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.
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.
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.
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.