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Care Ratings onboards Leo Burnett Consult to redefine the brand and its architecture

The mandate is to get the brand ready for the future, for the opportunities that today’s environment is throwing up. The agency will think about the brand and architecture from the first principle and build an advisory brand for Care Ratings

Care Ratings, a credit rating agency, has signed up with Leo Burnett Consult to create a strategic roadmap to revamp the corporate brand architecture.

Ajay Mahajan, MD and CEO, Care Ratings, said, “Having established its credentials for over 27 years, Care Ratings is one of the leading credit rating agencies in India. With our new vision, opportunities in the environment and our own abilities to harness them, we need a brand that is future-facing. We are happy to associate with Leo Burnett Consult to take our vision forward. They demonstrated a good understanding of our brand philosophy and our future opportunities. We look forward to working together with the team."

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Speaking about the win, Dheeraj Sinha, CEO and Chief Strategy Officer, South Asia, Leo Burnett, said, “Care Ratings is one of India’s most reputed credit rating agencies. However, there’s a lot more that they do, their core abilities are beyond what the brand gets credit for. Our mandate is to get the brand ready for the future, for the opportunities that today’s environment is throwing up. We will be thinking about the brand and architecture from the first principle and build an advisory brand for Care Ratings. At Leo Burnett Consult, we look forward to bringing together technology, data and creativity to chart out a new brand of the future.”

Leo Burnett Consult approaches strategy by triangulating data, culture and creativity. It designs brands and their narratives around the journeys of today’s customers. It derives its success principles not from the traditional tenets of marketing but from an in-depth study of how people in today’s digital age respond to brands and their stimuli.

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