Yonder: New launch reimagines consultancy model

  • Yonder creates new consultancy proposition blending insight, strategy and imagination to unlock opportunity and deliver business impact
  • £25m merger of Populus, BrandCap and Decidedly into one new consultancy, with Populus Data Solutions to rename as Yonder Data Solutions
  • Unique blend of expertise and team structure goes beyond the traditional consulting model to respond to what business needs today

01 OCT, 2020, London, New York, Hong Kong: Today marks the launch of Yonder – a new consultancy combining research, strategy, imagination and activation 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.

Yonder brings together four successful, independent businesses – the research and consulting expertise of Populus, the brand and business strategy of BrandCap and the insight-led innovation of Decidedly.  Populus Data Solutions will be rebranded as Yonder Data Solutions and will continue to offer state of the art data capture.

It is the combination of this specialist expertise, in one team, that creates the momentum businesses need for long-term success.  

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.

Originally planned to launch in April 2020, Yonder is designed to help businesses capitalise on the rapid changes in the customer and business landscape. Yonder’s unique blended, multi-disciplinary teams combine research, data, analytics, strategic consulting, culture and innovation experts to provide a more rigorous and rounded view of client opportunities, along with the strategies to act on them. 

The Yonder approach combines a more imaginative, innovative and expansive way of thinking, an entrepreneurial spirit and long-term partnerships with clients, to respond to change as it happens.  

The business will be led by Co-CEOs, Manfred Abraham (previously CEO of BrandCap) and Michael Simmonds (founder and CEO of Populus Group).

Manfred Abraham, Co-CEO of Yondersaid: “Consumer behaviour is changing more radically than ever before.  Through this period of extreme disruption, it is the tech companies who have been the most successful by harvesting data and continually observing and responding to customer behaviour.  It is no surprise they have propelled themselves to be the highest performing companies in the world.

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.

We created this consultancy to help businesses move forward, with focus. And that’s why we called ourselves Yonder.”

Michael Simmonds, Co-CEO Yonder said: “For a long time we have noticed clients demanding more from us all. 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.”


About Yonder

Yonder is a consultancy that blends research, strategy, imagination and activation to unlock opportunity and deliver business performance.

Launched in October 2020, Yonder brings together the expertise of four specialist businesses: the award-winning research and consultancy of Populus, the brand and business strategy of BrandCap, and the insight-led innovation of Decidedly.  The state-of-the-art data capture of Populus Data Solutions will become Yonder Data Solutions.

Yonder has a team of 175 researchers, data analysts, strategists, creatives, culture experts and innovators based in London, New York and Hong Kong with further expansion planned.

Yonder’s clients include Amazon, BT, Costa Coffee, Formula 1, Lane Crawford, Marks and Spencer, Nationwide, Premier League, Oriental Bank, RBS, Rosewood Hotels and Toyota.

For all media enquiries please contact Spider on 020 7403 6900 or Yonder@wearespider.com.