FutureBrand opens in Germany

FutureBrand will open its first German office next week in collaboration with advertising agency McCann World Group Germany.

The Hamburg office is FutureBrand’s fifth venture outside of London, adding to sites across Moscow, Milan, Madrid and Paris, and is part of the consultancy’s European expansion plans.

Managing director of the Hamburg office and former executive creative director of McCann, Günter Sendlmeier explains that an attempt at collaboration was first made two years ago.

He says that now, however, the time is right, with FutureBrand entering a marketplace alongside international consultancies including Landor Associates, Interbrand, The Brand Union and German group MetaDesign.

McCann and FutureBrand already have an established working collaboration in Moscow.

The sort of opportunities available in Germany, he says, are with international German companies like Siemens and Lufthansa – brands that dominate the German market but that are perceived as challenger brands in the UK – as well as smaller ones.

The Hamburg office will offer identity, packaging, brand strategy, brand architecture, brand innovation and other ‘under the label’ services, capitalising on the growing demand among McCann’s clients for a more design-led approach.

The team will be employed and operate under FutureBrand, but will share fees with McCann.

FutureBrand’s UK clients include Arcelor Mittal, Procter & Gamble, Microsoft, Nakheel, Intel, Barclays Premier, Nokia, Nestlé, MasterCard, UPS and Unilever.