How an LA-Based Marketing Director Built the First System for Surrogacy Campaigns That Actually Work
In a world where most surrogacy agencies rely on emotional stories and hopeful messaging, Elen Gasparyan decided to take a different path — one built on structure, precision, and measurable results.
As the Co-Founder and Creative Director of Davel Creative Agency, a Los Angeles–based marketing company, Elen has led over 700 campaigns across industries. But her most transformative work came when she applied her proprietary system — the C.O.S.M.O.S. Method™ — to one of the most sensitive and misunderstood sectors in the world: surrogacy marketing.
“Most people guess if their surrogacy marketing will work,” Elen explains. “I wanted a way to know — before spending time, budget, or trust.”
The C.O.S.M.O.S. Method™ — short for Clarify, Observe, Shape, Materialize, Orchestrate, and Survey — is a six-phase analytical formula that evaluates, designs, and optimizes campaigns with measurable accuracy. It’s not a theory; it’s an officially recognized academic framework, published in the scientific collection of one of the most prestigious universities, and now applied globally across healthcare, tech, and lifestyle industries.
When introduced to surrogacy marketing, the method reshaped the way agencies communicate. Instead of pushing recruitment-style ads, campaigns began focusing on trust, education, and emotional intelligence — speaking to surrogates and intended parents as humans, not leads.
The results were immediate. Agencies like Joy of Life Surrogacy saw stronger engagement, higher lead quality, and lasting community growth. Each campaign was built with the same formula: clarify the message, observe audience emotion, shape the creative, materialize the visuals, orchestrate performance, and survey the impact.
“Surrogacy is not about selling — it’s about belonging,” says Elen. “When you respect that, marketing stops feeling transactional and starts building connection.”Today, Davel Creative Agency stands as one of the few firms in the U.S. specializing in surrogacy marketing, blending empathy with analytics. And at the center of it all lies the C.O.S.M.O.S. Method™ — the first scientific system that proved trust, creativity, and structure can coexist in one formula.
Written in partnership with Tom White
