A full service branding, advertising and media company, Gigante Vaz Partners was founded in 1989 by Paul Gigante and Madeline Vaz.  Together, they recognized an opportunity to combine strategic insight, creative excellence, and a passionate devotion to client service not generally offered by large, mainstream agencies to clients with billings under $50mm.

In contrast to conventional bottom-line thinking, Gigante Vaz has been successful for 23 years by focusing more on current clients’ needs as individuals than on chasing new client opportunities. This has allowed us to remain intentionally small, highly responsive, and creatively agile.  A super-boutique.  Through the most recent tumultuous times in the business, while many agencies our size have disappeared, Gigante Vaz has thrived by never wavering in its commitment to clients.

Staying small has also enabled us to be uniquely responsive to emerging trends and technologies. Today, few traditional agencies can claim the legacy of leadership in digital media that Gigante Vaz offers its clients. Whether it’s database marketing or social networks, widgets or web site usability, our executive DNA in the category is deep. As our digital media division continues to grow, we bring enormous creativity and welcome clarity to a complex and ever-evolving channel. Use us as strategic consultants, digital designers, Internet programming producers, or all of the above.


Market Research  •  Competitive Analysis  •  Consumer Profiling  •  Brand Frameworks  • Identity & Tonality

Concepts & Ideation  •  Creative Development  •  Production  •  Television  •  Radio  •  Print  •  Outdoor  •  Online

User Experience •  Information Architecture  •  Interaction Design • Tracking & Analytics •  SEO  •  Social Media Marketing

Strategic Planning  •  Buying / Negotiating  •  Traditional  •  Non-traditional  •  Digital / Mobile

Web Sites • Flash Animation  •  Marketing Collateral •  Sales Support  •  Packaging  •  Display

Events •  Sweepstakes  •  Gift with Purchase  •  FSI’s, Coupons  •  On-pack / In-pack  •  P.O.P.  •  Sampling  •  Co-Op


Every one of our principals is distinguished by world-class success in his or her own discipline, and each has had the opportunity to lead entire departments at large firms.  Their common characteristic?  They’ve all come to Gigante Vaz to be closer to clients.   That means you get extraordinary dedication from a team of extremely talented, deeply experienced, and highly sought-after individuals.

Paul Gigante
Founder, Creative Director

Entering the business at the age of 14 with a single-minded obsession to be the best art director on the planet, Paul has since spent the majority of his career successfully running his own agency.  After a brief stint as a fast-rising young star at Ogilvy & Mather Partners in the mid-80s, Paul went to work for a start-up headed by one of O&M’s top Creative Directors.  Those two early experiences taught Paul there was room in the business for an agency that would combine the enthusiasm and creative risk-taking of a start-up with the solid strategic thinking and branding disciplines typically found in larger, full service agencies.

So, in 1989, at the age of 29, Paul opened his own agency with the smartest Client Services person he had ever met, Madeline Vaz.  Within six months, they had taken the $10 million Ricoh account away from the legendary Chiat/Day.  This quickly caught the eye of industry insiders, and has kept them watching him ever since.  Along the way, he’s built Gigante Vaz into a true full service “super boutique” agency, offering personal attention from some of the industry’s best and brightest stars.

As a testament to Paul’s creative leadership, The Clios, One Show, Mobius, New York Festivals, Ad Club of NY, as well as trade publications like ADWEEK, Ad Age and BRANDWEEK have all recognized Paul’s work, and that of his team.  But the real proof of his personal commitment to the success of his clients is the fact that Gigante Vaz has some of the longest client relationships in the business.  Companies like St. Martin’s Press, Time Out New York, Crillon Importers and others have been clients for 5 to 10 years and more.  And that Ricoh account from 1989?  It’s still with the agency to this day.


Madeline Vaz
Founder, Client Services
Maddie has redefined the service side of agency business by mirroring what clients are looking to get, not what agencies are willing to give. Her philosophy of “anticipation, collaboration, implementation” assures that clients’ resources are allocated wisely, and her approach to client management has kept accounts like Ricoh at her agency for 20 years.

Maddie’s marketing savvy, her innovative planning, and her non-stop work ethic have contributed to the success of accounts that include Nabisco, Hoechst, General Foods, P&G, Ricoh, Aiwa, Crillon Importers, Time Out New York Magazine, and  Strawberry Stores. Maddie has been recognized as a leading advertising  woman of New York by AWNY.


Jim McHugh
President, Media Services

Jim is responsible for strategic business development, as well as the agency’s full-service media division, which includes strategy, research, planning, and buying. His broad range of skills include the toughest negotiating instincts our clients have ever seen.

At Scali, McCabe &  Sloves, Jim was responsible for Hertz, Castrol Motor Oil, Mrs. Paul’s Foods, Volvo, and Nikon. As Media Director for Ketchum Advertising, he was responsible for all media activity in the New York office. In 1993 he was promoted to CEO, General Manager, running the overall New York office operation, and effective with the Jerry Inc. merger, Jim was named Executive Vice President, General Manager of Jerry & Ketchum Worldwide. Jim has served on the Spot Broadcast and Local Cable Committees of the 4A’s, the Media Director’s Advisory Board of the Radio Advertising Bureau, the Cable Advertising Bureau, and has authored numerous media guides.

Be Sociable, Share!