CBX taps store brand leader as new SVP

Dan Ochwat
Executive Editor
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Brand strategy and design firm CBX, a leader in the store brand space, has hired a leading thinker behind Albertsons own brands, 7-Eleven’s portfolio and more. CBX has named Michael Draper to be its senior vice president.

Over the years, Michael has teamed with everyone from Walmart to Kroger on various private brand projects.
Todd Maute , partner, CBX

Over his 30 years in the industry, Draper has led business development and strategy at top tier agencies such as Interbrand and Brandimage, the global agency formed from the 2008 merger of laga and Desgrippes Gobé. Earlier in his career he spent time working with Procter & Gamble, bringing Swiffer to the world and sharing efforts around Mr. Clean, Gain, Scope, Fixodent, Downy, Folgers and Ariel.

On the store brand side, Draper spearheaded private brand strategies for major retailers.

“Michael’s achievements include doing every Albertson’s own brand SKU at one point and redesigning 7-Eleven’s portfolio of products,” said Todd Maute, a partner at CBX. “Over the years, Michael has teamed with everyone from Walmart to Kroger on various private brand projects.”

Maute often shares guest commentary with Store Brands on private brand strategies and Draper will add to the firm’s expertise. Maute’s most recent piece talked about a new way of thinking about private brands beyond the grocery space.

“Michael has been a catalyst for leading the development of ‘adaptive design’ solutions globally,” Maute said. “He launched the very first agency focused on executing top-tier branding and design strategies across thousands of SKUs. By marrying strategic design with execution, Michael has proven his ability to drive brand continuity across complex portfolios, all while saving money and time.”

More recently, at the global prepress house SGS (now sgsco), Draper helped form, lead and grow Marks — the company’s adaptive-design division — into a global business.  “His focus was on bringing a higher level of design and integration to large-scale SKU rollouts,” Maute said.  

At sgsco, Draper collaborated with the likes of SC Johnson (global); RB/Reckitt Benckiser (global); PepsiCo/Quaker Oats/Tropicana (global); Gerber; Nestlé (confectionary); Butterball; Post Foods; NAPA Auto Parts;  NutriSystem; Millipore Sigma/Merck; Hain Celestial, and others. His client list has also included Mars; Crisco; Jenny Craig/Nestlé; Schwan Foods; StarKist; 9 Lives; Kibbles ’n Bits; Chunky; V8; Hershey; Campbell’s; Swanson; Nature’s Goodness, and 7-Eleven.