Interbrand Releases 2017 Best Global Brands Report: Apple and Google Hold the Top Two Spots, while Ferrari, Netflix and Enter the List

NEW YORK–(BUSINESS WIRE)– Interbrand has named Apple, Google, and Microsoft as the three most valuable brands in its 2017 Best Global Brands ranking, with technology as the dominant sector. Now in its 18th year, this report’s theme is Growth in a Changing World, and examines three key components: People, Technology and Brands.

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This year, the list features three new entrants: Ferrari at #88, and Netflix and, who make their first appearance on the list, at #78 and #84.

“We are living in one of the most exciting periods of change—societal, technological, industrial—that impacts every aspect of commerce and life,” said Jez Frampton, Global Chief Executive Officer of Interbrand. “In this ever-shifting context, growth becomes more challenging, which is why businesses need brands more than ever. The Best Global Brands understand that brands are the platform for growth.”

For five consecutive years, Apple and Google hold the top positions. Apple’s brand value grew by 3 percent to USD $184,154m, as Google’s brand value grew by 6 percent to USD $141,703m. Microsoft jumps into #3, as one of sixteen brands with double-digit percent growth. Following Coca-Cola at #4, sits Amazon, Samsung, Toyota, and Facebook, which breaks into the Top 10 for the first-time at #8. Mercedes-Benz, and IBM round out the Top 10.

The five Top Growing Brands include Facebook (48 percent growth) who leads for the second year running, Amazon (29 percent), Adobe (19 percent), Adidas (17 percent), and Starbucks (16 percent).

More than half of the Best Global Brands came from four sectors: Automotive (16), Technology (15), Financial Services (12), and Fast-Moving Consumer Goods (9). Retail is the top growing sector in percentage terms (19%), followed by Sporting Goods (10%), Technology (8%), Logistics (7%), and Financial Services (6%).

The Top 100 brands have a combined total value of USD $1,871,730m, an increase of 4.2% from 2016. For the complete Top 100 ranking and the report with comprehensive analysis of growth, sector and industry trends, visit


Interbrand’s 18th annual report analyzes how brands grow in a changing world, showing that using technology at scale to deliver intimate human experiences, will help drive economic growth value. This methodology was the first brand valuation method to become ISO certified.

The ranking is based on three key components that contribute to a brand’s cumulative value:

  • The financial performance of the branded products and services
  • The role the brand plays in influencing customer choice
  • The strength the brand has to command a premium price or secure earnings for the company

About Interbrand

At Interbrand, we believe that growth is achieved when an organization has a clear strategy and delivers exceptional customer experiences. We do both, through a combination of strategy, creativity, and technology that helps drive growth for our clients’ brands and businesses. With a network of 21 offices in 17 countries, Interbrand is a global brand consultancy, and publisher of the highly influential annual Best Global Brands and Breakthrough Brands reports, and Webby Award-winning brandchannel. Interbrand is part of the Omnicom Group Inc. (NYSE:OMC) network of agencies. For more information, please contact us, or follow Interbrand on LinkedInTwitter and Facebook.

John Osborn Named CEO Of OMD US

BBDO Exec’s Appointment Reflects Focus On Integrated Solutions and Services

NEW YORK, Sept. 18, 2017 /PRNewswire/ — Omnicom Media Group agency OMD Worldwide today named John Osborn CEO of its US operations. Osborn joins OMD, the largest US media agency1 following his role as President and CEO of sister Omnicom agency BBDO NY during which time the agency dramatically grew and expanded its service and practice base.

John Osborn

Osborn succeeds Monica Karo, who is moving up to a global role as Chief Client Officer of OMD Worldwide.

“At a time when clients are looking for integrated solutions, having agency leadership with experience across the broad spectrum of marketing services is critical to growth and client success,” says Daryl Simm, CEO of Omnicom Media Group.  “As an Omnicom network, we’re fortunate to be able to access successful leaders like John who can meet that standard.”  

Osborn first joined BBDO New York to work on the Pepsi business, rising to lead Account Director.  He later became the principal architect of the agency’s integrated marketing efforts, expanding services to include digital and social marketing, experiential marketing, design and more.  As president and CEO, Osborn continued to focus on BBDO’s growth in all iterations, innovating in areas like healthcare and expanded data capabilities by establishing an in-house partnership with Omnicom Media’ Group’s Annalect data and analytics platform. During his tenure, BBDO New York was named an Agency of the Year more than 15 times including, most recently, BtoB, Social Media and Webby Agency of the year.

