Landor & Fitch

One of the world's largest and most established brand consultancies, operating as a premium WPP-owned firm competing at the top tier of global brand strategy and design

Landor & Fitch was formed in 2020 when WPP merged two of its most storied brand consultancies — Landor Associates (founded 1941) and Fitch (founded 1972) — into a single, unified global firm. The combined entity brought together Landor's deep heritage in brand strategy and identity with Fitch's expertise in retail, product, and experience design, creating a more comprehensive end-to-end brand transformation offering. The merger was positioned as a strategic move to deliver greater scale, integrated capabilities, and a stronger competitive stance against independent brand consultancies and other WPP-owned design networks. Operating under the WPP umbrella, Landor & Fitch serves a broad roster of Fortune 500 companies, global consumer brands, and public sector organizations across industries including FMCG, financial services, healthcare, retail, and technology. The firm's work spans brand strategy and positioning, visual identity systems, naming, packaging design, retail environments, and digital brand experiences. With offices across major global markets including London, New York, San Francisco, Paris, Sydney, and Shanghai, the firm maintains a significant international footprint. In 2023, WPP further rebranded the entity simply as 'Landor,' retiring the '& Fitch' designation, signaling a continued evolution of the combined brand's identity in the marketplace.