Former Royals partner launches GAME creative advisory

Dan Beaumont, former director and partner at The Royals, has launched a new independent creative advisory firm, GAME.

Beaumont spent a decade with the independent creative agency before his departure was announced in July. At that time, he hinted at a "new project." The Royals confirmed to Mediaweek that Beaumont's responsibilities are now being managed by co-managing partner Andrew Siwka.

GAME enters the marketing and communications landscape with a focus on building and transforming brands. The firm aims to help businesses invent, reposition, revitalise, or resurrect their brands to positively impact performance.

According to Beaumont, GAME's approach rejects traditional agency models in favour of "radical collaboration," which involves working closely with independent talent to offer a full suite of services.

The new advisory is designed to address current client demands, including tighter budgets, a shift toward project-based work, and a growing trend toward in-house capabilities. Despite these challenges, Beaumont believes there remains a need for high-quality creative ideas that can provide businesses with a competitive edge.

Dan Beaumont, founder and managing director of GAME

"GAME’s philosophy is simple – we help brands play to win," said Beaumont

"GAME doesn’t have a brand line, but if it did, this would be it. Playing to win is a far more successful approach than trying not to lose. Our aim is to assist marketers and business leaders to build brands with conviction."

Discussing the power of brand building, Beaumont stated: "the strongest brands in any category have a positive energy, they believe in something and stand firm on it. Strong brands also know their voice and use it powerfully, building momentum for an organisation. It’s doing the right things really well, over and over. That’s playing to win.”

Describing GAME's working model, Beaumont portrayed the firm as an advisory "that is constantly thinking creatively about everything it does, to add value to the way clients approach their business and category. When you combine our type of radical collaboration with ambitious clients you get a really exciting partnership."

He continued: "I hope working with GAME will be professionally satisfying, personally fulfilling, and build the lives of everyone who works with us."

See also: Dan Beaumont departs The Royals after ten years