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Dyfed “Fred” Richards, the global creative director for Omnicom’s Interbrand, is moving to The Brand Union as worldwide creative director, consumer branding, a new position at the WPP Group company.
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.
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