Bonadio to head Identica

Identica is to appoint The Body Shop global creative director Franco Bonadio as its new UK chief executive, Design Week can reveal.


Jean-Luc Viard-Gaudin, general manager of Identica, confirmed that Bonadio is being drafted in to take the reins at the group, following the departure of its founder Michael Peters. Bonadio is a former executive creative director at the recently renamed Enterprise IG. ‘We chose Franco Bonadio because we think he is an outstanding creative business leader, and we believe in creativity, first and foremost,’ says Viard-Gaudin. ‘He will play a dual role, focusing on the business perspective and acting as chief creative officer. We believe Franco’s experience at Fitch, Landor and Enterprise IG, as well as his time at The Body Shop, will be invaluable to him as he takes on the role of chief executive at Identica.’ Peters stepped down from the business in September, having sold it three years ago to the Canadian communica – tions con glomerate Cossette.


Peters has pledged to remain as a consul tant with the group, in order to facilitate some of Identica’s key client relationships.


Bonadio will assume the top management role for Identica’s UK operations in the first week of January, assisted by Viard- Gaudin, who will report in to him. Viard-Gaudin is understood to have headed the search for a replace ment and approved the appointment personally.


In July, Identica promoted Chris Riley to the position of senior creative director, replacing Dana Robertson (DW 25 July). Viard-Gaudin denies that there will be any further management restructuring, claiming that the company is to focus on expanding its Russian business, and on ‘taking Identica to the next level’. Bonadio declares that he wants to take Identica ‘to the next level’. He says, ‘My remit is to build on the strong creative heritage of Identica. I believe we have the opportunity to become clients’ first choice, by building a reputation for innovation.’


Bonadio’s first significant position was as design director at Fitch in 1990. Following this he held four successive creative director at Landor’s branding division, Enterprise IG, ethical communications agency C21 and The Body Shop.


CHANGING OF THE GUARD
1992 Michael Peters establishes branding consultancy the Identica Partnership
2003 Identica sold to Canadian communications group Cossette July 2007 Identica promotes Chris Riley to role of creative director, replacing Dana Robertson. Riley joined Identica in 1994
September 2007 Peters steps down as Identica chief executive
November 2007 The Body Shop global creative director Franco
Bonadio is appointed chief executive of Identica

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