Wally Olins
Encyclopedia
Wally Olins is a practitioner of Corporate identity
and brand
ing. Born 19 December, 1930.
After studying history at the University of Oxford
he went into advertising in London. He was sent to India and his first big job was as head of what became Ogilvy and Mather in Mumbai where he lived for five years.
He came back to London and co-founded Wolff Olins. There he was Chairman until 1997. He founded Saffron Brand Consultants in 2001 with an ex-colleague from Wolff Olins, Jacob Benbunan.
Wally Olins has advised many of the world’s leading organisations on identity, branding, communication and related matters. These include 3i
, Akzo Nobel
, Repsol, Q8
, The Portuguese Tourist Board, BT, Prudential, Renault
, Volkswagen
, and Tata. He has acted as advisor both to McKinsey and Bain on branding and marketing.
He has worked for a number of cities and countries on national brand image including London
, Mauritius
, Northern Ireland
, Poland
, Portugal
, Vietnam
.
Wally Olins has written several books including the seminal work ‘Corporate Identity’. His book ‘Wally Olins: On Brand’ was published in 20 countries. His newest book 'Wally Olins: The Brand Handbook' was published in May 2008.
He has taught at many Business Schools including London Business School
, Said Business School
at Oxford, Lancaster University
, Imperial College Business School, Copenhagen Business School
and Duxx University in Mexico and he holds seminars on branding and communication issues around the world.
On 9 September 2010 Wally Olins was appointed to create a brand idea and brand identity for the state of West Bengal
, India three months after he had met the chief minister of the state with a proposal to position the state as a place to invest in, study in, work in and visit as tourists. (as reported in
http://www.telegraphindia.com/1100910/jsp/calcutta/story_12919837.jsp, India)
Corporate identity
In Corporate Communications, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives...
and brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
ing. Born 19 December, 1930.
Biography
Wally Olins is Chairman of Saffron Brand Consultants of London, Madrid, Mumbai and New York.After studying history at the University of Oxford
University of Oxford
The University of Oxford is a university located in Oxford, United Kingdom. It is the second-oldest surviving university in the world and the oldest in the English-speaking world. Although its exact date of foundation is unclear, there is evidence of teaching as far back as 1096...
he went into advertising in London. He was sent to India and his first big job was as head of what became Ogilvy and Mather in Mumbai where he lived for five years.
He came back to London and co-founded Wolff Olins. There he was Chairman until 1997. He founded Saffron Brand Consultants in 2001 with an ex-colleague from Wolff Olins, Jacob Benbunan.
Wally Olins has advised many of the world’s leading organisations on identity, branding, communication and related matters. These include 3i
3i
3i Group plc is a multinational private equity and venture capital company headquartered in London, United Kingdom. It has offices in 13 countries across Asia, Europe and the Americas and had total assets under management of £12.7 billion as at 31 March 2011...
, Akzo Nobel
Akzo Nobel
Akzo Nobel N.V., trading as AkzoNobel, is a Dutch multinational, active in the fields of decorative paints, performance coatings and specialty chemicals. Headquartered in Amsterdam, the company has activities in more than 80 countries, and employs approximately 55,000 people. Sales in 2010 were EUR...
, Repsol, Q8
Q8
Q8 is the Kuwait Petroleum CorporationQ8 may also refer to:* Q8 * Quad 8, the Quadraphonic version of Stereo 8* Q , 4th series of Spike Milligan's TV comedy sketch show...
, The Portuguese Tourist Board, BT, Prudential, Renault
Renault
Renault S.A. is a French automaker producing cars, vans, and in the past, autorail vehicles, trucks, tractors, vans and also buses/coaches. Its alliance with Nissan makes it the world's third largest automaker...
, Volkswagen
Volkswagen
Volkswagen is a German automobile manufacturer and is the original and biggest-selling marque of the Volkswagen Group, which now also owns the Audi, Bentley, Bugatti, Lamborghini, SEAT, and Škoda marques and the truck manufacturer Scania.Volkswagen means "people's car" in German, where it is...
, and Tata. He has acted as advisor both to McKinsey and Bain on branding and marketing.
