Gaston Legorburu is an American marketing and advertising executive and the co-author, with Darren McColl, of the New York Times bestseller Storyscaping: Stop Creating Ads, Start Creating Worlds (Wiley, 2014). He is currently the founder and CEO of the creative consultancy GlueIQ.
Storyscaping introduces a working framework for moving brand marketing from storytelling told at consumers to immersive experience worlds consumers actually live inside, integrating physical, digital, and transactional touchpoints around a single brand story. The book lays out a step-by-step method for identifying a target audience segment, defining brand purpose, mapping the emotional desires of the consumer, and connecting all of that to a coherent experience design. It has been translated into four languages and adopted as a core text by several U.S. college programs in marketing and advertising.
Before founding GlueIQ, Legorburu spent his career inside what became Publicis Sapient, ultimately serving as Worldwide Chief Creative Officer of SapientNitro and Chief Creative Strategist of Publicis Sapient. He led the agency's transformation from a digital shop into an integrated marketing, brand, and commerce agency. He devised the strategy for the Best Job in the World campaign, a global marketing phenomenon that generated more than three hundred million dollars in media coverage and reached more than three billion people.
He has served as a juror at the Cannes Festival of Creativity (both Mobile and Titanium), D&AD, the Art Directors Club, the New York Festivals, The One Show, and the Webby Awards. He is widely quoted in Adweek, Advertising Age, Bloomberg, Fast Company, and The Wall Street Journal, and is a member of TED. He received the 2022 Global CMO Award for Creativity and Storytelling.
