Tag: Rebrand

London, United Kingdom – WPP has officially announced a new brand identity for its global media company GroupM, which will be now called WPP Media. The new offering, connected by WPP Open, unites media, data and production capabilities to deliver creative personalisation at scale for advertisers.

Backed by an annual £300 million investment and partnerships with leading AI firms, WPP Media enables clients to manage all aspects of their marketing — from owned and earned to shared and paid media — within a single, streamlined system.

WPP Media also incorporates advanced connected commerce tools and cutting-edge measurement and analytics features to help brands optimise performance and customer engagement.

The launch is part of WPP’s broader commitment to workforce development, with increased investment in learning and career programs designed to equip employees with the skills needed to lead marketing and media strategies in an AI-driven landscape.

Brian Lesser, CEO of WPP Media, said, “Consumers already expect advertising to be relevant and engaging and buying experiences to be seamless; those expectations are only going to accelerate in the age of AI. WPP Media is built for a world in which media is everywhere and in everything.”

He added, “By investing in our AI-powered product, integrating our offer with data and technology, and equipping our people with future-facing skills, we’re helping our clients to stay ahead of rapidly changing consumer behavior and unlock the limitless opportunities for growth that AI will create.”

Meanwhile, Mark Read, CEO of WPP, commented, “We believe that WPP is the strongest marketing partner for the world’s leading brands in the AI era, where technology and talent converge. The move to WPP Media continues our strategy to simplify and integrate our offer for clients. While GroupM was built for a time when media scale mattered most, WPP Media reflects the power of AI, data and technology and simpler, more integrated solutions.”

Today’s announcement comes as WPP launches a new cross-channel B2B campaign targeting business leaders and senior marketing decision-makers. The campaign showcases WPP’s AI credentials, its integrated proposition, and the advanced capabilities of WPP Open.

United Kingdom – Global creative micro-network Iris Worldwide has unveiled a new rebrand that asserts its boldness in creativity. The rebrand comes with a call for brands to stand out, urging them to “participate or perish.”

Iris Worldwide’s bold rebrand includes a bold visual identity that challenges industry players to be more distinct. The new logo bears a wild boar, ridden by a figure blowing a horn, symbolising optimism, movement, and leadership. It veers away from its previous corporate identity.

Beneath the logo are the Latin words ‘Participa Aut Peri,’ a call to action for brands to ‘participate or perish.’ It is built on Iris’ founding principle, participation.

The move is Iris’ response to the sameness it has observed across the industry, now becoming more automated. It also pointed out how more brands are choosing in-housing and network consolidation.

Through the rebrand, Iris asserts how the agency stands out through its unconventional and creative strategies. Extending beyond its new visual identity, Iris also stands for original ideas, creative courage, and its defiance against playing-safe strategies.

The rebrand rolls out globally across all of its offices, accompanied by a new website, updated credentials, case studies, social presence, and branded environments.

Ian Millner, founder and chairman of Iris, said, “In a market where brands are buying their marketing like they buy broadband – cheap, functional, and forgettable – we’re standing up for creativity. We believe the agencies that thrive will be the ones that give clients something they can’t get anywhere else: original ideas, creative courage, and the power to participate visibly and vibrantly in people’s lives.”

“Clients aren’t coming to us for what they can get from their in-house teams or corporate networks. They’re looking for something that’s impossible for them to do themselves – and that’s where we come in. While there are many boutique specialists, we’re the only integrated boutique agency and micro-network. Integration has become systemised, but for Iris, integration has always been about creativity and colliding different disciplines together to produce things that have never been done before,” Menno Kluin, global chief creative officer at Iris, commented.

“We used to spend time explaining how participation works. Now, we just show it through the work. We’ve moved from a philosophy to a provocation,” Kluin added.

Ben Essen, global chief strategy officer at Iris, said, “We’ve distilled 20 years of research on participation – via Iris’s Proprietary Participation Index –  into three core outcomes: we help brands stand apart by carving out distinctive space in saturated categories; we ride culture by creating ideas that plug directly into how people live, talk, and connect; and we move behaviour by designing work that measurably gets people doing what we need them to do. It’s a simple framework, but it’s how we bring participation to life through the work, not just the words.” 

“This rebrand isn’t just about how we look. It’s a rallying cry for our people and our clients – a reminder that standing apart and moving culture requires a different kind of agency. One that leads with spirit and courage. That’s Iris,” Zoe Eagle, CEO at Iris UK, commented.

Jill Smith, CEO of Iris Americas, said, “In 2025, being bold isn’t just brave – it’s necessary. Playing it safe is the riskiest move a brand can make in a world where audiences call the shots. Relevance, courage, and clarity of purpose aren’t optional; they’re the price of entry. Brands that stay silent won’t just fade – they’ll disappear. As we say, participate or perish.”

