Interbrand to forge APA name

Merging metals giant APA has appointed the Interbrand group to create a new name and positioning for the conglomerate internationally.

The appointment of the global design group comes after a seven-way pitch involving Enterprise IG, Identica, Raymond Loewy International, Canadian group Gottschalk & Ash, the US arms of Interbrand and Wolff Olins, and Lippincott & Margulies (DW 29 October).

APA is the interim name for the merging aluminium businesses of Alcan, Pechiney and Algroup. An Alcan spokesman says: “They were all good contenders for the work but it’s a question of fit. Interbrand clearly won the day.”

He points to the global structure of Interbrand as another relevant factor in the appointment, suggesting that the international nature of the identity project called for a branding consultancy with global reach on the ground. Interbrand is part of the Omnicom network.

The first branding results are not likely to emerge for a number of months, he adds.

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