Established in 2008 by CEO and Founder Jenny Owen [aka Ruby Pseudo] — after leaving her role at Nike as their Consumer Insights & Ideation manager — PSEUDO delivers first class consumer insight to its diverse range of global clients. Our anthropological approach and fervent curiosity keeps us cultured, connected and out there. At PSEUDO, we are able to delve deeper and more intimately than many other agencies can. This is thanks to the living ecosystem of people we work with globally — our PSEUDO Network — a familial collection of 2,500+ individuals who we work with on a perpetual level. We look after them, so, they look after us, an aspect clients understand as they see the benefit this brings to the work. We don’t work as other agencies do. For a pitch for a beer brand, for instance, we went into bars; to interview prostitutes in Nigeria for the UK government, we went to brothels. To interview gang members in New York, we got arrested. We pride ourselves on doing the stuff other people can’t and on doing so without fear. It’s about stopping at nothing to get great work, something that defines the way we operate. We’re not sycophants [a quality which got Ruby banned globally by one major soft drinks company], we tell it how it is. We think it’s better to be useful than flattering — a trait at the core of all the agency’s work. As we see it, there’s no point telling a client what’s going on without telling them what to do with it.