Wolff Olins and PwC today held a breakfast briefing at Wolff Olins' London offices to discuss PwC’s recent branding journey.

Ian Duncan, Brand Director at PwC, took the attendees through the five year process of transforming PwC’s brand – a process that began with a brand benchmarking exercise in December 2005, and was rolled out in October of this year.

PwC employ over 160,000 people in 154 territories worldwide, so it was unsurprising that the challenges of implementation played a large part in Duncan’s presentation. He also spoke on the importance of incorporating brand change into a business agenda, and of having an open, engaged relationship between the client and the agency – a theme Robert Jones, Wolff Olins’ Head of New Thinking, also touched upon.

The full story of PwC’s rebrand from PricewaterhouseCoopers is told in Communicate magazine this month (Communicate magazine, November/December 2010).