He has worked for a number of cities and countries on national brand image including London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
, Mauritius
Mauritius
Mauritius , officially the Republic of Mauritius is an island nation off the southeast coast of the African continent in the southwest Indian Ocean, about east of Madagascar...
, Northern Ireland
Northern Ireland
Northern Ireland is one of the four countries of the United Kingdom. Situated in the north-east of the island of Ireland, it shares a border with the Republic of Ireland to the south and west...
, Poland
Poland
Poland , officially the Republic of Poland , is a country in Central Europe bordered by Germany to the west; the Czech Republic and Slovakia to the south; Ukraine, Belarus and Lithuania to the east; and the Baltic Sea and Kaliningrad Oblast, a Russian exclave, to the north...
, Portugal
Portugal
Portugal , officially the Portuguese Republic is a country situated in southwestern Europe on the Iberian Peninsula. Portugal is the westernmost country of Europe, and is bordered by the Atlantic Ocean to the West and South and by Spain to the North and East. The Atlantic archipelagos of the...
, Vietnam
Vietnam
Vietnam – sometimes spelled Viet Nam , officially the Socialist Republic of Vietnam – is the easternmost country on the Indochina Peninsula in Southeast Asia. It is bordered by China to the north, Laos to the northwest, Cambodia to the southwest, and the South China Sea –...
.
Wally Olins has written several books including the seminal work ‘Corporate Identity’. His book ‘Wally Olins: On Brand’ was published in 20 countries. His newest book 'Wally Olins: The Brand Handbook' was published in May 2008.
He has taught at many Business Schools including London Business School
London Business School
London Business School is an international business school and a constituent college of the federal University of London, located in central London, beside Regent's Park...
, Said Business School
Saïd Business School
Saïd Business School is the business school of the University of Oxford in England, located on the north side of Frideswide Square on the former site of Oxford Rewley Road railway station. It is the University's centre of learning for graduate and undergraduate students in business, management...
at Oxford, Lancaster University
Lancaster University
Lancaster University, officially The University of Lancaster, is a leading research-intensive British university in Lancaster, Lancashire, England. The university was established by Royal Charter in 1964 and initially based in St Leonard's Gate until moving to a purpose-built 300 acre campus at...
, Imperial College Business School, Copenhagen Business School
Copenhagen Business School
Copenhagen Business School, also known as CBS, is situated in Copenhagen, Denmark. With more than 17,000 students and 1,300 staff members, CBS is also one of the largest business schools in Europe. CBS offers a wide range of business-oriented university programmes and a research environment...
and Duxx University in Mexico and he holds seminars on branding and communication issues around the world.
On 9 September 2010 Wally Olins was appointed to create a brand idea and brand identity for the state of West Bengal
West Bengal
West Bengal is a state in the eastern region of India and is the nation's fourth-most populous. It is also the seventh-most populous sub-national entity in the world, with over 91 million inhabitants. A major agricultural producer, West Bengal is the sixth-largest contributor to India's GDP...
, India three months after he had met the chief minister of the state with a proposal to position the state as a place to invest in, study in, work in and visit as tourists. (as reported in
- The TelegraphThe Telegraph (Kolkata)The Telegraph is an Indian daily newspaper founded and continuously published in Kolkata since 1982. It is published by the ABP Group and the newspaper vies with the Times of India for the position of having the widest widest circulation of any newspaper in Eastern India.According to the Audit...
http://www.telegraphindia.com/1100910/jsp/calcutta/story_12919837.jsp, India)
Awards and recognition
He was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003. He was given the Reputation Institute’s first ever Lifetime Achievement Award in 2006.Books
- "The Brand Handbook" 2008
- "On Brand" 2003
- "Trading Identities" 1999
- "The New Guide to Identity" 1995
- "Corporate Identity" 1989
External links
- WallyOlins.com http://www.wallyolins.com
- Wally Olins, Typo2007 (video): »The Nation as Brand«http://www.typoberlin.de/video/index.php?node_id=9&lang_id=1&ds_target_id=765
- Interview with Wally Olins on design and emotion
- Wally Olins at the Corporate Identity Gipfel in Konstanz on 26. March 2010 http://www.corporate-identity-gipfel.de