The advertising 'guru' who created the FCUK logo is to move back to Birmingham and create a city branch of his London agency.
Trevor Beattie, who is also known for creating the "Hello Boys" Wonderbra advert, said he had bought a flat in the Rotunda and intended to open a Birmingham office of his advertising and PR firm Beattie McGuinness Bungay.
Mr Beattie, who also worked on Birmingham's Capital of Culture bid in 2003, said he was extremely proud of the city and wanted to support it.
Birmingham outshines Manchester and Liverpool, he said, but its residents did not shout loudly enough about its achievements.
Speaking at an event organised by the Publicity Association of Central England (PACE) at The Orange Studio, he claimed this was stopping Birmingham from developing its reputation.
He said: "Manchester thinks it is better than us and it's not it's a dump. Liverpool people think they are funnier than us and they are not.
"Brummies are great people and Birmingham is a great place. The city is better than its reputation because Brummies are not arrogant enough. They have a lot of pride, but unlike people from Manchester they are not arrogant and don't shout about it.
"That makes Brummies friendly, but if they could just be arrogant and boast for a bit it would do the city's reputation a lot of good."
The band UB40 was a good example of Birmingham's modesty, Mr Beattie added.
"I remember getting a call from Brian Travers from UB40, after he saw an article about me in the newspaper. He had been reading on a plane on the way to play a big concert in Rio de Janeiro in front of thousands of people.
"But he phoned me to say how excited he was to see I was getting recognised. I had to remind him that it was nothing compared to being in one of the biggest multicultural bands of all time. But he just didn't think about it like that."
Mr Beattie also criticised some high profile figures from the region that he claimed have done little to improve the city's image. "It annoys me that Noddy Holder lets people call him a Brummie, when he's from the Black Country," he said.
"So whenever this mad little bloke stands up and shouts 'it's Christmas', everyone thinks he represents Birmingham.
Mr Beattie said he would always be open to helping the city improve its image, but added that he couldn't achieve it by himself.
He said: "Every three years or so, I hear of someone that is trying to re-brand Birmingham or boost it's image. And every time I say I am happy to help. But the majority of the work has to come from others, not me. It's important to get everyone involved. I can shout about how great Birmingham is until I'm blue in the face. It won't make any difference unless others are doing it too."
Mr Beattie also said that the reason Birmingham's Capital of Culture bid had failed was because of those leading the project.