Different River promises fresh qual outlook

UK-- Two qualitative researchers are promising clients a fresh outlook with their new agency, Different River.

Vikki McKeegan and Jo Shaw's new London-based firm launches officially next month.

Shaw, who underwent gender reassignment last year, was known as Richard Shaw while working as a planner for several ad agencies, and as a partner with qual research agency Beagle.

McKeegan, originally from New Zealand, most recently worked for UK research agency Drummond Madell.

She said: “The business world needs to look at things afresh, some hard things – and we believe we can help.”

Shaw added: “Different River is going to be different. Easily and often said perhaps, but the difference is built in to who we are. You can't lead someone to somewhere you haven't been yourself, and the places we have been are about facing truths, being honest, and understanding the limitless power of the possible. Coupled with that is really broad and solid wealth of experience across some of the best brands in the world, all over the world.”

Author: Robert Bain