Gorilla Glue Consolidates Media Spend with Quad's Rise Agency
Event summary
- The Gorilla Glue Company has appointed Rise, a Quad agency, as its media agency of record.
- This consolidation follows Gorilla Glue’s 2025 selection of Betty, another Quad agency, for creative work, centralizing media and creative efforts.
- Rise will handle media planning, buying, and measurement for both Gorilla Glue and O'Keeffe's.
- Quad’s proprietary data stack, reaching 97% of the U.S. adult population, will be leveraged for audience targeting.
The big picture
This move signals a broader trend of brands consolidating agency relationships to streamline marketing operations and improve efficiency. Quad’s acquisition of Rise and Betty, and subsequent integration, positions them as a significant player in the increasingly competitive marketing services landscape. The reliance on proprietary data stacks and AI-powered tools underscores the growing importance of data-driven marketing in achieving brand growth.
What we're watching
- Integration Risk
- The success of this partnership hinges on the seamless integration of Rise and Betty's teams; friction between agencies can undermine campaign effectiveness and erode client trust.
- Data Utilization
- Quad’s claim of reaching 97% of the U.S. adult population requires scrutiny; the true value will be demonstrated by Rise's ability to translate this reach into measurable business outcomes for Gorilla Glue.
- Competitive Response
- Other agencies will likely target Gorilla Glue's media spend, potentially creating pressure on Rise to demonstrate superior performance and justify its AOR status.
Related topics