Kuala Lumpur, Malaysia – M+C Saatchi Group Malaysia has announced the rollout of a bold new brand identity, as well as officially launching ‘Cultural Power’, its proprietary approach that dives beneath surface data to surface the cultural truths driving consumer behaviour.

‘Cultural Power’ is the advantage M+C Saatchi Group creates by leveraging a three-part approach. First, through ‘Deep-Cultural Diagnostics,’ they combine AI-enhanced analysis with expert-led workshops to uncover unspoken values, symbols, and societal tensions. 

Next, these insights are transformed into a ‘Strategic Springboard,’ directly informing creative strategy to ensure authenticity and emotional resonance. Finally, with ‘Real-Time Tracking,’ they monitor ongoing shifts in cultural perception, enabling brands to adapt and maintain their relevance in a rapidly evolving landscape.

Meanwhile, the rebrand introduces the signature “+” motif across all assets, from office signage and social profiles to email signatures and client credentials – symbolising the fusion of global creativity and local cultural insight. A refreshed website landing page and updated digital touchpoints now carry the Cultural Power banner, underlining the agency’s sharpened focus.

Justin Graham, CEO for APAC at M+C Saatchi Group, said, “While data shows us behaviours, culture reveals the values and tensions behind them. Our Cultural Power framework helps brands tap into that deeper layer – uncovering insights that drive strategy rather than merely validate it. That’s how we create work that’s both impactful and socially and culturally relevant.”

Meanwhile, Lara Hussein, CEO and founder at M+C Saatchi Malaysia, commented, “Cultural Power is not just how we think and work—it’s our lens for understanding audiences and knowing exactly what to say to them. In Malaysia, CP has been the underlying springboard for many of our festive campaigns—from Axiata’s ‘Getaran Story’ to CelcomDigi ‘5 Sekawan.’ This identity refresh cements our commitment to embedding cultural knowledge at every stage, enabling clients to connect on both strategic and human levels.”

United Kingdom – PwC has launched a new global identity that reflects its commitment to driving clients to the leading edge of innovation, debuting the refreshed look as the official consulting partner of Formula 1.

PwC has introduced a refreshed brand positioning and identity—the first major update in more than ten years—to better reflect how the firm operates today and its focus on helping clients unlock and protect value. Central to the update is a clarified purpose: helping clients build, sustain, and accelerate momentum.

The new visual identity features an updated logo incorporating a “momentum mark”, a bolder use of the brand’s signature orange, and refreshed imagery. Accompanying the visual changes is a new verbal identity, marked by a tone that is bold, collaborative, and optimistic.

The rebrand will roll out across advertising, sponsorships, and client-facing materials in the coming weeks. It will be introduced through a new global campaign titled “So You Can”, developed in collaboration with FutureBrand and McCann.

Antonia Wade, PwC global chief marketing officer, said, “PwC is constantly evolving how we bring technology and expertise to help our clients create and protect value. Now, we are evolving another important part of who we are: our brand. As technology and other megatrends continue to transform the economy, it is important that our identity provides the right platform for the formation.”

The brand update aligns with new initiatives aimed at helping clients apply artificial intelligence (AI) more effectively at scale. These include developments in agentic AI—systems designed to make decisions and act independently—alongside technology partnerships and the use of industry-specific insights, processes, and data models to support transformation efforts.

Paul Griggs, US senior partner at PwC, said, “We’re entering a bold new chapter—driven by sharp thinking, deep expertise and an unwavering focus on what’s next. In a world that’s changing faster than ever, we are reshaping how we deliver value as we drive our clients to the leading edge.”

Kristin McHugh, PwC US chief marketing & communications officer, added, “This brand evolution reflects the PwC our clients already experience. We’ve modernised the way we show up to match the strength of what we deliver. Our strategy is clear, our capabilities are deep and our people are what make it real—and we continue to put our clients at the centre of everything we do.”

As part of its brand evolution, PwC will debut this week as the official consulting partner of Formula 1, aligning its focus on innovation and agility with the global sport’s rapid growth.

The partnership launches at the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX 2025, held from May 2 to 4, and underscores PwC’s aim to support high-performance organisations in operating more efficiently and intelligently.

Under a multi-year agreement, PwC will provide strategic consulting across key areas of Formula 1’s global operations, with a focus on boosting operational excellence and building long-term resilience.

“Formula 1 represents the kind of high-performance environment where strategy, speed and innovation converge – and that’s where PwC thrives,” Griggs said.

