User:Mark Fiddes/sandbox

 Your Brand Squared''' was established in the summer of 2012 by Charity Charity, Mark Fiddes and Jamie Colonna in reaction to three structural changes in the way companies advertise their brands.

Decline in agency profitability

With most global advertising agencies operating on ever-slimmer margins, the recession hit hard into their talent base and operational flexibility. Moreover, the low-cost of digital communications started to commoditise what had previously been positioned to clients as high value creative consultancy.

Decline in strategic creative leadership

As advertising and brand companies slipped down their clients' value chain as suppliers, their ability to field high calibre, globally experienced creative thought-leaders became limited. Yet demand for this provision among C-suite clients was increasing.

''Faster turnaround. Lower cost''

The speed of digital communication entailed that even old media channels, like television, had to be deployed faster in reaction to new product and service developments by competitors. The bureaucratic "mega-agency" lacked the agility to offer this quickly and effectively. At the same time, the cost of introducing their high output creative performers into these situations became prohibitive.

YOUR BRAND SQUARED

With a background of creative directorship for world leading companies such as Proctor & Gamble, Reckitt Benckiser and Unilever, the founders of Your Brand Squared attempted to shape a different service proposition to address these dynamics and develop new processes that would deliver value faster and more effectively. Based in London's Soho district, they established an organisation that looked more like a professional services practice comprised only of senior creative partners working directly on senior client assignments.