Superunion launches as next-generation brand agency: Benedict Gordon named CEO in Asia

The launch of Superunion, a next-generation global brand agency, offering clients access to a wider, more connected range of strategic and creative services, took place in London yesterday (23rd January 2018). The new agency will be led by Global CEO Jim Prior and Simon Bolton as Executive Chairman, with Benedict Gordon taking on the role of CEO in Asia.

Benedict Gordon, Superunion’s CEO in Asia, (pictured) said, “Superunion is our goal as well as our new name. Our purpose is to create powerful connections that unite organisations and people, and we’ll do that by matching our best and brightest talent across Asia with the ambitions of the region’s leading brands.” Jim Prior, Global CEO at Superunion, said: “The world needs creative solutions to stimulate growth, in a way that traditional approaches alone cannot achieve, which is why we have formed Superunion. That creativity has to be applied at the centre of the business, where it can affect things like innovation, product and service, recruitment and retention, culture change, people’s experience of the brand, and the driving purpose of the organisation. We will offer more integrated services, high level strategic relevancy and closer connections to audiences, building stronger brands that drive our clients’ success.” Simon Bolton, Executive Chairman at Superunion, said: “We want our clients and their brands to build great, mutually beneficial relationships with their customers, various stakeholders and society at large. While it’s a big goal, we believe it gives them a much bigger chance of long-term success. Using our core principle of creative optimism and bringing the power of creativity to organisations, we are creating union that drives business growth.”

Superunion has a network of 750 people, with 23 offices in 18 countries, and client billings in excess of $100 million worldwide; its global clients include Diageo, FIFA, Ford, Bank of America Merrill Lynch and Vodafone. Superunion works regionally with brands including Tencent, Guangzhou Automobile Company, Oppo, Alibaba, Amnesty International, the Hong Kong Jockey Club, NTUC Fairprice and Zalora. It is designed to answer the needs of clients today by enabling them to engage with a wider array of specialists, provide a more connected set of services, and will make strategic, creative and client-focused excellence accessible at scale. As announced in September 2017, the new agency brings together the expertise of five WPP agencies: Brand Union’s strategic strength and global influence, The Partners’ award winning creative excellence, Lambie-Nairn’s unparalleled history in identity and motion graphics, Addison’s unique understanding of corporate audiences, content development and digital delivery and the premium packaging offer of VBAT (which will continue to operate under the VBAT name). By combining these five specialist agencies, Superunion is able to work with clients across a broader spectrum of critical audiences than its competitors. These include corporate, consumer, customer and talent, and together provide a more complete view of the role of brand in driving strategic advantage for clients. Superunion has more senior level, strategic and creative leaders who will help organisations rethink how their most ambitious goals can be achieved, applying upstream creativity to the heart of business not just its outward expression.