Dragon reviews care specialist brand

The consultancy won the project in mid-January, having been invited to a competitive credentials pitch by Craegmoor head of marketing Jo Wilson.

‘Craegmoor had been part of a new business target. We’d never worked with Jo before, so it was a welcome win,’ says Dragon account director Marcell Redpath.

Dragon is to embark on an ‘immersion’ period that will involve research with stakeholders, including the senior management team and care service users, to establish a vision, mission and values for Craegmoor.

This could result in a rebrand, says Redpath.

She says, ‘This is about working out Craegmoor’s current reputation versus its ultimate goals and aims for the business, and ensuring it all ties together. Out of those recommendations could come an identity change or a rebrand that will be defined by the brand strategy and recommendations.’

The work has been prompted in part by Advent International’s takeover of Craegmoor last July.

‘It’s about making sure the business priorities are aligned,’ says Redpath.

Recommendations are expected to be made in March, while any subsequent identity work would be completed by the end of June, according to Redpath.