Superbrands is a concept that originated in the United Kingdom in 1993 after its founder, Marcel Knobil, an advertising executive lost a two-way pitch for lack of information (The business was retained by the clients’ existing agency).

Frustrated by the fact that an otherwise outstanding presentation came to nought he launched Superbrands. The project was initially designed to fulfil a need-gap often felt by advertising and public relations professionals.

Superbrands began life as a radio programme on BBC and evolved into a book format a year later. The 1st UK edition was released in 1994.

Today, of course, across the world Superbrands is a highly aspirational accolade.