Guided by Good.

Guided by Good is an independently held portfolio of marketing agencies, built to help brands navigate today's complex landscape. Our model combines the partnership-driven approach and entrepreneurial spirit of an independent, with the scale and sophistication of a holding company. The collective strength of the portfolio includes over 350 employees wielding $375M in buying power, alongside integrated strategic insights, creative excellence, and cutting-edge technology.

EST. 1922

22squared is a 100% employee-owned agency with the talent, tools, and infrastructure to help large, complex organizations drive business impact with media-led creativity. 22squared has spent 103 years partnering with clients like Publix Super Markets, Baskin-Robbins, Southeast Toyota, and Grammarly.

22squared.com

EST. 2020

Trade School helps marketers build for what’s next by integrating data, strategy, technology, and creativity to deliver personalized content at scale. Since its launch in 2020, the agency has expanded rapidly and built robust new service offerings to solve modern marketing challenges for Fortune 500 brands including The Home Depot, FedEx, MailChimp, Southwest Airlines, Advent Health, and more.

tradeschool.works

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.