Charles Trevail is Global Chief Executive Officer of Interbrand, having joined in 2018 with the goal of bringing the business into the future by redefining “branding”—not just what it is, but what it will be. This is Trevail’s fifth role at the head of a company, building upon his success at the helm of global customer agency, C-Space.
Trevail has been a leader in the consulting world for over 20 years. He co-founded the pioneering co-creation consultancy, Promise, in 2003, which merged with C Space in 2012. As Executive Vice President – Global, Trevail led offices outside of North America, helping globalize C Space’s client base and business. In 2014, Charles stepped into the role of CEO of C Space and has led the successful transformation based on the notion of Customer Inspired Growth, leading to Global Agency of the Year in 2017.
Reinventing brands and businesses by collaborating with customers and stakeholders is Trevail’s prevailing passion. Previously, Trevail was Chief Executive of FutureBrand, and Managing Director of Brand Union.
As a founding member of both organizations, he made them leaders in their fields, establishing their global reputations for thinking, creativity, and service delivery. He has advised companies and governments internationally, including British Airways, BMW, McDonald’s, Telefonica, and L’Oreal. His career highlights range from helping McDonald’s bring its “restaurant of the future” pilot to life and working with British Airways to launch its “21st century air travel,” to realizing Canary Wharf in the desolate Docklands of East London and teaming with microfinance company FINCA to raise Tanzanian women out of poverty. He recently joined the FINCA International’s Global Board, to help grow the “World Bank for the poor.”
World leaders have also trusted Trevail’s expertise. During the 2005 UK election, he advised on a strategy for New Labour, which achieved a historic third term (termed a “minor miracle” by Tony Blair). He also worked with Al Gore and his team on launching and positioning Generation Investment Management, the leading sustainable asset management firm.
In addition to being a businesses expert and advisor, Trevail is a prominent thought leader. He’s the host of the Outside In podcast, a regular industry speaker and judge, and a frequent media commentator (whose appearances include BBC, CNN, CNBC, Sky, and the Financial Times). He co-authored Brand Together, a book on co-creation, brand, and innovation published in 2011, and has penned many influential thought pieces including “Global or Local – Which Way Next?”
Trevail, his wife Imelda, and their two college-aged daughters reside in New York City. They spent the last three years in Boston, having relocated from London. He plays soccer and tennis, and has interests in politics, theatre, and his home county of Cornwall, England. Despite all this, Trevail still makes time for pro bono work, supporting and advising a number of non-profits doing the work that’s needed to support a sustainable, global future.