Dragon Rouge London targets FMCG brands with business director appointment

James Batters of Dragon Rouge.

James Batters has joined Dragon Rouge London in the role of business director.

Batters assumes responsibility for partnering with clients to help them through significant brand strategy and identity programs. He brings over a decade of international brand building experience, having worked previously in Switzerland and Australia, and with a number of global brands in London. Batters has delivered projects across all aspects of brand expression for a broad range blue-chip corporate and challenger consumer brands, including Barclays, The FA, P&G, JTI and The Coca-Cola Company.

Batters says: “I’m passionate about uncovering the truth at the heart of a brand and using this to create meaningful, lasting relationships that drive business success. I'm particularly interested in how FMCG brands are adapting to the new retail landscape. 'Build it and they'll come' no longer holds true. Our work now needs to be more multi-faceted than ever before and forces us to think with greater clarity about the brand's role in the world. It's a challenging, exciting time.

“As an independent global network, Dragon Rouge gives you the benefits of global reach but at a scale where you can get directly involved in affecting the business, as opposed to being just a cog in the wheel. This was one of the main attractions for me, along with the breadth of the offer; from insight driven NPD to brand experience design and everything in-between. Being part of a team of smart, inspiring, creative minds doing a great, balanced body of work helps too.”

Discussing the benefits of his international experience, Batters adds: “Geneva gave me access to European exploration, the Alps, and let me cut my teeth working with some of the world's biggest FMCG brands. Sydney gave me sunshine and the experience of building brands in an Asia-Pacific environment. London doesn’t have the weather, but it makes up for it with the rich, multi-faceted culture and fast paced-demands of the brands that are trying to keep up. While each place and culture has left its mark on me, the diversity and scale of the work led from London means it pips the others to the post, luckily.”

Dragon Rouge London’s clients include Heineken, Unilever, Universal Music and the Ellen MacArthur Foundation.

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