Two decades ago, in a city known for its hustle, its history, and its no-nonsense creativity, GERTRUDE was born. Now, the fiercely independent agency is celebrating 20 years of shaking up the advertising world—with bold ideas, fearless strategy, and an unapologetically Chicago point of view.
Founded in 2005 by Otis D. Gibson, GERTRUDE didn’t follow the rules of Madison Avenue. Instead, it carved its own path from the heart of Pilsen, bringing a fresh kind of energy to brand building—one rooted in cultural relevance, design-forward thinking, and a healthy dose of Midwestern grit.
The result? A powerhouse agency trusted by some of the biggest names in the game: AB InBev, Diageo (Ketel One, Guinness), Mars Wrigley, Red Bull, Hershey, PepsiCo, Quaker, Minute Maid Spiked, Smoothie King, and more.
“When we started, there was no blueprint. Just belief,” says founder Otis Gibson. “Belief that innovation isn’t just for our clients—it’s something we apply to our own business every day. You don’t last 20 years in this game without disruption, reinvention, and relentless evolution.”
In 2018, GERTRUDE doubled down on that belief by investing in its home turf—purchasing and transforming a 25,000-square-foot space into THE BRNDHAUS PL-ZEN™, a creative hub dubbed an “Innovation Brand Factory.” It now houses the agency alongside sister divisions OZ MFG COMPANY (design/digital) and RAYE (experiential).
Co-led by Gibson and President Heather Knapp, GERTRUDE remains a beacon for what an agency can be when it stays true to its voice, its values, and its vision.
“This city made us who we are,” says Gibson. “Chicago doesn’t fake it. And neither do we. We don’t just think big—we back it up with a plan. That’s how you build brands that last.”
