GERTRUDE Isn't Waiting Around for an RFP to Find Its Next Client
Oct. 2026 - Little Black Book
Ellen Slauson, the indie’s new chief marketing and growth officer, discusses building relationships with search consultants, finding the right clients, and why the traditional RFP isn't always the best way to work together.
Chicago indie GERTRUDE, INC. has brought in Ellen Slauson as chief marketing and growth officer, a wide-ranging role that covers everything from brand strategy to new business relationships.
Working alongside founder and chief creative officer Otis D. Gibson and president Heather Knapp, a big part of Ellen’s role is also about building relationships. She will be focused on strengthening GERTRUDE's reputation among potential clients, industry organisations and agency search consultants, making sure the agency is on the radar long before a brief lands.
With more than 20 years of independence behind it, GERTRUDE is looking to build on its existing reputation and find new opportunities for growth. Ellen, meanwhile, brings 28 years of experience, rising through the ranks of fellow Chicago agency Upshot.
LBB’s Addison Capper chatted with Ellen to discuss her new role, the importance of relationships in new business and what makes growth different for independent agencies.
LBB> You've joined GERTRUDE as Chief Marketing & Growth Officer. What does that role cover, and how do you feel it differs from CMO roles at other agencies
Ellen> GERTRUDE is a creative-founded-and-led agency, and Otis D. Gibson (founder, CCO) and Heather Knapp (president) have already built an amazing agency and laid the foundation for plenty of growth opportunities.
Building on GERTRUDE’s reputation, it’s not just about marketing the agency in a way that makes the phone ring and creating growth opportunities in potential new clients, but it’s about fostering long term relationships, growing existing clients, and furthering our strong relationships that extend our reputation and reach.
LBB> Why was now the right time for GERTRUDE to create this role?
Ellen> The timing is right: independent agencies are on the rise, and GERTRUDE has 20-plus years of credibility as an independent. With such a rich foundation, in a crowded field, we stand apart; we’re seasoned, not new. We’ve spent 20-plus years honing our craft. Now it’s time to talk about it.
LBB> A big part of your role is building relationships before a brief or RFP arrives. Why has that become so important?
Ellen> This business is about relationships. And we’ve built our business on relationships. We want clients that want to work with an agency like GERTRUDE. Building relationships with potential clients is the only way to know if it’s the right fit.
LBB> How do you make sure GERTRUDE is on the radar when clients and search consultants are starting to think about an agency search?
Ellen> Talking to people like you, and making sure we are reaching the audience we should be talking to.
LBB> What role do search consultants play in agency growth today? How has that changed in recent years?
Ellen> They are instrumental in the matchmaking process, while understanding the current consumer landscape and what clients are looking for to help make their business successful. It’s not just about the process of pitching; it’s about knowing the right fit for a client and an agency and putting those two together.
LBB> What are your thoughts on the traditional RFP process' place in advertising today?
Ellen> It definitely depends on the RFP and the process. We like to ensure that clients will really know what it is like to work with us throughout the process. We prefer close collaboration to rounds and rounds of us talking at clients. That's the best way to gauge fit on both sides.
LBB> How do you decide which opportunities are truly right for GERTRUDE, versus changing every piece of new business?
Ellen> We love opportunities where we know we can add tangible value and actually help solve some of the clients’ business problem(s), and like any other relationship, it’s best when we both want to be in it together.
LBB> Your remit also covers strategy, innovation, communications, content and brand consultancy. How do those areas connect to the growth side of the job?
Ellen> These things drive growth in all facets of GERTRUDE’s business. We are an agency that understands how to build, launch and mobilise brands. Everything in brand management is connected – from inception to execution – and we rely on our strategy-driven work to strengthen and grow our clients’ brands at every touchpoint.
LBB> As we've discussed, GERTRUDE is independent. How does that change how you approach growth compared with a network agency?
Ellen> We are used to organic growth and historically have been reliant on ourselves, our skillsets and our relationships, not a Holdco or network which generally come with lots of strings attached. In short, we know how to hunt for ourselves.
LBB> What would you like GERTRUDE's growth to look like over the next couple of years?
Ellen> An abundance of great clients that are nice, want to do great work, and continue to appreciate the craft we practice every single day.