Brand Potential was formed by Mary Say, the former manager partner of 1HQ’s Distillery branding consultancy, along with Tom Lovett and Chris Molloy, 1HQ’s commercial director and head of insight respectively.

Say serves as managing director of the new firm, Lovett as commercial director and Molloy as director. She said: “We’ll be working with brands looking to actively accelerate beyond incremental growth, looking for a step change. Our aim is to find the potential to drive those brands forward, fast. Every brand has hidden potential and we want to uncover that and make it work for them.”

In keeping with its mission statement, Brand Potential is looking for accelerated growth itself. In an interview with Research, Molloy said: “We are ambitious, we’re already speaking to senior people that can come on board. We’re really keen to work with talented people.”

He said the three founders had had no qualms about starting a new agency in the current economic climate. “Brands have had to be cautious over the last year or so but are now beginning to be more aggressive to ensure they’re in good shape as they come out of recession,” said Molloy.