Otis D. Gibson on GERTRUDE's 20th Anniversary, Brand Campaigns for Mattel and Fisher-Price

Otis D. Gibson founded the global creative agency GERTRUDE, which marked its 20th anniversary in 2025. The agency operates from Chicago, New York City, and London, focusing on brand strategy, innovation, and advertising. Gibson's career began with an internship at age nineteen, followed by studies at The Cooper Union and the Pratt Institute. He previously held positions at Interbrand, Leagas Delany, Leo Burnett, and Mullen. GERTRUDE's recent work includes developing MATTY and BELLE Sans, a proprietary typeface system for Mattel, the toy company's first in 80 years. The agency also led a strategic refresh for Fisher-Price, a nearly century-old brand, resulting in a positively received campaign. Gibson emphasizes bringing organic, forward-looking perspectives to established clients like Coca-Cola, Rice-a-Roni, and adidas. He advocates for curiosity and bravery in the creative industry, addressing challenges like tighter deadlines and decreasing budgets. Gibson also oversees experiential and architectural projects through divisions like OZ MFG. COMPANY and RAYE, including the Chicago headquarters THE BRNDHAUS PL-ZEN.