسع والتوافق الثقافي. قالت Betty إن الشراكة تهدف إلى إنتاج عمل لا يُنسى يتماشى مع قيمة قوة العلامة التجارية.
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Insights
Betty will handle Gorilla Glue creative, aiming to deepen the brand's toughness positioning and expand consumer reach.
Betty, a Quad agency, will develop campaigns that leverage Gorilla Glue's heritage of toughness to drive brand awareness and loyalty. The relationship functions as a scaled creative partnership where strategy, storytelling and AI-enabled production support campaign ideation and execution.
Success depends on measurable creative output, channel execution, and audience response rather than the announcement itself. Risks include misaligned creative that dilutes core equity and slower-than-expected audience lift. Monitor campaign briefs, launch timing, creative test results, and early consumer engagement metrics over the first
Agency will partner with Gorilla Glue on creative campaigns that build on the brand's toughness equity
The decision to appoint Betty followed a competitive review, during which the agency impressed Gorilla Glue leadership with its bold ideas, rich storytelling and ability to lean into AI to enhance creative work.
"Betty pushed our thinking with fresh, emotionally resonant ideas that stayed true to our brand's equity of toughness," shared Morgan Roberts, VP of Brand Management at The Gorilla Glue Company. "In Betty we see not just an agency but a creative ally that can help us bring bold ideas to life in a way that feels authentic to the brand while helping move it forward."
Gorilla Glue also cited Betty's inspiring vision of what's possible for the brand and proven ability to execute big ideas at scale as reasons for selecting the agency as a partner. Bonded by shared values of putting people first, pushing creativity further and bringing tenacity to every challenge, Betty also proved to be a natural cultural fit — fostering genuine collaboration and a true creative partnership.
"Partnering with an iconic brand like Gorilla Glue gives us a chance to make memorable work born from ideas that stick both emotionally and culturally," said Mike Caguin, Chief Creative Officer at Betty. "We're pushing creative boundaries with new ways of thinking and making. And we're excited to build work that's as strong and enduring as the brand itself."
The new partnership is already sparking fresh thinking that will strengthen Gorilla Glue's connection with consumers, build brand loyalty and win over new fans.
About Betty
Betty, a Quad agency, offers best-in-class strategy, creative, design and content studios, including end-to-end brand design through its Favorite Child offering. Named after the late Betty Quadracci, the trailblazing co-founder of Quad, Betty is dedicated to building a better way for brands with inclusive, inventive ideas that drive results for clients, backed by broad capabilities that offer scale without sacrifice. Learn more at bettyagency.com and favoritechild.com.
About Quad
Quad (NYSE: QUAD) is a marketing experience, or MX, company that helps brands make direct consumer connections, from household to in-store to online. The company does this through its MX Solutions Suite, a comprehensive range of marketing and print services that seamlessly integrate creative, production and media solutions across online and offline channels. Supported by state-of-the-art technology and data-driven intelligence, Quad simplifies the complexities of marketing by removing friction wherever it occurs along the marketing journey. The company tailors its uniquely flexible, scalable and connected solutions to each clients' objectives, driving cost efficiencies, improving speed-to-market, strengthening marketing effectiveness and delivering value on client investments.
Quad employs approximately 11,000 people in 11 countries and serves approximately 2,100 clients including industry leading blue-chip companies that serve both businesses and consumers in multiple industry verticals, with a particular focus on commerce, including retail, consumer packaged goods, and direct-to-consumer; financial services; and health. Quad is ranked among the largest agency companies in the
For more information about Quad, including its commitment to operating responsibly, intentional innovation and values-driven culture, visit quad.com.
About The Gorilla Glue Company
Based in
CONTACT: Lexie Robinson
lrobinson@powellny.com
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