The Brand Union Lures Fred Richards

The Brand Union has further strengthened its global consumer branding offering with the appointment of Interbrand’s Dyfed “Fred” Richards as Worldwide Creative Director, Consumer Branding. The appointment follows three years of significant investment in the network’s consumer branding business.

 

Based in New York, Fred will work in partnership with The Brand Union’s UK-based, Dave Brown, across the network’s 21 offices worldwide. They will support Rob Scalea, CEO Americas and Toby Southgate, CEO UK & Ireland. Fred will be instrumental in continuing to drive the network’s consumer branding agenda, and will report directly into the Worldwide CEO, Simon Bolton.

 

Fred brings over 20 years of experience to the agency, along with his world-class FMCG credentials. Fred has led global creative teams for P&G, Bayer, Wrigley, AT&T, Akzo Nobel, Lowe's and Kroger among others while at Interbrand. Former clients include William Grants, Kellogg’s, Kraft, Nestlé, Swarovski, Miller, Guinness, Greene King Breweries and Safeway. Through his global remit Fred has developed an unparalleled personal view on the new global consumer, shopping and purchase habits, and trends impacting retail and brand communications which has been invaluable to clients.

 

Simon Bolton, Worldwide CEO, comments:

 

"We have an ambitious vision for our consumer branding practice globally, and we are establishing an enviable reputation in this space. Relationships of impact and global profile, such as those we have nurtured with The Absolut Company, Reckitt Benckiser and GSK, will benefit from Fred's input, as will new clients around the world. Very simply, Fred is a reference point and a recognised leader in the world of consumer brands globally. He's a strategic and long-term hire for our business, and we look forward to welcoming him next month."       

 

 

Fred Richards, Worldwide Creative Director, Consumer Branding adds:

 

“My interests lie in a forensic approach to consumer behaviour. Without insight into your audiences you can’t build effective relationships with them, or experiences that engage them and impact through design touchpoints. The Brand Union shares this ethos. I am looking forward to working with them and their enviable client list as well as working with Dave to grow the consumer practice globally.”