Richards’ hire reflects the shift in business mix at The Brand Union, where the packaged goods category has doubled in size to about 50 percent since chief executive Simon Bolton joined the company six years ago. Previously, corporate work accounted for the lion’s share of The Brand Union’s business.
“Four to five years ago, we did not have the client roster we have today," Bolton said. "Fred has the experience to build a community of knowledge for us. He’s so fascinated with consumer behavior, and that drives all his thinking. We’ll benefit from his bringing that direction to all our work.”
The Brand Union works for CPG clients like The Absolut Co., Reckitt Benckiser, GSK, Mars and Kellogg’s. While at Interbrand, Richards led creative efforts for marketers like Procter & Gamble, Bayer, Wrigley, AT&T, Lowe’s and Kroger. Richards, who has been based in Cincinnati, is moving to New York for his new job, which he starts next month. He’ll work closely with U.K.-based Dave Brown, who is worldwide development director, consumer branding, and will report to Bolton.
The Brand Union, with 22 offices, was formerly known as Enterprise IG and created out of WPP design and branding companies like Samson Tyrell in the U.K. and America’s Anspach Grossman Portugal.