FutureBrand

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

FutureBrand is a global brand consultancy specializing in brand strategy, identity design, and brand management for large corporations, governments, and institutions worldwide. The firm works across the full brand lifecycle — from brand creation and repositioning to visual identity systems and brand governance — serving clients across sectors including aviation, financial services, consumer goods, and public sector organizations. Its work sits at the intersection of strategic consulting and creative design, making it a significant player in the marketing services ecosystem. FutureBrand operates as part of McCann, itself a major network within the Interpublic Group (IPG). The consultancy has built a reputation for high-profile rebrands and brand transformation projects, with notable work including national airline rebrands and major corporate identity overhauls. Its global network of offices allows it to serve multinational clients with locally informed brand thinking. In 2025, FutureBrand's global CEO and entire executive leadership team exited the business amid restructuring at McCann and the broader context of the looming IPG-Omnicom merger. This leadership transition marked a significant moment for the consultancy, though it continues to operate as a distinct brand consultancy entity within the McCann structure. FutureBrand competes with other top-tier brand consultancies such as Landor & Fitch, Interbrand, and Wolff Olins.