Guided by Good is a one-of-a-kind company built to incubate, accelerate, and grow new ventures that drive culture and commerce. 

We believe marketers make the most sound and heroic decisions when they’re backed by a team who deeply understands their business and shares their goals. That’s why we’ve created an independent employee-owned portfolio of ventures that delivers innovative solutions for exponential impact.

350+ Employees | National Presence with Headquarters in Atlanta, GA

What Makes Us Different?

We Are Fiercely Independent
As an independent company, we have the autonomy and flexibility needed to make decisions that support our business. This freedom enables us to chart our own course, innovate boldly, and iterate quickly to best serve our portfolio of companies and clients.  And it attracts top industry talent who is eager to exercise their expertise and craft to its fullest potential.

We Are The Investors

As a 100% employee owned company, all of our shareholders are actively involved in the work and lead teams with the organization’s success and future growth top of mind. This unique structure fosters a sense of commitment, passion and shared responsibility, creating an environment where leaders not only contribute their skills but also actively participate in the company's financial success.

We Are Entrepreneurially Minded
As a “100-year old start up”, we embrace challenges as opportunities for innovation and evolution. We are always scouting and building for what’s ahead in our relentless pursuit of best in class, creatively-driven, adaptive solutions to best serve our clients. 

We Are Always Evolving
Our sustained success is due to our ability to evolve with an eye toward the future. This constant future-proofing is integral to our strategy, ensuring that we anticipate and adapt to evolving trends, technologies, and market dynamics. By proactively investing in the future and cultivating a culture of continuous learning, we’ve positioned ourselves to thrive in an ever-changing marketplace.

Our Portfolio of Companies.


 

EST. 1922

With creativity as its core product, 22Squared integrates media, strategy, analytics, data science, development, creative and production into a single cohesive unit, designed to make brands Impossible to Ignore.

22squared.com

 
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EST. 2020

Trade School helps marketers build for what’s next, integrating data, strategy, technology, and creativity to deliver personalized content at scale. The group also includes Trade School Studios, a non-SAG, full-service production company that efficiently scales creative content production across audiences and platforms.

tradeschool.works

Our Expertise.

We solve key business challenges with inventive solutions that unlock maximum growth.

Solutions Expertise

  • Brand or Product Launch

  • Brand Rejuvenation

  • Digital transformation

  • Personalized content at scale

  • Inclusion Strategies

Category Expertise

  • Retail

  • Food & Beverage

  • Home Improvement

  • Financial Services

  • Travel & Hospitality

  • Spirits

  • Automotive

Our Services.

We offer expertise across a broad range of services that can be customized and deployed holistically, individually, or in combination based on business needs.

What We Do

  • Brand, Communications & Social Strategy

  • Creative Development (Platform, Campaign & Content)

  • Social Agility & Engagement Strategy 

  • Influencer/Creator Marketing

  • National, Regional & Local Media Strategy & Buying

  • Measurement & Analytics

  • Digital Investment Strategy & Buying (including Performance Media)

  • Integrated, Full-Service Production & Post-Production

  • Dynamic Content Creative & Production

  • Retail Media Consultation

  • Inclusion Strategy

  • Multicultural Marketing

  • Brand Naming, Identity & Design

Our Clients.

Our Leadership.

 

Genna Franconi

Founder & President, Trade School

Janis Middleton

Chief Inclusion Officer, Guided by Good

Sara Jones

Chief Financial Officer, Guided by Good

 

Mike Grindell

Chief People & Operations Officer, Guided by Good

Gilly Segal

Chief Legal Officer, Guided by Good

Austen Tully

Director of Integration & Culture, Guided by Good

 

Our Board.

Richard Ward
Chairman of the Board

Cheryl Davis
Board Member

Ben West
Board Member

Tom Fuller
Board Member

Contact us.

info@guidedbygood.com

1170 Peachtree Street NE, 14th Floor
Atlanta, GA 30309