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The Richards Group has formed a separate branding arm, Spherical, to pursue clients that are not necessarily prospects for the agency’s advertising services.
Led by principal Rod Underhill, the founding group includes research specialist Karen Dougherty and client liaison Hugh Thrasher.
The new operation arises partly from the evolution of Richards’ trademarked Spherical branding method and partly as a response to the rapid encroachment of consultants into agency territory, said Underhill.
Other agencies have established stand-alone brand consultancies in recent years.
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