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Enterprise IG – the global brand agency of WPP – has rebranded and will now be called The Brand Union. At the heart of the agency’s new identity is the concept of “brand mastery.”
 
“We want to be valued for mastering the art and science of brand building,” says Simon Bolton, The Brand Union’s worldwide CEO, in a company statement.
 
“This brand relaunch is much more than just a name change,” Hermann Behrens, The Brand Union’s CEO for the Middle East, tells Communicate. “It’s accompanied by so many different aspects of branding and a new approach to the way we do things. The name change is obviously quite significant – it’s revolutionary in itself. But much more than that, it’s about Enterprise IG moving into the next sphere of development as The Brand Union.”
 
The new name, Behrens says, reflects the fact that much of Enterprise IG’s growth, globally, was based on acquisitions of leading brand agencies in various regions. But mainly, he says, it is supposed to convey that “we are unified, but not uniform. Although we’ve now aligned our brand mastery strategies throughout the world, we still retain the flexibility to deal with each individual client based on their needs.”

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