With over 1,300 minds across 35 locations, Landor is known for redefining how brands grow. Emma Beckmann, Group Chief Growth Officer, discusses how the agency’s strategic evolution is meeting clients’ changing needs — blending creativity with analytics, heritage with innovation, and emotion with technology to build powerful brand platforms that deliver business results.
Please provide a top line view of your agency’s structure, scale and capabilities.
We are world-leading brand experts, underpinned by the most expansive strategic and creative capabilities in our category. Across 35 locations around the globe and 1,300 minds, we build brands differently. We work with our clients to define and solve business problems through the lens of brand, by leveraging our design, experience, governance, and measurement capabilities.
What most inspires you most about your agency?
What inspires me most about Landor is our ability to transform businesses through the power of brand and affect real business outcomes. We go beyond most branding agencies, connecting strategy to experience to deliver real, tangible results. Landor’s evolving offer is built to meet our clients’ ever-changing needs. By combining our holistic approach – from consulting to design to measurement – with the exceptional talent across the Landor Group (amp, BDG, and ManvsMachine) and WPP’s cutting-edge AI capabilities, we’re bringing new life to brands and creating meaningful impact. I’m excited to help more clients unlock their full potential and drive lasting growth, whilst at the same time enabling our teams - and clients - to work more smartly and efficiently with the help of WPP Open.
We’d like to hear about a new business win that you’re paticularly proud of.
We're incredibly proud of winning the Lobos 1707 business. From day one, we were inspired by Lobos 1707’s Founder Diego Osorio, and President Carlo Vigil’s vision and ambition to scale and grow the brand.
The pitch process was collaborative and demanding, requiring weekly deck revisions tailored to various stakeholders. We distilled Lobos 1707's compelling family story and unique attributes into a powerful brand platform that resonated. We focused on deeply understanding consumer aspirations to create an authentic brand connection.
Post-win, our team flawlessly executed the plan, leveraging consumer insights to validate our strategy and creative direction. Our brand performance team was instrumental in mining for insights and validating our strategic/creative direction through consumer communities, ensuring that our work resonated with the target audience. The resulting visual identity and brand voice authentically captured the spirit of Lobos 1707.
Just announced this week, Lobos 1707 has struck a deal with Diageo. A testament to the brand's potential and the strong foundation.
A truly rewarding partnership from pitch to product.
You can read more on the Lobos 1707 work here.
How do you stay nimble and adapt your agency’s strategy as new technologies or platforms emerge? Where do you see most opportunity for brands?
Staying nimble in a rapidly evolving landscape requires a culture of continuous curiosity and experimentation, which we have had since our beginning in 1941 by Walter Landor. He invented branding and we have been innovating in the industry ever since. At Landor, we’ve built agility into our DNA - blending global insights with local relevance and constantly scanning the horizon for emerging technologies, platforms, and consumer behavioral shifts. Whether it’s AI, immersive experiences, or decentralized ecosystems, we don’t chase trends - we interrogate their potential to drive meaningful differentiation and ultimately unlock value for brands.
We innovate not only with tools and tech but also with how we deploy our brilliant people. Our cross-functional teams collaborate across borders to reimagine what brand experiences can be.
Ultimately, our strategy is to adapt with purpose, ensuring that new platforms are used in service of stronger storytelling that emotionally connects and creates memories that lead to deeper engagement, and in turn long-term brand equity.
Right now, the biggest opportunity lies at the intersection of technology and emotions. Brands that can humanize innovation - using AI to personalize at scale, leveraging virtual spaces to foster real connections, or building trust through transparency in data and design - are the ones that will lead. The future isn’t just about being on the newest platform; it’s about being relevant, differentiated, and, as much as possible, in control, wherever your brand shows up.
