Y&R: Y&R PK

Credits & Description:

Advertiser: YOUNG & RUBICAM
Agency: Y&R
Category: Household
Chief Creative Officer: Jim Elliott (Y & R New York)
Global Director/Creative Operations: Paul Schulman (Y & R New York)
Global Chief Creative Officer: Tony Granger (Y & R New York)
Senior Designer: James Tung (Y & R New York)
Global Creative Director: Marc Sobier (Y & R New York)

Brief Explanation
Y&R has over 180 offices around the world, and each one had its own separate identity. We needed to demonstrate our capability as a global network of closely connected creative boutiques. This positioning helps us create work that has culturally relevant insights and creative, market by market. But we also have the ability to bring the full force of the global network to bear on every brand and every assignment

Client Brief Or Objective
Create a new global identity system for the Y&R global network of advertising agencies.

Implementation
We believe the strongest global networks have the strongest local agencies because consumers connect, consume and commit to brands locally. So we developed an identity system that allowed the character of each office to show through. Each local agency was given the flexibility to represent themselves—through color, typography and texture—while the “Y&R” would be represented by the custom font designed for the global network.

Outcome
6,500 Y&R employees in 186 offices in 90 countries have new business cards, letterhead, posters and more company pride than ever before