Hasta La Creative!

Dun and Bradstreet may be 173 years old, but when it came time for a massive rebrand, the business data firm was anything but stodgy. The company, founded in 1841, worked with Droga5, a creative agency that’s better known for its eye-catching work for consumer brands including Under Armour and Newcastle Brown Ale.

Dun and Bradstreet’s rebranding efforts, launched in March, reflect a broader trend among consumer and business data firms that have shifted direction to navigate the ebbs and flows of client needs as all facets of business become reliant on data. In the past year, Epsilon and Transunion, both of which enhanced their offerings mainly via acquisition in recent years, also underwent brand overhauls.

Data is at the core of what Dun and Bradstreet does. In a nutshell, the firm gathers regularly-updated information on the health of businesses from around 35,000 sources, many of them clients that divulge accounts receivable data. However, the company’s CMO is adamant that its brand story is about much more.

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