Bill Wallsgrove is looking to collaborate with a raft of branding groups in his new role at strategy group Big Idea Brand Management, which he joined as creative director earlier this month.
He also plans to build a small in-house design team at BIBD. The in-house team, comprising senior creatives, strategic thinkers and account handlers, will work on ‘brand scaping’, he says, while consultancies will be responsible for ‘brand delivery’.
Wallsgrove is already working with his former employer FutureBrand, where he was creative director on the packaging side. He has also lined up collaborations between BIBM and Volcano, Vivid and another as yet unnamed group.
He is based in Volcano’s Covent Garden premises, where the group acts as BIBD’s ‘creative arm on consumer design’, says Volcano managing director Chris Sebire. Vivid managing director Andy Scott, whose clients include Philips Lighting, says any collaboration with BIBM is likely to be on household products.
Wallsgrove believes branding groups should work together sharing skills rather than compete for projects. ‘I believe the design industry is flawed,’ he says of traditional relationships.
BIBM, which plans to open an office in Singapore, was set up in 1999 by marketing specialist Robert Taylor, formerly at ICI. Its clients include B&Q for which FutureBrand worked on Tate Paints.
Wallsgrove describes BIBM’s offer as ‘a guarantee to build quality’. He plans to use it to build a model to service brands in non-traditional markets.