Landor sets up interactive branding arm

Landor in San Francisco is setting up the Interactive Branding Group to help its clients move their brand communications into new media environments. The arm is headed up by Burt Cummings as executive director with Eliott Jones as executive producer.

“Too many websites suffer from ‘gizmo’ overkill, the absence of any coherent business or branding strategy, or the lack of proper control,” says Cummings.

The new group will be a global practice, and “Landor London will be an aggressive competitor in the interactive arena”, says a group spokesman in San Francisco.