The duo, who both left at the end of last year, have already secured a handful of clients and plan to have 10 staff on board by the end of the month, covering brand planning, marketing strategy, communication planning, CRM and social CRM, digital planning and proposition development
Founded will primarily offer planning and insight, and in Perry’s words: “We solve the brand problem with creative thinking, not just creative work which we know is outdated – we have the creative people to take ideas to first artwork if necessary but we’re not trying to build yet another agency – I don’t think the world needs it.
“We’re listeners, inquisitors, strategists, planners, behaviourists, creatives, collaborators, orchestrators and more. We know the traditional marketing approaches can still work, maybe just not quite like they did. And as complexity roars on, marketers need agency partners to get to the right solution for their business challenge. That’s why our agency was conceived, to do just that.
Perry started his career at Haymarket Publishing in 1994, joining Gyro as European vice-president two years later.
As part of Gyro international’s growth strategy in EMEA he developed the agency’s footprint into mainland Europe and the Middle East. In September 2008, he was promoted to chief operating officer, following the 2008 departure of founder Gary Brine. Perry left in December.
Richard Mabbott started his career at the Business Research Group in 1996 and then had spells at Ford Motor Company, and mobile firm 3, before joining Gyro in 2005. By the time he left, late last year, he was senior vice-president of strategic planning.
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