For 35 years, Jones Knowles Ritchie (JKR) has shaped the identity of some of the world’s most iconic brands from Burger King and Budweiser to Dunkin’ and Walmart. Rooted in the philosophy of being "Distinctive Everywhere," JKR has earned a global reputation for creative brilliance. Now, under the leadership of James Nixon (Global CEO), Sara Hyman (Chief Growth Officer), and Tosh Hall (Global Chief Creative Officer), JKR is evolving once again proving that brands no longer need to choose between strategic rigor and creative excellence.

As Nixon puts it:

“Brands today are defined by how they behave, not just what they say. We’re building a branding business of the future—grounded in distinctiveness, powered by strategy and creativity, and amplified through every customer interaction.”

Experience-Led Growth: A New Agency Standard

Recognizing a fundamental shift in brand behavior and consumer expectations, JKR has significantly expanded its Experience offering. Spearheading this transformation are industry veterans Sam Smith and Matt Michaluk, whose combined 20+ years of experience at WPP have included groundbreaking work for L’Oréal, Netflix, and Hyundai.

Their mission? To make experience the center of brand building.

“Brand experience is no longer a ‘nice to have’—it’s a battleground for relevance,” explains Michaluk. “Up to 75% of brand building now stems from experiential touchpoints.”

This strategic focus positions JKR to help clients align brand promise with customer experience, ultimately driving brand relevance and loyalty.

Unifying Strategy, Identity, and Experience

Today’s branding challenges often stem from fragmentation—too many partners, siloed execution, and disjointed brand expressions. JKR’s integrated approach unites strategy, identity, and experience into a singular, cohesive model.

“Our leading clients think of distinctiveness as an operating system,” says Sara Hyman. “They need an agency that can influence every moment, every interaction, and every connection.”

This philosophy allows JKR to reduce partner complexity and deliver a consistent, distinctive brand experience at every touchpoint—from in-store to digital, packaging to product design.

Strategic Firepower: Introducing Melanie McShane

To deepen its commitment to strategy, JKR has appointed Melanie McShane as its first-ever Executive Strategy Director, reporting to Chief Growth Officer Lee Rolston. With a rich background at Wolff Olins and Siegel+Gale, Mel has led transformative work for Google, Netflix, Microsoft, Uber, and more.

“Mel will help guide clients through complex brand transformations,” says Rolston. “With her leadership, we’re unlocking growth through deeper strategic insights and driving relevance in an ever-changing market.”

Since joining, McShane has already contributed to strategic breakthroughs for clients like Walmart, Mozilla, and Yahoo, solidifying JKR’s position as both a creative leader and a strategic powerhouse.

Proven Results, Bold Ambitions

This integrated, future-focused model is already delivering tangible results:

• 25% YoY growth in new sectors such as tech, retail, finance, and non-profits.

• 16% increase in new business across the US, UK, and Europe.

• A growing roster of global clients seeking a full-service branding partner that brings together identity, experience, and business strategy.

“We’re not just evolving with the times—we’re building what branding needs to be next,” says Nixon.

A Branding Business for the Future

JKR’s journey from a design-first agency to a strategy- and experience-led creative powerhouse marks a new era—not just for the firm, but for branding itself. By uniting creativity, technology, and strategy under one philosophy—distinctiveness everywhere—JKR is redefining how brands behave, connect, and grow.

As consumer expectations rise and AI reshapes discovery and decision-making, the brands that thrive will be those that deliver cohesive, memorable experiences. JKR is helping its clients do exactly that—with intelligence, innovation, and imagination.