Principle is strengthening its strategy and consulting capabilities with the launch of a new business unit called Principle Intelligence. This new team will focus on brand and business consultancy, setting strategic directions and developing platforms for growth in partnership with clients globally.

The new unit will be led by Veb Anand, former head of brand strategy at WPP Brand Consultancy, Superunion. Veb joined Principle earlier this year, and has worked with its global leadership team to build and integrate a brand consultancy offer alongside Principle’s established business in design, programme management, and brand implementation. The new unit will focus on creating extraordinary brand value through thoughtful and collaborative problem solving, while remaining grounded in the practical realities of brand implementation.

This new team will focus on brand and business consultancy, setting strategic directions and developing platforms for growth in partnership with clients globally.

In his previous roles at WPP and Omnicom’s Interbrand, Veb has led transformational brand initiatives for some of the world’s leading companies including HSBC, Dell Technologies, Equinor, IAG parent of British Airways, and CBRE. Under his leadership, Principle will fortify its consultative offer in the areas of insight development, positioning, naming, portfolio strategy, messaging as well as brand management and measurement.

Principle CEO Victoria Woodings, says, “Over time, we’ve become trusted partners to many of our clients through our global brand guardianship and implementation programmes. Veb’s appointment enhances our ability to consult to clients around driving greater value through strategic development of their brands and identifying new platforms for growth globally.”

Now with a brand and business consulting arm, Principle is well positioned to deliver on its core belief that powerful, well-implemented brands are instrumental in realising business vision and creating sustainable growth.