 Olins advised many of the world's leading organisations on identity, branding, communication and related matters including 3i, Akzo Nobel, Repsol, Q8, The Portuguese Tourist Board, BT, Renault, Volkswagen, Tata and Lloyd's of London.He acted as advisor both to McKinsey and Bain.He pioneered the concept of the nation as a brand and has worked on branding projects for a number of cities and countries, including London, Mauritius, Northern Ireland, Poland, Portugal, and Lithuania.