News and Press Releases
Former Y&R and Mullen Execs Launch Boutique Agency [Jan. 5, 2005]
San Clemente, Calif. (Jan 5, 2005) — The relentless creativity of former Young & Rubicam and Mullen executives is now available to help clients enhance their brands from Irvine to Istanbul. Located halfway between Los Angeles and San Diego, Orange County-based Brand Up (brand-up.com) is taking on the big boys of advertising in earnest.
Brand Up unites the unparalleled innovation and insight of partners Robert Goodyear (creative and strategy) and Bryan MacGillivray (account services and media) to tackle the challenges and opportunties of building valuable and lasting consumer relationships.
Goodyear, 34, formerly VP/Interactive Strategy at Young & Rubicam, and MacGillivray, 34, formerly an Account Director at Mullen Advertising, met while managing North American clients for London-based interactive consultancy Global Beach.
"We saw a great opportunity to do something different;" said Goodyear. "What we realized - and this is no big secret - is that great ideas don't require huge overhead anymore. I'm not sure they ever did, but the big agencies and holding companies certainly convinced their clients they did. In such a large organization there's so much that is lost in translation when the idea flow between client and agency is passed through a dozen intermediaries along the way. We prefer to strengthen the ideation process at the top - among other things we've seen far too many good ideas squashed simply because they weren't invented at the lead agency."
Brand Up is focused on refining and perfecting the details of every customer touch point for their clients. The partners are supported by an equally experienced senior staff, who together ensure that strategy, aesthetics and functionality work in concert to enhance brands, grow revenue, and deliver powerful and satisfying consumer experiences.
"We have an extremely strong group of senior professionals on hand whom we've worked with over the past decade," said MacGillivray. "We know exactly where and how each one excels and how to pull together an A-Team against a particular client solution. No client I ever worked with needs to hire seventeen assistant junior associate account executives to launch a product; you start from the top down and only add heads when absolutely necessary."
The partners bring with them years of experience and expertise in advertising, marketing, CRM, branding, design and technology in both traditional and interactive channels. Their track record includes successful engagements for companies including Dunkin' Donuts, General Motors, Jaguar, Lincoln-Mercury, NEXTEL, OmniHome Financial, Sears and SONY.
About Brand Up
Brand Up, LLC offers strategic and marketing services that drive measurable results, loyalty, affinity and customer care across digital, direct and general media for Fortune 500 and Global 2000 companies. The principals have long-term relationships with clients including Jaguar, Dunkin' Donuts, Nextel, Lincoln-Mercury, OmniHome Financial, General Motors, Sears, and Sony. Founded in January 2005 with offices in Orange County, Boston and Washington DC, Brand Up brings decades of experience and a staff of senior professionals with resources in strategy, creative, customer interaction, media planning, direct marketing, interactive technology, and events and promotions to offer end-to-end marketing solutions to their clients.
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Contact:
West: Robert Goodyear, Brand Up, 949/542.7001
East: Bryan MacGillivray, Brand Up, 617/505.4490 x502
