THURSDAY 1 OCT 2020 2:17 PM


Populus, BrandCap and Decidedly merge into one new consultancy, Yonder, with the proposition of blending insight, strategy and imagination to respond to the need that businesses have today for a consultancy partner to drive business performance in response to changing customer and market dynamics.

The research and consulting expertise of Populus, will be combined with the brand and business strategy of BrandCap and the insight-led innovation of Decidedly to provide a more rigorous and rounded view of client opportunities, along with the strategies to act on them. 

“We have listened to our clients and created Yonder to help them better understand their customers, their markets and the wider socio-economic landscape; and to explore and act on the most relevant opportunities for their business. We still see a world of opportunity for businesses – but what’s critical, is knowing which opportunity is right and how to act on it with confidence and at speed,” says Manfred Abraham, former CEO of Brandcap and now Co-CEO of Yonder.

For Populus and Decidedly clients expect research agencies to bring genuine expertise and insight to the table and to be able to partner with them in consultative and trusting relationships. For BrandCap clients want evidence alongside innovative thinking. Bringing the companies together, with blended teams and not a silo in sight, enables us to be better placed to meet the needs of our clients today, and in the future,” adds Micheal Simmonds, co-CEO of Yonder.

Yonder has a network of 175 people based in London, New York and Hong Kong, with combined billings of £25m.  Its clients include Amazon, BT, Costa Coffee, Formula 1, Lane Crawford, Marks and Spencer, Nationwide, Premier League, Oriental Bank, RBS, Rosewood Hotels and Toyota.