17 December 2012 - 2:12pm | posted by | 0 comments

Ex-Interbrand global ECD joins The Brand Union as worldwide creative director, consumer branding

Richards has been named as The Brand Union's worldwide creative director, consumer brandingRichards has been named as The Brand Union's worldwide creative

Former Interbrand global executive creative director Dyfed “Fred” Richards has been named as The Brand Union’s new worldwide creative director, consumer branding.

The appointment follows three years of significant investment in the agency’s consumer branding business. Based in New York, Richards will work in partnership with The Brand Union’s UK-based worldwide development director, consumer branding, Dave Brown, across the agency’s 21 offices worldwide.

In his role Richards will support Rob Scalea, CEO Americas and Toby Southgate, CEO UK & Ireland, and will report directly to worldwide CEO, Simon Bolton.

Simon Bolton, worldwide CEO for The Brand Union, commented: “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.”

Richards brings over 20 years’ worth of experience to the role. During his career he has led global creative teams for the likes of P&G, AT&T and Wrigley among others while at Interbrand. Former clients include Kellogg’s, Kraft, Swarovski, Miller and Guinness.

Of his appointment Richards added: “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.”

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