WPP

Scoring 8.95, WPP comes in at number 3. As one of the world’s largest communications companies specialising in advertising, brand and public relations, WPP’s success should come as no surprise.

At the centre of the WPP brand is the core idea ‘Creative transformation’. This inspires and connects the brand’s identity to the company’s purpose – ‘We use the power of creativity to build better futures for our people, clients and communities’ – a statement that is both aspirational and engaging as it recognises how the company can use its strengths to create the most impact. Brand personality has heavily influenced the bold, dynamic visual and verbal identity of the brand, and the way it is executed through the digital experience is both exciting and intriguing. The use of video, moving image and dynamic assets bring WPP’s story to life. There is a clear opportunity for WPP to create more distinctive values. That being said, it is difficult to be critical of WPP as it is a distinctive, holistic brand.