BrandCap, a London-based business consultancy, has opened an office in New York, its first oversees practice. David Martin, industry stalwart and former Interbrand President, will act as Chairman of the new US office.
Founded in 2013, by Manfred Abraham, who formerly headed Interbrand’s consulting team, BrandCap is a consulting firm that operates at the intersection of branding, design, digital and management consultancy (coined ‘next generation business consultancy’ by Abraham. The London-based firm supports clients with a range of offerings, including strategy, brand architecture, visual identity, digital execution, customer experience, employee engagement and training, and consumer insights and foresight.
Over the past three years BrandCap has grown rapidly in the UK, becoming one of the few organisations in the country that has achieved ‘scale up’ business status (less than 1% manage to do so), and, on the back of its ‘proven approach’, the firm has decided to expand its wings into the US. The new office, based in New York – according to a recent A.T. Kearney study the world’s second most attractive city for business, trailing just London – will be headed by David Martin, the former President of Interbrand New York. “In all my years in the industry I have never come across a more strategic and creative group of people,” reflects Martin. “I’m delighted to be involved with this exciting venture and have no doubt that business success will be instantaneous. We can’t wait to replicate our unique approach in the US and help more American brands achieve sustainable business growth.”
Martin has been tasked with driving the strategic direction of the practice, business development and building an on the ground team and track record. He will also have a client-facing role at key accounts. The US head will be supported by Ryan Arshad, a Director at BrandCap in London, who will relocate to New York as Managing Director. Arshad will also be client facing and responsible for the day-to-day running of the business including recruitment, new business and team leadership. CEO Abraham will support both from the UK.
“The US market is obviously much larger than the UK and more complex, but it is full of opportunity and is open to a new way of working,” comments Arshad on the potential, but also challenges that lie ahead. BrandCap will however not start from scratch in the US (an industry valued at $55 billion) – the consultancy already has a number of longstanding client relationships in the market including Frontgate (part of Cornerstone, Carlson Rezidor, Fruit of the Loom, Spalding and Russell Athletic.