The secret to getting, and keeping, your audience's attention

"Gravity Global's secret sauce isn't just strategy, or creativity, or media. It's the ability to help brands in complex markets earn an unfair share of attention and turn that attention into commercial results. We're not interested in playing by the old rules of 'reach.' We play to win attention. Not just any attention. The kind that earns fame, sparks admiration, and drives belief - our proprietary FAB model. And it's the North Star behind everything we do."

"And we're not afraid to go bold. We once lit up the Burj Khalifa - yes, the tallest building in the world - with a campaign for Airbus that redefined the brand's commitment to sustainability. In the midst of the Dubai Air Show, we transformed a corporate repositioning into an unforgettable moment of earned global attention, beating the competition by triple digits in media sentiment, visibility, and aircraft orders."

"We also know the power of purposeful disruption. For pizza chain Hungry Howie's, we inked fans with real tattoos to celebrate National Flavored Crust Day and launched a bespoke mobile activation, parking a branded truck in front of a competitor's HQ and challenging them to a crust-off. Strategic? Absolutely. That blend of emotional resonance and clever media pressure drove engagement far beyond expectations."

Gravity Global combines strategy, creativity, and media to help brands in complex markets earn an unfair share of attention and convert that attention into commercial results. The agency prioritizes attention over traditional reach, using a proprietary FAB model that seeks fame, admiration, and belief. Bold executions create global impact, such as illuminating the Burj Khalifa during the Dubai Air Show to reposition Airbus around sustainability, yielding superior media sentiment, visibility, and aircraft orders. Purposeful disruption drives engagement, exemplified by tattoo activations and a branded truck crust-off for Hungry Howie's. The team scales work from global platforms to hyper-targeted local activations to fight for audience time.

Read at The Drum