About Scroll to top Y&R Main menu Work Ideas About Who We Are To be our clients' most important partner, we begin with a mission... Global Boutique Strong local agencies resonate globally. People Global Leadership News Latest News from Around the World Culture Our values define us. Our passion drives us. Y&R Covers Y&R Social BAV BrandAsset® Valuator Sparkplug Y&R’s Innovation Incubator Locations Careers The Y&R Difference At Y&R, people come first. In fact, they are everything. Career Search Z Academy Building Tomorrow’s Talent, Today. Contact Us Search Enter your keywords About Who We Are Y&R is 6,500 people in 189 offices in 93 countries, all on a mission to Resist the Usual for our clients. Read More People Andrew Dimitriou, President, Europe Read More News Y&R NZ Wants to #SettletheBeef Read More Culture Our values define us Our passion drives us. Read More Global Boutique We believe the strongest global networks have the strongest local agencies because consumers connect, consume and commit to brands locally. Read More Sparkplug Y&R’s Innovation Incubator Read More Related Content The Y&R Difference Y&R Cannes 2013 Y&R CCO Tony Granger on the Relevance of Awards Resist the Usual To be our clients' most important partner, we begin with a mission... Our job is to Resist the Usual. Raymond Rubicam said that more than 85 years ago. Yet resisting the usual has never had as much meaning and resonance as it does today. Today, the competitive edge belongs to those brave enough to Resist the Usual — those who have the expertise to ask why and the credibility to say no, the passion to drive business and the ideas that will have an impact on people, markets, technology and the future. Resist the Usual means understanding the new realities about consumers all around the world — a Generation World that doesn’t behave according to traditional segmentation, that can’t be defined by age, nationality or income. Resist the Usual means striking the perfect balance of creativity and innovation — great storytelling driven through the right channels to create rich new brand experiences that connect consumers and sustain their loyalty. Resist the Usual means making sure we do not confuse what’s current in technology with what gives a brand its unique currency. It means understanding that while digital is everything, not everything is digital. And that more and more, our solutions will take the lessons we’ve learned from digital and bridge them back to the physical world. Resist the Usual means that our only true success is our clients’ success. Related Content VML China Agrees to Acquire Teein Y&R's Rick Liebling has 99 Products and He'll Pitch Each One Culture Our values define us. Our passion drives us. Our values drive us, define us, create our culture and differentiate us. Everything we do comes out of the intellect, experience, sensibilities, eccentricities and humanity of our people. So it is not surprising that people come first at Y&R and that passion is what drives us. Y&R people are passionate about what they do. We are passionate about our clients. Passionate about our work. We care about each other and the communities in which we live. All of which adds up to a culture that believes ideas should come from everywhere. That every agency should think of themselves as a headquarters charged with being the best in their market. Y&R’s culture embraces the individuality of our local agencies, while enabling our collaborative, global community. We believe that unity is more powerful than integration. We find that unity of purpose demands working with a diversity of partners — anyone and any company who has the ideas, the innovation and the ability to make an impact is welcome at the table. That’s what it takes to be our clients’ most important partner. 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. Our Offering 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, Labstore, and BrandAsset® Valuator (BAV®) to name just a few. Our Approach 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. eXploring 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. Related Content "Yes, and…": What Agencies Can Learn from Improv VML China Agrees to Acquire Teein Y&R Presents: Brand Madness Related Content Y&R Singapore Continues Winning Streak with TAFEP Pitch Success Y&R Singapore Welcomes Local Heroes Y&R Singapore Appoints Komal Bedi Sohal as Chief Creative Officer Sparkplug Y&R’s Innovation Incubator Creativity + Innovation = New User Experience. The core of our business is telling a great story about a brand — creativity — and innovation, which drives it through the right channel. In today’s world, the pace of change creates huge opportunities for continuous innovation, and we actively seek out people who can add value to our thinking, to our clients, and to our capabilities. Sparkplug is Y&R’s global innovation incubator program that offers office space, resources and relationships to interesting start-ups and idea generators. We give our Sparkplug companies the opportunity to pursue their ideas, technology and products and in return we learn new ways of thinking, gain access to new technology and products and forge productive partnerships that can help our clients engage their customers in innovative new ways. We currently have 10 offices that host Sparkplug programs and 20 companies involved around the world. And the program continues to expand, both on the ground and virtually. For more information write to us at sparkplug@yr.com. Sparkplug Hubs New York Singapore California Tel Aviv Chicago Kansas City Mexico City Sao Paulo Paris London Footer Left Copyright © 2015 Y&R WPP Young & Rubicam Group Footer Right Privacy Policy Terms and Conditions