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BRANDING NEWS: Major relaunch for WPP agency Enterprise IG

  Simon Bolton, CEOGlobal brand agency Enterprise IG, part of WPP, is relaunching as The Brand Union in a move to enhance its drive into the global brand arena. 

It has reshuffled its senior management to coincide with the relaunch, which will see Simon Bailey promoted from client services director to UK managing director and Craig Paige-Lee join from the Johannesburg office as managing client director. Simon Bolton assumes the new role of worldwide CEO of The Brand Union while John Mathers, UK CEO will head up the London office.

Bolton says, "This is an important juncture for the company. The new name and positioning takes our network to the next level. I'm pleased with our growth to date, but now I believe we will make a quantum leap. Our clients felt that our name no longer represented who we were, or the full array of services that span our strategic, design and engagement capabilities. We now have a client-centric global brand agency that operates in all major markets, delivering the highest standards in brand growth, direction and protection. We want to be valued for mastering the art and science of brand building."

There have also been five other appointments in offices including New York, Dublin and Johannesburg to reinforce the group's effort to reposition itself as, in Bolton's words, "a force to be reckoned with in the world of branding."

Enterprise IG hopes the relaunch and new appointments will strengthen the concept of ‘Brand Mastery' and to show potential customers that it is ‘unified, but not uniform'.

Sir Martin Sorrell, CEO of WPP, concludes, "I'm convinced The Brand Union will achieve significant growth, given the talented team and unique proposition that Simon Bolton has brought together."

The global brand agency has created the identities for American Express and Bank of America, implemented product branding and brand environments for Unilever, Motorola and COFCO and helped grow and position corporate giants like Credit Suisse, KPMG and Vodafone. It has recently won major new briefs from Tesco, Deutsche Post (DPWN), Samsung, Emaar, Schroders and GE Money.

The Brand Union's plans for the future include co-sponsoring an international brand management course with Goldsmith's University in London, Tsinghua University in Beijing and the Massachusetts Institute of Technology in the US.

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