BrandCap opens shop in NYC
Due to increasing client demand and rapid growth, London-based consultancy BrandCap is heading over the Atlantic to launch a new practice in New York. BrandCap has a number of longstanding client relationships in the US including Frontgate, part of HSNi’s subsidiary Cornerstone, Carlson Rezidor, Fruit of the Loom, Spalding and Russell Athletic.
“BrandCap has been a true partner for brand building initiatives across a number of our companies,” said Jeff Kuster, Cornerstone president. “They have a distinctive ability to balance the emotion and creativity of brand with the hard realities of business that I have not found with any other partner. Their ability to engage with the team – across the entire organization – not only leads to greater effectiveness but creates an early start of activation. I am thrilled they are opening shop in the US and look forward to their continued success.”
The new office will be led by former Interbrand president David Martin, who will act as chairman and have a client-facing role that includes supporting the New York team on strategy, business development and driving the strategic direction of the practice. Ryan Arshad, a director at BrandCap in London, will relocate to New York as managing director. Manfred Abraham, founder and managing partner, will support both from the UK.
“In all my years in the industry I have never come across a more strategic and creative group of people,” said Martin. “I’m delighted to be involved with this exciting venture and have no doubt that business success will be instantaneous. We can’t wait to replicate our unique approach in the US and help more American brands achieve sustainable business growth.”
The US office will attempt to replicate the UK HQ’s approach and ‘scale up’ business status, reserved for companies, launched since 2012 that have a growth rate of more than 20 per cent over a three year period.