Company: Octus, New York, NY
Nomination Submitted by: ICR
Company Description: Octus (formerly Reorg) is a leading voice in the credit intelligence industry, delivering proprietary data and actionable intelligence to over 35,000 subscribers worldwide. For over a decade, it has helped inform decisions for leaders at top global buy-side firms, investment banks, law firms, and advisory firms.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Re-Branding / Brand Renovation of the Year
 Nomination Title: From Reorg to Octus: A Holistic Rebrand to Clarify the Complex
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
October 29, 2024
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
Since its founding in 2013, Reorg has been a leader in credit intelligence but had been historically known for its original flagship solutions within stressed and distressed segments of the credit lifecycle – bankruptcies, restructuring and reorganization. As the company grew, it became the credit authority for so much more – covering the complete credit lifecycle from deal origination and primary credit, to performing, stressed and distressed credit. The name, Reorg, simply didn’t keep pace with the company’s growth. In October of 2024, Reorg renamed to Octus, launching a holistic, transformative rebrand, while maintaining its reputation within the market. Octus better encompassed the full breadth of our data and intelligence and signaled to the market – and prospective customers – the scope of our capabilities.
Given the company’s well-established reputation in the industry, Octus leveraged the rebranding to further showcase the full scope of its capabilities, promoting the breadth and depth of coverage, and expertise, it delivers in market. As financial markets become more complex, with vast amounts of data and intel available across asset classes, Octus set out to create a new identity that better represented the full scope and value it provides to customers. The global credit market relies on Octus to deliver the proprietary data and actionable intelligence that informs and accelerates critical decisions. Our clients include all top 10 Bulge Bracket Banks, 100% of the top 10 CLO managers and asset managers, 88% of the AM Law 50 firms, and all five Magic Circle law firms.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
The Octus rebrand campaign included a holistic, ground-up approach, from developing a revised messaging framework to creating a new brand identity. After going through over 1,000 names, Octus stood out among the rest as a strong brand name that helps prime the company for a successful future. Inspired by oculus, the Latin word for eye, the new identity speaks to the company’s ability to help its clients see deeper into the world of credit and it showcase the value Octus brings by helping drive critical decisions across financial markets.
Key factors the company considered when choosing its new name included:
- Availability of short web URL with international applicability (octus.com was chosen).
- Trademark clearance across the company’s primary operating regions (US, UK, EMEA, APAC).
- Clear market differentiation in its name when viewed across the competitive landscape.
To bring this new identity to life, Octus developed core activation resources, including a new brand video and complete, ground-up website redesign, to help Octus stand out in a highly competitive environment. Working closely with our growth strategy firm Prophet, Octus developed a new logo mark, typography to support clear communication of key messaging, modern and bold new brand colors, and brand assets like photography styles, 3D graphics, iconography, and data visualization, to be used in marketing, client communications, and sales materials.
The execution of the campaign took a multi-pronged approach, including working closely with branding and public relations partners, as well as aligning our executive leadership team with the new brand vision.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 222 words used.
In the 30 days following the rebrand launch, Octus dominated the competitive landscape with an impressive average share of voice of 71% [REDACTED FOR PUBLICATION]. Notably, in the first week alone, Octus captured a commanding 83% SOV, along with 78% SOV in week 3, significantly outpacing its competitors. [REDACTED FOR PUBLICATION]
Earned media coverage was driven by marketing publications including Transform Magazine, Little Black Book Online, and Design Rush that covered the details of the rebranding effort. Overall, the combination of the press release distribution and earned media strategy helped Octus exceed our annual SOV target [REDACTED FOR PUBLICATION].
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 44 words used.
We've included links to the rebrand press release, which includes the new brand video, and coverage of the rebrand in an interview at Nasdaq and in branding and marketing publications. We've also attached an image of the new website, and our social media redesign.
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