The Partners has been appointed to create the identity for a new 10bn mining company, after a proposals pitch against Interbrand Newell and Sorrell, Wolff Olins and Lambie-Nairn @The Brand Union.
Named Anglo American, the company will be formed by the merger of Anglo American Corporation of South Africa and Luxembourg-based Minorco. The deal has been approved and will go live in March 1999.
The Partners will initially work on strategy with the client in South Africa. It will then work to translate that strategy into an identity in time for the new company’s launch.
The consultancy has yet to make any decisions regarding Anglo American’s literature portfolio and new media presence.