Candid platform acquires The Better Brands Practice and appoints Julietta Dexter as new CEO of expanded Brand Potential

Candid platform is delighted to announce the acquisition of The Better Brands Practice, a high-end communications agency founded by Julietta Dexter. The Better Brands Practice will become part of Candid’s international brand agency, Brand Potential, with Julietta Dexter taking on the role as CEO of the enlarged Brand Potential, effective from January 1, 2025.

This strategic acquisition marks the latest step forward in Candid’s mission to remove complexity for advertisers and their brands, further strengthening and expanding Brand Potential’s expertise in brand consultancy, brand identity (design) and brand reputation management (PR), in both local and global markets. Julietta will take over from Mary Say, the co-founder and former CEO of Brand Potential who, along with Tom Lovett and Chris Molloy, successfully grew the agency over a number of years, bringing it onto the Candid platform in 2021.

As part of Candid, Brand Potential has grown into an internationally renowned agency of more than 120 people with offices in London, Amsterdam, Rotterdam and Antwerp. Brand Potential works in close partnership with a breadth of clients including Unilever, GiffGaff, Suntory Global Spirits, Aviva, Albert Heijn, LinkedIn, Yankee Candle, Mars, Haleon, Lenovo and PepsiCo. Through the addition of The Better Brands Practice, Brand Potential further consolidates its global presence and expertise in consumer research, brand strategy, brand design and reputation management, as well as brand due diligence for Private Equity houses and M&A teams.

Julietta Dexter brings a wealth of experience in the communications and marketing industry, working with brands and business leaders on a global basis. As a purpose-driven leader she has extensive experience in building international organisations. She is also active in numerous business and charitable initiatives, including serving as Chair of Smart Works Charity, the UK’s leading female unemployment charity. Julietta is also currently a Board Member at Northeastern University London.

As Brand Potential enters an exciting new phase of growth, its leadership team will be further strengthened. Co-founder Chris Molloy will continue as Chief Growth Officer. Lenka Drablow, CFO of Houston, the PR agency that joined Brand Potential in May 2024 will take on the role as Brand Potential Group CFO. Kate Hoare continues as MD of Brand Potential’s UK PR practice (Houston) and Josh Hunt as MD of UK Consulting. Jos Govaart will also continue in his role as MD of Brand Potential Netherlands and Coopr.

Rudiger Wanck, CEO of Candid Platform, commented: “We are excited to welcome Julietta Dexter as the new CEO of Brand Potential. Her experience in the marketing and communications industry aligns perfectly with Candid’s international ambitions. On a personal note, I want to extend my sincere gratitude to Mary Say and Tom Lovett, who will also be stepping back from the business in due course. Their vision, and dedication have been instrumental in building Brand Potential into the internationally recognised agency it is today. At the same time we look forward to the energy the new leadership team will bring to help us realise our exciting growth plans.”

Julietta Dexter: “I am really delighted to be joining Candid as CEO of Brand Potential. Every person I have met within Candid has been so impressive and shares strong values and ambitions. I want to thank everyone for entrusting me with this amazing business. I am excited about the opportunities and challenges we have ahead as we build the business in Europe, the UK and beyond. As a business leader I am also delighted that the purpose-driven focus I have had throughout my career is being welcomed into the group as The Better Brands Practice evolves into Brand Potential too.”

Mary Say: “As every founder knows, you put your heart and soul into building an agency. It’s been an incredible, uplifting, 15 years of growing Brand Potential along with Tom Lovett and Chris Molloy, and every single team member, partner and client who has worked with and alongside us. We joined Candid Platform in 2021, they have been fantastic like-minded partners, and facilitated our ambition so far. But there’s more to come, and so it’s the right time to pass on the torch. Brand Potential, I know you’ve got so much opportunity ahead. Thank you for the amazing times.”