Ogilvy and NewtonX Reveal What Makes or Breaks M&A Brand Migration

Only 7% of executives are fully satisfied with their brand migration efforts after an M&A. Ogilvy Consulting and NewtonX share strategies to close the gaps and increase post-deal success.

Without a brand migration strategy, companies risk losing the advantages of the merger

M&A activity is resurging, driven by sector growth and corporate synergies. Yet, despite billions in deals, the majority of brand migrations fall short of expectations, with only 7% of executives fully satisfied with the outcome. Poor planning and a lack of focus post-deal can undermine the value of an acquisition, leading to weakened customer relationships, disjointed operations, and diluted brand equity. 

Ogilvy Consulting, in partnership with NewtonX, tackled this M&A challenge head-on. NewtonX’s verified research put Ogilvy in direct contact with the executives who have navigated the complex world of brand integration, uncovering actionable insights to ensure smoother brand transitions and help companies protect acquisition value.

Survey of 160 senior leaders revealed critical insights into M&A brand migration strategies and challenges

NewtonX surveyed 160 senior business leaders who were involved in an M&A over the past three years. All respondents held Director-level roles or higher at companies with over $500 million in annual revenue. Participants spanned the US and UK.

The research explored key areas such as brand migration processes, change management, external support, and overall satisfaction with the integration phase.

Some key insights from the research:

• Change management as the top challenge: 48% of leaders identified managing internal change as the biggest obstacle during brand integration.
• Lack of migration planning: 37% of companies lacked a dedicated brand migration strategy during M&A, leading to inefficiencies and missed opportunities.
• External support improves outcomes: Companies that hired external consultants were significantly more likely to report high satisfaction with their brand migration.
• Brand strategy impacts results: Businesses that altered the acquired brand—through endorsement, sub-branding, or a new identity—saw better engagement from employees and customers.

What sets this study apart is the verified data we collected with NewtonX. We have many anecdotes and experiences we lean into but with this study we have concrete data pinpointing where companies and leaders go wrong. These insights provide a clear path forward for brand migration success.”

Andrew Martschenko

Global Consulting Principal at Ogilvy Consulting 

Ogilvy Consulting and NewtonX Tackle the Overlooked Challenge of Brand Migration in M&A

Ogilvy Consulting has released Beyond the Deal: Why Brand Migration Makes or Breaks M&A, a report that reveals a stark truth—companies that neglect post-deal brand integration risk undermining the entire acquisition. But the findings highlight more than just the issues; they offer a blueprint for navigating brand migration successfully.

“This research exposes a major blind spot in M&A,” said Tatiana Lindenberg, Global Consulting Principal at Ogilvy. “If you don’t prioritize brand strategy early, you’re setting the deal up for failure. Our research shows how to turn brand migration into a powerful driver of value.”

NewtonX’s involvement brought depth and precision to the findings. “What sets this study apart is the verified data we collected with NewtonX,” said Andrew Martschenko, Global Consulting Principal at Ogilvy. “We have many anecdotes and experiences we lean into but with this study we have concrete data pinpointing where companies and leaders go wrong. These insights provide a clear path forward for brand migration.”