Report by Charlie Wrench
Chief executive officer
2007 was a record year for Landor, reaching new financial highs. We also made considerable progress against our key objectives for the year, as follows:
- To be the most cohesive global network in our field. We started the year by bringing 70 leaders from across the network together to launch our new vision. We created new cross-office roles to promote the flow of best practice across the network. We revised our key incentive programs to reward cross-office partnering. More than 40 of our people worked some or all of the year in an office other than their own. And over a third of our employees were connected through cross-office communities. By year-end, working as 'One Landor' was fast becoming a new network mantra.
- To strengthen our presence in emerging markets. In September, we opened our fourth office in Greater China, in Beijing, on the back of the Economist Branding Conference attended by over 300 local marketing professionals. The office quickly established itself, securing seven new high-profile client relationships before the year closed. We also put our first person on the ground in Mumbai with a view to opening a new office there within 12 months, and opened a new office in Melbourne. Additionally, we successfully expanded our client portfolio in Russia, Eastern Europe and Brazil.
- To expand our offering. We set out to expand our offering in five specific areas: Brand Engagement, Innovation, Naming, Environments and Green branding. We made good progress on all five: we more than doubled the number of Brand Engagement programs we conducted; we secured Innovation roles with PepsiCo, Kraft, Fosters, Kronenbourg and Nestlé, and won the Innovation award in the Grand Prix Strategies du Design for our Danone Essensis work in France; we almost doubled the amount of Naming assignments conducted versus 2006; we secured the Graphis Design gold award for our Environments work on LG Best Shops in South Korea and delivered much-celebrated retail branding programs for national grocery chains Morrisons and Pick 'n Pay. Finally, we also won the Design Green Award for our 'One Degree' sustainability program for News Limited.
- To drive up our thought leadership. 2007 saw Landor literally double our 2006 level of published content. We published Allen Adamson's BrandSimple in Mandarin, increased our media coverage by 16%, spoke at over 50 conferences and relaunched Landor.com, welcoming over one million visitors to our site for the first time.
I am pleased to say that our progress in the above was reflected in an impressive year on the new business front. Major new relationships included Verizon Wireless, Capital One, Grupo Gerdau, Kale Group, Barilla, China World and the Dubai Waterfront. Finally, what had been a good year overall finished on a high with Landor winning the prestigious R.V. Goldstein Award, P&G's premier award for sustained brand building, and being named UK Marketing magazine's Agency of the Year for the third time in six years.