About

Who We Are
Y&R is 6,500 people in 186 offices in 90 countries, all on a mission to Resist the Usual for our clients.

Read More

People
Matthew Godfrey, President, Asia

Read More

News
The Next Chapter

Read More

Culture
Our values define us
Our passion drives us.

Read More

Global Boutique
We believe the strongest global networks have the strongest local agencies because consumers connect, consume and commit to brands locally.

Read More

Spark Plug
Y&R’s Innovation Incubator

Read More

Related Content

Resist the Usual

Our clients' most important partner.

To be our clients' most important partner, we begin with a mission...

Our job is to Resist the Usual

Raymond Rubicam said that more than 85 years ago.

Yet resisting the usual has never had as much meaning and resonance as it does today.

Today, the competitive edge belongs to those brave enough to Resist the Usual — those who have the expertise to ask why and the credibility to say no, the passion to drive business and the ideas that will have an impact on people, markets, technology and the future.  

Resist the Usual means understanding the new realities about consumers all around the world — Generation World that doesn’t behave according to traditional segmentation, that can’t be defined by age, nationality or income.

Resist the Usual means striking the perfect balance of creativity and innovation — great storytelling driven through the right channels to create rich new brand experiences that connect consumers and sustain their loyalty.

Resist the Usual means making sure we do not confuse what’s current in technology with what gives a brand its unique currency.  It means understanding that while digital is everything, not everything is digital.  And that more and more, our solutions will take the lessons we’ve learned from digital and bridge them back to the physical world.

Resist the Usual means that our only true success is our clients’ success.

Related Content

Culture

Our values define us. Our passion drives us.

Our values drive us, define us, create our culture and differentiate us.

Everything we do comes out of the intellect, experience, sensibilities, eccentricities and humanity of our people. So it is not surprising that people come first at Y&R and that passion is what drives us.

Y&R people are passionate about what they do.  We are passionate about our clients.  Passionate about our work. We care about each other and the communities in which we live.

All of which adds up to a culture that believes ideas should come from everywhere. That every agency should think of themselves as a headquarters charged with being the best in their market.

Y&R’s culture embraces the individuality of our local agencies, while enabling our collaborative, global community.

We believe that unity is more powerful than integration. We find that unity of purpose demands working with a diversity of partners — anyone and any company who has the ideas, the innovation and the ability to make an impact is welcome at the table.

That’s what it takes to be our clients’ most important partner.

 

A Global Boutique

Strong local agencies resonate globally.

We believe the strongest global networks have the strongest local agencies because consumers connect, consume and commit to brands locally.  At the same time,  we are organically connected and have the structures, processes and culture that make collaboration across the network and global marketing effective.

Y&R’s global boutique is rooted in the way we built and expanded the agency — organically, driven by client need, led by local talent.  Our agencies have the authenticity of their local roots and are empowered to be the best in their market. 

All our agencies add up to something greater than the sum of their parts, however.  We are united by our vision and mission and by our values.  By common tools and resources.  We are connected by shared technology.

In the end, we believe this positioning helps us create work that has culturally relevant insights and creative, market by market.  But we also have the ability to bring the full force of the global network to bear on every brand and every assignment.

No matter where you are, no matter where you do business around the world, the Y&R name stands for the same level of commitment, excellence, entrepreneurial spirit — and, most important, results.

Our Offering

Y&R is made up of the iconic Y&R Advertising and VML, one of the most highly regarded and fastest-growing digital agencies in the world, as well as iconmobile, a premier mobile advertising agency.  Y&R also includes specialized companies in every region, such as Bravo, Kang & Lee and SicolaMartin, to name just a few.

Tech.YR

Y&R also has global marketing practices like Tech.YR, which provides innovative marketing solutions for complex industries such as technology and telecom.

Y&R Sports Group

Y&R Sports Group is deeply experienced with sports brands and brands that benefit from sports marketing perspectives.

Our Approach

The best strategies start with defined business outcomes and are driven by simple human truths. Our strategic thinking is developed through a deep respect for melding quantitative and qualitative knowledge.

BrandAsset® Valuator (BAV®)

Y&R’s BrandAsset® Valuator (BAV®) is the world’s longest running quantitative study of brands, spanning 20 years, more than 50 countries and over 800,000 respondents. The study provides an empirical and historically validated demonstration of how brands grow and decline, and its metrics have been linked to both current and future financial performance. The BAV® model enables us to evaluate and diagnose brands on equity, loyalty and imagery dimensions and then prescribe a strategic framework for achieving marketplace success.

eXploring

If you want to understand how a lion hunts, don’t go to the zoo…go to the jungle.

eXploring takes research out from behind the focus group mirror, away from the search of a browser, and dissolves the distance between a brand and the people it needs to connect with ­ by putting our eXplorers right in the middle of their lives.

Instead of using interview guides and questionnaires, eXplorers leap in and get involved, make friends, join conversations and seek out experiences that get to the heart of what matters most.

It’s not about finding answers; eXploring unearths the truth. And the truth is what builds our clients reputations, brands and business.

Related Content

Related Content

Spark Plug

Y&R’s Innovation Incubator

Creativity + Innovation = New User Experience. The core of our business is telling a great story about a brand — creativity — and innovation, which drives it through the right channel.

In today’s world, the pace of change creates huge opportunities for continuous innovation. We actively seek out people who can add value to our thinking, to our clients, and to our capabilities. The Spark Plug is a program that offers office space to interesting start-ups and idea generators that have some track record and lots more promise. We give them a place to do their thing — chase their ideas, find great new artists, the next great script, invent an app, etc. And we get much more in return — new ways of thinking, an introduction to innovative technologies, opportunities to forge productive new partnerships — all of which gives our clients the innovation so critical to engaging consumers and delivering results.

We currently have 10 offices that host Spark Plug programs and 20 companies involved around the world. And the program continues to expand, both on the ground and virtually.

Here are a few of our Spark Plug members:

Y&R partnered with Interlude to produce an interactive holiday experience!

Spark Plug Hubs