Reports from our company leaders


Report by Lois Jacobs
Chief executive officer


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.