Hollingsworth will join the consultancy in April, after serving out a six-month notice period as managing partner at 1HQ Vibrandt. However, Hollingsworth says he is unhappy with the length of his notice period, and is hoping to negotiate with 1HQ Vibrandt to allow him to join Futurebrand earlier.
Once at Futurebrand, Hollingsworth will report directly to executive global creative director Shane Greeves, and expects to head a team of about 30 branding and packaging designers.
‘I hope to create a culture of creativity that will allow us to surprise clients by giving them something extra that wasn’t in the brief,’ says Hollingsworth, who will oversee work for fast-moving consumer goods brands such as Nestlé, Unilever and Inbev.
Hollingsworth says, ‘I want to promote a culture that is not just politically correct, but that is a great fun place to be and that raises the consultancy’s reputation,’ says Hollingsworth.
Futurebrand claims Hollingsworth’s appointment is unconnected to this year’s restructure, which saw managing director Jasmine Montgomery, managing creative partner Tina Prior and head of strategy Piers Guilar axed (DW 19 March).
Patrick Smith, president and chief operating officer of Futurebrand Worldwide, says, ‘Securing the services of Hollingsworth has been our intention for some time. His strong reputation means we gain massive insight into a highly combative sector.’
In September, Futurebrand appointed creative director Stuart Dickinson (DW 24 September), and the following month rehired Chris Nurko as its global chairman (DW 15 October).
According to Hollingsworth, his position at 1HQ Vibrandt is ‘up for grabs’ and it is ‘yet to be decided’ whether an appointment will be made internally or externally.
PETE HOLLINGSWORTH’S 25-YEAR CAREER
1985-86 – designer, Interbrand
1986-88 – senior designer, Craton Lodge and Knight
1988-91 – design director new product development at Michael Peters
1991-93 – creative consultant, Coley Porter Bell
1993-2001 – managing director, Brown KSDP (Added Value Group)
2001-06 – managing creative director, Enterprise IG
2006-08 – managing creative director, Parker Williams Design
July 2008 – managing partner, 1HQ Vibrandt