Jose Lozano Charts Global Growth for Independent Gravity

Gravity International has promoted president Jose Lozano to chief govt officer (CEO), succeeding founder Mark Lethbridge, who turns into govt chairman, the company instructed ADWEEK completely.The transfer positions Gravity for its greatest take a look at but: proving an unbiased, PE-backed community can develop to holding-company scale whereas staying nimble—and getting ready for the AI period.On this subsequent section, the company must undertake a enterprise mindset to remain aggressive, Lozano instructed ADWEEK. He plans to “ship a future-fit enterprise” by way of acquisitions, proprietary tech, and hybrid human-AI workflows, whereas avoiding the silos and forms 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 and marketing Physician. In 2021, personal fairness agency Elysian Capital backed a administration buyout, fueling additional enlargement. The company now employs greater than 500 folks throughout 16 places of work.As holding corporations consolidate, Gravity is positioning itself as an unbiased challenger.AI as a partnerUnder Lozano’s management, Gravity will probably 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 will depend on altering the way it produces work.“If we [don’t], we received’t be right here 10 years from now,” he stated. “Companies received’t be right here, as a result of automation is at our heels.”Gravity’s 65-person expertise crew works alongside artistic, media, social, and technique teams to embed AI all through their work, from instruments that may simulate model messaging and viewers reactions to methods that test for high quality and compliance, based on chief innovation officer Josh Okun.Campaigns at the moment are going to market in weeks as an alternative of months, manufacturing prices are dropping, and improvement timelines are being lower practically in half, Okun stated. Past efficiencies, AI is permitting for “richer artistic exploration, smarter orchestration of media, and new ranges of integration between groups and disciplines,” he stated. Lozano burdened that Gravity’s method shouldn’t be about changing folks. The corporate is “ each single position, each single job,” to search out “the place we will companion with AI… to [augment] human thought, which is what creates differentiation in our enterprise,” he stated.“Once you wish to convey it to life and present some variations, AI generally is a nice companion,” 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 firms just like the BrandTech group proudly owning AI platforms like Pencil. Complicated clientsAs Gravity has grown, it has expanded from its roots in B2B shoppers into shopper and authorities work, supporting shoppers together with Airbus, Honda, and Computershare.As a result of this background, most of the company’s shoppers typically have “extremely complicated advertising and marketing challenges and complicated merchandise,” Lozano stated. For example, Gravity works with six airplane producers, which he described as “one of the vital complicated merchandise on the planet.”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.