Little over a month after stepping down from the helm of The Royals' Sydney team, Dan Beaumont has hit the market with his own independent 'creative advisory' GAME.

Beaumont, who spent more than a decade as director and partner at the indie creative shop, hinted at the 'exciting new project' at the time of his exit. He has been clear on the new firm's position as an advisory, not an agency or consultancy.

The philosophy, per Beaumont, is to "help brands play to win" by answering the evolving needs of clients, characterised by tight budgets, project-based work, and an increasing prevalence of in-house capability. All the while, he says brands still have a critical need for high-quality, impactful creative ideas to build a competitive advantage for businesses.

"GAME doesn’t have a brand line, but if it did, this would be it. Playing to win is a far more successful approach than trying not to lose. Our aim is to assist marketers and business leaders to build brands with conviction. The strongest brands in any category have a positive energy, they believe in something and stand firm on it. Strong brands also know their voice and use it powerfully, building momentum for an organisation. It’s doing the right things really well, over and over. That’s playing to win," said Beaumont, the Founder & Managing Director of GAME Creative Advisory.

The advisory will work with independent talent who have opted out of traditional agency constraints, tapping a model of 'co-creation' to provide a full suite of services that build brand strength. The approach to teamwork at GAME Creative Advisory is described as open, trust-based, and focused on intensive bursts of deep work, a methodology they refer to as 'radical collaboration'.

"GAME will be an advisory that is constantly thinking creatively about everything it does, to add value to the way clients approach their business and category. When you combine our type of radical collaboration with ambitious clients you get a really exciting partnership. I hope working with GAME will be professionally satisfying, personally fulfilling, and build the lives of everyone who works with us," continued Beaumont.