Challenge
Launching a New Name in Data Management When the two global leaders in first-party data successfully merged at the end of 2017, all eyes were on them. Just before Christmas of 2017, Research Now and Survey Sampling International (SSI) announced that they had received all necessary global regulatory approvals and had closed the deal. Two data giants now found themselves as the market research industry’s largest provider of online panel data and technology-based research solutions based on opted-in data. At the beginning of 2018, Research Now SSI (RNSSI) faced the daunting task of not just renaming the newly combined company but rebranding the entire organization as well. After a speedy but thorough RFP process that included interviewing 10 agencies from NY to LA, the RNSSI marketing team selected Spire Agency to take on the tasks.
Solution
Spire immediately entered into the rigorous international search for a new name, combing through thousands of naming options over a multitude of months. Finally, a new brand was born. Dynata: The leader in dynamic global, first-party B2B and B2C data. From the approved name, Spire developed a striking and beautiful new logo. After that, an entirely new corporate business system along with a new capabilities deck for Dynata’s growing international sales team. An entirely new brand standards guide was needed quickly to keep the entire organization in line with the new brand. Work also immediately began on a website, which has been hailed by the data industry as beautiful, engaging and industry-leading.
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