Senior, agile, lean is the strategy for the new creative and sports marketing agency founded by Robert Gaxiola and Fernando Loureiro.
The new creative and sports marketing agency GALO has launched in Singapore. Senior-led and built to find the white space for brands in sport and gaming, its capabilities span creative, sports, events and AI video production.
The name combines the founders’ surnames: GAxiola + LOureiro. It also means rooster in Portuguese, a nod to their shared Latino roots and the fighting spirit they bring to every project on behalf of their clients.
Gaxiola was Executive Creative Director at Ogilvy Singapore and Bates, and earlier a Senior Writer at Goodby Silverstein & Partners in San Francisco. He co-founded independent creative agency Mangham Gaxiola and ran it until its acquisition by Dentsu Aegis Network.
Loureiro comes from the sports side, with senior roles at rEvolution, Razer and Ampverse across LATAM, North America and APAC. The two worked together in the esports space at Ampverse in regional marketing roles.
“Sponsorship often gets treated as a media buy, a logo on a jersey, when it should be treated as a strategy. Get that right and we can make some great things happen,” said Gaxiola. “Would a community miss you if you left? That’s one of the questions we ask when we think about strategy. We care not only about the role the brand can own within any given space, but what that does for the fans. Get that right, and you are off to a start most players overlook,” said Loureiro. “Sport and gaming move at the speed of culture. We built GALO to move at that speed, with senior people on every brief.”
Capabilities span brand strategy, sponsorship strategy and activation, rights negotiation, integrated campaigns and AI-enabled video production. GALO also offers dedicated AI workshops and commercial AI video production. The agency is headquartered in Singapore and works across China, Korea, Japan, and SEA. Including ongoing projects in China with Hero Esports. “Clients get direct access to both of us, not a rotating account team,” said Loureiro. “W treat your problems as our problems, and that is why the thinking moves faster. Senior, agile, lean is the strategy.”
“We are starting from scratch so we will have to fight like everybody else. Nobody owes us a thing, so we are happy to earn our way and get on some pitch lists,” said Gaxiola.
About GALO
GALO is a senior-led creative and sports marketing agency founded in Singapore by Robert Gaxiola and Fernando Loureiro. It operates three practices: Creative, Sports & Events, and AI Video Production. GALO works with brands, rights holders and agencies across Southeast Asia, Greater China and the Americas.
