FutureBrand – the brand-led business transformation company that has helped transform household names such as American Airlines, Sanofi, McDonald’s, NatWest and Barilla – has appointed Lauren Maynard as its new Global Chief Growth Officer.
The appointment encompasses a broader strategy within FutureBrand to strengthen the company’s global offerings, covering brand strategy, design consultancy and customer experience across packaged goods, retail, luxury, hospitality and other industries. In her new role, Maynard will be responsible for overseeing FutureBrand’s global marketing efforts, as well as driving the strategic growth across all 20+ offices globally. In particular, she will focus on ensuring the breadth of the agency’s offerings are aligned to help clients connect their brands to experience and design creativity that reaps a tangible return on investment.
“Lauren’s appointment will further solidify FutureBrand as the choice partner for building brands that can transform a business’ future,” said Nick Sykes, Chief Executive Officer of FutureBrand. Sykes continued, “Lauren is familiar with the complex business and organizational challenges that our clients face. Her previous experience at McCann Worldgroup has enabled her to move quickly through our global capabilities and has entrenched her in our powerful global network, ensuring that she can cater to our clients’ needs through building bespoke teams across FutureBrand’s capabilities and in partnership with our wider network. Lauren’s personal ethos as well as her background makes her the perfect candidate to usher FutureBrand into our next stage.”
In her former role as Global Managing Director, Advisory Services, at McCann Worldgroup, Maynard built a global client advisory business, developing future-facing marketing strategies and advising companies going through M&As and business expansion. Her clients ranged from leading coffee brands to multi-national credit card services. Prior, she was a management consultant at Bain & Company with a focus on marketing strategy and operating model design.
Maynard commented, “I’m looking forward to further leveraging the power of FutureBrand’s offerings on a global level to maximize business impact for our clients. Our worldwide presence is a powerful aspect of our business; our flexible, agile model allows us to tap into the most appropriate experience and expertise each of our offices can deliver for a client. Consequently, much of my time will be focused on deepening the global systems and practices – the connective tissue – that makes FutureBrand the preeminent global brand strategy, design, and experience agency.”
FutureBrand is a brand-led business transformation company. We believe that brand is behaviour, that’s to say, how an organisation’s products, services and people show up in the world and how they make audiences feel when they do.
As such, our mission is to bust the myth that brand is somehow abstract or intangible and is, on the contrary, a highly tangible and measurable lever of lasting and meaningful business change, progress and profit. There is nothing more real than the things we eat, drink, work for, live in, travel on and experience every day.
At the heart of what we do for our varied client partners across the world is connect credible purpose with real-world experience. Or to put it another way, help them practise what they preach. We structure and evidence this through proprietary models, most notably the FutureBrand Index, an annual and ongoing assessment of the future brand strength of the world’s top 100 companies and the FutureBrand Transformation Ladder, a project planning and tracking tool that connects design creativity, experience and brand metrics with critical marketing and business outcomes. Our clients include American Airlines, Nestlé, Sanofi, McDonald’s and most recently, Air India. For more information visit futurebrand.com.