Branded came into being just over four years ago when the companies in the Magnet Harlequin Group launched a collective offering.

As of yesterday (1 March) Branded has consolidated its service offering into “a single experience, providing clients integrated brand creation, brand implementation and brand management”.

The strategic repositioning means the end of the line for the Magnet Harlequin and Technik names. 

Jamie Richards, who became CEO of Branded at the end of 2021, said: “It’s a simpler way to go to market. We have simplified the offer around the three pillars of creation, implementation, and management.

“We wanted to make the message as clear as possible and Branded is such a great, strong name. The change has been well-received internally.”

The agency’s new strapline is “Bright Ideas, Brilliantly Executed”, with the business aiming to be “the agency for the Age of Acceleration”.

The Branded offering spans a wide range of strategic and creative production services, including digital asset management, compliance, and print and packaging management. It works with a host of blue-chip clients, including Tesco, M&S and LG.

Richards said the goal was to save clients time and money, “without creative or technical compromise”.

“We understand the challenges that brands face in standing out and staying relevant.

“Now is a great time to take Branded to the next level. With award winning creative and efficient, agile delivery, we help brands move faster. And make sure they’re built to last.” 

The Technik and Magnet Harlequin brands dated back to 1976 and 1980 respectively. 

Branded executive chairman Alan Wright will retire at the end of this month, but will remain on the board of parent group Writtle. 

He said: “It’s emotional for sure, but this one's been in the planning for some time and I could not be more excited for my colleagues, one and all, as they start this important new chapter.

“I've had the most amazing forty one years with Magnet Harlequin and know how fortunate I've been to work in this industry – from my first day as a repro apprentice to this very moment,” Wright added.

Branded has established a new US headquarters in Miami and also has an international presence in Hong Kong and India.

Writtle also owns instore specialists Arken Pop International and Fero, which is a finalist in this year’s Printweek Awards. 

Writtle had sales of £67.9m in 2021 and is set to release 2022 results in April.

Creative agency WMH&I and technology wing MagLabs retain their independence.