Superunion is the lead branding and design network within WPP. It was formed in early 2018 by the merger of the group's existing Brand Union agency with four smaller units already owned by the group: The Partners, Lambie-Nairn (best known for the branding of TV channels such as Channel 4), corporate communications specialist Addison Group and Amsterdam-based VBAT. Superunion continues to operate separately from two other design agencies under the group umbrella, Fitch and Landor, though all three operate under the umbrella of WPP entity Group XP. The merged agency operates 22 offices across 18 countries. Brand Union's CEO Simon Bolton became executive chairman of the new agency, and CEO of Group XP. Jim Prior is CEO of Superunion with Greg Quinton as chief creative officer. Brand Union began life as Sampson Tyrrell, a design agency founded in London in 1976. (Co-founder Terry Tyrell remained global chairman of Brand Union until 2016). Acquired by WPP a decade later, it gradually became the core of a global design network through alignment with other group-owned units. These adopted the name of Enterprise Identity Group, or Enterprise IG, in 1996. Another name change led to creation of Brand Union in 2007, and then Superunion in 2018. AdAge estimated revenues of $82m in 2020.
Capsule checked 1st July 2021
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Adbrands Weekly Update 25th Jan 2018: WPP confirmed the name of its new merged branding and design agency as Superunion. This combines what was previously Brand Union with four smaller units: Lambie-Nairn, The Partners, Addison and Vbat. The enlarged company is led by Lambie-Nairn's Jim Prior. Greg Quinton from The Partners becomes global chief creative officer, while his colleague Claire Robinson is named as chief marketing officer. Brand Union CEO Simon Bolton moves up to executive chairman. The enlarged group has a footprint of 23 offices spread across 18 countries, and around $100m in annual fee income.
Adbrands Weekly Update 15th Sep 2017: WPP is to combine five of its separately branded design agencies to form a new global entity, which is expected to adopt a new name, as yet undisclosed. Brand Union will form the cornerstone of the new business, absorbing smaller siblings The Partners, Lambie-Nairn, Addison Group and VBAT. Jim Prior, current head of The Partners and Lambie-Nairn, becomes CEO of the merged agency, with Brand Union's Simon Bolton remaining as executive chairman. WPP's other design agencies, Landor and Fitch, remain separate from the newly created business.
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