“As we work alongside F1’s team, we see an incredible opportunity to support them in their drive to the leading edge, bringing additional innovative thinking to complex challenges – helping them shape their future across an ever-changing global landscape,” he added. 

Singapore – Bakery brand BreadTalk is teaming up with brand practice Anak for its brand refresh. The rebrand comes in time for the bakery’s 25th anniversary this year.

With Anak, BreadTalk aims to solidify its position as a market leader, complementing its global presence across Southeast Asia, China, and the Middle East.

Through the new client win, Anak is set to revitalise BreadTalk’s brand platform and visual identity, unveiling new ways of brand expression. Anak aims to enhance the bakery’s customer experience while making the brand distinct from competitors.

The partnership blends both companies’ strategic insight and creativity for brand success and further growth.

BreadTalk has also worked with cultural consultancy JUNK to begin its brand discovery efforts.

“BreadTalk has been so much a part of Singaporeans’ lifestyles and our local dining culture for the first 25 years. We look forward to partnering with Anak for our next steps, as they support us in our next chapter of global expansion into new markets,” Joyce Koh, group head for brand & communications for the BreadTalk Group, said.

Hanyi Lee, creative partner at Anak, commented, “We are thrilled to partner with BreadTalk at such a significant milestone in their journey, taking a well-loved Singaporean brand to the next chapter of its growth. Our mission is to tell BreadTalk’s story for the next 25 years and beyond, helping them to achieve their continued vision of creativity, innovation and market leadership.”

Thailand – Minor Hotels has unveiled a major brand transformation, evolving into a guest-centric masterbrand focused on delivering innovative and meaningful hospitality experiences.

Minor Hotels’ transformation, driven by a new brand identity, enhanced digital experience, and streamlined loyalty and B2B offerings, aims to deliver what matters most to guests, team members, and stakeholders.

The new masterbrand strategy unites Minor Hotels’ eight hotel brands—Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli—along with its travel experience brands under one banner, enhancing brand visibility and strengthening its position among stakeholders.

Under its major brand overhaul, Minor Hotels unveils a fresh new look. The revamped logo features an arrowhead within the ‘M,’ symbolising direction and guidance—reflecting Minor’s role in shaping meaningful guest journeys.

The refreshed visual identity includes a new colour palette, signature fonts, and striking photography. Anchored by the brand essence ‘What Matters Most’, Minor Hotels’ voice aligns with the evolving needs of guests, stakeholders, and team members.

Guests will experience the rebrand across digital and mobile platforms, marketing, sales channels, and on-property interactions. Multi-brand communications and advertising will further elevate Minor Hotels’ presence, leveraging its hotel brands to strengthen awareness.

Each of Minor Hotels’ brands will retain its unique identity while benefiting from the masterbrand’s development. The rebrand also introduces a new brand architecture, grouping hotels into three segments—Luxury, Premium, and Select—to guide guest choices. Further expansion is planned, with at least two new brands launching later this year.

Beyond its new look, Minor Hotels has enhanced its digital experience. The group has relaunched minorhotels.com as a consumer-focused platform, shifting away from its corporate and development-centric approach.

For the first time, guests can book any of Minor Hotels’ 560+ properties in one place and access destination insights.

A new Minor Hotels app consolidates all brands into a single platform, replacing individual hotel apps. Travellers can use it to book stays, manage reservations, and access destination details. The group will also continue expanding functionality on its website and app, integrating restaurant, spa, and wellness services. 

Alongside its new app, Minor Hotels has streamlined its loyalty programme under ‘Minor DISCOVERY’. The group will continue its partnership with the Global Hotel Alliance’s (GHA) GHA DISCOVERY but will unify its hotel-brand-specific loyalty names—such as Anantara DISCOVERY and Avani DISCOVERY—under a single identity. This change simplifies member access and enhances programme consistency.

Minor Hotels is also introducing ‘Minor PRO’, a dedicated platform for businesses, event planners, and travel agents. Minor PRO consolidates existing B2B programmes, including NH PRO, Anantara Journeys, and Oaks Professionals, providing tailored solutions for professional customers.

Ian Di Tullio, chief commercial officer of Minor Hotels, commented, “The reimagined Minor Hotels brand represents more than just a new identity. Our value-driven evolution, powered by enhanced digital platforms, a streamlined loyalty programme, and a strong distribution strategy, reflects our ambition to deliver extraordinary hospitality experiences to our guests and be the partner of choice for owners and investors.” 

“By uniting our brands under the Minor Hotels masterbrand, we’re excited to enter a new era of growth where Minor Hotels will resonate as powerfully with travellers as it already does with our partners,” Tullio added.

