What Lippincott does

Lippincott is a global brand, marketing, and experience consultancy founded in 1943 and headquartered in New York. The firm operates as a wholly-owned subsidiary of Oliver Wyman (itself part of Marsh & McLennan Companies), serving CMOs and marketing leaders at large multinational enterprises across financial services, technology, consumer/retail, industrials, and nonprofit sectors. Its client roster includes Standard Chartered, Starbucks, Korean Air, Nokia, PBS, Danaher, Dupont, LendingTree, and Oportun, among others, reflecting a focus on complex, multi-market brand transformation engagements rather than mass-market or productized services.

The firm delivers consulting through six core solution areas: Build and Revitalize Brands, Unlock Growth Opportunities, Reimagine Experiences, Drive Marketing Strategies, Create Customer Engagement, and Inspire and Empower Employees. Underlying these services are proprietary research methodologies, most notably the Go-to Brand framework, which is built on annual sampling of over 50,000 consumers across 600+ brands and is positioned as predictive of brand financial outcomes. Lippincott also publishes the CMO Outlook study series (2026 edition surveying 500+ marketing leaders) and operates the Decoding AI thought leadership hub and PLAY AI exploration platform, which double as marketing/lead-generation assets and internal experimentation vehicles.

Commercially, Lippincott runs a project-based professional services model with no publicly disclosed pricing. Engagements are senior-consultant-led and acquired through enterprise field sales, thought leadership content, referrals within the professional services ecosystem, and cross-referrals from parent Oliver Wyman. The firm has nine offices across New York, San Francisco, London, Dubai, Sydney, Singapore, Hong Kong, Shanghai, and Seoul, providing both global reach and local-market execution capability. Revenue is not publicly disclosed, and the firm carries no external venture funding.

Name

Lippincott

Legal name

Lippincott

Website

https://lippincott.com

Company type

Private

Founded year

1943

Operating status

Operating

Headcount range

101–250 employees

Short description

Lippincott is a global brand, marketing, and experience consultancy founded in 1943 that serves CMOs and marketing leaders at large multinational enterprises with project-based brand strategy, identity, and experience design engagements across nine global offices.

Ownership category

akta.pro rank

Product category

Brand Consulting Services

NAICS

Marketing Consulting Services (541613), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Brand & Portfolio Strategy Consulting (MPAAAFAB)

akta.pro secondary industry

Marketing Technology (MarTech) Strategy & Stack Advisory (MPAAAFAJ)

Keywords

• Brand consulting
• Brand strategy
• Brand identity design
• Experience design
• Marketing strategy

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Brand Strategy Consulting: Project-based consulting engagements for brand strategy, identity development, and marketing transformation. Engagements typically involve senior consultants working directly with client CMOs and marketing teams on defined deliverables.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Lippincott is a brand, marketing, and experience consultancy that delivers project-based consulting services to CMOs and marketing leaders at large global enterprises. Its practice spans building and revitalizing brands, identifying growth opportunities, reimagining customer and employee experiences, and driving marketing strategies across digital and physical touchpoints, supported by proprietary research frameworks and design capabilities.

Product overview

Lippincott is a brand, marketing, and experience consultancy that offers a unified portfolio of consulting services organized around six core solution areas: Build and Revitalize Brands, Unlock Growth Opportunities, Reimagine Experiences, Drive Marketing Strategies, Create Customer Engagement, and Inspire and Empower Employees. These services are complemented by proprietary research products including CMO Outlook 2026 (global CMO study), Go-to Brands (annual brand research), Decoding AI (AI thought leadership), and PLAY (AI exploration platform). The firm serves CMOs and marketing leaders to help them tackle brand challenges and drive measurable growth.

Differentiator

Problem solved

Functional benefit

Products and services

• Build and Revitalize Brands Consulting service focused on building new brands and revitalizing existing brand identities, including logo design, visual systems, and brand architecture for large enterprises.
• Unlock Growth Opportunities Strategic consulting to identify and capitalize on growth opportunities through brand positioning and market expansion strategies for enterprise clients.
• Reimagine Experiences Service focused on redesigning customer and employee experiences across digital and physical touchpoints to strengthen brand connection.
• Drive Marketing Strategies Consulting to develop and execute marketing strategies that align with brand objectives and drive measurable business growth.
• Create Customer Engagement Strategies and solutions to build deeper customer relationships and engagement across channels and touchpoints.
• Inspire and Empower Employees Internal brand and culture consulting to align employees with brand purpose and empower them to deliver on brand promises.

Quantifiable outcome

• 28% of CMOs report very high influence within their organizations; 84% report difficulty aligning leadership around marketing vision
• +1 more outcomes

Named customers15 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

One partnership is on record.

• Oliver WymancoreOthersOliver Wyman is the parent company of Lippincott. Lippincott operates as a brand consultancy under the Oliver Wyman umbrella, which is a part of Marsh & McLennan Companies (MMC). This relationship provides Lippincott access to Oliver Wyman's global enterprise client network and professional services infrastructure.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Regional players

• MetaDesign: MetaDesign is a global brand and design consultancy (with strong European and APAC presence) competing in brand strategy and identity design for enterprise clients. Comparable in approach and client base, particularly in EMEA and Asia-Pacific markets where Lippincott also operates.

Broad incumbents

• IDEO: IDEO is a broader design and innovation consultancy offering human-centered design, experience design, and brand strategy services. Overlaps with Lippincott on experience design and customer engagement engagements, though IDEO's focus extends into product innovation beyond pure brand work.
• Bain & Company (Customer Strategy & Marketing): Bain's Customer Strategy & Marketing practice competes with Lippincott at the intersection of brand strategy and business growth consulting, particularly for CMOs seeking measurable financial impact from brand investments. A broader management consulting incumbent expanding into Lippincott's territory.
• McKinsey Brand & Design Practice: McKinsey's Brand and Design practice competes with Lippincott on strategic brand engagements tied to business transformation, particularly for global enterprises. A broad management consulting incumbent entering Lippincott's space through its design and brand advisory capabilities.

Direct peers

• Pentagram: Pentagram is a partner-led design consultancy with deep expertise in brand identity design, including custom typefaces and visual systems comparable to Lippincott's bespoke typeface work for Standard Chartered and PBS. Direct competitor in identity design for major brands.
• Siegel+Gale: Siegel+Gale is a global brand strategy, design, and experience consultancy focused on simplicity-driven brand building. Comparable in service offering (brand strategy, identity, naming) and enterprise target market, including financial services and technology clients.
• FutureBrand: FutureBrand is an Interpublic Group-owned global brand consultancy competing for similar enterprise brand transformation mandates. Overlaps with Lippincott on brand strategy, corporate identity, and experience design for global multinationals.
• Interbrand: Interbrand is one of the largest global brand consultancies, offering brand strategy, naming, identity, and valuation services to similar enterprise clients including financial services and consumer brands. Direct overlap with Lippincott across brand strategy, identity design, and proprietary research methodologies (e.g., Best Global Brands).
• Wolff Olins: Wolff Olins is a global brand consultancy (part of Omnicom) competing for the same CMO-level brand transformation engagements. Direct overlap on brand strategy, identity design, and purpose-led brand positioning for large multinational clients.
• Landor & Fitch: Landor & Fitch is a global brand transformation and design consultancy owned by WPP, serving enterprise clients across similar industries (F&B, financial services, transportation). Direct competitor in brand strategy, identity, and experience design with comparable global office footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/lippincottbrand
• Facebookfacebook.com/lippincottbrand
• LinkedInlinkedin.com/company/lippincott

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lippincott