Principals acquires Davidson Branding to strengthen retail and consumer offering

Branding agency Principals has acquired Melbourne-based Davidson Branding, expanding its expertise in retail and consumer goods branding.

Davidson Branding, founded by Grant Davidson who has led the business for 35 years, has built the agency’s credentials offering retail and consumer branding for clients from Unilever to Arnott’s, Kmart, Bonds and Victoria’s department of health.

From 1 March, Davidson Branding will fully integrate into Principals, with Grant Davidson and his team relocating to Principals’ Melbourne office. The move will bring the combined team to 85 people across Melbourne, Sydney and Auckland.

Principals CEO Tom Brigstocke said the fusion of Principals and Davidson positions the agency as a branding powerhouse.

“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.”

Davidson said the strong cultural alignment between the two agencies presented a big opportunity for the future.

“This is an amazing opportunity to take the business to the next level. This is an exciting new chapter and I’m confident this partnership will lead to outstanding results for our clients,” he said.