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Ex Publicis Sapient Chief Gaston Legorburu Launches New Consultancy, GlueIQ

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Legorburu intends to "hack the agency model", clients include Fiat Chrysler, RBC Capital Markets and Norwegian Cruise Lines Brands
Ex Publicis Sapient Chief Gaston Legorburu Launches New Consultancy, GlueIQ

Miami/New York Just over a year after Gaston Legorburu’s quiet departure from the company he helped build and the soft launch of his new venture, GlueIQ, the hybrid consulting and marketing services firm has officially opened for business.

The former chief strategist and chief creative officer, who’s also attracted clients like Atlantis, Paradise Island, Peri Ellis, and Regent Seven Seas said his intent is to "hack the agency model".

His co-founder, Matt Kujawa believes they figured out the problem: “The industry is broken, and clients struggle to see the value they’re getting from their agency partners. This is most evident in the hypergrowth of in-house creative teams and talent platforms”, he said. “We need to work with our clients, not for them. That means blurring the lines between teams and responsibilities to work together as a single unit.”

While he believes that talent, creativity, and multidisciplinary teamwork are critical to creating value, the financial pressures these old models create often undervalued and overworked talented people. “This gets in the way of doing exceptional work and making a meaningful impact on clients’ business”, Legorburu said.