Guided By Good (GBG) is an employee owned, independent group of companies, focused on building adaptive, specialized, creative solutions that help brands grow and succeed best by improving the lives of the people they market to.

About 22Squared
22Squared is an integrated creative & media company who uses creativity to grow business. We’re 307 brand builders, cultural instigators and do gooders whose job is to help brands find their conviction and turn it into action for people. And over the last 98 years, we’ve done so for some of the most iconic brands including The AdCouncil, AdventHealth, Baskin-Robbins, Columbia Care, NAACP, Netflix, Paramount, Publix Super Markets, SunTrust (now TRUIST) and Southeast Toyota Distributors.

About Trade School
Trade School is a holistic content shop that brings together strategy, creative, and production to help clients modernize and scale their approach to content creation. Our team is a group of 62 multi-disciplinary misfits who thrive on solving problems and experimenting with new ways to create meaningful connections between people and brands. We believe content is a powerful tool in solving client business problems, and have done so for brands including The Home Depot, SharkNinja, Fridababy, Spanx, Buffalo Wild Wings, and Sweetwater Brewing.

About Dendro
Dendro is a creative growth partner for ambitious leaders. We help companies and brands find purpose in their work, products, and business. We guide them to better ways to create, operate, and communicate. Our mission is to be a partner for more ambitious possibilities. We help leaders apply creativity to every part of their business – reframing what’s possible in order to invent new approaches, take meaningful actions and unlock smarter, bolder solutions. We’ve partnered with established brands like The Home Depot, Publix, SharkNinja, and Mizuno and startups launching a new brand to solve problems big and small.  

Advertising

Consulting

Content

Creative Agency

Marketing

Guided By Good

Guided By Good's headquarters in Atlanta, United States

Richard Ward

John Stapleton

Gilly Segal

Sara Jones

The People Operations team at Guided By Good ensures an efficient and supportive work environment across all its subsidiary companies, namely 22Squared, Trade School, and Dendro. They handle recruitment, talent management, payroll, and accommodations to ensure employee satisfaction and operational efficiency. This team fosters a culture of growth, inclusivity, and well-being, aligning talent strategies with the company's values and objectives.

People Operations

The Leadership Team at Guided By Good (GBG) is responsible for steering the company towards its strategic objectives, ensuring legal and financial integrity, fostering an inclusive and dynamic work environment, and enhancing overall organizational effectiveness. This team includes the Chief Legal Officer, Chief Financial Officer, VP of People Ops and Accommodations Officer, Chairman and CEO, and Chief Inclusion Officer, each bringing specialized expertise to support the growth and success of GBG and its group of companies.

Guided By Good

Org chart

Teams

People Operations

Leadership Team

Offices

Guided By Good

Org chart

Teams

People Operations

Leadership Team

Offices

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