Clare Fuller, former BamberForsyth Fitch director, latterly with Roundel, has become the first recruit to Promise Corporation, the nascent ‘brand business’ set up by ex-FutureBrand Europe, Middle East and Asia chief executive Charles Trevail with consumer psychologist Roy Langmaid.
Fuller starts work in January as one of the group’s three co-directors, after a short tenure at Roundel (DW 19 December 2002). Promise is still ‘putting together a shopping list of products’, she says, though its offer is likely to be based around high-level brand strategy and change management.
According to Trevail, ‘branding has become a more technical discipline [and] there have been a lot of branding mistakes in the last five years. We think there is a lack of senior people with experience able to advise clients on quite tricky branding-related issues.’
Promise is a public limited company, adds Trevail. He hopes to have 25-30 people and an office in New York ‘within two years’.
Trevail says Promise could potentially offer consultancy across ‘all branding-related disciplines’. However, the fact that D&B, the group established by erstwhile FutureBrand retail specialists David Davies and Stuart Baron, is a ‘partner company’ may indicate future working arrangements.