Tag: Rebrand

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.

India – After its acquisition by Bain Capital, Adani Group’s Adani Capital and Adani Housing Finance enlisted Conran Design Mumbai, a Havas-owned brand and design consultancy, to spearhead the rebranding to Tyger Capital and Tyger Home Finance.

The new Tyger Capital and Home Finance target an underserved Tier 2 to Tier 5 audience of budding entrepreneurs and first-time homeowners who seek credible, quick, and hassle-free loan approvals. 

As part of the rebranding initiative, Conran Design Mumbai was entrusted with developing the brand strategy, naming, and creating a cohesive brand identity, along with activating it across all touchpoints. The agency was tasked with crafting a brand that emphasises customer-centricity, agility, and digital innovation.

Anchored in flexibility, speed, and transparency and driven by a core belief in empowering customers to fulfil their dreams, Conran Design Mumbai introduced the bold name ‘Tyger,’ encapsulating the brand’s key attributes.

The newly launched Tyger Capital and Home Finance is designed to serve the underserved Tier 2 to Tier 5 markets, focussing on budding entrepreneurs and first-time homeowners seeking credible, quick, and hassle-free loan approvals.

Tyger’s new brand identity embodies speed, motion, and protection through dynamic green and trustworthy blue colours. The logo features a rupee symbol subtly integrated into the letter ‘R’, alongside horizontal lines and a forward arrow conveying agility. Unique elements like ‘The Window’ and ‘The Spotlight’ create a striking visual narrative that showcases Tyger’s world and the entrepreneurial stories it supports.

The rebranding initiative also involved developing a comprehensive suite of templates, a launch film, and detailed brand guidelines to ensure consistency and amplify the brand’s presence.

Gaurav Gupta, founder, CEO, and MD of Tyger Capital, said, “Conran Design Mumbai approached the rebrand of Tyger Capital and Home Finance with bold thinking and agility, embodying a true ‘one team’ spirit. This collaborative effort has resulted in a new brand purpose that transcends mere transactions, powerfully reflected in the name and identity. The rebranding initiative has successfully carved out a distinctive position for Tyger Capital and Home Finance within the industry.”

Meanwhile, Geet Nazir, managing director of Conran Design Mumbai, commented, “Conran Design Mumbai is proud to have partnered in the creation of the Tyger brand. It is rewarding to see the role design can play in bringing a larger vision of financial inclusion to life. Working alongside Gaurav and his wonderful team, who trusted us to realise their ambition to uplift and empower the nation, has been an incredible journey.”

Kuala Lumpur, Malaysia – airasia academy, Capital A’s digital edtech company, has recently rebranded as ‘Outclass’, a learning experience platform designed to enable individuals to develop in a changing workforce context. 

Outclass expands on airasia academy’s tradition of bridging the computer skills gap, it now provides a personalised learning experience to assist users in achieving their career goals.

Individuals and organisational leadership can use Outclass as a tool to meet talent development needs, enable worker potential, and get ready for a changing market. With aspirations to grow into in-demand fields like sustainability and ESG through a relationship with the United Nations Global Compact (UNGC), it now provides fifteen career options in the technology industry. 

Outclass also stands in contrast to typical Learning Management Systems (LMS) with its full Learning Experience Platform (LXP). This versatile platform meets both individual and organisational needs. For individuals, Outclass uses the Big Five OCEAN-based personality test, co-developed with experts from Universiti Kebangsaan Malaysia’s Institute of Ethnic Studies (UKM KITA), to personalise the learning journey and empower career growth by matching learners with the most appropriate career tracks.

The platform creates a highly dynamic environment by creating performance-based goals, providing analytical dashboards, and issuing certificates. For businesses, Outclass provides flexible, and scalable LXP solutions with white-labelling possibilities. 

YB Gobind Singh Deo, Minister of Digital Malaysia, said, “The Ministry of Digital Malaysia is honoured to witness the launch of Outclass today, a pivotal step in advancing digital reskilling and upskilling in Malaysia. This initiative is a testament to our unwavering commitment to equipping the nation’s talent with the digital competencies to thrive in a rapidly evolving landscape. Outclass will serve as a beacon of opportunity, providing tailored courses that meet the needs of our digital economy. The ministry commends Capital A for its steadfast support and dedication to driving digital inclusion and education, and we look forward to seeing the positive impact Outclass will have on shaping the future of our workforce as we thrive in IR4.0.”

Meanwhile, Aireen Omar, president (Investment & Ventures) Capital A and executive director of Outclass, said, “As we launch Outclass, we are excited to introduce a revolutionary platform designed to empower individuals and businesses alike. Outclass personalises the learning experience, leveraging artificial intelligence (AI) to recommend the best career paths based on your personality, ambitions, and skills. Soon, Outclass will be available across Asean, starting with Singapore, Thailand, the Philippines, and Indonesia, inspiring and equipping a new generation of professionals to excel and shape the future.”

Australia – XPO: The Mars Agency, the connected commerce company, has officially rebranded as Mars United Commerce to reflect its transformation into an enterprise-wide solutions partner for the commerce marketing industry. 

The company’s new name is now adopted by all of The Mars Agency’s operations around the world, a name that depicts its transformational growth into a full-service commerce marketing partner for brands and retailers.

Mars United Commerce’s rebranding reflects not only the company’s global reach but also the company’s past, present, and future commitment to operating as an enterprise commerce partner that delivers all the solutions brand and retailer clients need to grow their businesses. 

Mars United Commerce fully embodies the ongoing evolution of the commerce marketing industry, which has become a vast, complex array of shopping channels and engagement opportunities that must be mastered individually to deliver programme-level success but also managed collectively to drive company-wide growth. 

Significant investments in technology and infrastructure have positioned Mars United Commerce as global leaders in four key disciplines: strategy and analytics, retail media and eCommerce, content and experiences, and retail consultancy. These areas form a ‘United Commerce Ecosystem’, providing clients with essential expertise to navigate the complex commerce marketing landscape. 

The company’s proprietary ‘Marilyn Commerce Marketing Technology Platform’ enhances core strengths like shopper insights, deep retailer intelligence, and creative excellence, helping clients make better decisions, create connected experiences, and drive stronger business results.

Moreover, strategic acquisitions, including XPO Brands in 2022, have expanded the company’s reach and capabilities, bringing comprehensive commerce marketing solutions to new regions. Since aligning with The Mars Agency, XPO Brands has rapidly extended its passion and expertise across retail media, ecommerce, measurement, and analytics.

Mars United Commerce now encompasses a workforce of 800 professionals across North America, Europe, Australia, New Zealand, and Asia, all experts in specific functions but also trained and certified in every aspect of commerce marketing. 

Sally Tobin, managing director for Mars United Commerce ANZ, said, “We’re so very proud of the equity we’ve built around the XPO name and the reputation we established for excellence in shopper and experiential marketing. Since joining The Mars Agency, we’ve moved beyond those roots to grow capabilities and gain equity in other key areas of commerce marketing. It’s only natural, then, for us to now join the rest of Mars in adopting a new name that better represents everything we can do for clients in the region.”

She added, “With The Mars Agency’s support, we’ve become a more complete commerce partner for our clients. As part of Mars United Commerce, we’ll be bringing even more opportunities to the region.” 

Also speaking on the rebrand, Rob Rivenburgh, global CEO, shared, “The Mars Agency has long been known for relentless reinvention, for staying ahead of industry trends to build expertise in the emerging skill sets our clients need to drive sustainable business growth. We have best-in-class capabilities across the full spectrum of commerce marketing and an unmatched ability to unite them to drive even greater success for our clients. That’s what Mars United Commerce says to the marketplace.”