Osborn’s commitment to delivering the talent and tools that drive brand growth, combined with the energy and insights he brought to solving clients’ most challenging business problems, have been integral to the long list of strong and enduring client relationships that have been the hallmark of his tenure at BBDO.

“John’s cross-channel expertise, combined with his skill in creating and leading multi-disciplinary teams, makes him the ideal choice to lead OMD,” says Omnicom Media Group North America CEO Page Thompson.  “He’s a proven and passionate leader who knows how to build the relationships – with clients, with agency partners, and with talent – that build brands.”  

Commenting on his new role Osborn says, “One of the great things about working at an Omnicom agency is the focus on growth, both personal growth and business growth.  This can come in many forms.  As I move into the US CEO’s chair at OMD, growth, especially growing our clients’ business,  remains the defining priority – still working with the best people in the business, but now viewed from the perspective of the media context in which messaging comes to life.”

Osborn’s appointment is effective immediately. He will be headquartered in New York.


OMD Worldwide ( is the leading global media communications agency, with more than 10,000 employees across 100 countries serving the world’s high-profile brands.  OMD provides a range of services globally including communications strategy, media planning and buying, digital execution, content creation, entertainment marketing, sponsorship and brand analytics.  Recognized for its global footprint, strategic integration and creative innovation, OMD has been named Most Creative Media Agency by The Gunn Report for an unprecedented ten consecutive times; was named 2017 Media Network of the Year at the Cannes Lions Festival of Creativity; and is currently ranked the world’s most effective media agency network in the Effie Effectiveness Index. 


Omnicom Media Group (OMG) is the media services division of Omnicom Group Inc.(NYSE: OMC), the leading global advertising, marketing and corporate communications company, providing services to over 5,000 clients in more than 100 countries. Omnicom Media Group includes the full service media networks Hearts &Science, OMD and PHD; the Annalect data and analytics platform; Resolution Performance Media; and a number of specialty media communications companies.

1 RECMA USA Activity Report May 2017

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SOURCE OMD WorldwideIsabelle Gauvry, 917-435-6457, [email protected]

Omnicom’s DAS Group Broadens CRM and Digital Offerings, Luke Taylor Named CEO of Omnicom Precision Marketing Group

NEW YORK, September 11, 2017 – The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC), today announced the broadening of its Customer Relationship Management (CRM) and digital offering through its Omnicom Precision Marketing Group. Omnicom Precision Marketing addresses the growing demand for seamlessly integrated solutions and teams, best-in-class talent and cutting-edge offerings that leverage the newest technology. Luke Taylor has been appointed to serve as Chief Executive Officer of the group. Taylor will report to Dale A. Adams, Chairman and CEO, the DAS Group of Companies. The appointment is effective immediately.

The agencies that will report to Taylor include Javelin, Organic, Proximity, RAPP and Targetbase. Taylor will work with the agencies to enhance their service offerings and talent recruitment; leverage existing Omnicom technology and data platforms, such as Annalect; and to develop strategies for internal investments and acquisitions. All agencies will continue to work as independent brands and businesses within Omnicom Precision Marketing Group.

“Luke comes to DAS with significant, hands-on leadership experience in the agency world, especially in digital marketing and technology,” Adams said. “He has a keen understanding of how marketing communications is evolving and a strong commitment to excellence in client service. We welcome him to DAS and look forward to his many contributions to our clients and our businesses.”

Taylor joins DAS from DigitasLBi, where he was chief executive officer. Prior to this, Taylor was chief executive officer of LBi International N.V., a global marketing and technology agency that was publicly listed in Amsterdam on the Euronext Exchange.

“I am very excited about this opportunity and look forward to working closely with the people at DAS and the agencies,” said Taylor. “Aligning data, analytical, CRM and technical competencies that specialize in the delivery of precisely targeted and meaningful customer experiences is a natural evolution and will allow our agencies to deliver powerful solutions to clients.”


The DAS Group of Companies, a division of Omnicom Group Inc., is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.


Omnicom Group ( is a leading global marketing and corporate communications company.  Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. Follow us on Twitter for the latest news.