The brand refresh is the most significant evolution in Minor Hotels’ history, marking a key milestone as the group prepares to add nearly 300 properties by 2027. It also builds on the 2018 acquisition of NH Hotel Group—now operating as Minor Hotels Europe & Americas—which tripled its global presence.

Dillip Rajakarier, group CEO of Minor International, said, “The Minor Hotels rebrand is a natural progression for us, building on a success story spanning more than five decades. It isn’t just about driving revenue and profitability; it’s also about harnessing the strength of our diversity, our knowledge and team members to achieve long-term sustainable growth and invest in the guest experience.” 

“Unifying all our hotel brands and travel experiences under the Minor Hotels umbrella will help us strengthen our positioning in the hospitality industry and help us deliver on our growth ambitions,” he added. 

London, UK – Jellyfish, the global digital marketing company under The Brandtech Group, has introduced a new AI-driven media in-housing platform as part of a broader rebrand that includes updated visuals and a new tagline.

The new platform, built on Jellyfish’s automated marketing system, integrates proprietary AI tools, including the recently launched Media Ops Agent. Previously used with brand clients, this is the first time Jellyfish is offering the full suite as an end-to-end solution, allowing marketers to automate media research, evaluation, content strategy, and activation in-house.

The platform’s AI-driven workflows help marketers launch campaigns 65% faster, cut infrastructure costs by 22%, and improve performance by an average of 30%. It also ensures error-free execution, adhering to Google, Meta, and Amazon best practices within hours.

Additionally, the platform automatically adjusts campaigns to stay within budget and optimises performance every two hours, running 24/7 for continuous improvement.

“In merely a year, we have been able to create 235,000 pieces of content for three of the world’s top 10 advertisers, with the content on average being produced 62% faster and 55% cheaper and delivering a 40% improvement in ROI. This represents a totally new integrated AI approach – driving remarkable results,” said Natalie Winford, chief solutions officer at Jellyfish.

Jeff Matisoff, partner at Jellyfish, further explained, “For brands eager to take control of their media, Jellyfish’s new media in-housing platform automates marketing analytics, freeing teams to focus on strategy, not data entry. Moreover, it also integrates an advanced MMM tool, which quickly and precisely determines the marketing contribution to KPIs to make macro budgetary decisions.”

“Thanks to Jellyfish’s agentic media system, it’s finally time for marketers to power their in-house media teams with AI as opposed to just shifting agency headcount into their own org. In-housing demand is high, with the ANA reporting that 80% of its members have in-house agencies – and AI is predicted to spark expansion,” Matisoff added.

Jellyfish’s new tool builds on its long-standing support for brands bringing media in-house. Previously, the company facilitated in-housing through its Jellyfish Training programme, which offers over 250 courses on social media, search, and programmatic. In the past year alone, 15 new courses were added on generative AI.

This expertise is reinforced by The Brandtech Group’s OLIVER, the first company dedicated to building and managing in-house marketing ecosystems. OLIVER currently supports over 500 brands across nearly 50 countries.

The platform marks the final phase of Jellyfish’s 12-month AI development program, which revamped key marketing functions, including insights, SEO, content, activation, and reporting. The transformation aligns with The Brandtech Group’s focus on large-scale Gen AI services since 2018.

To mark this milestone, Jellyfish is rebranding with a new logo, visual identity, and the tagline “Move Faster, Smarter, Together”, reflecting its AI-driven transformation and entrepreneurial roots.

“In the last 12 months we have challenged ourselves to build and run tech that answers client needs around speed, insight, transparency, measurement, invention and cost. This latest launch is a primary example of a totally new marketing strategy – underpinned by AI,” said Nick Emery, CEO of Jellyfish. 

He continued, “Our new identity reflects our ability to combine both left and right brains for progressive brands in ways that others can’t. We are about speed, outcomes and invention. As ‘Good to Great’ says, you can’t invent your company identity; you have to discover it. You cannot just claim to be something that you inherently are not. ‘Move Faster, Smarter, Together with AI’ is true to our entrepreneurial DNA, our amazing, inventive talent and the cutting-edge technology we develop every day.”

Meanwhile, Jo Wallace, global executive creative director at Jellyfish, said, “Crafting Jellyfish’s new brand was an enticing challenge. We set out to capture the company’s collaborative energy, diverse expertise, and AI prowess, bringing them together in a dynamic visual identity that demonstrates how we ‘Move Smarter, Faster, Together’ to drive growth for our clients.”

Philippines – Digital marketing agency Hashtag Interactive is set to lead MAAGAP Insurance’s brand evolution in the Philippines. The partnership aims to modernise the insurance company’s brand.

