Interbrand is arguably the world's foremost branding agency, offering a wide variety of services ranging from traditional design and corporate identity to name creation, brand valuation, internal communications and trademark law. These are collectively summarised under the offer of "creating and managing brand value". The business is perhaps most widely known for its annual valuation and ranking of the Best Global Brands, and similar regional rankings in key countries. Interbrand is the lead branding business within Omnicom. Its footprint has been reduced slightly in the past couple of years. As of early 2021, there were 14 offices in 13 countries. Interbrand has representation elsewhere through Omnicom stablemate DDB. Jez Frampton led the business for a little over a decade until 2017, when Charles Trevail took up the reins. Advertising Age estimated worldwide revenues of $233m in 2019, including $125m in the US. The business was originally founded by John Murphy in 1974 in London, initially under the name Novamark, and was one of the first companies in the UK to specialise in corporate or brand naming and trademark registration. It opened a New York office in 1979, and changed its name to Interbrand the same year. It was bought by Omnicom in 1993. Further expansion followed through acquisition in Asia and other new territories. The company also absorbed like-minded competitors in its core markets including Gerstman & Meyers in the US, Germany's Zintzmeyer & Lux and UK-based Newell & Sorrell. In 2003 the UK Interbrand office absorbed Omnicom stablemate Smythe Dorward Lambert, previously a standalone agency aligned with BMP DDB. French agency ParisVenise was acquired in 2006. All individual country practices now carry the uniform brand, though a couple of specialised subsidiaries remain, notably Interbrand Health.
Capsule checked 1st April 2021
Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
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Which clients does Interbrand handle? Find out more from the Adbrands Account Assignments database
Who are the competitors of Interbrand? Other major international design and branding agencies include Omnicom stablemates Siegel & Gale and Wolff Olins; Interpublic-owned Futurebrand; WPP's Landor, Superunion and Fitch; and independents such as Imagination Group. See Marketing Services Sector index.
Adbrands Daily Update 17th October 2019: Interbrand celebrated a new anniversary of the annual Best Global Brands ranking, with the release of its 20th edition. A lot has changed in 20 years but some brands are still going strong. One-time global leader Coca-Cola is still among the Top Five, but it has been eclipsed by technology providers. Apple retained first place from last year, and indeed all of the top eight brands are unchanged in rank, although Amazon's valuation in third place surged by a mighty 24%, one of the year's biggest individual increases. Another big gainer this year, though much further down the ranking, was Salesforce.com, also up 24%. Facebook, though, was out of favour, falling 12% in valuation from last year's #9 to 14th place. There were big even bigger percentage declines for GE and Gillette. The year's single biggest gainer was a more traditional favourite, Mastercard, which leapt 25% to the #62 spot. (Visa was up 19% at #55). Valuations of both Gucci and Starbucks were up 23%, and new arrivals among the Top 100 were Dell, Uber and LinkedIn. (Get the full report).
Adbrands Weekly Update 12th October 2017: Jez Frampton, global CEO of Omnicom's Interbrand design agency, announced plans to step down at the end of the year. He will be replaced by Charles Trevail, current head of another Omnicom branding specialist C Space (known as Communispace until 2015). Previously, Trevail held senior positions at two rival design agencies, Interpublic's Futurebrand and WPP's Brand Union.
Adbrands Weekly Update 28th September 2017: Interbrand published the 2017 edition of its annual Best Global Brands ranking. Appleand Google retained the top two places and other digital disrupters continued their ascent up the charts at the expense of old-school brands. At valuations of $181bn and $142bn respectively, a gap of more than $60bn separates Apple and Google from any other brands. Coca-Cola remains among the top five, but was pushed out of the #3 slot by Microsoft and is also challenged at #5 by Amazon, whose valuation increased by 29% year-on-year. That jump was beaten only by Facebook, whose 48% surge pushed it into the Top Ten between Samsung and Toyota on one side, and Mercedes-Benz and IBM on the other. The highest new arrival among the 100 was Netflix at #78, with Salesforce and Ferrari entering among the 80s. They took the place of outgoing brands MTV, Xerox and Ralph Lauren.
Adbrands Weekly Update 6th October 2016: Apple retained its lead as the world's Best Global Brand in Interbrand's latest ranking, though second-placed Google gained slightly on its rival. Coca-Cola and Microsoft held firm in 3rd and 4th place respectively. The most noticeable change this year was a strong showing for automobile manufacturers. All except Volkswagen (for obvious reasons) enjoyed an increase in their valuation, and Tesla crept into the ranking for the first time at #100. Christian Dior also made its debut in the table, giving LVMH three brands among the top 100. No surprise for the two biggest risers: Facebook, with a valuation up 48% at #15, and Amazon up by a third at #8. Not far behind in growth came old-school favourite LEGO, up by 25% while Nissan, Adobe and Starbucks also enjoyed lifts of 20% or more. See the full report here.
Adbrands Weekly Update 8th Oct 2015: Omnicom's Interbrand subsidiary published its latest annual ranking of the Best Global Brands. Not surprisingly, Google and especially Apple widened their leads at the top of the table. Apple's valuation rose by 43% to over $170bn, compared to a 12% increase for second-placed Google to $120bn. A huge gulf now separates those twin tech giants from Coca-Cola in third place at $78bn. There were big valuation increases also for Facebook (up 54%), Amazon (up 29%), Hermes (22%) and Nissan (19%). Highest new entry was LEGO at #82. Other new arrivals among the Top 100 were PayPal, Mini, Moet & Chandon and Lenovo, which together took the bottom four places. See full report here.
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