Bradonpace, which will help firms identify and implement brand strategies, is the brainchild of Mark Westall and Dan Sumption who founded Hard Reality in 1997 and later sold the company to Leo Burnett, forming the advertising agency's digital arm.
With experience working with high-profile brands including Diesel Jeans, Kellogg, Morgan Stanley, McDonald's, CompuServe, Virgin Cola and Disney, the two will be offering a range of services from advertising to brand guidelines, web design and technical solutions to just good advice.
According to Sumption: "The process is very informal and unique for each client. What we want to emphasise at Bradonpace is our flexibility both in terms of the service we can offer and the kinds of people we can work with, having worked on blue-chip to FMCG, IT and financial services."
For each project, Sumption and Westall will pool their various skills with a large network of freelance talent and third-party specialists, depending on the skills needed for particular projects.
"We work with some of the best in the world, in fields from print and web design to technical architecture. These are not people pulled from recruitment agency books, but individuals whose work we have been impressed by and with whom we've built up a rapport over the years," Sumption said.
"They are friends, who work with us because that's what they enjoy doing. Personal chemistry plays an equally important part in client relationships -- hiring us should be fun!"
Westall adds: "We like to practice what we preach too. Bradonpace is producing its own products, alongside work for clients, to showcase our cross-discipline approach and better understand the issues faced by clients. The first of these will be FAD magazine, a radical new publication about fashion, art and design. Future products are likely to include other media ventures, merchandise and live events."
After spending the last six months putting the finishing touches to Bradonpace, Westall and Sumption launched the agency on July 1. At launch, clients include Hug Clothing, Positive Affirmation, Sonic Mook Experiment and Liv4now.com. In partnership with Hoop Associates and Holler Digital, the company is also producing work for The Refugee Council and Hackney Community College. Issue one of FAD will be available in newsagents and specialist retailers from September.
Westall concludes: "Bradonpace is about fun, great ideas, great people and great profit. We know how to give brands a boost, helping people get on in business without having to give up their life."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .