The Brand Federation (TBF), a new full-service brand agency for Yorkshire and beyond has launched in Leeds, with two leading brand strategists and former WORKS colleagues at the helm.
Co-founders Jonny O’Reardon, former creative director at WORKS, and Mike Robinson, former managing director at Turn Key and WORKS, unite their expertise in brand strategy, creative direction, and business growth to forge what aims to be a transformative force in brand development across the UK and beyond.
O’Reardon’s portfolio includes collaborative projects with global sports organisations including FIFA, UEFA, and FIBA, delivering everything from brand ideation to broadcast sequences and trophy design. His experience spans multiple sectors including retail, property, and automotive. Notable achievements include collaborating with the KSA Ministry of Sport to launch SSC (Saudi Sports Company).
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Robinson’s career includes serving as a partner and managing director at Agency TK and a consultancy and interim managing director role at WORKS International. His decade of consultancy work has helped both emerging and established businesses refocus and successfully go to market, working with global brands including FIFA, UEFA, BP and Habitat to name a few.
“Just as sports federations are responsible for maintaining the integrity of their sport at an international level, The Brand Federation will safeguard and elevate brand integrity across ll territories,” explains O’Reardon. “While our roots touch the sporting world, we’re
building a union of experts across all sectors, bringing together supremely talented freelancers and small businesses to deliver best-in-class solutions for brands at any stage of their journey. TBF, this is just the beginning.”
Robinson emphasised the strategic importance of the agency’s Leeds location, with the city rapidly becoming a hub for media: “The growth in agencies in Leeds has been massive, particularly in digital and tech. We’re positioning ourselves to be a major player in the North of England, but our vision extends far beyond,: he said.
“Our international network and expertise allows us to bring cultural nuance to brands wherever they want to level up. The Brand Federation plans to start recruiting mmediately.”
