Builtfrom
experience.
Drivenbyimpact.
A New York agency that believes marketing only works when it is rooted in real understanding -- of people, of culture, of what actually drives behavior.
Culture.
Data.
Performance.
We operate at the intersection of cultural intelligence, data, and performance -- where understanding turns into outcomes.
We are known for our expertise with LGBTQ+ audiences, but our work extends well beyond identity-based marketing. Every brand has audiences that are under-understood. We find them, learn what moves them, and build systems that reach them.
Our approach is grounded in the belief that understanding drives performance. When you know your audience at a structural level -- not just who they are, but how they think, where they gather, and what they actually respond to -- every dollar works harder.
How we think
01
Identity is not surface-level
Audiences are shaped by lived experience, cultural context, and shifting norms. If your strategy starts and stops at demographics, it will underperform.
02
Representation without strategy is ineffective
Visibility alone does not drive conversion. Every creative decision needs to be backed by audience insight and commercial intent.
03
Cultural fluency is competitive advantage
Brands that genuinely understand the communities they serve outperform those that guess. Fluency is a moat, not a line item.
04
Marketing is a system, not tactics
Isolated campaigns create isolated results. We build interconnected systems where brand, content, media, and data reinforce each other.
What we
stand for
Representation Isn't a Campaign
It's a long-term commitment embedded in every touchpoint -- not a seasonal initiative.
Data Without Culture Is Noise
Numbers tell you what happened. Cultural understanding tells you why -- and what to do next.
We Build Systems, Not Campaigns
A single campaign ends. A system compounds. Every engagement we take on is designed to keep working after we step away.
This Work Is Personal
We are part of the communities we serve. That proximity creates accountability and depth that outsiders cannot replicate.
Daniel
Montelongo
15+ years bridging cultural understanding and commercial performance -- from Apple to founding The Gaygency.
With experience across global brands like Apple, Dentsu, and Ann Inc., Daniel saw a persistent gap between brands and the audiences they were trying to reach. He founded The Gaygency to close that gap -- through insight, not assumption.
New York
based
New York is where culture, media, and commerce collide. Being here keeps us close to the pace of change -- in advertising, in identity, in how people engage with brands.
We work with clients nationally and globally, but our perspective is shaped by a city that never lets you get comfortable.
New York, NY
Start a conversation
If you want marketing built on understanding -- not assumptions -- let's talk about what that looks like for your brand.