Should we make socially irresponsible brands appealing again?
These are challenging times to evaluate whether or not we should work with brands that refuse to keep up with consumer attitudes about social change.
Bic is co-founder and head of 3D Design at Brown&co. He has been working creatively and strategically with brands for over 30 years. He is renowned in the design industry, having co-founded two front-running agencies in branded FMCG 2D/3D design. In 1990, he helped set up Tin Horse and successfully built strong relationships with blue-chip companies such as Kodak, BP and Unilever. Looking to further integrate 2D identity with 3D design, Bic joined Blue Marlin in 1999 as Creative Director to build an innovation and structural arm to the established FMCG business. He created a London studio and led a new-product and innovation team. Over four years he developed a successful differentiated innovation offer and won significant new business with companies such as Shell, Cussons and Cadburys. In 2004 Bic co-founded Echo Brand Design, with a fully integrated multi-disciplinary approach to FMCG. Over the next decade Echo became a leading brand agency, appointed to the rosters of Unilever, GSK and Molson Coors and sole provider of brand design services to O2. In 2013 it was appointed brand guardian of Unilever brand Rexona. Echo was also a finalist in the 2012 London Olympic torch design contest and has won several DBA Design Effectiveness Awards.