Populus Merges Business to Create New Firm Yonder

UK firm Populus has brought together its own team and that of its businesses BrandCap and Decidedly, to create a brand consultancy called Yonder.

The new firm promises a combination of insight, strategy, imagination and activation. Originally planned to launch in April 2020, Yonder combines the research and consulting expertise of Populus, the brand and business strategy of BrandCap and the insight-led innovation of Decidedly; and as part of the deal, Populus Data Solutions has been renamed Yonder Data Solutions. The new business aims to help clients better understand their customers, their markets and the wider socio-economic landscape.

Yonder has a network of 175 people based in London, New York and Hong Kong, with billings of £25m; and its multi-disciplinary teams comprise research, data, analytics, strategic consulting, culture and innovation specialists. It will be led by co-CEOs Manfred Abraham (previously CEO of BrandCap) and Michael Simmonds (co-founder and CEO of Populus Group).

Simmonds comments: 'For a long time we have noticed clients demanding more from us all. For Populus and Decidedly clients expect research agencies to bring genuine expertise and insight to the table and to be able to partner with them in consultative and trusting relationships. For BrandCap clients want evidence alongside innovative thinking. Bringing the companies together, with blended teams and not a silo in sight, enables us to be better placed to meet the needs of our clients today, and in the future'.

Web site: www.yonderconsulting.com .