Wally Olins

 Wally Olins is generally recognised to be the world’s most experienced practitioner of Corporate identity and branding.




Wally Olins is Chairman of Saffron Brand Consultants of London, Madrid, Mumbai and New York.

After studying history at Oxford he went into advertising in London. He was sent to India and his first big job was as head of what became Ogilvy and Mather in Mumbai where he lived for five years. India influenced him hugely.

He came back to London and co founded Wolff Olins. There he was Chairman until 1997. He founded Saffron Brand Consultants in 2001 with ex-colleague from Wolff Olins, Jacob Benbunan.

Wally Olins has advised many of the world’s leading organisations on identity, branding, communication and related matters. These include 3i, Akzo Nobel, Repsol, Q8, The Portuguese Tourist Board, BT, Prudential, Renault, Volkswagen, and Tata. He has acted as advisor both to McKinsey and Bain on branding and marketing.

He has worked for a number of cities and countries on national brand image including London, Mauritius, Northern Ireland, Poland, Portugal, Vietnam.

Wally Olins has written several books including the seminal work ‘Corporate Identity’. His book ‘Wally Olins: On Brand’ was published in 20 countries. His newest book 'Wally Olins: The Brand Handbook' is being published in May 2008.

He has taught at many Business Schools including London Business School, Said Business School at Oxford, Lancaster University, Imperial College Business School, Copenhagen Business School and Duxx University in Mexico and he holds seminars on branding and communication issues around the world.

Wally Olins was born in London, is married and has four children.

Awards and Recognition

He was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003. He was given the Reputation Institute’s first ever Lifetime Achievement Award in 2006.


  • "The Brand Handbook" 2008
  • "On Brand" 2003
  • "Trading Identities" 1999
  • "The New Guide to Identity" 1995
  • "Corporate Identity" 1989

See also

External links

  • WallyOlins.com [1]
  • Saffron Brand Consultants [2]
  • Wally Olins, Typo2007 (video): »The Nation as Brand«[3]