Singapore – Integrated communications network WPP has officially launched its new global design company, Design Bridge and Partners. The new firm is a result of a merger between Design Bridge and Superunion, which was announced in 2022.
The two complementary companies come together with a vision to fundamentally redefine the role of design “for a new era,” positioning it at the forefront of business growth and social change through consumer, business and experience design.
John Morris, formerly CEO of Design Bridge, will serve as Group CEO, and Jim Prior, who was previously CEO of Superunion, will become the new company’s chairman. Meanwhile, Mark Budden will pick up duties as chairman for Asia-Pacific.
“We fundamentally believe that design is one of the most powerful tools in business, and yet it’s historically been underutilized. As Design Bridge and Partners, we’re on a mission to change that, and simultaneously help shape the future of organizations worldwide by unleashing the full power of design,” said Morris. “For us, it’s not just a matter of what design is, but also what design can do, for brands, businesses, people and the planet —and the role design can play in answering the fundamental questions of the world today.”
Budden added, “We believe that design is the singular thread that can unify any brand, able to create distinct meaning inside every moment, interaction and customer touchpoint. At Design Bridge and Partners, we’re helping brands across sectors harness this incredible power and simultaneously redefining the role of design in our world at the same time.”
WPP shares that Design Bridge and Partners is uniquely positioned at the leading edge of design to address client challenges. It will be pulling together top talent from across its 850-person strong network operating in 12 countries to help “unlock potential” for brands, businesses, and people alike.
In Asia, Design Bridge and Partners currently has studios in Singapore, Hong Kong, Thailand and China with clients such as Diageo, HSBC, Tencent, Colgate-Palmolive, The Coca-Cola Company, Trust Bank, Resorts World, Unilever, Mondelēz and Shangri-La in their remit.
Alexandra Cerruti, the managing director for Singapore, Southeast Asia, and India, said, “With a team of 100 people united under the same roof in Singapore and growing satellites in the region, we are now this powerhouse of design and can expand our partnerships with top clients in the region but also recruit the best talents.”
The company boasts centres of excellence in strategic locations such as New York, London, São Paulo, Amsterdam, Singapore, Madrid, Berlin, and Shanghai. It will be offering brand strategy, identity, experience, and brand guardianship, which will include graphic, motion, digital, physical, and communication design.
“It’s no secret that our world is at a tipping point, globally tied together and yet fragmented in ways which we might not have imagined previously. Design will not only help answer the big questions, how we progress as people, as businesses, but ultimately help to create both harmony and connection as well,” added Morris.
One-half of the merger, Superunion, had been responsible for the brand management of top brands in the region prior to being consolidated into the new firm. These include Shangri-La Group, World Table Tennis, Trust Bank, and even taking after the branding of cities such as Shenzhen’s Nantou City.
