Principals acquires Davidson Branding

Principals is expanding its offering and services with the acquisition of Melbourne agency, Davidson Branding

The acquisition allows the independent brand strategy agency to broaden its offer and gives the business unrivalled scale in Australia and New Zealand.

Consumer goods expertise will round out Principals’ specialist capabilities, which already include brand voice through brand language studio XXVI as well as insights, semiotics and employer branding.

From 1 March, Davidson Branding will come into the Principals fold with Grant and his team relocating to the Principals’ Melbourne office. This will create a team of 85 people across three main studios in Melbourne, Sydney and Auckland.

Davidson Branding, run by founder Grant Davidson for the past 35 years, is known for its credentials in retail and consumer goods branding. The agency has worked with the likes of Unilever, Arnott’s, Kmart, Bonds, The Victorian Government (Dept of Health), Enel Green Power and Deakin University.

"After 35 years at the helm of Davidson Branding, this is an amazing opportunity to take the business to the next level," Davidson said.

"We’re bringing significant retail and consumer branding skills to arguably the best branding agency in Australia. This is an exciting new chapter and I’m confident this partnership will lead to outstanding results for our clients."

Principals CEO Tom Brigstocke said: “In our 30th year, we are only getting better. The fusion of Principals and Davidson uniquely positions the agency as a branding powerhouse able to shape iconic brands across categories for the next 30 years and beyond.”

Davidson added: “There is a strong cultural fit, based on a shared belief in collaboration and desire for excellence. Given Principals’ great reputation for doing amazing work and fostering a fantastic culture, this is a terrific opportunity for the future.”

Brigstocke added: “Davidson Branding do excellent work, and more importantly they are lovely people who share a similar culture and approach to ours. This is a meeting of minds, and we look forward to the energy and momentum it will bring our clients and team.”

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