MAAGAP aims to make insurance more accessible for Filipino families, continuing its commitment to making it inclusive in the Philippines through digital innovation with Hashtag Interactive.

Through a brand refresh, MAAGAP seeks to forge connections with more Filipinos, solidifying its position as a forward-thinking non-life insurance provider.

Hashtag Interactive has collaborated with brands such as Danone, Electrolux, and Maybank. 

“This partnership marks an exciting new chapter for MAAGAP as we continue to evolve and adapt to the changing needs of the Philippine market. Strengthening our brand is a natural step in our commitment to making insurance smarter, faster, and more accessible for Filipinos,” Martin Dela Rosa, president and chief executive officer of MAAGAP, commented. 

“With Hashtag Interactive’s expertise in shaping impactful and memorable brand identities, we are ensuring that MAAGAP’s message is clear, compelling, and resonates with the right audiences as we drive our growth forward,” Dela Rosa added.

MAAGAP is the first non-life insurance provider in the Philippines to sign the United Nations’ Principles for Sustainable Insurance.

Recently, Triple P Capital and its investor group acquired an 85% stake in MAAGAP.

Indonesia – SMBC Indonesia, formerly BTPN, has unveiled a new commercial in collaboration with Ogilvy Indonesia and Seven Sunday Films, marking its brand transformation while highlighting themes of progress, innovation, and inclusivity.

The new commercial is more than just an announcement—it’s a bold statement of intent. It highlights SMBC Indonesia’s mission to empower all Indonesians, from entrepreneurs and businesses to individuals striving for a brighter future.

Directed by Seven Sunday’s RLV, the film uses symbolic imagery to vividly capture the evolution of SMBC Indonesia, ensuring the message resonates on a deeper, more emotional level.

“This project was about more than just a rebrand. It was about evolution, about carrying forward the trust and legacy of BTPN while introducing a new era of possibility. Every shot was crafted to symbolise progress, resilience, and the limitless potential its customers possess,” RLV said. 

With the launch of SMBC Indonesia, the brand entered a new phase, redefining its role as a modern financial institution. The rebrand marks a significant step toward the future.

Afeeq Nadzrin, executive producer at Seven Sunday Films, commented,  “The transition from BTPN to SMBC Indonesia is a defining moment. Our goal was to blend storytelling with innovation, delivering a piece that not only informs but inspires.”

“As SMBC Indonesia embarks on this new chapter with advanced financial solutions and a renewed focus on empowering communities, the bank is ready to support the country in navigating the ever-evolving economic landscape. The campaign is a bold declaration that SMBC Indonesia is here to shape the future,” added Nadzrin.

Kuala Lumpur, Malaysia – Sime Derby Berhad has announced its rebrand as Sime in order to reflect the Group’s vision for the future and its renewed strategic focus as a pure-play powerhouse in the automotive and industrial equipment segments.

In line with this, Sime also introduced its new tagline, ‘Bridging Opportunities’, encapsulating its leading role in driving growth and creating sustainable value across the region’s most dynamic markets.

The rebranding launch brought together key stakeholders, partners and employees in a celebration of the Group’s transformation. The event also featured an experiential exhibition highlighting Sime’s evolution throughout the years.

Moreover, the new brand identity will be progressively rolled out across all Sime operations and touchpoints in the coming months.

Dato’ Jeffri Salim Davidson, group chief executive officer at Sime, said, “For over 100 years, we have adapted time and time again to shifting market dynamics, and this evolution of our brand stands testament to our agility and resilience. We are especially excited about the vast prospects in Asia-Pacific, where we are at the heart of enormous growth potential. This transformation enables Sime to better serve our stakeholders while establishing a more distinctive identity in the market.”

He added, “Our new identity befits our purpose of bringing the best products and solutions to enable Asia-Pacific to move and to develop. It also brings forth our personality as a brand. As a reliable partner backed by a legacy of trust spanning more than a century, we combine deep market insights with innovative solutions. Our thoughtful approach ensures we remain responsive to the needs of our people, local communities and the environment, while working collaboratively with our partners to drive sustainable growth and win together.”

Dato’ Jeffri also stressed that the refreshed visual identity reflects their journey of transformation, featuring a modern design that honours Sime’s rich legacy while embracing a bold, future-focused aesthetic. Moreover, the new brand mark symbolises mobility and innovation, embodying the company’s role as a catalyst for progress across the Asia-Pacific region.

“This rebranding embodies who we are today and our bold aspirations for the future. By leveraging our century-long legacy and unwavering commitment to excellence, we will continue to bridge opportunities to drive innovation and unlock value for our stakeholders,” added Dato’ Jeffri.