Definition Group, one of the fastest growing brand alignment groups in the UK, has announced it will be uniting its eight brands under a single name – Definition – in a move set to better align its services and support its continued plans for expansion.

The move, which will take place at the end of October, will see the Group and its seven consultancies – Brand Vista, Definition Agency, OTM, Redhouse, Schwa, TopLine Film and W&P, form a united brand under the Definition name to support its proposition ‘defining and aligning brilliant brands’. The new consultancy boasts a team of over 100 specialists spanning insight, business and brand strategy, PR, tone of voice, creative and performance marketing, SEO, video, and customer and colleague experience, working with more than 300 clients across the globe.

Definition’s portfolio includes major household names, scale-ups and organisations in the public, private and third sectors, including Aldi, Amazon, Benenden Health, Direct Line Group, David Lloyd Clubs, LEGO, Lloyds Banking Group, Guinness World Records, Merlin Entertainment, Sky, Sony Music, SS&C Advent and UK Parliament.

Explaining the move, Heather Baker, CEO of Definition Group said: “We’re already one team, and we’ve experienced phenomenal growth, quadrupling in size over the last three years. And that’s a trend we intend to continue. Uniting our brilliant services and people under a single name makes it easier for our clients to access our experts, helps our teams work together, cuts duplication and frees up our senior people to focus on the strategic and creative services they deliver best.”

Louise Vaughan, the Group’s Chief Client Officer added: “Our new structure strengthens our proposition which blends incredible, specialist services with a ‘one team’ mindset. We’re already starting to see the benefits of this approach – both in developing exciting, integrated products, but also in defining strategies that work across our different services as markets change and clients need them.

Definition has made a number of senior appointments across its board and senior management team to support the new structure. They include appointing Neil Taylor, formerly the MD of Schwa, as Chief of Brand and Gary Moss, former Chair of Brand Vista, as Brand Alignment Partner, responsible for delivering the consultancy’s alignment proposition.

In May the business acquired London-based creative marketing agency OTM – its seventh acquisition and third in just over a year, as part of its buy-and-build programme to broaden its brand alignment services. Last month it appointed Luke Budka to lead on AI across the business, which includes the developing Definition’s own proprietary generative AI solution.