BrandCap, Decidedly and Populus join forces to launch Yonder

01 October 2020 Consultancy.uk

Three consultancy firms – Populus, BrandCap and Decidedly – have merged to launch a combined consulting firm with around 175 consultants and staff. The merger creates a new £25 million brand named Yonder, which will be helmed by BrandCap and Populus CEOs Manfred Abraham and Michael Simmonds.

Launched in 2000, Decidedly is an insight and innovation consultancy, helping brands accelerate decision-making and develop future-ready products, services and strategies faster. Founded in 2003, Populus is a market research consultancy specialising in consumer, reputation, stakeholder and political research, while 2013-formed firm BrandCap is a business consultancy that helps clients with improving their business performance.

Having been growing successfully as individuals, the trio of consultancies have now decided to combine their powers, merging to form a network of 175 people across London, New York and Hong Kong.

Yonder, as the firms will hence be known, boasts combined billings of £25 million, with a client list that includes Amazon, BT, Costa Coffee, Formula 1, Lane Crawford, Marks and Spencer, Nationwide, Premier League, Oriental Bank, RBS, Rosewood Hotels and Toyota. Yonder will be led by Co-CEOs, Manfred Abraham and Michael Simmonds, the previous CEOs of BrandCap and Populus respectively.

BrandCap, Decidedly and Populus join forces to launch Yonder

Abraham explained, “Consumer behaviour and the economic environment is changing more radically than ever before. We created this consultancy to help businesses move forward, with focus. And that’s why we called ourselves Yonder.”

Having originally planned to launch in April 2020, Yonder will now look to help businesses capitalise on the rapid changes in the customer and business landscape, as clients look to address key challenges including geo-political change, the pandemic and the global recession. Yonder’s blended, multi-disciplinary teams combine research, data, analytics, strategic consulting, culture and innovation experts to provide a holistic view of client opportunities, along with the strategies to act on them.

Meanwhile, the firm's Data Solutions subsidiary specialises in data fieldwork and collection, and the application of data analytics to generate insights on markets, consumer sentiment and trends.

Co-CEO Simmonds added, “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.”


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