The organization responsible for marketing the United States to world visitors unveiled ‘Brand USA,’ America’s first-ever global consumer brand. Formerly known as the Corporation for Travel Promotion, but now doing business as Brand USA Inc., the group introduced its global brand positioning and strategy before an international audience of travel professionals and destinations in London. The creation of America’s new global brand is the first critical step in the development of the nation’s first unified marketing effort. Brand USA Inc. will launch their first official advertising and marketing campaign in the spring of 2012 to invite world guests to visit America for leisure, business and scholarly purposes.
The Brand Union
Managing Director from New York moves to London office to head up European offering.
Global branding agency, The Brand Union, has appointed Toby Southgate to run the highly successful London office, overseeing a range of clients including Argos, Airtel, Reckitt Benckiser, Bird & Bird and Premiership Rugby. He will report directly to Worldwide Chief Executive Officer, Simon Bolton.
The Brand Union (part of WPP), one of the world’s leading brand consultancies opened The Brand Union Moscow office in the heart of the capital. The Brand Union have created identities for American Express, Absolut and Bank of America; done product branding and brand environments for SAB Miller, Masterfoods, Unilever, Motorola and Diageo: and helped grow and position corporate giants like Credit Suisse, Barclays Bank, Deloitte and Vodafone.