Founded is the brain-child of two Richards - Richard Perry and Richard Mabbott - who both left gyro at the end of last year to start the new venture.

Founded's centre of gravity will be strategy and planning, seeking to solve problems through creative thinking and solutions, not just creative work.

Tied to this, the agency has decoupled creative production from the strategy and solution, developing a range of multi-displine discipline agency partnerships to deliver executional creative work and tactics such as events.

Richard Perry (pictured) was previously COO of gyro, working as part for the original management team in building the agency from a handful of employees to a 600 strong US and European network.

Richard Mabbott was previously SVP and head of planning at gyro and has led CRM, marketing, brand, digital and communications planning for brands such as Virgin Atlantic, Ford, 3, FedEx, Cisco, HP, and Fujitsu.

Richard Perry says: "We're very happy to be building something new and very, very shiny."