Dan Beaumont, ex-managing partner of The Royals, has taken his indie expertise to a new venture. He has launched an independent creative advisory, GAME, with Beaumont as managing director.
“The advisory will invent, reposition, revitalise or resurrect brands so that they can positively impact business performance,” he says.
Beaumont was managing partner of The Royals for ten years and director of client services at The Monkeys for nearly five. During those stints each agency won an impressive haul of agency of the year and business awards.
GAME will co-create with independent talent, who have opted out of traditional agency constraints. It will provide a full suite of services that builds brand strength, creating high-performance teams that work closely with clients on their assignments, “to design, create and build brands properly so they can engage their audiences in a more impactful way”.
“The approach to teamwork is open, trust-based and focussed on intensive bursts of deep-work. Combine this methodology with all the technology available and you get ‘radical collaboration’. It’s potent stuff,” Beaumont adds.
Game’s model has been built to manage changing client demands – tight budgets, project-based work, an increasing prevalence of in-house capability, yet a critical need for high-quality, impactful creative ideas to build a competitive advantage for businesses.
Beaumont explained, “GAME’s philosophy is simple – We help brands play to win. GAME doesn’t have a brand line, but if it did, this would be it. Playing to win is a far more successful approach than trying not to lose. Our aim is to assist marketers and business leaders to build brands with conviction. The strongest brands in any category have a positive energy, they believe in something and stand firm on it. Strong brands also know their voice and use it powerfully, building momentum for an organisation. It’s doing the right things really well, over and over. That’s playing to win.”
“Clients, who want frank & fearless advice from highly experienced practitioners (without all the unnecessary layers), who have a business problem that needs a creative answer quickly, who have a one-off project or an in-house agency that need help with big strategic & creative ideas, need GAME. Or they might just want to work with smart and experienced people and enjoy the process.
“GAME will be an advisory that is constantly thinking creatively about everything it does, to add value to the way clients approach their business and category. When you combine our type of radical collaboration with ambitious clients you get a really exciting partnership. I hope working with GAME will be professionally satisfying, personally fulfilling, and build the lives of everyone who works with us.”
