Global independent brand agency Bulletproof is actioning a new brand strategy and platform, ‘Create Desire Through Disruption’ to mark its 25th anniversary.
After 26 years since conception, the agency – which has worked with top international brands such as Cadbury, Johnnie Walker, Booking.com, Tate & Lyle and the Football Association of Wales – has become a dominant force in the creative landscape.
Initially self-identifying as “media agnostic brand builders”, Bulletproof is now shifting its strategy to channel the same energy through targeted, specialist services.
Introducing new capabilities and talent, Bulletproof’s new strategy will help its clients face three of the toughest brand challenges faced in the modern marketplace namely; growth, differentiation and popularity.
“The past five years alone have seen a massive change in the business landscape; it’s unbelievable,” said Bulletproof founder and CEO, Gush Mundae.
“More than ever, to drive growth, standout and fandom for brands, clients need unrivalled creativity at a global scale. We understand the changing needs of brand owners; they need confidence their agency partner can deliver.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“It’s through our independence that we’re fortunate enough to be unbound by conventions. We exist without limits – from our approach to creativity to how we build our culture. It’s a seriously exciting time for Bulletproof.”
Alongside the opening of a new studio in Dubai, the agency’s new strategy will be accompanied by a series of senior appointments, with Kraft Heinz’s Sonia Abdipour joining as global head of innovation, former Havas stalwart Stefanie Kubanka joining as managing director and Sara Cobaugh and Greg Eckelman joining as senior strategy directors.
Talking about the agency’s new identity, Bulletproof chief creative officer, Nick Rees, says it “maintains [the] disruptive attitude that is so important to us”, with the added benefit of allowing for flexibility across a wide spectrum of brands.
“We’ve evolved colour, type, art direction, and digital expressions, alongside a new ‘B’ ident – there’s something truly compelling about distilling years of collective experience down into one symbol that represents our team,” he continued.
“While we will always embrace detail and beauty, it’s these concise expressions of brand that are the most desirable. It’s a simply elegant form with a distortion or ‘disruption’ that embodies our ethos. Each stroke has a subtle nod to the black markers used in street art, where our journey began.”