The rethink has been centred around the idea of 'brand mastery', a bid to make the branding discipline more “professionalized” and business-focused. Global CEO Simon Bolton commented: "Our clients felt that our name no longer represented who we were, or the services that span strategy, design and engagement."
He added: "The Brand Union name, coupled with our new positioning, is our way of saying that we are unified, but not uniform. We now have a client-centric global brand agency that operates in all major markets." The Brand Union has 21 offices staffed by 500 people.
Its Asia outlets are in Beijing, Bangalore, Singapore, Tokyo, Jakarta and Hong Kong.
