FutureBrand names two long-serving executives as partners

FutureBrand has brought two of its senior executives into the ownership of the business, with general manager Christina Kokkinakis and head of strategy Victoria Berry becoming partners in the independently owned brand consultancy.

The move marks a fascinating next chapter in FutureBrand's Australian growth strategy, six years after CEO Rich Curtis acquired the operation from Interpublic Group in a deal that retained its global network connections while establishing an independently owned local business.

Speaking to this publication after the news was announced internally, Curtis reflected on the last six years as an independent and said the model had given FutureBrand a competitive advantage in an market increasingly defined by the divide between global holding companies and independents.

"What that acquisition did for us in the Australian market is it really gave us the best of both worlds," Curtis told MARKETING-INTERACTIVE. "We are locally owned, independently minded, but we come with the global resources, global relationships and global network of people."

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He said the change in ownership had allowed FutureBrand to sharpen its model for Australian clients and give management an "absolute, clear-eyed focus on the local market and what marketers in Australia need when it comes to brand building".

It's a rare point of stability in a market that has seen significant upheaval among global branding agencies, including leadership departures at Interbrand and the winding down of M+C Saatchi's brand consultancy Re, following the collapse of a proposed management buyout in September.

Curtis said FutureBrand's stability and continuity of leadership had become important point of difference.

"We've been a picture of consistency, and I think that's important it in terms of our leadership," he said. "It gives our clients comfort, if not confidence, that we have not only the right skill set but also the right strategic investments in order to be a good brand partner for them."

This is the natural next step for our business. Our success has always been built on a strong team ethos.

Rich Curtis, FutureBrand Australia CEO

Bringing Kokkinakis and Berry into the ownership structure, he said, was the next evolution of that strategy, giving both executives a direct stake in FutureBrand Australia's growth and success. He said the decision was less about broadening the consultancy's offering and more about deepening its leadership, expertise and long-term thinking.

"This is about deepening and about adding depth to the management of the business and adding depth to how we think about how the company might continue to grow and evolve," he said.

From New York to Sydney

Berry joined FutureBrand's New York office in September 2008 as a strategist and was involved in the global rebrand of American Airlines before returning to Australia, working across its Sydney and Melbourne offices.

She became head of strategy in July 2021 and has since worked on brand projects for clients including Air Tahiti Nui, Australian Ethical, Guide Dogs Australia, SEEK, Macquarie Group and Sydney Airport.

For Berry, the partnership formalises a relationship with the business that has developed over much of her career.

“The partnership formalises the way I've felt about FutureBrand for as long as I can remember," Berry said. "We've seen the evolution of the business, the opportunity of the business and in many ways, this is formalising what feels like a one-of-a-kind dynamic.

"There's a track record of us working together, seeing that client impact and we wanted to continue to build this together."

Kokkinakis joined FutureBrand in March 2018 as group account director in Melbourne and went on to become general manager in July 2021. She has helped oversee major brand transformation programs for clients including Australian Payments Plus, eBay, Funlab, IAG, Tennis Australia and Vocus.

She said the move into ownership had not fundamentally changed her day-to-day responsibilities but had shifted her perspective on the future of the business.

“I joined FutureBrand wanting to make a meaningful impact. Eight years on, I can reflect on what we’ve built here and see how special it is: a team that does its best work together, and clients who trust us at their most transformative points of change. As partners, we now get to build on that success together.”

That longer-term perspective also extends to the agency's people, with Kokkinakis pointing to the importance of giving employees a visible pathway to leadership.

She recalled a team member approaching her after the partnership announcement to offer congratulations, before adding: "This shows me what a career here could look like. I thought that was really powerful from a team perspective," Kokkinakis said.

The ownership changes come as FutureBrand continues to invest in its Australian operations, which have been B Corp certified since 2023.

The consultancy has established a regional internship program to create opportunities for people from regional communities to enter the creative sector and invested more than $500,000 in pro bono projects for not-for-profit organisations over the past five years.

Curtis said the continuity of FutureBrand's leadership and its investment in local talent were particularly important in a changing market.

“This is the natural next step for our business,” Curtis said. “Our success has always been built on a strong team ethos that guides not only how we work but also how we engage with our clients and their stakeholders to drive brand transformation and deliver business impact.

"By welcoming Christina and Victoria as partners, we are strengthening not only how we manage and grow our own business but also how we transform and future-proof our clients’ brands, and it’s exactly this kind of strategic investment in which our company’s success and future focus is founded.”