When we started GUT in 2018, we worked with Stefan Sagmeister and Jessica Walsh on GUT’s logo and initial branding. Now in our next chapter at GUT 5 years later, we were honored to have worked with Jessica and her team at &Walsh again to revolutionize our branding. &Walsh transformed our design into one that further emphasized who we are in our design look and feel across all aspects of GUT – from our social media content and website to our merch for our people across our offices around the world, and more.

We believe in trusting our GUT. It’s more than instinct, it’s our second brain. Up to 95% of serotonin is made there. It’s where ideas spark and bold decisions begin. Your GUT is your second brain. Be smart, use it.

BOTY is where we bring the entire agency together to celebrate our successes, have inspirational Q&A sessions with various guest speakers, and set goals for the year ahead. This is an online event and every few years, GUT has hosted an all-expenses paid network-wide Beginning of the Year Party in a different location of one of our offices around the world, inviting members from each of its offices to unite in one place to learn from one another, inspire each other, see each office’s work, and also meet one another in person. This is also when we reveal the winners of our network-wide award called The Gutsy Awards. In 2023, BOTY was held in Buenos Aires for our 5th anniversary with 500+ Gutsies. We heard from our Gutsy Guest Speaker Gustavo Santaolalla, learned about the unique culture and traditions of BA, saw each office’s work and success over the last year, and at the party, they also had a GUT Band, as well as hosted their first-ever GUT Soccer Cup.

An annual award given to the gutsiest person in each of our agencies, voted anonymously by their peers. The Gutsy Award honors those who best embody GUT’s core values: Courage, Transparency, and Intuition. The award itself is designed by Gaspar Libedinsky, an Argentine artist and architect celebrated for his innovative, interdisciplinary approach to art, design, and urbanism.

The sight of black shirts instantly evokes thoughts of GUT. This iconic association has been woven into our identity since our inception in 2018, and we cherish the fact that it's become emblematic of our culture. These editorial snapshots serve as a visual testament to the unwavering dedication of our Gutsies across the Network. It's a playful, artistic portrayal of our essence.

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Founders Chats were implemented to connect with the entire GUT Network. Over the past years, we’ve had Gutsy guest speakers join us to have inspiring discussions about creativity, entertainment, industry + global issues and more. By connecting the entire network, everyone from our offices have gathered to listen to leaders of different industries engage in storytelling about how they have followed their guts, and how we can continue to follow ours.  

Past guests have included Maya Gabeira, Maria Belo, Alex Honnold, Lee Clow, Cindy Gallop, David Droga, Leslie Berland, Armando Bo, Monique Evelle & Mariana Stabile, Fernando Machado, Marcello Serpa, Alison Brod, Bennett D. Bennett, Gerry Graff, David Griner, Ricardo Dias, Andy Fogwill, Gian Martinez, Alberto Ponte, John Hegarty, Dominique Jackson, Chuck Porter, Gustavo Santaolalla, Rita Von Hunty, Nils Leonard, J.A. Bayona and Steve Wozniak.

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In 2024, inspired by International Women's Day, we launched GUTSY Pioneers, a powerful series celebrating women who have shaped the advertising industry. This initiative brings accomplished women to GUT to share how they navigated challenges and broke barriers. These pioneers didn’t just succeed in their careers—they opened doors for others to follow. GUTSY Pioneers is about learning from those who lead with courage, vision, and impact, lighting the way for future generations. Our very first GUTSY Pioneer was Lion of St. Mark recipient Colleen DeCourcy and we also had the pleasure of welcoming Gabriela Rodríguez and Bianca Guimaraes.

Every two years, GUT launches its “Unbranded Content Contest,” inviting all gutsy talent across every department to submit an original, brand-free idea. It’s rooted in our belief that “Creativity Is Not a Department, It’s a Mindset,” welcoming entries from creatives to finance alike. Once submitted, GUT’s Creative Board selects the best idea to fund and produce.

The first winner was the short film “My Gut Friend,” a story created by our Creative Directors from GUT Mexico City, José Mario Muñoz and Rodrigo del Oso, that also became a beautiful designed book.

Because when we follow our gut, there’s no limit to the original stories we’ll create next.

Our Co-Founders & Creative Chairmen, Gastón Bigio and Anselmo Ramos, took the stage at Cannes Lions to share the remarkable journey of GUT and its growth over the past six years. During their talk, they introduced Brand One Word™ (BOW), which has quickly become a key tool for both our team and clients. Check out this 2-minute video to learn more about this concept and get inspired to proudly own your word and make it your world. Our word is Bravery - what’s yours? Head over to brandoneword.com to learn more.

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Looking back on Cannes 2023, with tears, gratitude, love, and all our GUT firsts, we proved The Secret works. We shared our dreams, believed in them, and now we’re seeing them come true. We went home as the #1 Independent Network of the Year, LATAM Regional Network of the Year, with GUT Buenos Aires named both #1 Independent Agency and #1 Agency of the Year. The Network also brought home 35 Lions: 3 Grand Prix, 8 Golds, 12 Silvers, and 12 Bronzes. After five years of saying “No Gut, No Glory,” now there’s proof.

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