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.
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.
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 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