FutureBrand

A globally recognized brand transformation consultancy competing at the top tier of the brand strategy and identity market, operating within the McCann/IPG network.

FutureBrand is a leading global brand transformation consultancy operating as part of McCann, itself within the Interpublic Group (IPG) network. The firm specializes in brand strategy, brand identity, and brand management, helping major corporations, governments, and organizations redefine and evolve their brands to drive business growth and cultural relevance. With offices spanning multiple continents, FutureBrand serves a diverse portfolio of blue-chip clients across industries including aviation, financial services, consumer goods, and public sector organizations. FutureBrand's methodology combines strategic consulting with creative execution, offering services that range from brand positioning and naming to visual identity systems and brand governance. The consultancy is known for high-profile rebranding projects and its proprietary Country Brand Index, an annual study measuring the strength of national brands globally. Its integrated approach — blending research, strategy, and design — distinguishes it from pure creative agencies and pure management consultancies. In 2025, FutureBrand's global CEO and entire executive leadership team exited amid restructuring by parent company McCann, coinciding with the anticipated completion of the Omnicom-IPG merger. Despite this leadership transition, FutureBrand continues to operate as an active entity within the McCann portfolio, with its global network of offices and client relationships remaining intact. The firm remains a recognized name in brand consultancy, competing with the likes of Landor & Fitch, Interbrand, and Wolff Olins.