Meaning of 'Bob's your uncle'

Back in 1887, in a case of favouritism, British Prime Minister Robert Cecil, 'Lord Salisbury', decided to appoint his nephew Arthur Balfour to the prestigious and sensitive post of Chief Secretary for Ireland.

Bit cheeky, don’t you think? People thought so too, and from then on ‘Bob’s your uncle’ became a common expression (aka idiom) meaning 'your success is guaranteed', 'easy peasy', 'et voilá'.

But who's actually Bob?

That's right, Bob is a girl! 

My name is Clara Masip Baugh, founder of BYU and a total language geek. That's why I chose 'Bob's your uncle' as a name, because well, let's face it... if you have a good digital strategy, Bob's your uncle - your success is guaranteed!

Ok, so who on earth is Clara then?

My family is spread throughout the world and English and Spanish are both my native languages. That has always shaped my identity. I studied graphic design before my career pivot to writing and then mixed both passions together. Yes, I'm an antsy pants.

Back in 2017, I founded BYU after almost 10 years of corporate experience. Having worn many different hats in the creative spectrum and my neverending need to help others, motivated me to build an agency through which I could tell stories about solutions that matter and participate in a variety of projects from different angles. Check out my LinkedIn for more details.

Behind the scenes


BYU is going into its 4th year as an agency and well, it's been one heck of a ride! We've had our ups and downs. We've been inseparable at times and couldn't stand each other at others. We started off alone and were quickly surrounded by a team. For a while, we even had an office in the city, but Bob is more of a free soul so now we are digital nomads feeding our creativity from different surroundings. All in all, this is just the beginning and we can't wait to get to know you and change the world together!

What's your brand missing?

Bob's your uncle.