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Wally Olins

Wally Olins is Co-Founder of Wolff Olins, the world's leading consultancy in corporate identity and branding. He is Visiting Professor at Lancaster University, Copenhagen Business School and Duxx, the new management school in Mexico. He is author of a number of books on corporate identity and related matters.

Wally appears regularly on television and radio in association with topics such as the globalisation of business, marketing, communication, identity and image. During the course of his professional career, he has given strategic advice on corporate communication, image enhancement and marketing to Chairmen and Chief Executives of some of the world's most influential organisations, both in the private and public sector.

Some of Wally Olins most recent programmes include the new corporate image for Channel 5; the name and brand image for Orange, the fastest growing mobile phone service in the World; and First Direct, the first telephone banking system in Europe - the only brand which has not been subsumed as HSBC.

One of Wally's biggest clients was British Telecom; Wolff Olins helped to transform what was, only a few years ago, an unloved national phone company into one of the world's leading telecommunications companies. Wally worked on a repositioning that decisively shifted BT's external image and its internal culture.

Other clients have included Akzo-Nobel, Midland Bank, Portuguese Tourist Board, Prudential, Renault, Unilever and VW/Audi, who all now have international reputations; others are giants in their own countries in their own activities. Repsol for example is Spain's biggest company and a major European oil company. Sonae is a leading Portuguese conglomerate and Portugal Telecom is Portugal's largest company and Q8 is the brand name of the Kuwait Petroleum company, OPEC's first major international marketing company.

Some of the organisations he has advised on image, communication and marketing issues are rather more unusual; for example, Wally has worked with the Metropolitan Police and with a number of academic institutions such as Aston University and various other bodies in the public sector.

Wally holds a number of public posts largely in the design world. He was until recently a Council Member of the Royal Society of Arts and Chairman of its Design Committee, and Chairman of the Design Dimension Education Trust. He is was a director of the Health Education Authority. In 1999 he was appointed CBE.

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