Gravity World has promoted president Jose Lozano to chief govt officer (CEO), succeeding founder Mark Lethbridge, who turns into govt chairman, the company advised ADWEEK solely.
The transfer positions Gravity for its largest take a look at but: proving an impartial, PE-backed community can develop to holding-company scale whereas staying nimble—and making ready for the AI period.
On this subsequent part, the company must undertake a enterprise mindset to remain aggressive, Lozano advised ADWEEK. He plans to “ship a future-fit enterprise” via acquisitions, proprietary tech, and hybrid human-AI workflows, whereas avoiding the silos and paperwork that decelerate bigger rivals.
Since 2019, Gravity has acquired 12 companies throughout the U.S., Europe, and APAC, together with Denver-based social company VOCO and U.S. media company Advertising Physician. In 2021, personal fairness agency Elysian Capital backed a administration buyout, fueling additional enlargement. The company now employs greater than 500 individuals throughout 16 workplaces.
As holding firms consolidate, Gravity is positioning itself as an impartial challenger.
AI as a accomplice
Underneath Lozano’s management, Gravity can be proceed to undertake AI throughout its operations. Because the trade faces mounting strain on procurement prices and labor fashions, he believes Gravity’s survival depends upon altering the way it produces work.
“If we [don’t], we gained’t be right here 10 years from now,” he stated. “Businesses gained’t be right here, as a result of automation is at our heels.”
Gravity’s 65-person know-how workforce works alongside inventive, media, social, and technique teams to embed AI all through their work, from instruments that may simulate model messaging and viewers reactions to techniques that examine for high quality and compliance, in response to chief innovation officer Josh Okun.
Campaigns are actually going to market in weeks as a substitute of months, manufacturing prices are dropping, and growth timelines are being lower practically in half, Okun stated. Past efficiencies, AI is permitting for “richer inventive exploration, smarter orchestration of media, and new ranges of integration between groups and disciplines,” he stated.
Lozano burdened that Gravity’s method just isn’t about changing individuals. The corporate is “taking a look at each single function, each single job,” to seek out “the place we are able to accomplice with AI… to [augment] human thought, which is what creates differentiation in our enterprise,” he stated.
“While you wish to deliver it to life and present some variations, AI could be a nice accomplice,” he added.
Gravity’s embrace of AI comes because the automation arms race at companies heats up, with Publicis Groupe unveiling agentic content material engine Leona earlier this week, and corporations just like the BrandTech group proudly owning AI platforms like Pencil.
Advanced purchasers
As Gravity has grown, it has expanded from its roots in B2B purchasers into client and authorities work, supporting purchasers together with Airbus, Honda, and Computershare.
As a result of this background, most of the company’s purchasers typically have “extremely advanced advertising and marketing challenges and complicated merchandise,” Lozano stated. For example, Gravity works with six airplane producers, which he described as “one of the advanced merchandise on the earth.”
Whereas 2025 has been a turbulent 12 months for companies marked by layoffs and restructurings, shifting grounds create a gap for challengers like Gravity, Lozano stated.
“In chaos, there’s alternative,” he stated.
