Colemanbrandworx looks to expansion in the Middle East

Colemanbrandworx Worldwide Partnership, the US strategic branding consultancy, is looking to build its international network across the Middle East, following the launch of its first UK division, run by Bloom.


Owen Coleman, the Coleman Planet founder who set up the consultancy known as CBX, says it is unlikely that he will bring on board more European partners at this stage, but that the growth is ‘happening by osmosis’. The idea is to appoint Coleman’s former colleagues to run design-centric projects under CBX for various clients in the international market.


Bloom joined as a CBX network partner last November, with Bloom co-founder Ben White and managing director Jill Marshall running CBX UK as joint managing partners. Other CBX partners include Dil Brands, which forms part of the CBX Americas office, and Milford ID, which operates as CBX Europe. All of the CBX network partners have joint venture agreements. ‘The partners, along with many of the staff, have worked together for ten to 15 years, through several changes of name and ownership,’ says Coleman.


Owen Coleman launched CBX in 2003 with operating offices in New York, Minneapolis, Los Angeles and San Francisco. The start-up venture followed his departure from the Interpublic Group.


Coleman has been in the industry over 40 years. He set up the design group Coleman Group in 1966, which later became the Coleman Group Worldwide in 18 countries. This merged with London packaging group Planet Design in 1997 as Coleman Planet. Coleman merged again with IPG stablemate FutureBrand in 2000, renaming Coleman Planet as FutureBrand (Consumer) in January 2001. The CBX network brings many former colleagues back together.


‘We are not a bunch of strangers in offices around the globe. We trust each other with our valued clients. We have a similar background and track record of being client- focused,’ adds White.

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