The agency will launch the company’s annual top 500 business brands in February, but will have to combat cynicism that companies buy their way in to the index.
It will push the message that the top 500 are compiled objectively. Brands who pay an annual fee to the company are given a two-page profile in the accompanying book, but the company claim this does not affect their rating.
Seventy-Seven won the account following competitive pitch. It will target the business pages as well as media writers.
Director Alan Twigg will lead the account.
Superbrands also produces the Cool Brands list.