The Brand Union bolsters US operations, welcomes sister agencies, unveils CEO
16 March, 2009
Simon Bolton, worldwide CEO of global brand strategy and design agency The Brand Union today announced the relaunch of the network’s North American operations by assuming responsibility for the management of sibling agency Brouillard Communications. Robert Scalea is named chief executive officer of the new entity, The Brand Union North America.
At the same time, Ogilvy New York’s BIG joins The Brand Union under the helm of renowned creative Richard Bates, adding significant creative power to the agency’s existing strengths.
This latest news follows a positive start to the year for The Brand Union. In January, Bolton announced that UK MD Simon Bailey would step into the UK CEO role, and just last month it was announced that the network had been appointed to work on the result of Bank of America’s merge with Merrill Lynch buyout. Consolidating The Brand Union’s US operations is expected to further the global support offered to Bank of America on the back of Brouillard’s existing relationship with Merrill Lynch. The Brand Union, North America will also work alongside the network’s South American base in Miami – a regional office servicing the needs of the agency’s Latin American clients, including SABMiller.
Scalea joins The Brand Union with extensive experience counseling clients in complex, often volatile, industries including health care, financial services, and technology. Until now, Scalea was president and chief executive for Brouillard, which has been a free-standing WPP unit specialising in full-service business-to-business communications.
Clients of The Brand Union North America will include Bank of America, SABMiller, Avid Technology and Humana Healthcare.
“This new organisational structure and team create a very strategic footprint for The Brand Union across client businesses and capabilities,” said Simon Bolton. The full spectrum of offerings at the newly rethought The Brand Union includes brand development and architecture, strategy, research, marketing communications, and design.
Says Bolton, “Brouillard’s great client roster and tried-and-true B2B acumen round out The Brand Union’s existing business offering brilliantly.”
BIG – which stands for Brand Integration Group – is part of Ogilvy New York and The Brand Union’s North American partnership with them extends on the excellent relationship the company has with Ogilvy Asia. BIG works with Coca-Cola, Mattel and Hershey.
Bolton continues, “The combined might of talent and skill presented by these partnerships with BIG and Brouillard will build The Brand Union into a stronger and more powerful operation with a full service offer, designed to meet the needs of our clients in these very challenging times”. ABOUT THE BRAND UNION
The Brand Union is a world-class global brand agency, comprising 500 people across 21 offices (www.thebrandunion.com
). What binds us together is a deep-seated commitment to becoming masters of the art and science of brand building. The Brand Union is a subsidiary of WPP plc (NASDAQ: WPPGY).