Report by Lois Jacobs
Chief executive officer
Our leadership team
n 2015, many Landor offices enjoyed strong growth
across the network. This was particularly true in
EMEA, under the direction of regional president
Jane Geraghty. New clients in the region included
Bayer MaterialScience (now Covestro), Experian, Turkish
Airlines, Nike and Union Bank of Nigeria. A highlight for
EMEA was the rebrand of Etihad Airways, with Etihad
being named Airline of the Year by Air Transport World
and Best Airline Livery of 2015 by DesignAir.
We also saw good performance from our Mumbai
and Tokyo offices, and in Mexico we enjoyed our sixth
consecutive year of strong growth. Our US restructuring
is showing positive results, with new projects being
undertaken for Alcoa, Cracker Barrel Old Country Store,
Kraft Heinz Company, S&P Global (formerly McGraw
Hill Financial), Marriott International and Raytheon.
In 2015, Landor released The Agility Paradox, a global
research study validating our point of view that today’s
most successful brands are agile brands. We found that
to thrive today, brand managers must embrace seemingly
opposing strategies for their brands: staying true to their
core while constantly evolving to keep pace. Consumers –
particularly millennials – expect and prefer brands to
exhibit these contradictory qualities. This ‘agility paradox’
demands a new brand management model that abandons
some of the long-held axioms of brand governance and
replaces them with six key behaviors of agility.
Landor has long believed in holistic brand expression.
Our new experience-mapping tool helps us address not only
how brands look but also how they feel, behave, talk, and
even dream. With that in mind, we broadened our offer this
past year with two acquisitions. In January we purchased
NorthandSouth, an innovation firm in Asia Pacific.
In November, Landor acquired a majority stake in
ManvsMachine, a multi-award-winning motion design
studio based in London. Together, these two acquisitions
expand Landor’s depth of offerings, providing the latest
in innovation and digital technologies.
Creativity remains top of our agenda, and we were
proud to be the most-awarded branding agency at Cannes
Lions International Festival of Creativity, winning a total
of 13 Lions across our network. We also added seven D&AD
pencils to our roster, including a much-coveted Black pencil,
making 2015 our strongest year yet for peer recognition.