#aoty12: Branding Agency of the Year - FutureBrand

London 2012 branded fleet
London 2012 branded fleet

FutureBrand reaped the rewards of years of preparation around the London 2012 Games and was able to top off that achievement with a string of new client signings, writes Rachel Barnes.

Like the Olympians we saw in action this summer, FutureBrand put in years of preparation as it headed into 2012. This hard work paid off, as the agency took top honours as Branding Agency of the Year, as well as scoring its most successful 12 months to date.

FutureBrand scooped gold, thanks in part to its impressive lead agency role in the execution of the London 2012 branding for this summer's Olympics.

While judges recognised it was not solely FutureBrand that should take credit within McCann Worldgroup, the agency's work was, they felt, quite simply 'bloody impressive'.

'It didn't benefit from this work last year and it won't next year, but in 2012 it is exceptional and noteworthy,' said one judge.

However, the Olympics was not the whole story of FutureBrand's year. It has won new accounts from Zurich, Bentley and Ladbrokes, among others, with new-business revenues up 22%, while also growing existing business, such as Nestle, with a boost to total revenues of 14%.

FutureBrand also scored highly for effectiveness. Its pilot concept for Tragus-owned Cafe Rouge, based on a traditional French bistro, delivered a 12% uplift in recommendations and a 27% increase in the likelihood of diners to return.

Furthermore, its brand positioning work for condom brand Skyn, to create a 'more mature and sophisticated sex brand' to compete with the 'candy-pop coloured world of Durex', gave it a strong launch pad to quickly take a 5% market share.

The agency's creativity was lauded by the judges, with its 'Local Colour' campaign for mining group Xstrata standing out for its innovative approach to a highly corporate business. Through 'vibrancy and colour', the work reflected Xstrata's 'closeness and connection' to the local cultures in which it operates.

'Creatively, FutureBrand delivered well, with quality design work across its client base, accompanied by impressive effectiveness results,' added a judge. 'An exceptional year for the company - let's see how it can capitalise on this experience in 2013 and beyond.'

Summing up how FutureBrand fared against a 'very tight field' in this year's category, the judges said that, while some of the other agencies excelled in certain areas, it was FutureBrand that truly delivered on a combination of effectiveness and creativity. 'We asked ourselves, "who would we want on our team?" The answer was FutureBrand.'


In 2009, FutureBrand, as part of McCann Worldgroup, became the official marketing services provider for the London 2012 Olympic and Paralympic Games.

It took the existing London 2012 logo and set out to turn it into a complete brand experience and identity that would 'inform and inspire' thousands of twoand three-dimensional touchpoints.

'We took the irregular angles of the logo and extended them to visually communicate the explosion of human energy and inspiration of a generation that the London Organising Committee of the Olympic and Paralympic Games aspired to for the Games,' is FutureBrand's description of its work.

Nick Sykes, London chief executive of FutureBrand, led the entire McCann Worldgroup London 2012 team for the duration of the project, overseeing the six agencies across all disciplines.

Click here to read #aoty12: Branding Agency of the Year - Best of the Rest


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer