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Big Brothers Big Sisters of America Selects Glu as Agency of Record


Derek Jackson (left) with former Big Brother, Alan Bernstein

As reported in the New York Times, The Glu Agency (http://gluagency.com), headed by former Little Brother Derek Jackson, will become Ad Agency of Record for Big Brothers Big Sisters of America.

Glu will develop a multi-media campaign to strengthen the Big Brothers Big Sisters brand; raise funds to expand mentoring services; engage program alumni; and recruit more male ‘Bigs,’ particularly African-Americans and Hispanics.

“Big Brothers Big Sisters changes the lives of children, many of whom face unimaginable challenges, said Derek Jackson, co-founder of Glu and a former “Little Brother” who recently reunited with the nationwide mentoring network (Reunitenow.org). “The program matched me with a life-long mentor who stuck by me through some serious struggles, helping me get to a place where I now have the ability to pay it forward. A big part of Glu’s work will be identifying others who have been a part of the program and if asked, would also do their part to help the program grow to reach more kids who could benefit from one-to-one mentoring.”

Glu will connect Big Brothers Big Sisters with like-minded consumer brands as well as music icons and philanthropists who are seeking authentic and meaningful ways to give back to support communities that contribute to their success. The agency will develop a campaign built on a seamless blend of social media, experiential marketing and traditional advertising and public relations to compel supporters to Start Something to get to know and support Big Brothers Big Sisters. The national non-profit implemented its Start Something repositioning two years ago to let people who are unable to commit to mentoring know there are many ways to support the organization.

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