On February 19, 2026, Quad/Graphics Inc. (NYSE: QUAD) announced a pivotal partnership as its media agency, Rise, has been appointed as the media agency of record for The Gorilla Glue Company. This collaboration aims to enhance Gorilla Glue's marketing strategies while streamlining execution across various platforms. Rise's selection marks a significant milestone in Gorilla Glue's ongoing brand evolution, following the previous engagement with Betty, another Quad agency, which was selected for creative work in 2025.

2. Streamlined Marketing Execution

The integration of Rise into Gorilla Glue’s marketing framework is designed to foster a more cohesive and efficient approach to consumer engagement. With both Rise and Betty operating as integrated partners, the collaboration minimizes hand-offs, enabling coordinated campaigns that resonate more meaningfully with consumers. This streamlined approach is expected to enhance Gorilla Glue's ability to connect with its target audiences effectively.

3. Focus on Data-Driven Marketing

Rise's primary responsibilities will revolve around media planning, buying, and measurement, aimed at fortifying the brand's long-term strength. Leveraging Quad's proprietary data stack, which reaches nearly 97% of the adult U.S. population, Rise is positioned to identify and engage the most valuable customer segments. The agency's CORE platform, equipped with over 100 platform integrations and AI-powered optimization tools, will facilitate automated reporting, providing advanced measurement and insights essential for driving growth.

Randy Limes, Vice President of Global Digital Marketing & Media Strategy at The Gorilla Glue Company, emphasized the importance of robust marketing strategies, stating, "As a brand built on performance and reliability, it's critical that our marketing works just as hard as our products do." Limes highlighted Rise's capabilities in bringing accountability and clear measurement to the media strategy, which is vital for connecting with a diverse audience of DIY enthusiasts and professionals.

4. Competitive Proposal Process

The selection of Rise followed a rigorous proposal process facilitated by ACCELPartners Group, an industry analyst firm. This engagement encompasses media planning, buying, and measurement for both Gorilla Glue and O'Keeffe's, a skincare brand under Gorilla Glue's umbrella. Rise will spearhead the brands' media strategy across various channels, including digital and traditional media, ensuring comprehensive coverage across search, social, video, and out-of-home platforms.

Joshua Lowcock, President of Media at Quad, remarked on the shared ethos between Rise and Gorilla Glue, stating, "Gorilla Glue and O'Keeffe's are brands that win by earning trust through performance." He noted that the collaboration is rooted in a commitment to disciplined execution and building brands effectively over time, which aligns with Quad’s operational philosophy.

5. Next Steps in Brand Evolution

The partnership with Rise represents a strategic advancement in Gorilla Glue's branding journey, building on the momentum of its recently launched "Chief Tough Officer" campaign, which was developed in collaboration with Betty. This evolution reflects Gorilla Glue's commitment to enhancing its market presence while fostering deeper connections with its consumers.

6. Conclusion

The collaboration between Quad's Rise and The Gorilla Glue Company, as announced in the February 19 press release, signifies a notable enhancement in Gorilla Glue's marketing capabilities. By leveraging Quad's extensive data resources and Rise's strategic expertise, the partnership is poised to drive significant business outcomes, further solidifying Gorilla Glue's position as a leading brand in the adhesive market. As both companies move forward, the focus will remain on creating impactful consumer connections that resonate across various touchpoints.

Original press release